2024-03-28T17:25:32Z
https://meral.edu.mm/oai
oai:meral.edu.mm:recid/00008729
2023-02-16T07:27:51Z
1582963436320:1582965701379
Factors Affecting Consumer Purchase Decision on Life Insurance Product
M Zaw Naw
The purpose of the study is to analyze the influencing factors on consumer
purchase decision of life insurance product. The descriptive research method was used
in order to meet the objective of the study. The primary data was collected in Yangon
City from 400 life insurance policyholders out of 617,524 life insurance policies by
using Taro Yamane method. The study found that social factor, insurance awareness,
and consumer attitude have significant influence on life insurance purchase decision.
However, financial literacy has not significant influence on consumer purchase
decision. The finding of moderating effect revealed that income level one (below
three hundred thousand kyats) and level two (between three hundred thousand kyats
and one million kyats) have significantly moderated the relationship between social
factor, and consumer attitude and consumer purchase decision. There is no
moderating effect of income on the relationship between insurance awareness,
financial literacy and life insurance purchase decision. According to the findings,
consumers do not have adequate financial wellness for knowledge and skills in life
insurance. It is suggested that financial education with respect to life insurance
should be provided by the life insurance companies. The results of the study provide
insurers, marketers, and management of the insurance companies in understanding
how consumers make buying decision on life insurance product.
2023-01-01
https://meral.edu.mm/records/8729