CURRENT ISSUES OF INSURANCE MARKETING

The article is devoted to the study of the influence of behavioral factors and consumer psychology on the choice of insurance products in the Russian market. With the growing competition and diversity of insurance services, understanding customer motivation and behavior is becoming a key success factor for insurance companies. The paper analyzes the current state of the Russian insurance market, examines the main trends and challenges, and examines key behavioral aspects such as risk appetite, possession effect, and emotional responses (fear, trust). Based on statistical data, the main factors influencing consumer decision-making are identified, including price sensitivity, brand confidence, and personal customer experience. The results of the study show that emotional and cognitive biases play a significant role in the choice of insurance products, which requires insurance companies to adapt marketing strategies and improve communication with customers. The article offers practical recommendations for insurers aimed at accounting behavioral characteristics of consumers and increase their loyalty. This paper is of interest to insurance professionals, marketers, and behavioral economics researchers.