Our Bachelor thesis title is "The personalized e-mailing: The perception of Asian and European students" and it is written by two exchange students Juliette Douay and Victoire Jeanson both from France. This thesis is written is the frame of our field of study which is Business Administration, at University West in the spring 2017. Through the evolution of the technology, companies employee more and more the personalization as a marketing tool in their e-mail. Therefore, e-mails are personalized and it should normally encourage customers to buy. The problem is that we found some studies about the privacy risk of the personalization. Personalization might be good but what implies personalization as for example the fact that companies get personal information about their consumers can make the last ones afraid and slow down their purchase. Thus, with our thesis we wanted to learn about the perception of consumers. That is why the research question of our bachelor thesis is "How do Asian and European students use e-mailing and which aspects of e-mail impact the students? What are the students perceptions about personalized e-mailing's effect, risk and privacy?"

The purpose of our work is practical and academical. Practical because we answered our research question and our analysis can be useful for international companies and academical because we fill in a lack of knowledge by creating some. In order to answer our research question, we used the qualitative method and interviewed 16 students. About the theory, it is composed by scientific articles about studies on the subject. The empirical data part consists of exposing our findings that's it to say the interviews responses about their way of using e-mailing and their perception about personalized e-mailing. Thereafter comes the analysis part on which we tried to connect both our findings and the theory part.

Finally, we ended our thesis by a conclusion saying that Asian as European students use their e-mail in their professional and personal life, but Asians do not use their e-mail every day. Then, we noticed that even if students are interested in the e-mail, there is a lack of trust on different reasons for Asians and Europeans. More or less personalization is well perceived even if we found some differences between Asians and Europeans: our Asian respondents feel more worried and more distant with companies that use personalization than our Europeans respondents. In both continents, we noticed that our respondents care about the fact companies have too much information about them, the privacy risk.