El Comportamiento del Consumidor frente a la Oferta de seguros para viviendas en la Provincia de Tungurahua

Abstract

The present research work has focused on a broad analysis of the consumer behavior of home insurance as well as the different aspects that influence the consumer's decision to purchase; Consumer behavior is translated as the series of activities both internal and external, oriented to the acquisition of products or services to meet a need. A low demand for insurance created for the home has been evident, despite the fact that the insurance market offers products with broad coverage and benefits for the insured; For this reason the present project has been developed in order to determine and to know which are the main aspects that influence the consumer not to acquire this type of insurance. The results obtained through the survey of potential home insurance consumers indicate that different aspects such as culture and disinformation are fundamental axes that allow us to identify the problem for which there is no high demand for this product in the market Insurer despite being a much cheaper insurance than a vehicle insurance. Based on what has been proposed the elaboration of a profile of the potential buyer of a home insurance, studying the main aspects that motivate it and above all it has determined the advertising means that must be handled to make known this product that allows the Protection of one of the greatest heritages that human beings have; The product that has been taken into account in the research is a product called "Mi Hogar" that has been created by Aseguradora del Sur.