Marketing Mix Factors Influencing Consumer's Voluntary Car Insurance Purchase Decision in Muang District Chonburi Province

Abstract

A research on marketing mix factors influencing consumer's voluntary motor insurance purchase decision in Muang district  Chonburi province. The objectives are to study personal demographic factors and to analyze marketing mix factors (7P's) affecting personal car users' voluntary motor insurance purchase decisions in the area of ​​Muang district, Chonburi province. Data was collected from questionnaires with complete answers of a sample of 400 people and then the data was analyzed with statistics and various statistical tools that are frequency, percentage, mean, standard deviation, Independent-Samples t-test, One-Way ANOVA, and Multiple Regression.

 ​         The results show that most of the respondents were 54 percent female, 46 percent male, their age are between 31 and 40 years old, with the highest level of education at bachelor's degree.  Being an employee of a private company, the average income is 15,001-30,000 baht, vehicle age of a car that chooses to do voluntary car insurance is 1-3 years. The results of the analysis of demographic factors are gender, age, education level, occupation, income and vehicle age. Using Independent-Samples t-test and One-Way ANOVA method, it was found that only income factor affecting consumers' decision to purchase voluntary motor insurance.  And from the analysis of marketing mix factors (7P's) using multiple regression methods, it was found that there were 3 factors influencing the decision to purchase voluntary motor insurance in the Muang district, Chonburi province:  product, reasonable price  and insurance personnel