Analýza spotřebitelského chování na trhu s životním pojištěním

Abstract

This bachelor thesis examines consumer behaviour in the life insurance market. The main aim of the thesis is to analyse the factors influencing consumers’ decision-making when choosing life insurance and to identify motives that lead them to conclude such a contract. The theoretical part defines basic concepts related to consumer behaviour, factors influencing purchasing decisions, the consumer decision-making process, and the concept of purchase. It also includes a characterization of the insurance market, life insurance and its individual types, including supplementary insurance. Furthermore, the market structure of the life insurance sector is analysed using the CR4 and HHI indicators. The practical part focuses on the implementation of marketing research through an online questionnaire survey. The collected data were subsequently analysed with the aim of identifying consumer preferences, the main motives for concluding life insurance, and the relationship between selected factors influencing consumer decision-making. Based on the research findings, recommendations are formulated for more effective communication and for adapting insurance offers to clients’ needs.