How can potential customers be persuaded to purchase pre-need and unsought services?

: an analysis of marketing strategies in the inheritance industry in Germany

Abstract

This scientific work is based on an industry research, focusing on the inheritance industry inGermany and corresponding marketing activities for pre-need and unsought services. Thisconservative industry is expected to change due to external factors as the digitization and relatedchanges in the law. In the course of the industry analysis, conventional funeral homes and theirchallenging services from the digital inheritance industry are analyzed in order to create a basicunderstanding for the further course of this thesis. To delve deeper into marketing strategies, aplayer analysis is done at micro-level.In addition, a quantitative study was conducted to empirically investigate potentials on futuremarketing strategies through A/B testings. For this objective, the focus was set on thedimensions previously considered to be particularly relevant, emotion and awareness. The aimis to gain insights that can significantly contribute to a better understanding of the inheritanceindustry in Germany and to more targeted and promising marketing strategies for both,conventional and challenging services. The results contribute to managerial decision-makingrelated to the inheritance industry.

Date of Award	25 Jan 2021
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Omar El Nayal (Supervisor)