Since the digital transformation of our society, the Internet has proven to be the central factor influencing a purchase decision. This work has set itself the goal of analyzing the ROPO effect (research online, purchase offline) in the process of purchasing agricultural insurance products in Germany. The ROPO effect comes into play when customers check on the Internet before they make the purchase offline. The research includes the specifics of the product called "insurance" and the age structure of German farmers. Market studies of the ROPO effect in private insurances from 2012 have been analysed in order to obtain an up-to-date overview of the extent of the ROPO effect. The work is based on a quantitative analysis which is carried out by means of a telephone interview with 140 operations managers of German farms. It involves particular research of the buying behaviour and age of the farmers. The ROPO rate of German farmers amounts to 47.1%. The process of purchasing an insurance product can be considered as being related to the age of those seeking to purchase insurance. In comparison with older farmers, younger farmers increasingly search for information online in the preliminary stage prior to concluding a transaction of insurance. Overall, the results obtained lead to the conclusion that the Internet has a great influence on the decisions to purchase agricultural, insurances, and that this tendency will increase as agriculture passes from older to younger generations of farmers.
Table of Contents
- 1 Introduction
- 1.1 Motivation, Problem Statement and Objectives
- 1.2 The ROPO effect
- 2 Insurance marketing
- 2.1 How do private customers buy insurance?
- 2.2 How do farmers buy insurance?
- 3 Methodology
- 4 Results of the investigation
- 5 Summary and conclusion
Objectives and Key Themes
This work aims to analyze the ROPO (research online, purchase offline) effect in the purchase process of agricultural insurance products in Germany. It investigates the influence of online research on the offline purchase decision, considering the specific characteristics of insurance products and the age structure of German farmers. The study uses quantitative analysis through telephone interviews to determine the prevalence of the ROPO effect within this specific market segment.
- The ROPO effect in agricultural insurance purchasing in Germany
- Influence of online research on purchasing decisions
- Impact of age on online research behavior in agricultural insurance purchasing
- Specific characteristics of the agricultural insurance market
- Quantitative analysis of purchasing behavior via telephone interviews
Chapter Summaries
1 Introduction: This chapter sets the stage for the research by discussing the dynamic nature of the German insurance market, influenced by European Union regulations and the lingering effects of the 2008 financial crisis. It highlights the intangible nature of insurance products, making their quality assessment challenging, and emphasizes the competitive market environment. The chapter also notes the significant role of the internet in the insurance purchasing process, particularly the need for information before contract conclusion and claims payment.
2 Insurance marketing: This chapter delves into the specifics of how insurance is purchased, differentiating between private customers and farmers. It likely explores diverse marketing strategies and purchasing behaviors specific to each group, setting the context for understanding the ROPO effect's relevance within the agricultural insurance sector. Understanding the nuances of these two customer segments forms a crucial foundation for analyzing the subsequent ROPO data and understanding the variance in online research habits.
3 Methodology: This chapter details the research design and methods employed in the study. It likely outlines the sampling strategy, the structure of the telephone interviews conducted with farm operation managers, and the quantitative data analysis techniques used. A clear description of the methodology ensures transparency and allows for evaluation of the study's validity and reliability.
4 Results of the investigation: This chapter presents the findings of the quantitative analysis, likely focusing on the prevalence of the ROPO effect (the percentage of farmers researching online before purchasing offline) and its correlation with age. This section is expected to present key statistics derived from the 140 telephone interviews, such as the overall ROPO rate and any significant differences observed between age groups.
Keywords
ROPO effect, agricultural insurance, Germany, online research, offline purchase, purchasing behavior, farmers, age, quantitative analysis, market research, insurance marketing.
Frequently Asked Questions: Analysis of the ROPO Effect in German Agricultural Insurance
What is the main topic of this research?
This research analyzes the ROPO (Research Online, Purchase Offline) effect within the German agricultural insurance market. It investigates how online research influences offline purchasing decisions among German farmers, considering factors like age and the unique characteristics of agricultural insurance products.
What are the key objectives of this study?
The study aims to determine the prevalence of the ROPO effect in agricultural insurance purchases, understand how online research impacts purchasing decisions, and assess the influence of age on online research behavior within this specific market segment. It also explores the characteristics of the agricultural insurance market itself.
What methodology was used in this research?
The research employed a quantitative approach using telephone interviews with farm operation managers. The chapter detailing the methodology will explain the sampling strategy, interview structure, and data analysis techniques used to ensure transparency and allow for evaluation of the study's validity and reliability.
What are the key themes explored in the research?
Key themes include the ROPO effect in the context of German agricultural insurance, the influence of online research on purchasing decisions, the impact of age on online behavior, the specific characteristics of the agricultural insurance market, and the quantitative analysis of purchasing behavior through telephone interviews.
What are the main chapters and their content?
The report is structured as follows: Chapter 1 (Introduction) sets the scene, discussing the German insurance market and the ROPO effect. Chapter 2 (Insurance Marketing) explores insurance purchasing behavior among private customers and farmers. Chapter 3 (Methodology) details the research methods. Chapter 4 (Results) presents the findings of the quantitative analysis, focusing on the prevalence of the ROPO effect and its correlation with age. Chapter 5 (Summary and Conclusion) summarizes the key findings.
What kind of data was collected and analyzed?
The research involved quantitative data analysis based on approximately 140 telephone interviews with farm operation managers. The analysis likely focuses on determining the overall ROPO rate and identifying any significant differences in online research behavior across different age groups.
What are the key findings (generally)?
The key findings, presented in Chapter 4, will likely focus on the prevalence of the ROPO effect among German farmers purchasing agricultural insurance, and how this effect varies across different age groups. Specific statistics, such as the overall ROPO rate and age-related differences, will be presented.
What are the keywords associated with this research?
Keywords include: ROPO effect, agricultural insurance, Germany, online research, offline purchase, purchasing behavior, farmers, age, quantitative analysis, market research, insurance marketing.
What is the overall significance of this research?
This research provides valuable insights into the purchasing behavior of German farmers regarding agricultural insurance, highlighting the role of online research in their decision-making process. Understanding the ROPO effect within this specific market segment can inform marketing strategies and product development within the agricultural insurance industry.
- Quote paper
- Matthias Seitz (Author), 2014, An analysis of the ROPO effect in the field of agricultural insurance in Germany, Munich, GRIN Verlag, https://www.grin.com/document/286339
