DEMAND FOR HIGH-QUALITY AGRO-INSURANCE SERVICES IN AGRICULTURE AND THE MAIN INDICATORS OF ITS DETERMINATION

In modern society, insurance covers almost all areas of life and business - from life and health insurance, to the use of material, financial, vehicles, structures that carry out many types of business activities, including the agricultural sector. It is no exaggeration to say that the development of insurance institutions reflects the level of economic culture of society. Because this allows to create a complete system of protection against risks that inevitably arise as a result of the influence of natural and technical factors. Therefore, determining and analyzing the demand for insurance provides the provision of alternative insurance services, creates the conditions for the protection of many socio-economic subsystems of society from various risks, and provides sustainable development.It should be noted that modern international insurance marketing already has a sufficiently developed set of tools that allow establishing effective and long-term relationships between consumers and service providers. However, these tools are aimed at ensuring the sale of various insurance products, and their attractiveness mainly depends on the profitability of the price offer, and are not aimed at developing an insurance culture, implying that certain types of activities are too risky without insurance. These types of activities include local agriculture, which is carried out in extremely unfavorable natural and climatic conditions. These measures do not always achieve their goal due to the fact that consumers misperceive the importance of this type of expenditure. Therefore, through marketing, it is necessary not only to encourage the purchase of insurance services, but also to form the idea that it is a correct rule of economic behavior, a mandatory institution for the implementation of agribusiness.

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