RELICIOUS ATTITUDES AND RISK PERCEPTION OF CONSUMERS FOR INSURANCE PRODUCTS

Globalization and rapidly increasing technological developments have brought the insurance sector, which is the service sector, to the center of the national economies. The level of development of the country in insurance service is directly proportional to the level of development of the economies of the country. However, the share of the insurance sector in the financial markets in our country is quite low. The development of the insurance sector in our country is growing due to the development of our economy and the share of the economy is increasing. In terms of enterprises, during the purchasing behavior of consumers belonging to a religion, what attitude they are going to adopt according to the religion and the risks that may arise during this behavior should be known by the enterprises. Because the most important capital for the enterprises is the customers. In today's intensely competitive environment, knowing the attitudes of the customers towards the products provides a competitive advantage and opens the way for making a profit for the enterprise. The world's 1.6 billion Muslim population constitutes an important market. In addition, considering the 95% Muslim population in our country, it is important to examine consumer behavior in terms of religiosity. Therefore, religious attitudes are a matter of priority for businesses and are not neglected. When the subject of religiosity is examined in terms of marketing literature, it is seen that there is an important sub-dimension of the culture which affects the consumer behaviors and purchasing decisions as a natural result