Understanding Consumer Perceptions and Behavioral Indicators in the Life Insurance Market

Jonida  Lamçja Methasani; Ada  Aliaj; Ikbale  Tota

doi:10.36941/jesr-2025-0013

Authors

Jonida Lamçja Methasani Finance Accounting Department, Business Faculty, University “Aleksandër Moisiu”, New University Campus, Miqësia Str., Spitallë, Durrës, Albania
Ada Aliaj Finance Accounting Department, Business Faculty, University “Aleksandër Moisiu”, New University Campus, Miqësia Str., Spitallë, Durrës, Albania
Ikbale Tota Finance Accounting Department, Business Faculty, University “Aleksandër Moisiu”, New University Campus, Miqësia Str., Spitallë, Durrës, Albania

DOI:

https://doi.org/10.36941/jesr-2025-0013

Keywords:

Life insurance, Binary logistic regression, Ordinal logistic regression, Unordered multinomial regression, Demographic and Socioeconomic variables, Chi-Squared statistic, -2 Log Likelihood, Cox & Snell R Square, Nagelkerke R Square, McFadden, Survey

Abstract

The growing complexity of life insurance markets requires a deep understanding of the many factors that shape people's choices about buying life insurance. This investigation examines the determinants that affect individuals' choices to secure life insurance coverage, utilizing binary, ordinal logistic and an unordered multinomial regression to scrutinize demographic and socioeconomic variables. The model's statistical significance is validated by a Chi-Squared statistic, -2 Log Likelihood and the explanatory power is measured using Cox & Snell R Square, Nagelkerke R Square and McFadden. The research is grounded in a comprehensive survey of 843 respondents, examining key factors like age, gender, education, income, size, savings, opinion, and status, assessing how they impact life insurance licensing and Willingness to Acquire Insurance. The findings reveal limited predictors for the possession of a life insurance license, with significant positive correlations observed for Income and Information, while demographic factors such as Age, Gender, Status, and Size showed no significant effects. The ordinal logistic regression model identified Size as a significant predictor of willingness to acquire insurance, although Age and Income displayed marginal positive influences. Notably, negative opinions significantly impacted willingness, while Savings correlated negatively, yet without statistical significance. These findings provide valuable insights for policymakers and industry stakeholders aiming to enhance life insurance penetration by addressing motivational and barrier factors encountered by potential insured individuals. The study highlights the limitations of consumer perception research done only in one country because its findings are specific to Albania. Expanding the sample to include a wider geographic range could also provide deeper insights into the motivations and barriers faced by potential policyholders.

Received: 24 October 2024 / Accepted: 31 December 2024 / Published: 05 January 2025