Potential Buyers’ Attitude towards Life Insurance Services

Abstract

In the context of the evolution of the domestic life insurance market in the past few years and of Romania's difficult economic situation, the Romanian consumers’ behavior has changed, more and more of them discontinue life insurance policies. Thus, companies operating in this industry need more than ever to be able to convince consumers of the necessity for the services and products they offer and of their businesses’ stability. On the long term, the objective of the life insurance companies has to be strengthening consumer trust in them. For this reason, a marketing quantitative research was carried out regarding potential buyers’ attitude towards life insurances, whose results are presented in this paper. The study aimed to determine the prospects’ attitude towards the two main types of life insurances, the level of information they have on these services, their purchase intention, the importance given to these services, and the degree of trust in them.