Analýza chování spotřebitele v oblasti soukromého pojištění

Abstract

The aim of the thesis is revealing factors that influence consumer behaviour in the private insurance and whether insurance applicants prefer a choice of an insurance product to selecting an insurance or vice versa. The legislation interpretation language method (direct interpretation of the law) and analysis method are used in the theoretical part. The induction method is used in the practical part, where hypotheses are defined and the insurance market survey using a questionnaire is executed. The thesis is divided into three chapters. The first chapter deals with the characteristics of private insurance and related legal legislation. The services marketing mix, decision-making and consumer typologies are mentioned in the second chapter. Predetermined hypotheses are confirmed or refuted by the survey using a questionnaire and factors are presented in order of importance affecting consumer choice of insurance products and insurance companies in the practical part. Consumer behaviour model that emerged from the survey results is identified at the end.