Individual-level factors explaining the financial consumer behavior at Christmas : A study of the financial consumer behavior in times of distinct pr…

2017

Master's thesis Business Administration BE501 - University of Agder 2017 The purpose of this thesis is to examine the individual-level factors related to financial consumer behavior during times of distinct pressure, using Christmas and Christmas gifts as focal examples. Additionally, we want to examine whether the Christmas-trade can lead to financial difficulties, and if so, understand why. The Christmas-trade is very important for the retail trade in Norway, and for many lines of industries it is crucial for profitability and safe employment. The consumption during Christmas makes up for about half of the domestic demand in Norway, and is thus an important driver for the Norwegian econom…