Factors Affecting Decision Making on Purchasing of Life Insurance Products via Commercial Banks in Mueang District, Yasothon Province

Abstract

             The study entitled “Factor Affecting Decision Making on Purchasing of Life Insurance Products Via Commercial Banks in Mueang District, Yasothon Province” for the sample is 400 customer who have been using the service of commercial banks in Mueang District, Yasothon Province by a questionnaire. Results of relationship testing found that 1) Behaviors of decision making on purchasing of life insurance products via commercial banks did not depend on the differences of gender, age, average monthly income, educational level and marital status; whereas they depended on different quantity of insurance policy holding with moderate level of relationship, 2) Behaviors of decision making on purchasing of life insurance products via commercial banks related in moderate level to all items of characteristic factors of life insurance products, 3) Behaviors of decision making on purchasing of life insurance products via commercial banks related in moderate level to products (policy), distribution (branches of commercial banks) and promotion factors; but in low level in aspect of price factor (premium) but the personal factors, characteristic factors of life insurance products and marketing mix factors affecting behaviors of decision making on purchasing of life insurance products via commercial banks found that there is max relationship in top 3 is 1) the factors of the marketing mix. products factor (policy) on subject of offers a variety of insurance topics. 2) the factors of the personal on subject of about quantity of insurance policy holding. 3) the factors of the marketing mix. price factor (premium) on subject of life insurance premiums for the benefits they receive and motivations of decision making on purchasing of life insurance products via commercial banks were focused on the development of various life insurance products suitable for each customers’ ways of life. The next was in aspect of various payment services to meet consumers’ requirement, present value of the benefits that customers will receive,