Poptávka po pojistných produktech

This diploma thesis focuses on the demand for insurance products between the years 2015 and 2022, with emphasis on the impacts of the COVID-19 pandemic and the conflict between Russia and Ukraine. A comparative analysis of the financial performance of insurance companies, in the European Union and the Czech Republic, was performed and evaluated. Furthermore, a comparison of insurance premiums among the Visegrad Group countries was also performed and evaluated. Within the Czech Republic, the largest insurers were assessed based on marketing effectiveness. The findings of the thesis indicate that insurers in the EU were consistently profitable throughout the period with relatively stable profit margins. Czech insurers also reported profits on average, with the highest profit margin reaching 15,81% in 2021. A common identified trend in the case of Visegrad Group was a decrease in demand for life insurance and an increase in demand for non-life insurance. From a marketing perspective, selected Czech insurers were rated as active. The largest local insurance company, in terms of turnover, achieved full score in the analysis of marketing activity.