Ефекти от потребителското позициониране на предприятията за търговия с животозастрахователни продукти в България
Effects of the Consumer Positioning of Life Insurance Companies in Bulgaria

Summary/Abstract: Life insurance has become a contemporary topic in specialized literature, which is attracting the interest of practitioners and scientists. The life insurance market in most EU countries has been growing over the years. Despite the growth of 600% in 2017, compared to 2003, only 3% of the Bulgarian population owns life insurance, which opposes the European trends. A Western European citizen usually spends 1,188 EUR a month on life insurance products compared to a Bulgarian, who spends an average of 33.4 BGN (about 17 EUR). In this regard, the purpose of this study is to present the effects of consumer attitudes on the demand for life insurance products and on the positioning of life insurance companies in Varna. For this purpose, data were gathered using a questionnaire survey of life insurance in Varna and it was analyzed using descriptive and deductive statistical methods. The results obtained show that the demand for life insurance products is influenced by economic, psychological and socio-demographic factors, and each of these groups has specific effects on the development of life insurance products trade.

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