Behavior and Household Factors that Affect Household Life Insurance Purchasing Decisions in Nonthaburi Province

Abstract

The research on Behaviors and Factors Affecting the Decision to Purchase Life Insurance of Households in Nonthaburi Province. The objective of this study is 1. Study what the decision-making behavior of households in Nonthaburi Province is to purchase life insurance. 2. What are the factors affecting the decision-making of purchasing life insurance of households in Nonthaburi Province? and is mixed methods research using quantitative research. By collecting data from a sample of 400 people and qualitative research of 16 people.

The results of the study found that 1) Most of the respondents were of the

opinion that their behavior affects their household's decision to purchase life insurance to protect against the risk of death. There were the highest number, 101 people, accounting for 25.25 percent. There were 145 people, accounting for 36.25 percent, and paying in installments. There were 255 people, accounting for 63.75 percent. Husbands or wives had influence in purchasing decisions. Life insurance had the most, with 234 people accounting for 58.5 percent. Behaviors affecting the decision to purchase life insurance include income not being consistent with premium payments. They had the highest number, accounting for 41.8 percent, followed by lack of knowledge and understanding. Accounted for 30.8 percent, while those not necessary for survival accounted for 18.8 percent. and thought to be a long-term burden, accounting for 8.8 percent. 2) Summary of quantitative test results: market factors affecting household life insurance purchasing decisions. in Nonthaburi Province with statistical significance at the 0.05 level (T-test of the factor has a Sig. value less than 0.05), therefore all assumptions are accepted. 3) In conclusion, the results of the qualitative test are in the same direction as the results of the quantitative test. which can be interpreted as: marketing promotion Physical characteristics, processes, products and prices, personnel, and distribution channels It is a factor that affects the decision to buy life insurance.