Uman NUH | today: 07/08/2024
| Author(s) |
Prokopchuk O.T., Candidate of Economics, , Uman National University of Horticulture, Ukraine Пономаренко О. В., , , Гумен О. В., , , Мирошниченко М. М., , , Макарчук В. В., , , |
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| Category | Economics | ||
| year | 2024 | issue | Issue number 104. Part 2 |
| pages | 169-181 | index UDK | 339.113 | DOI | 10.32782/2415-8240-2024-104-2-169-181 (Link) |
| Abstract | In today's 21st century, the study of consumer behavior in the context of insurance is taking on new dimensions due to the impact of digital technologies and social transformations. Mental differences, age, gender, and place of residence complement consumer behavior models, expanding their applicability for analyzing the choice of insurance products. This opens up opportunities for the development of new methods of analysis and forecasting, contributing to a better understanding of the needs and preferences of insurance company customers. Social transformations in the insurance sector, including the emergence of new generations and digital inequality, affect consumer behavior and require further research. Digital technologies are changing people's minds and expectations, which leads to adjustments in consumer behavior and the emergence of new needs. This creates a special dependence on modern technologies and expands the field of research within the digital economy. In the context of digitalization and evolution of the insurance sector, the article studies the impact of digital technologies on the choice of insurance products by consumers. Applying advanced methods of data collection, storage and processing, various technological tools for forecasting and analyzing insurance behavior are considered. The direct and indirect factors affecting car insurers, including the level of car insurance, socio-economic transformations, and marketing strategies, are investigated, which contribute to a better understanding of the processes of choosing insurance products and developing appropriate marketing strategies. The results show that digital technologies greatly simplify the process of analyzing and forecasting insurance behavior, which contributes to the development of effective sales strategies and increase the competitiveness of insurance companies. However, the study points out technical and methodological challenges, such as the complexity of processing large amounts of data and selecting appropriate factors for analysis, that may arise when implementing these technologies. In general, the study confirms that digital technologies play a key role in shaping policyholder behavior, which is reflected in changes in the economic and social environment and in the genesis of economic theories of consumer behavior | ||
| Key words | motor insurance, transformation, digital technologies, consumer behavior, online platforms, car safety, marketing strategies, electronic services | ||