Критерии за позициониране на животозастрахователните компании в съзнанието на потребителите
Criteria for positioning life insurance companies in the consideration of consumers

Author(s): Pavlina Peeva
Subject(s): Economy
Published by: Икономически университет - Варна
Keywords: life insurance; consumer attitudes towards; competition
Summary/Abstract: Life insurance market in EU generates revenue of BGN 695.5 billion in2016. According to FSC data, the premium income of Bulgaria for 2017 is BGN449 206 266, which equals nearly 600% increase compared to 2003. These data show great potential for the development of life insurance in Bulgaria, which is not fully unfold and raise the question about the place of life insurance in the minds of consumers. The reasons can be found in the low income of consumers and lack of awareness of the benefits of life insurance. Therefore, life insurance companies competitive positioning from consumers’ perspective and attitudes towards life insurance are of particular importance for unleashing the potential of the Bulgarian life insurance market. The purpose of this report is to examine and determine the criteria according to which life insurance companies are positioned in the minds of consumers.

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