Providing the Price Insurance as a Tool for Agribusiness Development; Conjoint Analysis Approach

As one of the most important sectors providing long-term financial resources, the insurance industry can play a significant role in the development of the business environment due to its risk distribution role. The design of agricultural price insurance contracts is a critical issue since the Iranian agriculture sector is unable to employ ordinary insurance policies to cover price risk. Accepting price insurance, a recent option from insurance companies can help businesses mitigate price risk and foster the expansion of the insurance industry. Examining the essential elements of price insurance from the insurer's perspective is the aim of this study. Experts from insurance companies filled out 45 questionnaires for this purpose in February 2024, and the results were analyzed using the Conjoint Analysis approach. The variable of the existence of a franchise has the highest relative value, according to the results of the analysis of the relative importance of features. The combination (existence of a moral hazard, the existence of a franchise, the absence of the ability to estimate insurance premiums, and the existence of price update ability) is the first popular card, per the results of the utility analysis of each card. The last popular card from the respondents’ view was the combination (existence of moral hazard, absence of franchise, existence of ability to estimate insurance premium, and absence of ability to update pricing. The franchise, moral hazard, ability to estimate premium, and ability to update price are the four primary features that the respondents rate in terms of priority.