Värdet av "utan extra kostnad" - En empirisk studie av gymnasisters utvärdering av bankerbjudanden och deras finansiella förmåga
There are over 100 banks in Sweden. Yet, most people tend to choose one of the top four banks and stay with them. Times are changing, however, and the growth of online-based self service solutions has increased the importance of attracting and retaining customers at an early age. SEB and Swedbank have addressed this issue by introducing bank bundles. Since most banks offer similar services, the packaging and framing of the bundles have become increasingly important. In addition, several studies have shown that customers can easily be influenced by the use of "free" products. This thesis aims to investigate whether the attractiveness of a bank bundle can be influenced by simply including one or several "free" components in the bundle. To test this, we have conducted a survey-based experiment in three Swedish upper secondary schools, yielding 241 complete responses. Our results suggest that including "free" components in a bundle did not have any effects on how the participants rated the bundles. We speculate that this might be an effect of combining "free" with a bundle. We have also measured and analyzed the financial literacy of our respondents to contribute to this field of research. Our study indicates that the financial literacy of upper secondary school students might not be as low as previous studies have suggested.