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Marknadskommunikation ur ett interkulturellt mottagarperspektiv - om försäkringbolagens information för hemförsäkringar är anpassad efter invandrares behov och förutsättningar
2003 (Swedish)Independent thesis Basic level (degree of Bachelor)Student thesis
Abstract [en]

This report describes the findings of research concerned with intercultural aspects of marketing communications. The essay specifically deals with how people of ethnic backgrounds other than Swedish perceive promotional information disseminated by insurance companies seeking to sell comprehensive household insurance. The main objective of the research is to understand and articulate the influence of an individual’s cultural background and preconceptions, on the perception and interpretation of information. The purposes of the research is to discover and elucidate any special communicational needs or preferences of our interview subjects; and from these, make recommendations as to improvements that could be made to the communication of information across cultural boundaries. We chose to look at the communicational transaction from the point of view of the receiving party of the communication, and chose as receiving subjects, immigrants to Sweden, where the sender is an insurance company. The research undertaken in pursuit of the study involved the application of qualitative interviews to a selection of eleven subjects, originating from ten different and culturally heterogeneous countries. The results of the studies suggest that the immigrant subjects of the research do have particular communicational requirements, and that the communication of the information set under study was in-sufficiently adapted to those needs. The results include a presentation of the perceptions of the subjects themselves and a catalogue of their suggestions for changes in the nature and form of communication that would make the information conveyed easily accessible. Our hope is that the content of this essay will lead to a more efficient communication between the receiver and the sender within the field of marketing communications.

Place, publisher, year, edition, pages
2003. , 43 p.
Identifiers
URN: urn:nbn:se:kau:diva-57341Local ID: MKV C-29OAI: oai:DiVA.org:kau-57341DiVA: diva2:1121952
Subject / course
Media and Communication Studies
Available from: 2017-07-12 Created: 2017-07-12

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  • apa
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  • nn-NO
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