Comportamento do consumidor: influências e motivações para a compra de seguros de automóvel

• Autor(a) principal: Montanari, Wilton de Souza
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da PUC_SP
• Texto Completo: https://tede2.pucsp.br/handle/handle/22244
• topic: Seguro de automóveis; Comportamento do consumidor; Compras - Processo decisório; Insurance, Automobile; Consumer behaviour; Shopping - Decision making; CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO

Insurance is an important instrument to meet the need to protect human life and assets. Its development and complexity forged the appearance of the insurance broker figure, intermediary in the relations between the insurers and the final customer, relations traditionally carried out by personal contact. The development of the Brazilian insurance market, coupled with the possibilities offered by the Internet, has opened up a great prospect of growth of this sector in the economy. The main objective of this study is to contribute to the identification of consumer influences and motivations in the purchase process of motor insurance in particular, including those related to the means of purchase (personal contact with the broker, or through the internet). In addition, we try to evaluate the influence of habits of use and consumption on the Internet and demographic issues, in the choice of means of purchase. For this purpose, a literature review was carried out on theories of services, purchasing behaviour, including online, and insurance consumer particularities. In addition, a survey was conducted by social networks, with two hundred and four people who have a current motor insurance, which demonstrated the appreciation of this product by the consumer, given the wide range of coverage and services contracted and the loyalty manifested by the repurchase. In the results found, the high degree of importance given by the consumer to personal contact with the broker, which leads him to seek his assistance in the purchase process, from the information search, evaluation of alternatives, purchase decision and assistance in case of need to use the services and coverages, in comparison of the small group of respondents who made the purchase online. It was also observed that the consumers surveyed stated that they were satisfied with the services offered by the motor insurance. It was not observed in the sample that Internet browsing habits, frequency and reasons for using e-commerce, are relevant factors for the online purchase of insurance. Among the demographic data, the results for "Age Range" were significant, as they presented a "disengagement" between the range of e-consumers and insurance buyers, thus suggesting one of the possible explanations for choosing the purchase through personal contact with the broker and not by buying over the internet