Kan pensionsbolagen med sin marknadskommunikation få unga att börja pensionsspara?
The aim of this study was to examine how consumers in the age 25-35 years old perceive and interpret the communications of retirement savings. The study also examines if the communication feels important or if it needs to be imroved to get the consumers to start a retirement saving, if they not already have one.
The study addresses the issue of Shannon and Weaver's basic communication model, Fiskes division of communications, and Lasswells approach to communications in order to gain an understanding of the communication today. Relationship marketing is also brought up to describe the modern way to market services. Retirement savings is a complex service, therefore is Ratchfords FCB Grid used in this study to show the low – and high – involvement products and how they should be marketed.
The study is qualitative where focus groups were chosen as the method. A convenience sample was made where two focus group interviews with four respondents in each group were selected to participate in the study. A structured interview was conducted in which issues around retirement savings was to get an idea of the respondents' knowledge of the subject. Commercials were shown to the respondents where they were asked to interpret, followed by more specific questions. The interviews were compiled and analyzed to create a discussion.
The results showed that neither of the respondents had any great knowledge or interest in the subject. This shows that retirement savings is a service that requires high commitment. Emotions, such as anxiety emerged during the discussion. The respondents' reflections on the commercials were that the message is not always successfully conveyed and that the respondents were not aware that they actually belong to the target group. Even suggestions for improved communication was discussed, like a more easily understandable information. Also improved relationship with people more familiar with the subject was raised up as an important factor. The results of the focus group interviews shows that the communication of retirement savings in many cases does not reach the consumers.
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