As you know, insurance companies offer types of insurance services to individuals and juridical. However, due to the increasing number of private insurance companies, the competition between them has increased egregious. And Companies need to pay for attract customers research to basic principles on the buyer behavior. In this study, we found that a company must have sufficient knowledge that able to attract many customers and is intended as an insurer looking for what your insurance needs are satisfied. And seek to meet their needs according to customers’ preference. In this Study We chose the four factors that can influence the choice of insurer: Being more known brand, Trust, Advertising and the nature of the activities of insurance companies. After analyzing data from questionnaires distributed among insurance customer, we reached that respectively by being more known brand, trust, nature of the activity and advertising on the insurer's decision to select an insurance company have essential role to play. This model has been collected by the researcher. Society of this research has formed the all insurance customers in the city of Qazvin. Random sampling is available which sample size is 384, to customers who buy insurance from insurance companies had formed has been given. The data gathering tool in this study was a questionnaire and for assessing research hypotheses structural equation modeling and the Amos software is used. And the Friedman test was used to rank the variables. All research hypotheses were confirmed.
Insurance, brand, advertising, nature activities, trust, consumer behavior
