FACTORS AFFECTING CONSUMERS' LIFE INSURANCE PURCHASE DECISION IN SUKHOTHAI PROVINCE

Abstract

This research aimed to study the factors of purchasing a life insurance policy for consumers in Sukhothai Province, and to study the relationship between Demographic factors and Marketing mix factors for purchasing life insurance policy among consumers in Sukhothai Province. The samples used in this study were who made the decision to purchase the insurance policy for 400 consumers in Sukhothai Province. The tool used in this study was a questionnaire and used to analyze statistical data. And using statistical values which are percentage, mean, standard deviation Statistical T-test, Independent t-test, F-test, One-Way Analysis of Variance (ANOVA)

          The results of the study showed that the majority of the sample were female, age between 31-40 years and graduated with a bachelor's degree, have a personal business career, and income between 10,001 - 20,000 baht. Marketing mix factors for purchasing life insurance policy of consumers in Sukhothai Province. Overall, every factor is at a high level. And from testing the hypothesis, different Demographic factors, gender, age, occupation, education level, and income affect the factors of marketing mix in the decision to buy life insurance policies of consumers in Sukhothai Province. The difference was statistically significant at 0.05