The Research Of Individual Consumer Behavior And Advices To Operational Mode In Auto Insurance

Through theoretical analysis and empirical research of individual consumer behavior in auto insurance, the article tries to solve the following two problems:1. Considering special factors which influence Chinese consumer behavior well, the article analyzes decision-making process in purchasing thorough empirical investigation , summarizes the characteristics of individual consumer behavior, and explains to the factors which affect individual consumer behavior.2. Based on the research of individual consumer behavior and market competition condition in auto insurance, the text puts forward some improved suggestions to its operational mode.Through theoretical analysis and empirical research, we discover:1. In the past 20 years since reform and opening in China, auto insurance business develops rapidly, and has already become scale insurance product that has reached 66.9% of premium in property insurance industry in 2005. As scale insurance product, auto insurance business exists a lot of problems, such as the product singleness, low level service, troubles with agency, etc., which result in dissatisfaction of consumers and low rate in renewal of insurance, and then the profit of auto insurance is poor or negative.2. As main part of the article, the text takes the decision-making process of consumer as gist, investigates the characteristics of individual consumer behavior by questionnaire, and annotates the the characteristics: (1) Problem cognition: The motivation in purchasing is rooted from vehicle purchasing. The motivation that purchases auto insurance have two circumstances: One is to purchase the new car; Two is the car insurance insurance policy will expire right away. (2) Information collection: The characteristics of auto insurance individual consumer informational roles are: little information collection, scarce insurance information, being affected by the surrounding community greatly, believing public praise. (3) Purchasing evaluation and choice: In the choice process of auto insurance, individual consumer...