An investigation of reasons for not having a cheap car insurance comparison policy revealed that lack of confidence in the sector still persists, and mistrust is linked to the negative experiences most people have had in the past with cheap car insurance companies. These negative experiences have made word-of-mouth recommendation an important influence on the car insurance purchase. It is also important for car insurance marketers to know that ignorance of the risks of death, disability, as well as solidarity among the family members are the major barriers to car insurance comparison.
Behavioral intention toward buying cheap car insurance rates among the non-policy holders is not too promising. In order to understand the underlying constructs of behavioral intentions and to identify the appropriate content of marketing communication that would encourage non-policy holders to consider buying car insurance, there are many factors contribute to the reasons of why consumers are reluctant to purchase car insurance.
Since the results showed that the purchase intention toward car insurance rate is mainly determined by normative factors rather than attitudinal factors, these aspects (normative factors) could be focused upon. Thus marketers could concentrate on family and friends as the initial point of contact for information on car insurance. This is important because the needs of the family are shown to be the prime motivator in the intention to purchase cheap car insurance rates. Either way, marketers need to target their efforts at the significant others. Marketers can use the influence of significant others to develop and promote positive word-of-mouth. This can be achieved by educating consumers and creating high satisfaction among the current policy holders, who will in turn, be the invisible promoters of the cheap car insurance quotes comparison.
Another approach is to trigger the emotions by emphasizing family needs. Also bearing in mind the results with regard to effective attitudinal factors, car insurance marketers should focus on protection against risk factors in their marketing communication. In other words, marketers should especially emphasize the benefits of covering the financial loss that can result from death, disability, and other critical situation.