{"id":27742,"date":"2026-05-20T10:45:32","date_gmt":"2026-05-20T08:45:32","guid":{"rendered":"https:\/\/www.elcol-legi.org\/w\/?p=27742"},"modified":"2026-05-20T10:45:32","modified_gmt":"2026-05-20T08:45:32","slug":"el-preu-principal-factor-de-compra","status":"publish","type":"post","link":"https:\/\/www.elcol-legi.org\/w\/el-preu-principal-factor-de-compra\/","title":{"rendered":"El preu, principal factor de compra"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row][vc_column width=&#8221;3\/4&#8243;][vc_column_text css=&#8221;&#8221;]<\/p>\n<h2><strong data-start=\"0\" data-end=\"101\">El preu continua liderant la decisi\u00f3 de compra, per\u00f2 la marca guanya pes en el sector assegurador<\/strong><\/h2>\n<p>[\/vc_column_text][stm_spacing lg_spacing=&#8221;6&#8243; md_spacing=&#8221;6&#8243; sm_spacing=&#8221;6&#8243; xs_spacing=&#8221;6&#8243;][vc_column_text css=&#8221;&#8221;]<em>21\/5\/2026<\/em>[\/vc_column_text][vc_column_text css=&#8221;&#8221;]<\/p>\n<p class=\"p1\">El reconeixement de marca ja \u00e9s el segon criteri m\u00e9s rellevant per als consumidors espanyols,<\/p>\n<p>[\/vc_column_text][vc_single_image source=&#8221;featured_image&#8221; img_size=&#8221;850&#215;350&#8243;][vc_column_text css=&#8221;.vc_custom_1779266452660{margin-bottom: 20px !important;}&#8221;]<\/p>\n<p data-start=\"103\" data-end=\"544\">El preu continua sent el principal factor a l\u2019hora d\u2019escollir asseguradora entre els consumidors espanyols, per\u00f2 la notorietat i confian\u00e7a que transmet una marca consoliden cada vegada m\u00e9s el seu pes en la decisi\u00f3 final. Aix\u00ed ho reflecteix l\u2019edici\u00f3 2026 de l\u2019<em data-start=\"362\" data-end=\"397\">European Insurance Consumer Study<\/em> elaborat per <span class=\"hover:entity-accent entity-underline inline cursor-pointer align-baseline\"><span class=\"whitespace-normal\">Guidewire<\/span><\/span>, que analitza els h\u00e0bits i prefer\u00e8ncies dels clients asseguradors en diversos mercats europeus.<\/p>\n<p data-start=\"546\" data-end=\"892\">L\u2019estudi mostra que el reconeixement de marca ja \u00e9s el segon criteri m\u00e9s rellevant per als consumidors espanyols, esmentat per un 39% dels participants. El factor econ\u00f2mic continua liderant la classificaci\u00f3, per\u00f2 els clients valoren cada vegada m\u00e9s elements com la confian\u00e7a, la reputaci\u00f3 i la percepci\u00f3 de solidesa de les entitats asseguradores.<\/p>\n<p data-start=\"894\" data-end=\"1305\">La fidelitat hist\u00f2rica tamb\u00e9 mant\u00e9 un paper destacat. Prop d\u2019un de cada tres assegurats assegura que continua treballant amb la mateixa companyia \u201cde sempre\u201d, mentre que les recomanacions de familiars i amics continuen influint de manera notable en la contractaci\u00f3. El component relacional i la confian\u00e7a personal continuen sent, per tant, determinants en un producte tan vinculat a la seguretat i la protecci\u00f3.<\/p>\n<h2 data-section-id=\"1oqzl7k\" data-start=\"1307\" data-end=\"1359\">La Generaci\u00f3 Z transforma els canals d\u2019informaci\u00f3<\/h2>\n<p data-start=\"1361\" data-end=\"1628\">L\u2019informe detecta difer\u00e8ncies importants entre generacions, especialment en la manera de buscar informaci\u00f3 abans de contractar una p\u00f2lissa. Tot i que els canals tradicionals continuen dominant el mercat, els consumidors m\u00e9s joves incorporen noves din\u00e0miques digitals.<\/p>\n<p data-start=\"1630\" data-end=\"1952\">Entre els membres de la Generaci\u00f3 Z \u2014joves d\u2019entre 18 i 27 anys\u2014 augmenta de manera significativa l\u2019\u00fas de xarxes socials, comunitats digitals i eines conversacionals com els chatbots per informar-se sobre assegurances. Aquest segment busca opinions, comparatives i experi\u00e8ncies d\u2019altres usuaris abans de prendre decisions.<\/p>\n<p data-start=\"1954\" data-end=\"2242\">Aquest canvi no implica necess\u00e0riament una desaparici\u00f3 de l\u2019assessorament professional, per\u00f2 s\u00ed una transformaci\u00f3 del proc\u00e9s de relaci\u00f3 amb el client. Les noves generacions arriben m\u00e9s informades, comparen m\u00e9s opcions i esperen experi\u00e8ncies digitals r\u00e0pides, intu\u00eftives i personalitzades.<\/p>\n<h2 data-section-id=\"1xk52xe\" data-start=\"2244\" data-end=\"2290\">L\u2019asseguran\u00e7a de mascotes continua creixent<\/h2>\n<p data-start=\"2292\" data-end=\"2491\">L\u2019estudi tamb\u00e9 dedica una part espec\u00edfica a l\u2019evoluci\u00f3 de les assegurances per a mascotes, un segment amb un fort potencial de desenvolupament a Europa i especialment entre els consumidors m\u00e9s joves.<\/p>\n<p data-start=\"2493\" data-end=\"2859\">A Espanya, el nivell de satisfacci\u00f3 entre els propietaris que disposen d\u2019aquesta cobertura supera el 60%, una dada que confirma la consolidaci\u00f3 progressiva d\u2019aquest producte dins del mercat assegurador. L\u2019augment de la despesa veterin\u00e0ria, la humanitzaci\u00f3 de les mascotes i la sensibilitat creixent cap al benestar animal estan impulsant aquest tipus d\u2019assegurances.<\/p>\n<p data-start=\"2861\" data-end=\"3321\">El comportament digital tamb\u00e9 \u00e9s especialment visible en aquest \u00e0mbit. Els propietaris m\u00e9s joves utilitzen de manera habitual eines online per consultar s\u00edmptomes, cercar informaci\u00f3 veterin\u00e0ria o fer seguiment de la salut dels animals abans d\u2019acudir a un professional. Aquesta tend\u00e8ncia obre noves oportunitats per a asseguradores i mediadors, especialment en serveis digitals de valor afegit vinculats a prevenci\u00f3, teleassist\u00e8ncia o seguiment de salut animal.<\/p>\n<h2 data-section-id=\"1iyhubf\" data-start=\"3323\" data-end=\"3375\">Un consumidor m\u00e9s digital, per\u00f2 tamb\u00e9 m\u00e9s exigent<\/h2>\n<p data-start=\"3377\" data-end=\"3619\">L\u2019informe conclou que el consumidor assegurador europeu evoluciona cap a un model m\u00e9s h\u00edbrid: continua valorant la confian\u00e7a i la proximitat, per\u00f2 exigeix simult\u00e0niament experi\u00e8ncies digitals eficients, transpar\u00e8ncia i facilitat d\u2019interacci\u00f3.<\/p>\n<p data-start=\"3621\" data-end=\"3953\" data-is-last-node=\"\" data-is-only-node=\"\">En aquest context, el sector assegurador afronta el repte de combinar tecnologia, reputaci\u00f3 de marca i capacitat d\u2019assessorament. I \u00e9s precisament aqu\u00ed on la mediaci\u00f3 professional pot continuar jugant un paper diferencial: ajudar el client a interpretar productes cada vegada m\u00e9s complexos en un entorn cada vegada m\u00e9s digitalitzat.<\/p>\n<p>[\/vc_column_text][vc_row_inner][vc_column_inner width=&#8221;1\/6&#8243;][\/vc_column_inner][vc_column_inner width=&#8221;1\/6&#8243;][\/vc_column_inner][vc_column_inner width=&#8221;1\/6&#8243;][\/vc_column_inner][vc_column_inner width=&#8221;1\/6&#8243;][\/vc_column_inner][\/vc_row_inner][\/vc_column][vc_column width=&#8221;1\/4&#8243;][stm_spacing lg_spacing=&#8221;50&#8243; md_spacing=&#8221;50&#8243; sm_spacing=&#8221;50&#8243; xs_spacing=&#8221;50&#8243;][vc_column_text]<\/p>\n<h2>\u00daltimes not\u00edcies<\/h2>\n<p>[\/vc_column_text][stm_news loop=&#8221;size:4|order_by:date|order:DESC|post_type:post|categories:8&#8243; posts_per_row=&#8221;2&#8243;][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>[vc_row][vc_column width=&#8221;3\/4&#8243;][vc_column_text css=&#8221;&#8221;] El preu continua liderant la decisi\u00f3 de compra, per\u00f2 la marca guanya pes en el sector assegurador [\/vc_column_text][stm_spacing lg_spacing=&#8221;6&#8243; md_spacing=&#8221;6&#8243; sm_spacing=&#8221;6&#8243; xs_spacing=&#8221;6&#8243;][vc_column_text css=&#8221;&#8221;]21\/5\/2026[\/vc_column_text][vc_column_text css=&#8221;&#8221;] El reconeixement de marca ja \u00e9s el segon criteri m\u00e9s rellevant per als consumidors espanyols, [\/vc_column_text][vc_single_image source=&#8221;featured_image&#8221; img_size=&#8221;850&#215;350&#8243;][vc_column_text css=&#8221;.vc_custom_1779266452660{margin-bottom: 20px !important;}&#8221;] El preu continua sent el principal factor<\/p>\n","protected":false},"author":562,"featured_media":27743,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8],"tags":[2185],"class_list":["post-27742","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-noticies","tag-med-news-298"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - 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