Čimbenici koji utječu na donošenje odluke o kupovini police osiguranja u Republici Hrvatskoj

professional thesis

• Title (english): Factors influencing the decision to purchase an insurance policy in the Republic of Croatia
• Author: Verica Čamber
• Mentor: Ružica Brečić (mentor)
• Committee member: Dubravka Sinčić Ćorić (predsjednik povjerenstva)
• Committee member: Ružica Brečić (član povjerenstva)
• Committee member: Zvonko Kostanjčar (član povjerenstva)
• Granter: University of Zagreb; Faculty of Electrical Engineering and Computing; (Department of Electronic Systems and Information Processing); Zagreb
• Defense date and country: 2022-12-02, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Computing; Data Processing

Abstract

Donošenje odluke o kupnji je složen proces. Cilj rada je utvrditi čimbenike koji utječu na donošenje odluke potrošača o kupnji osiguranja na tržištu krajnje potrošnje. Empirijsko istraživanje provedeno putem anketnog upitnika, na uzorku od 207 ispitanika, pokazuje koji ekonomski i sociodemografski čimbenici pozitivno utječu na odluku o kupnji osiguranja u odnosu na najzastupljenije vrste osiguranja kod privatnih (fizičkih) osoba te koji su stavovi ispitanika vezani za povjerenje u osiguranje na tržištu Republike Hrvatske. Rezultati istraživanja pokazali su kako se utjecaj čimbenika razlikuje u ovisnosti o vrsti osiguranja. Kod obveznih osiguranja veći utjecaj na odluku o kupnji imaju ekonomski čimbenici (cijena) dok kod dobrovoljnih osiguranja dominantniji je utjecaj sociodemografskih čimbenika (spol, dob, obrazovanje, regija). Rezultati istraživanja također su pokazali kako je kod povjerenja važno obratiti pažnju na brand, djelatnike odnosno prodajne predstavnike te na iskustva drugih klijenata. Sve složenije potrebe klijenata zahtijevaju bolje poznavanje čimbenika koji utječu na donošenje odluke o kupnji osiguranja.

Abstract (english)

Making purchase decision is a complex process. The aim of this paper is to determine the factors that influence consumer decision making on the purchase of insurance in the final consumption market. Empirical research,conucted through a survey questionnaire, on a sample of 207 respondents, shows which economic and sociodemographic factors positively influence the decision to purchase insurance in relation to the most represented types of insurance among retail persons, and which attitudes of respondents related to trust of insurance in the Croatian market. The results of the research show that the influence of the factors differs depending on the type of insurance. In the case of mandatory insurance, economic factors (price) have a greater influence on the purchase decision, whil in the case of voluntary insurance sociodemographic factors (age, gender, education, region) are more dominant. The results of the research also showed that when it comes to trust, it is important to pay attention to the brand, employees or sales representatives, and the experiences of other clients. The increasingly complex needs of clients require a better knowledge of the factors that influence the decision to purchase insurance.

• Keywords: osiguranje; vrste osiguranja; ponašanje potrošača; tržište; ekonomski i sociodemografski čimbenici
• Keywords (english): insurance; types of insurance; consumer behavior; market; economic and sociodemographic factors
• Language: croatian
• URN:NBN: urn:nbn:hr:168:558904
• Study programme: Title: INSURTECH; Study programme type: university; Study level: postgraduate specialist; Academic / professional title: sveučilišni/a specijalist/specijalistica digitalnih inovacija i tehnologija u osiguranju (sveučilišni/a specijalist/specijalistica digitalnih inovacija i tehnologija u osiguranju)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2023-01-18 10:23:45