Baluk, N. R. (2011). Vyznachennya vplyvu komunikatsiynykh zasobiv na povedinku spozhyvachiv strakhovykh posluh Zakhidnoho rehionu [Communication Instruments Influence on the Insurance Consumers Behavior in the Western Region]. Rehional'na ekonomika - Regional Economy, 60(2), 151-156. [in Ukrainian].

Authors

Resume

Dynamics of the basic indicators at Ukraine’s insurance market and the situation with branches, subsidiaries, affiliates and directorates of the majority insurance companies represented in the Western Region are characterized. The need for communication instruments use in establishing of relations between the insurer and the insurant is proved. On the basis of experts survey the impact of major, synthetic and verbal communication instruments on behavior of existing and potential consumers of insurance services on regional market is defined. The range of recommendations for domestic insurance companies over development of programs for promotion of insurance services for individuals is outlined.

Keywords:

insurance consumers’ behavior, the basic communication facilities, synthetic communication facilities, informal verbal communication, instruments’ impact on the behavior of insurants