Factor Influence on the Consumers’ Purchase Decision of Motor Insurances in Chonburi

Abstract

This research aims at explaining which personal characteristics information and marketing mix factors (7Ps) in the decision-making process of buying a motor insurance in Chonbiri, including comparing the differences of personal characteristics information with marketing mix factors and use the research results to develop marketing strategies. For the research, a sample size of 400 people were questioned. Use questionnaires as a research tool. The independent variables were personal characteristics information. The dependent variable was consumer marketing mix factor (7Ps). The statistical analysis includes percentage, mean, standard deviation Analysis of variance (One-Way ANOVA) and pair testing using the Scheffe method. In the event that there are differences in relevant
factors The instrument quality was verified by Item Objective Congruence (IOC) method. Statistical software was used. The results revealed that most respondents were male with an age range between 31-40 years having marital status, a bachelor degree and working for private companies with an average income between 15,001 to 30,000 THB/month. Respondents gave importance to marketing mix factors (7Ps) in ranking the highest, high, and moderate factors respectively. Process factors, Product factors, Price factor, Marketing promotion factors Personnel factors Physical factors, and the factors of distribution channels overall, are the average of high level. The results of the hypothesis testing between personal characteristics information and marketing mix factors (7Ps) are at the statistical significance level 0.05 (P ≤ 0.05). It is found that 1. The different genders have different opinions in 3 factors, in that, price rate of insurance, the sale channels, and sale promotion. 2. Different ages have different opinions in 2 factors, in that, the sale channels, and physical factor. 3. Different educational backgrounds have different opinion in 2 factors, in that, the sale channels, and sale promotion. 4. Different status has different opinion in only physical factor, and 5. Different careers have different opinion in buying insurance products.