Study of consumer behavior in choosing insurance products

In the context of the dynamically developing insurance market and the increasing role of insurance in people’s lives, the relevance of studying consumer behavior in choosing insurance products is growing significantly. The study is aimed at analyzing the preferences and behavioral factors of consumers in the city of Almaty when choosing insurance products. Based on data obtained from a survey of 100 respondents, the study addresses issues related to the types of preferred insurance, criteria for choosing an insurance company, the level of satisfaction with services, as well as the influence of cost and reputation on insurance decision-making. The results confirm a high level of interest in property insurance, auto insurance, and health insurance, and also identify the cost of services and the reputation of the insurance company as key factors influencing consumer choice. There is also considerable interest in improving insurance coverage conditions and reducing tariffs, which indicates a demand for more affordable and beneficial insurance products.