Social Marketing Analysis of Attitude Toward Compulsory Earthquake Insurance in Turkey(Türkiye’de Zorunlu Deprem Sigortasına Yönelik Tutumun Sosyal Pazarlama Kapsamında Analizi)

Year 2016, Volume: 23 Issue: 2, 389 - 407, 25.08.2016

Gülnil Aydın Erdoğan Koç

https://doi.org/10.18657/yecbu.81769

Cited By: 1

Abstract

ABSTRACT

This study aims to explore the reasons behind the low-level purchases of compulsory earthquake insurance policies in Turkey. Based on online surveys with 667 people the findings of the study point out that there is a major communications gap to be filled in by the authorities and the insurance companies. The findings of the study also show that in addition to the demographic variables the personality characteristics of people also influence the attitude towards and the purchasing of compulsory earthquake insurance policies.

Key Words: Social Marketing, Attitude, Risk Perception, Personality Characteristics, Earthquake Insurance, Turkey.  

JEL Classification: M31, M38

ÖZ

Bu çalışma, Türkiye’de uygulanan zorunlu deprem sigortasına yönelik tutumu ve beklentilere kıyasla düşük düzeyde seyreden satışların nedenlerini araştırmak amacıyla gerçekleştirilmiştir. 667 kişinin katılımıyla tamamlanan çevrimiçi (online) anket çalışması sonucunda elde edilen bulgular, iletişim sorunlarına işaret etmektedir. Çalışmanın bulguları ayrıca, zorunlu deprem sigortasına yönelik tutum üzerinde bireylerin kişilik özelliklerinin ve demografik değişkenlerin de etkili olduğunu göstermektedir.

Anahtar Kelimeler: Sosyal Pazarlama, Tutum, Algılanan Risk, Kişilik Özellikleri, Deprem Sigortası, Türkiye. 

JEL Sınıflaması: M31, M38

Keywords

Sosyal Pazarlama, Tutum, Algılanan Risk, Kişilik Özellikleri, Deprem Sigortası, Türkiye

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