THE INFLUENCE OF INDIVIDUAL PSYCHOLOGY ON THE SELECTION OF INSURANCE PRODUCT

In the last ten years the Croatian insurance market has experienced signifi cant changes: the number of insurance companies has increased and a lot of them are in foreign ownership; the whole insurance portfolio has increased, especially in life insurance; new
insurance products that are customized to the needs of individuals – physical persons -have been introduced. This paper considers the situation on the Croatian insurance market, and characteristics that distinguish its insurance structure from the structure of the EU.
The aim of the research was to establish how the way of thinking of the individuals refl ects on the distribution of insurance products on the Croatian market, especially due to the regulation changes in pension and health social insurance. In the paper the author also
estimates the direction of development of this industry in Croatia.