Når selvrealisering bliver til gældsrealisering - Et casestudie af gæld blandt danske unge

Michelle Boysen Pedersen & Amalie Katrine Koch-Rasmussen

Studenteropgave: Bachelorprojekt


The aim of the project is to recommend a future product-market strategy for the Danish organization Forbrugerrådet Tænk Gæld (the Danish Consumer Council) to reduce the number of debt-impaired young people in Denmark. The project is an Embedded Single-Case Study based on the case study theory of Yin, which examines Danish young people’s understanding of debt and their private economy within the age of 18 to 30 years. The analysis is based on empirical research including public documents from Forbrugerrådet Tænk Gæld and three qualitative focus group interviews of 15 Danish young people within the age of 18 to 30 years. We analyse the following aspects: (1) the organisations marketing mix, (2) the variables which influence the Danish young people’s buying-decision-process, (3) the young people's opinion formation in relation to the young’s opinion about the phenomenon ‘debt’, and (4) the future strategy of the organisation based on the Ansoff Product-Market Matrix. Finally, the discussion section of the project will discuss pros and cons associated with the findings in the analysis of the future strategy of Forbrugerrådet Tænk Gæld. The analysis and the discussion end up with a recommendation of how the organisation can use the strategies: product development and market penetration to target the Danish young people most effectively and reduce the number of debt-impaired young people in Denmark.

UddannelserVirksomhedsstudier, (Bachelor/kandidatuddannelse) Bachelor
Udgivelsesdato27 maj 2018
VejledereNiels Nolsøe Grünbaum


  • casestudie
  • gæld
  • unge
  • privatøkonomi
  • strategi
  • købsbeslutningsproces
  • marketing mix
  • Yin
  • Ansoff
  • Blumer
  • Bitner
  • Booms
  • De 4 p'er
  • De 7 p'er
  • Forbrugerrådet Tænk Gæld