AN ANALYSIS OF CONSUMER BEHAVIOR TOWARD CAR INSURANCE IN BANGKOK

Abstract

The aim of this research was to investigate the business structure of car insurance and factors influenced on decision of car insurance service selection. The subject of this research was 400 people who used the service of car insurance in Bangkok that implemented by the multi-stage sampling method and research instrument employed in the study was questionnaire of statistical analysis of concentration ratio, Gini coefficient, and logit model. The study revealed that 1) the result that used the method of market concentration ratio and company’s income was used as the measurement, it showed that there was less competition in car insurance market and the market structure was no many manufactures as well as the concentration of the gross income for car insurance industry was in large companies, the result was conformed to the concentration ratio. Therefore, it could be assured that the competition of car insurance market was less and 2) the significance of income factor, drivers who used to get accident, fast behavior drivers, car value, and car using duration for car insurance was statistically at the .01 level.