Examination of Insurance Department Students' Perception of Insurance Agencies by Metaphor Method

The insurance sector in Türkiye is a major employment area for students and a key distribution channel in the national insurance market. Despite the central role of insurance agencies, students enrolled in insurance programs often show limited interest in agency careers. This study addresses a significant yet underexplored issue by examining how students perceive the insurance agency profession and how these perceptions shape their career preferences. Utilizing metaphorical perception analysis, the research investigates the cognitive frameworks through which students conceptualize the role of agencies. As internal stakeholders, students' perceptions directly affect their willingness to pursue agency-related careers, influencing employment rates and sectoral development. The findings reveal that professional knowledge and coursework significantly shape students' positive perceptions, especially around themes such as "Guidance" and "Goal Achievement." In contrast, demographic variables like gender, marital status, and education type have minimal impact. Due to the non-normal distribution of the survey data, statistical analyses such as Mann-Whitney U, Kruskal-Wallis H, and correlation tests were applied. The study underscores the need to improve students’ perceptions through enhanced educational strategies. Promoting a better understanding of the agency profession may foster professionalization, attract qualified talent, and support broader goals of increasing insurance coverage and strengthening workforce capacity in the sector.