THE INFLUENCE OF COMMUNICATION ON BRAND SELECTION IN INSURANCE COMPANIES IN ALBANIA

Özet

At the stage where society is today, including rapid technological and environmental developments, the consumer is becoming increasingly intelligent and is being equipped with abundant information through various digital or online platforms, having the possibility of choosing his favourite brands. Even in the Insurance Industry everywhere, including Albania, this type of approach is increasingly used by consumers of insurance companies who seek to choose the products they need by getting information through the Internet or even through other traditional forms of communication such as publicity direct marketing. It is known that the experience of consumers with the organization, the intermediaries, and the consumers' opinions are known as elements of communication that influence the selection of the brand/company where the consumer wants to buy the products. Regarding the price of insurance products in Albania, consumers need help to differentiate between specific companies; we analyzed the communication elements in this study to understand the influence of these elements in selecting the insurance company brand. A questionnaire was structured and distributed, which contained variables that gave us information about the objectives and research questions in the study, and from the analysis of the collected data, we reached conclusions about the study. The results of this study will allow insurance companies to understand the forms of communication that influence brand selection.