O comportamento do consumidor de planos de saúde no segmento empresarial: um desafio em tempos de crise

Abstract

This study addresses the importance of the knowledge about the consumer behavior throughout the use of research tools for the permanence of companies in the market. The aim of this study is to understand the behavior of health insurance customers and suggest actions that may increase the number of members in the same business segment. The researchis exploratory, since the goal is to look for ideas, patterns or hypotheses to the problem researched. Its research methodology is focused on a case study, surveys and literature based on researched reality. This study took place in the cities of Medianeira and São Miguel do Iguaçu, in the state of Paraná, for being the cities with the largest number of companies in the region that are covered byhealth insurance providers, and that were focused on small businesses. The results show the different views of small business owners who whether have or not a health insurance, and demonstrate the importance of operators, that have been increasingly taking account of the needs of their employees. The operator has already contacted many companies, and aim to arrange meetings with other small companies that do not have personal and group health insurances, in order to focus on what can be done with small businesses that are interested in being associated.