Hvem er fremtidens forbruger? Og hvordan kommer det til udtryk på konsumentmarkedet?

Laura Smith & Sascha Fie Lyngholm

Student thesis: Master thesis


In this thesis we will examine the relationship between the development in society and consumer behaviour. The purpose of this thesis is to examine the relationship between these two elements, in order to examine how society and consumer behaviour interact and affect each other. Thereby, we will be able to examine how the consumer of the future will behave – as well as we will try to establish how companies could communicate efficiently to this consumer. This is an interpretive thesis, which aims to describe, analyse and discuss how society and the consumer have developed over time. Our hypothesis is that society and consumers depend on each other and that one cannot evolve without the other. Naturally, this development affects how companies choose to communicate to the consumers. Therefore, the purpose of the thesis is also to investigate if communication has changed over time and how it could change in the future in order for companies to remain successful.

EducationsMA in International Business Communication (Intercultural Marketing), (Graduate Programme) Final Thesis
Publication date2008
Number of pages90