From insurance product to insurance service: definition of the object of insurance market
The state of decision of question of determination of object of purchase-sale at the market of insurance services of Ukraine is estimated. Ideas on categories "product", "commodity", “service" of different schools of economic idea and logic in dealing with insurance services are considered in the paper. The analysis of approaches to modern researchers is conducted in regard to the object of market of insurance services. Taking into account the results of analysis, the process of transformation of insurance product in insurance service and realization of complex of insurance services within the framework of the insurance program is observed. On the basis of undertaken study the insurance program is defined as an object of market of insurance services.