2026-07-26T23:22:31Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00009099 2024-09-06T09:29:00Z 1582963436320 1582963436320:1582965701379

Factors Influencing Purchase Intention Towards Life Insurance At Dai-Ichi Life Insurance Myanmar LTD. (Pwint Thu Khaing, 2023) Pwint Thu Khaing This study mainly focuses on analyzing the Factors of customers’ purchase intention towards Life Insurance Products in Dai-ichi Life Insurance Myanmar Ltd. The population of this study is an unknown population, then used the cochran method to calculate sample size of 385. A non-probability sampling of which is a convenience sampling method is used to conduct the survey to select respondents. Descriptive and quantitative research methods are used. Primary data and secondary are used. Multiple regression is applied to analysis data. The study found that among five factors, attitute, supjective norms, financial literacy and saving motives have a significant influence on purchase intention. Saving motives is the most influencing factor on purchase intention among significant factors. According to the result of findings, Dai-ichi Life Insurance Myanmar Ltd., which currently practices the motive strategy, has great favor in buying behavior and purchase intention. Nevertheless, Dai-ichi Life Insurance Myanmar Ltd. needs to adopt an effective training strategy in the current motive strategy. Educate customers’ understandability on insurance products that company provided, company’s insurance policy and ricks and benefits to purchase insurance products at Dai-ichi Life Insurance Myanmar Ltd. 2023-08-01 https://meral.edu.mm/records/9099