Análisis del comportamiento de consumo de seguros de asistencia médica en el cantón Loja como consecuencia de la pandemia COVID-19.

Abstract

This degree project is developed with the purpose of analyzing the consumer profile of the health insurance market as a consequence of the world pandemic COVID-19 in the Loja Canton. According to the research processes developed and thanks to the results obtained, it was possible to meet the objectives set, achieving to know the ideal profile for consumers of health care insurance. First, the insurance industry was investigated with reference to the current pandemic, and then the three fundamental frameworks were constructed. The theoretical framework is the exposition of research, theories and concepts to understand the subject; the referential framework identifies and exposes the background, regulations and different studies related to the research; finally, in the legal framework we present the laws and regulations of insurance in Ecuador. On the other hand, a market research was conducted to collect information, with qualitative and quantitative data, with tools such as: interviews, literature review and surveys, applied in various sectors of the Loja Canton; obtaining an analysis of the internal and external aspects of the consumers of health care insurance. The data collected were developed through interviews and surveys, with which it was possible to determine the consumer profile, the factors that influence their purchase decision and the inclination to the branches of insurance as a result of the COVID-19 pandemic.