The role of consumer behaviour in South Africa’s short term microinsurance

Abstract

This research is concerned with understanding the role of consumer behaviour in microinsurance. There are notable factors such as premium flexibility, household income and marital status which serve as demand determinants of microinsurance; however the ultimate challenge is to influence consumer behaviour enabling growth of this insurance product. An established microinsurance sector results in the financial inclusion of low income consumers currently situated at the Bottom of the Pyramid, this is followed by economic development and subsequently economic growth for the broader society.Data was collected using a questionnaire from participants residing in East Bank, Alexandra, a South African township with a significant number of households in the LSM 1-4. The questionnaire collected data relating to basic financial services, characteristics of the Bottom of the Pyramid, as well as short term microinsurance demand.The findings show an immediate need towards the understanding of consumer behaviour by microinsurance stakeholders, including government and the private sector. It is only through innovation, partnership and low income consumer understanding that the desired levels of microinsurance demand will be attained.