دانلود رایگان مقاله انگلیسی نقش آموزش در رفتار مصرف کننده در بازار بیمه - نشریه الزویر

Abstract

Education has an extremely important role as it influences the insurance purchase decision. On the insurance market in Romania, there is a discrepancy between the high potential demand and the rather low real demand. This discrepancy can be explained by a series of economic reasons, as well as by the lack of education in the field. Within more extended research regarding the behavior of the insurance services’ consumer and the factors influencing it, we have studied the way in which insurance services are perceived by potential clients and the role education plays in this.

1. Introduction

The behavior of the consumer of insurance services is influenced to a large extent by numerous factors that can be classified in several categories: situational factors (factors appearing in all the phases of the decisional process: before the acquisition of the insurance policy, during the acquisition and after the purchase), factors related to the marketing activity of insurance companies (among which we can mention the impact of the promotional politics of insurance companies, the characteristics of the insurance products and distribution of insurance services, factors related to the premiums paid and the payment facilities offered by the insurance companies, factors related to the influence of the personnel of insurance companies), factors from the external environment (natural, demographical, economical, legislative and technological factors), elements related to the sociological particularities of consumers (in this category, culture, social class, reference group and family are important factors) and factors reflecting the individual characteristics of potential insurance consumers, such as age, stage in the life cycle, gender, employment, economic status and last but not least: the education of the person.