analysis show that insurance service purchase decision making is typically an extended (multifactorial) discussion and evaluation of insurance conditions and possibilities, composed of several stages. This is especially true for women, persons under 40 years of age, persons who do not receive large income (up to about 800 Lt/month), persons who have secondary education, persons who live in families with five and more members, singles, persons who live alone, and those who do not have children in their families or households. Furthermore, the analysis results show that the decision to purchase an insurance service when evaluating the service exclusively through a monetary point of view, is made by mature (above 41 years of age) persons and Kaunas’ citizens. The competence of the insurance service provider is the most significant factor when making insurance decision for 18-40 years of age persons, women, those who are married or living together, those who have at least one child, those whose families are made of two or more persons, those who have acquired a master or a doctoral degree, and finally those who earn more than 800 Lt/month.