An Analysis Of The Effectiveness Of Earthquake Insurance Posters From A Consumer Perspective

Authors : Ahmet Uyar, Muhammet Kotan, Kübra Uyar

Pages : 1706-1716

Doi:10.30586/pek.1653880

View : 96 | Download : 196

Publication Date : 2025-12-23

Article Type : Research Paper

Abstract :The study examines insurance posters created in relation to earthquakes. Earthquakes in recent years have increased interest in the subject. It is particularly important to measure consumers\\\' perspectives on earthquakes and the impact of posters prepared by insurance companies on this subject. This will enable the evaluation of insurance companies\\\' advertising efforts and a better understanding of consumers\\\' perspectives on the subject. In the study, an eye-tracking study was conducted to measure the effectiveness of earthquake posters and their impact on consumers. In addition, a survey was administered to participants. Thus, neuromarketing methods were used in conjunction with classical research methods. The data obtained in the study were analysed using SPSS software; t-tests, frequencies and percentage distributions were calculated. As a result of the eye-tracking study, participants\\\' heat maps, attention, and fixation values were determined. According to the results obtained from the study, consumers carefully examined the bank posters. Participants tended to look at the centre of the bank posters. The written parts of the posters attracted more attention.
Keywords : Deprem Sigortası, Tüketici Perspektifi, Pazarlama Materyali, Bilgi, Güvenilirlik

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