Factors Affecting Consumer Behaviour in Buying Decision toward Life Saving Insurance of Thai Life Insurance Public Company Limited in Sampanthawong Bangkok

Abstract

         The research aimed to 1) examine the consumer demographic characteristics and purchasing behavior of life saving insurance 2) analyze the marketing mix factors and brand building factors affecting the purchasing behavior of life saving insurance 3) analyze the consumer behavior in purchasing life saving insurance, and 4)  analyze the relationship between marketing mix factors and brand building factors. The researcher applied a quantitative research methodology using the questionnaire as the research tool. Four hundred samples were chosen as the samples of this research.  The data received were analyzed  using descriptive and inferential analysis with One-way ANOVA F-test, Multiple Regression Analysis and Pearson’s Correlation Analysis.

The results showed that: 1) The purchasing behaviour of life saving insurance was statistically and significantly different at 0.05 depending on the respondents’s difference in average monthly income, monthly expenses and monthly savings. 2) The marketing mix factors affecting the purchasing behaviour of  life saving insurance were physical factors, distribution channel factors. Furthermore, the brand building factors affecting the purchasing behaviour of life saving insurance  were support factors and quality factors. 3) The average level of purchasing behaviour of life saving insurance on average was at high level. The issue that received the highest level was the benefits received from purchasing life saving insurance, and 4) The marketing mix factors affected the purchasing behaviour of life saving insurance at a high level.  Considering at each factor, the factor of process received the highest mean.