Abstract
This paper aims to explore buying motives as demand factors for life insurances and private pensions in emerging and developed markets, based on the comparative analysis of findings of surveys and interviews conducted in Romania and Austria.1 The comparative analysis between the quantitative research has shown that in Romania several more factors were influencing the steps between having no intention, the intention and the decision to buy a life insurance and private pension product than in Austria. However, trust in insurance companies and the central role of the sales agents have shown to be decisive for wanting to buy or having already acquired a life insurance in both countries. In Austria it is a personal choice, if the customer wants to invest in life insurance, in Romania, however, it is a challenge related to the regulatory and economic perspective of the country.
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