Abstract: The behaviour of consumers towards insurance has changed considerably as the level of financial awareness has risen and the digital channels are rapidly growing. This paper is an analytic study of the drivers of consumer behaviour in insuring products and the contribution of digital platforms to consumer purchase decisions. The study is analytical and descriptive and follows second-hand and observational data, without using questionnaire-based research and survey-based research. The frequency and percentage distributions were used to analyse a sample of 110 consumer cases, which determined the patterns concerning the demographic characteristics, factors that influence decisions, the types of insurance products they prefer and how the digital channels influence the decisions. The results indicate that the affordability of premiums and the coverage of different policies are the strongest determinants in the process of picking an insurance but the health and life insurance are the most popular products. The role of the insurance websites and the online aggregator platforms in the decision-making process of the consumers is dominant, which means that the dependence on organized and informative digital resources increases. The research findings are that the digital channels are supplementary to the established methods of distributing insurance, and they have become a part of the modern consumer decision-making processes in the insurance market.

Keywords: Consumer Behaviour; Insurance Product Selection; Digital Channels; Online Aggregators; Insurance Websites.