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METHODOLOGICAL ASPECTS OF STUDYING CONSUMER BEHAVIOR IN THE ROMANIAN INSURANCE MARKET
Petrescu Eva-Cristina Academia de Studii Economice – Bucureúti, Facultatea de Marketing, Pia a Roman nr. 6, sector 1, Bucureúti, eva_petrescu@yahoo.com, 0722316532 Ioncic Maria Academia de Studii Economice – Bucureúti, Facultatea de Comer , Pia a Roman nr. 6, sector 1, Bucureúti, maria.ioncica@com.ase.com, 0721749741 Petrescu Marian Academia de Studii Economice – Bucureúti, Facultatea de Marketing, Pia a Roman nr. 6, sector 1, Bucureúti, posta_ro@yahoo.com, 0726750710 Nowadays, insurance products are seen in developed countries as products for basic needs. In order to successfully adjust to changes in the environment insurers need a thorough knowledge of the characteristics of the market achieved through a coherent marketing activity. The paper aims to present a methodology of how to analyze the consumer behavior in the Romanian insurance market, which are the proper ways of analyzing the influence of endogenous and exogenous factors on the insurance consumer behavior using desk research as well as direct market research so as to study the most important factors in the decision making process. Multicultural Marketing, Global Marketing, Consumer Behavior, Endogenous Factors, Exogenous Factors, Documentary Study, Qualitative Direct Market Research, Quantitative Direct Market Research

1. Global marketing versus multicultural marketing in insurance
The marketing activity in insurance has been the concern of renowned specialists – they tried to find the answer to these questions: “What kind of marketing is the right one for the development of the insurance sector and for enhancing welfare?”, “Which are the main characteristics of the consumer behavior in insurance market and how we can adapt the marketing activity to these characteristics?” and “How to study the consumer behavior in the insurance market?” The consumer behavior particularities influence the marketing orientation of...