THE POSITIVE NEEDS FOR PURCHASING BEHAVIOR OF NON-LIFE INSURANCE PURCHASER

Lee, Sung-Min(Dep. of Marketing Management The Graduate School of Business Administration Korea University)

The growth in non-life insurance industry for the last 30 years had been greatly indebted for the increase of national income and the ground of sustaining development of national economy and for support to insurance industry under the efforts and protection of our government.

But, non-life insurance have passed through a sudden change internally and externally after the latter half of the 1980's.

Changes of our insurance circumstances, such as the establishment of consumers' right, development in needs of right guarantee, expansion in the sphere of self control competition by a switch into the open economy structure and so on request the insurer to meet all these changes in a given condition speedily and flexibly.

So in this study, I suggest some devices that the business world of non-life insurance could set up an idea of marketing strategy from now on and could bend all their energies to the business activity in the market as follows.

These suggestions are based on controversial points which appear from the result of positive analysis for the purchasing behavior of non-life insurance purchaser.

Firstly, in order to manage spreading consumerism actively, an non-life insurance companies must concentrate their effort on reinforcement the protecting activity for insurance, developing the long-term products generalizing of products, speedy payment of insurance money an expansion of a counseling function about non-life insurance.

Secondly, all non-life insurance companies should strengthen correctly and continuously publicity activities to seek for the house hold insurance market and prepare against a spreading consumerism.

Thirdly, they have to cultivate the experts like as a professional underwriter, a preventing specialist against disasters, a recruiting expert, an investment professionalist and so on. Because it's true that the success or failure of an insurance industry depends on the number of men of ability.

Fourthly, they have to manage the rate of loss efficiency, establish order of recruitment, sharper the competitiveness and amplify the amount of securities to build up the foundation of management.