O processo de decisão de compra de seguros de automóveis: um estudo do comportamento dos consumidores em Uberlândia (MG)

Abstract

Auto insurance plays a significant role in protecting individuals' financial security and stabilizing the market; however, its purchase is not yet widespread in Brazil. In this context, this study aims to analyze the factors influencing the auto insurance purchase decision process in the city of Uberlândia (MG), focusing on the dimensions of price, trust, and customer service. To this end, a descriptive quantitative study was conducted using a structured questionnaire administered to consumers who currently have or have previously had auto insurance. The data were analyzed using descriptive statistics, allowing the identification of perceptions and behaviors throughout the stages of the decision-making process. The results indicate that the purchase decision is influenced by a combination of rational and emotional factors, highlighting risk perception, price sensitivity, and the importance of trust and customer service. It was observed that, although price is a relevant criterion, aspects such as transparency, quality of service, and the insurer's credibility have a strong impact on consumer satisfaction and loyalty. In conclusion, understanding the behavior of auto insurance consumers is fundamental for the development of more effective strategies by brokers and insurance companies, contributing to the expansion of access to insurance and a better adaptation of services to the needs of society.