Studying the Factors Which Influence Consumer Behavior on the Insurance Market

For understanding insurance services’ consumer behavior, it is necessary to study the influence of different endogenous and exogenous factors on the insurance services’ consumer behavior. The researchers must analyze the decision-making processes from those that precede the purchase of insurance to the final experience of using it and the various factors that influence the processes and the insurance services’ consumer. The paper aims to present some methodological aspects related to the qualitative study of the influence of endogenous and exogenous factors on the insurance consumer behavior. This work was supported by CNCSIS – UEFISCSU, project number 915 / 2009 PNII – IDEI 1773/2008