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THE CONSUMER PROFILE AND CAR INSURANCE MARKET OF CUIABÁ, BRASIL

The present study evaluates the car insurance market of Cuiaba-MT, analyses the consumer profile and their predisposition to contract the protection service. It is a precursory study and able to generate important contributions to understand individual preferences because not all people adhere to this type of service. This raises questions to identify the factors that induce the vehicle owners to opt or not for the car insurance contract. The database considers an on-site survey, using a structured questionnaire applied to the car owners at Cuiabá, evaluated by the Cluster Analysis technique. The main results show a market with distinct particularities between genders; however, the income factor is considered a decisive element in the service contracting. Some secondary factors include the knowledge level, the lack of adequate technical and professional support, as well as Relationship Marketing, which also have an influence on the dynamics and in the growth of this market in Cuiabá.