The Insurance Product: Definition, Structure and Quality Characteristics

The article is devoted to the solving of problematic questions which deal with the forming of concrete and scientifically reasonable definition of the category „insurance product”, which would be usable for solving applied tasks of its consumer quality managing. The analysis of the structure of an insurance product and its separated parts - „a material core” and „a cover” was made. The key characteristics, which identify the consumer quality of the insurance product as a product on the insurance market were systematized. It was proved, that the appraisal of the insurance product may be done by consumers according to the fact of its buying and according to the perspective - before the moment of making an insurance deal.