Factors Affecting Decision Making on Choosing Consumer Life Insurance in Bang-Khen, Bangkok

Abstract

The objectives of this research were to study. This research availed of the stratified random sampling methods to collect the data of 400 survey questionnaires from customer group that have life insurance in Bang-ken Bangkok. The statistics utilized in preliminary data analysis such as percentage, frequency, mean, standard deviation and multiple regression analysis. The research results are as follows: 1) Personal data analysis found that most of the respondents are female aged between 20-29 year old, educational level mostly in bachelor degree, and work as an employee's with monthly averaged income of 10,001 - 20,000 baht. 2) Behaviors related to consumers of life insurance in Bang-ken Bangkok province showed that most consumers used health insurance; the life insurance buying period was 11.01 - 13.00, most respondents held only one insurance. The reason of buying life insurance is the medical treatment, customers buy from an agent, they pay insurance fee through the counter service and people who influence the decision to buy life insurance are a family members. 3) The decision-making process of consumer purchasing life insurance in Bang-ken Bangkok province is very high. Firstly, the perception of the problem followed by the alternative assessment, purchase decision, behavior after purchase and sequencing information. 4) Consumer status, average monthly income, types of life insurance services used by consumers, persons who influence consumers' decision to buy life insurance, the quality of the company's physical appearance, reliability, response, confidence and care influenced the decision making on choosing life insurance of consumers in Bang-Ken Bangkok province were significant difference at the 0.05 level.