The Marketing Mix Factors and Life Insurance Purchasing Decision of Customer of FWD Life Insurance Public Company Limited in Bangkok and Metropolitan Area

Abstract

This article aims were to study 1) The personal factors affect life insurance purchasing decisions of customer of FWD Life Insurance public company limited in Bangkok and metropolitan area. 2) The marketing mix factors affect life insurance purchasing decisions of customer of FWD Life Insurance public company limited in Bangkok and metropolitan area. And 3) The attitude affects life insurance purchasing decisions of customer of FWD Life Insurance public company limited in Bangkok and metropolitan area. The data collected by questionnaires, testing with 389 customers who life insurance purchasing decision of customer of FWD Life Insurance public company limited in Bangkok and metropolitan area. The research sampling was systematic random sampling. The reliability value was 0.804 of the questionnaires. The statistical analyzed data were percentage, mean, standard deviation, t-test and One way ANOVA (F-test) and LSD (Fisher's Least Significant Different).

Results of the research showed that 1) Gender, age, education, marriage status and monthly income did not significant affect life insurance purchasing decision of customer of FWD Life Insurance public company limited in Bangkok and metropolitan area. 2) The marketing mix factor did affect significantly life insurance purchasing decision of customer of FWD Life Insurance public company limited in Bangkok and metropolitan area at the level of 0.05 statistical. And 3) the attitude did not significant affect life insurance purchasing decision of customer of FWD Life Insurance public company limited in Bangkok and metropolitan area.