2026-08-26T09:54:46Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00011027 2025-05-19T05:44:40Z 1582963436320 1582963436320:1698989841255

Factors influencing Customer Buying Decision of Chubb Life Insurance Myanmar (CLIM) ( Khin Sandar Phyo Khine, 2025) Khin Sandar Phyo Khine The study identifies the factors influencing consumer buying decision of Chubb Life Insurance Myanmar. The factors are cultural, social, personal, psychological, and product, place, price and promotion. The findings reveal that CLIM customer base is primarily well-educated, middle to upper-middle-class individuals, aged 26-45, with a strong focus on financial security, family welfare, and long-term planning. Key drivers in decision-making include product simplicity, competitive pricing, and the alignment of CLIM products with customers values and life goals. Furthermore, personal and psychological factors of CLIM values with customers desires for financial security and trust are found to be essential in fostering customer loyalty. The research underscores the importance of a customer-centric approach, emphasizing the need for personalized solutions and the strengthening of emotional connections between the company and its clients. Based on these insights, the study recommends strategies for product diversification, personalized solutions, competitive pricing, and enhanced post-buying support to further strengthen CLIM market position and customer loyalty. The study also point out areas for future research, including the influence of digital tools, customer segmentation, industry trends, and cultural factors on customer behaviour, which could provide valuable guidance for CLIM ongoing development and adaptation in a competitive market. 2025-02-01 https://meral.edu.mm/records/11027