Nowadays, insurance products are seen in developed countries as products for basic needs. In order to successfully adjust to changes in the environment insurers need a thorough knowledge of the characteristics of the market achieved through a coherent marketing activity. The paper aims to present a methodology of how to analyze the consumer behavior in the Romanian insurance market, which are the proper ways of analyzing the influence of endogenous and exogenous factors on the insurance consumer behavior using desk research as well as direct market research so as to study the most important factors in the decision making process.

Multicultural Marketing, Global Marketing, Consumer Behavior, Endogenous Factors, Exogenous Factors, Documentary Study, Qualitative Direct Market Research, Quantitative Direct Market Research