Is price the main motivation for buying general insurances in Romania? Comparative study 2014 – 2019

Abstract

The present research aimed to identify the extent to which the price is the main motivation to buy general insurance in Romania in the period 2014 - 2019. The achieved results have partially confirmed our hypothesis and lead to a series of interesting conclusions with direct applicability in the insurance market and more. Additionally the application initiative of the Howarth Sheth model for the Romanian insurance market represents a novel component, that can lead to developing some specific consumption choice analysis tools.

Keywords

• consumer behavior
• purchasing motivation
• general insurances
• rca
• psychological factors
• price
• marketing mix