Financial behaviours of customers as determinants for risk aversion and insurance consumption in South Africa

Abstract

The aim of this research is to determine if there are significant relationships between individual level financial behaviours of customers and the demand for life insurance. The research addresses the gap in the academic literature on the understanding of which financial behaviours of individuals may be useful in determining risk aversion behaviours as assessed by the demand for life insurance. South African life insurance data is used to develop three logistic regression models that predict take-up, lapse and cancellations of insurance respectively. Ten predictor variables were developed to measure the effect of income, savings and debt on the propensity to take-up, lapse or cancel life insurance. The results showed that income, savings and debt were significant predictor variables and provide evidence that these measures may be useful to understanding customer preferences concerning insurance demand. The results show an increase in insurance consumption among low income consumers which is a finding unique to the South African context. The results also confirm that low income customers are at risk of both lapsing and cancelling their life insurance. Low levels of savings and debt may indicate an increase in the demand for life insurance but are also associated with increased risk of lapse.