In the past few year, the non-life insurance market in Indonesia has grown significantly. The growth was influence by various favorable factors, including economic and political/ social aspects. As for the current situation, the decreasing purchasing power caused by the current economic downturn has a negative effect to the market. However, the increasing needs for insurance protection triggered by recent political and social unrest had offset the downward pulling effect of the economic factor.

While in aggregate it is blooming, in the consumer sector, penetration of the non-life insurance product is still low. So far, no company has done a proper marketing effort to widely open market.

PT Asuransi Bintang, player with a good standing position in the industry, intends expand its business which current more on the corporate sector to the non-life consumer sector. In specific, the company envisioned to launch an integrated home care insurance product.

In the above context, this study was conducted with two objectives. First, evaluate the currently available non-life insurance product and access the consumer values, expectations, perceptions and experience. Second, to access the consumer perceptions towards product concept for home care. The research was conducted using both qualitative and quantitative analysis. Focus group method was used for the qualitative analysis, while quantitative analysis is conducted through direct interview with a set of questionnaire. Research was conducted with respondent from the Social Economic Class A- 1, housewives, owning a house of minimum Rp. 300,000,000 and a mid luxury car.

Among important facts and findings revealed from the survey are:

-Consumer tend to have a negative perception toward insurance due to its complicated and long settlement time.

-Consumer awareness toward home and riot protection insurance product is still low. However, May '98 riot had spurred consumer needs for home and riot protection.

-Consumer expect insurance company to deliver the following values: easy to claim, responsiveness, product suited customer needs, reliability, flexible payment method.

-Consumer have a positive respond toward a product concept which covers:

-Building, utilities and home appliance repair.

-Protection against home damage cause by nature or riot.

-Automobile protection.

-Medical protection.

Base on the research finding the study recommend PT Asuransi Bintang to lunch an integrated Home Care product concept with product positioning through higher service quality such as easy to claim, responsiveness, flexible payment method. The ultimate aim of the product concept is to lessen suffer and inconveniences during the occurrence of the unexpected.



Research Location: PT. Asuransi Bintang

Supervisor: Ir. Amalia E. Maulana MM, MBA

Accepted on 9 January 1999



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