Life insurance practice in Turkey: history and consumer perceptions

Abstract

This study focuses on the Life Insurance practice in Turkey, its development through the years and the consumer perceptions. The nature of the currently operating companies in the sector and their marketing activities are all discussed in the study. Interviews and a survey are conducted to a predetermined sample in order to understand the users versus non-users attitudes. The results show that the consumers awareness and knowledge about the product is veiy poor and the sector has important problems. The factors that cause problems in the sector are analysed and some recommendations are given to improve the service quality and success of Life Insurance branch in Turkey