Consumers' Perceived Concerns and Benefits Regarding Disclosure of Locational Data

Morten Grimmig Christensen & Annith Ramachandran

Student thesis: Master thesis


The thesis looks into identifying the perceived concerns and benefits of Danish consumers whenever they disclose locational information to a given firm. Interviews were conducted with a group of Danish consumers and used as a primary source. These interviews were based on the Communication Privacy Management (CPM) theory, using the theory as theoretical framework for the interview guide as well as the analysis. Several concerns that the consumers had when disclosing their locational data were found however the benefits generally outweighed the concerns. Therefore, the concerns did not seem to keep the consumers from disclosing their locational data. The thesis discusses how trust and culture is able to influence the consumers. Trust seemed to be a relevant influencing factor when consumers decided to disclose their locational data. Culture was discussed to broaden the cultural aspect beyond Danish consumers with the purpose of identifying how cultural factors is able to affect privacy concerns. The thesis identified that there were cultural differences which made Danish consumers more willing to disclose. Lastly the thesis discusses the strategic implications for firms taking a specific viewpoint from the GPS-tracking firm CPH Trackers. Three privacy strategies is discussed according to the case company of CPH Trackers. For a firm like CPH Trackers the Privacy Balancer strategy seemed most optimal of the three but this was given that the consumers were young Danes.

EducationsMSc in International Marketing and Management, (Graduate Programme) Final ThesisMSc in Finance and Strategic Management, (Graduate Programme) Final Thesis
Publication date2018
Number of pages214
SupervisorsIoanna Constantiou