FACTORS AFFECTING CUSTOMER PURCHASING DECISION ON LIFE INSURANCE IN PRACHUAP KHIRI KHAN PROVINCE

Abstract

This research objectives were to study the purchasing decision on life insurance policies via agents and commercial banks, compare the purchasing decision life on insurance policies via agents and commercial banks categorized by consumers’ personal factors, and study the relationship between factors affecting the decision and purchasing decision process of life insurance policies via agents and commercial banks in Prachuap Khiri Khan province. Samples in this research were 385 persons working in Prachuap Khiri Khan province, with age more than 20 years old and occupancy of life insurance policies. The research tool was a questionnaire. The data were analyzed by using frequency, percentage, mean, standard deviation, independent sample t-test, One-way ANOVA, and Pearson’s correlation coefficient. Research findings found that the purchasing decision life on insurance policies via agents and commercial banks was at a high level in both overall and each aspect. The aspects can be arranged in consequence as follows: purchase decision, need arousal, postpurchase behavior, evaluation of alternatives, and information search. Also, factors affecting the purchasing decision were at a high level in both overall and each aspect. The aspects can be arranged in consequence as follows: product, people, price, place, promotion, process, and physical evidence. The consumers with different gender, age, education level, marital status, career, and monthly income did not yield different purchasing decision on life insurance policies via agents and commercial banks. The factors affecting the decision moderately correlated with the overall of purchasing decision on life insurance policies via agents and commercial banks at the statistical significance as of 0.01.