MARKET ANALYSIS OF OPTIONS FOR INSURANCE PRODUCTS

The purpose of this article is to familiarize with running specific research aim, goal of which is to map out consumer irrational behavior when choosing insurance products. The project is realized in support of insurance company providing data source necessary for study of given dilemma. Results will contribute to decision-making theory enrichment in given specific segment. From view of practice, they will be used in co-operative institution with the aim of a better client comprehension, product optimalization and thereby contracts decline prevention and permanent clientele expansion.