Determination of Marketing Guidelines for the Decision to Purchase Consumer Life Insurance Policies in Khon Kaen Province

Abstract

This study has objective to 1) To study the current operating conditions of life insurance companies in Khon Kaen province, namely general environment Competition conditions and strengths, weaknesses, opportunities, and obstacles. 2) To study the behavior of buying life insurance policies and factors that influences the decision to buy life insurance policies of consumers in Khon Kaen province. 3) To determine the marketing guidelines for making a decision. Buy consumer life insurance policies In Khon Kaen province. Data were collected by using questionnaires with a sample of 400 people in Muang District, Khon Kaen Province.

                The study indicated that mostly female be between 31-40 years of age, are self-employed Bachelor's Degree Average income 15,000-30,000 baht. For marketing mix factors that influence the decision to buy life insurance In terms of products (insurance policies), there are many forms of life insurance to choose from. In terms of price, the life insurance premium rates are varied in price according to age. Distribution: There are representatives and branches spread throughout the country. Personnel are the reliability of agents. In terms of physical characteristics, executives are known to society and insurance companies are stable. The process is to have a fast and accurate policy approval service system. Which can bring the results of the study to find marketing guidelines for making a decision to buy life insurance policies of consumers In Khon Kaen province as follows: 1) The project to adjust sales channels to keep up with customer behavior in the Digital era. 2) The project to prevent escalating costs from protecting Dominate beyond demand. 3) Project making life insurance procedures is easy.