Adoption of Psychographic Model in Determining Factors That Influence Insurance Interest and Perception (Case Study on Micro, Small and Medium Enterprises in the Province of Yogyakarta)

Abstract

This is a joint research between Indonesian Insurance Institute (AAMAI) and Gunadarma University (UG), with fully funded by the Indonesian Insurance Institute This study generally aims to implementation The VALS psychographic method develops segmentation method based on characteristic feature and demographic key. Purposes of this study are (1) To analyze any parties involved in micro, small medium enterprises (SMEs) in Province of Yogyakarta, with psychographic models that can map the demography, interest and preferences of the insurance services. (2) To identify factors which determine interest and preferences of SMEs toward insurance services in Province of Yogyakarta. Subjects of this research are owners and entrepreneurs of export and national oriented Small and Medium Enterprises in the province of Yogyakarta. Research site was conducted in the province of Yogyakarta at 4 regencies (Bantul, Kulon Progo, Gunung Kidul dan Sleman) and 1 municipal (Yogyakarta). The number of respondents is 300 respondents but collected and analysed data are only 225 respondents. Variables in this research consist of Activity, Interest, and Opinion. The results show that there are three main categories of insurance determinants have been identified for this purpose; economic, psychographic and social factors. Based on the demographic and psychographic analysis, there are some elements which should be put into attention in the insurance industry, namely the need of micro-insurance program and socialization of roles and benefits of insurance program especially for SMEs.