Factors Affecting the Purchasing Decision of Life Insurance of Customers in Phayuha Khiri District Nakhon Sawan Province

Abstract

The objectives of this research were to study demographic data of life insurance buyers in Phayuha Khiri District, Nakhonsawan Province and the factors affecting customers’ purchasing decision of life insurance in Phayuha Khiri District, Nakhonsawan Province. This research used quantitative research in the form of survey research and collected data at a specific time (Cross-sectional Study). A self-administered questionnaire was used as a tool to collect data from the sample group, that is, the customers who purchase or have purchased life insurance and live in Phayuha Khiri District, Nakhonsawan Province. The researcher selected 400 samples through the convenient sampling method and the statistics used for data analysis were descriptive and inferential statistics. The results of the study found that the differences of mean factors affecting customers’ purchasing decision of life insurance in Phayuha Khiri District, Nakhonsawan Province could be concluded as follows: 1. Most of the samples were female in the age between 26 and 30 years, holding with the highest educational level of bachelor's degree, having a single status, and earning a monthly income of 30,000 baht or more. The analysis of opinions on factors affecting customers' purchasing decision of life insurance in Phayuha Khiri District, Nakhonsawan Province in order of means revealed that the price was at the highest level, followed by the distribution channels, the marketing promotion, and the product, respectively. 2. According to the analysis of differences of mean factors affecting customers' purchasing decision of life insurance in Phayuha Khiri District, Nakhonsawan Province, gender, age, the highest educational level, and the monthly income differently affected the overall of customer’s purchasing decision in Phayuha District, Nakhonsawan Province. at the 0.05 level of statistical significance. And The sample group with different marital status show no difference of the overall of customer’s purchasing decision in Phayuha Khiri District, Nakhonsawan Province at the 0.05 level of statistical significance.