FACTORS INFLUENCING THE DECISION TO .Life Insurance Policy of consumers in Bangkok area. The research

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    FACTORS INFLUENCING THE DECISION TO PURCHASE LIFE INSURANCE POLICY OF CONSUMERS IN BANGKOK AREA

    1 . 2 ----------------------------------------------------------

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    (Survey Research) 400 (Percentage) (Mean) (Standard Deviation) T-test F-test) MRA (Multiple Regression Analysis)

    70.50 31 - 35 40.00 66.25 65.75 / 88.00 10,001 - 20,000 45.00 __________________________________________ 1 2

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    ABSTRACT The objective of independent study is studied the factors that influencing the

    decision to purchase Life Insurance Policy of consumers in Bangkok area, as well as to study the factors of marketing mix that influences the decision to purchase Life Insurance Policy of consumers in Bangkok area. To study the relationship between the other factors as product image, brand loyalty and trust that influencing the decision to purchase Life Insurance Policy of consumers in Bangkok area.

    The research was done through the survey research method by handling the questionnaires to 400 consumers in Bangkok area for data collecting. The computer program was used in analyzing and evaluating all the data. The data was analyzed in term of statistic, analysis, described frequency, percentage, mean, and standard deviation, T-test, F-test, ANOVA and Multiple Regression Analysis.

    The results of this study showed that the majority of gender 70.70 percent were female, aged 40.00 percent were aged between 31-35 years, marriage status 66.25 percent were single, education 65.75 percent were bachelors degree level, occupations 88.00 percent were employees and monthly income 45.0 percent were in range of 10,001-20,000 baht.

    The opinions on the marketing mix indicate its trust to the product in part of indicating detail of exclusion in the insurance policy. The price is trusted in the reasonable price when compared with policy benefit. The place is trusted in buying in for life insurance agency license. The promotion is trusted in accurate sale elastrator. The people are trusted on customer service that had good knowledge of life insurance policy for after sales services. The process and service is trusted on excellent and prompt after sales services process. The physical evidence/presentation is trusted on companys financial status.

    The opinion on the brand awareness is trusted on the service. The loyalty is trusted on the re-purchase of the new life insurance policy. The trusted is trusted on the felling that the life insurance policy is useful and valuable. The most important part for decision making of buying life insurance policy is coming from price factor.

    The testing result found gender, age, marriage status, education and monthly income except occupation is not effect to the decision to purchase Life Insurance Policy

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    of consumers in Bangkok area. The marketing mix testing result found product, promotion, people and physical except price, place and process/service is effect to the decision to purchase Life Insurance Policy of consumers in Bangkok area. The other factors brand awareness, brand loyalty and trusted is effect to the decision to purchase Life Insurance Policy of consumers in Bangkok area. KEYWORDS : DECISION, LIFE INSURANCE

    2552 25.37

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    100,000

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    1. 2. 3. 4. 1. 2. 3. 1. 20 2.

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    3. 5 50 4. 2556 2557 4 1. 2. 3. 4.

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    1. 2. 3.

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    - - - - - - / - /

    - - -

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    4. 5. 6. 4 7. 8. 9. 10. (Ordinary Life Insurance) 11. (Term Insurance) 1 5 10 20

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    12. (Whole Life Insurance) 80, 90 99 () 13. (Endowment Insurance)

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    3.

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    Kotler, Philip ( , 2541) (Service Mix) 7Ps (Product) 2 (Price) (Value) (Price) (Place) (Location) (Channels)

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    (Promotion) (People) (Employee) (Process and Service) (Physical Evidence and Presentation)

    (2544) (Customer loyalty)

    Kotler, Philip (1994) (trust)

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    (2552) Trust

    (2549) 10 400

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    (2550) 35-49 / 10,001 20,000 34 / 10,000

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    0.05

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    (2554) 400 31-40 10,001-20,000

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    20 400

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    1. (Nominal scale) 2. (Ratio scale) 3. (Nominal scale) 4. (Ordinal scale) 5. (Ordinal scale) 6. (Ratio scale)

    2 7 (Rating Scale Question) 0-10 38 3 3 (Rating Scale Question) 0-10 12

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    4 (Rating Scale Question) 0-10 6 1.

    282 70.50 31 - 35 160 40.00 265 66.25 263 65.75 / 352 88.00 10,001 - 20,000 180 45.00 2. 8.79 9.20 8.3 9.13 9.12 / 9.08 / 9.35

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    3.

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    3

    (Multiple Regression Analysis)

    Coefficientsa

    Model

    Unstandardized Coefficients

    Standardized

    Coefficients t Sig.

    Collinearity Statistics

    B Std.

    Error Beta Tolerance VIF

    () 0.789 0.306 2.576 0.010 0.084 0.032 0.101 2.617 0.009 0.571 1.752 0.014 0.042 0.014 0.332 0.740 0.471 2.125

    0.010 0.026 0.015 0.376 0.707 0.543 1.841 0.150 0.041 0.177 3.685 0.000 0.372 2.690

    0.126 0.050 0.134 2.507 0.013 0.298 3.357 / -0.037 0.046 -0.042 -0.809 0.419 0.324 3.083 /

    0.221 0.055 0.213 4.001 0.000 0.303 3.306

    0.113 0.043 0.130 2.617 0.009 0.347 2.885 0.120 0.029 0.169 4.138 0.000 0.512 1.951

    0.104 0.038 0.121 2.744 0.006 0.439 2.278 R = 0.817 R2 = 0.668 0.05*

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    Y = 0.789 + 0.101X1 + 0.014X2 + 0.015X3 + 0.177X4 + 0.134X5 0.042X6 + 0.213X7 + 0.130X8 + 0.169X9 + 0121X10

    MRA 0.817 66.8 (R2 = 0.668)

    /

    20 400 (t-Test) (F-Test) (MRA)

    70.50 31 - 35 40.00 66.25 65.75 / 88.00 10,001 - 20,000 45.00

    ( 8.79) ( 9.20) ( 8.30)

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    ( 9.13) ( 9.12) / ( 9.08) / ( 9.35)

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    Kotler, Philip. Marketing Management: Analysis Planning Implementation and Control, 8th Edition, Englewood Cliffs: Prentice Hall, 1994 . , , 2553

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