2026-10-08T22:43:59Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00011065 2025-05-22T06:24:47Z 1582963436320 1582963436320:1698989841255

Promotion Mix and Consumer Purchase Decision Towards Life Insurance Products of GGI Nippon Life Insurance Co.,Ltd ( Zar Yi Hlaing, 2025) Zar Yi Hlaing The objective of this study is to examine the effect of promotion mix on consumer purchase decision towards life insurance products of GGI Nippon Life Insurance Co., Ltd. This study used both primary data and secondary data. The sample size 347 customers were selected by simple random sampling method. Secondary data was collected from the relevant text books, previous research papers and journal articles, magazines and internet websites. After conducting survey, gathered datas were analyzed by descriptive analysis, correlation analysis and multiple regression analysis to prove the objectives of the study. According to the result of regression analysis, personal selling is the most statistically significant factor in shaping consumer purchase decision whereas sales promotion, public relations, direct marketing have also positive effect on consumer purchase decision. But, advertising has no effect on consumer purchase decision. Therefore, GGI Nippon Life should maintain personal selling, sales promotion, public relations and direct marketing for company’s long-term success. On the other hand, advertising should further be enhanced to become effective advertising on consumer purchase decision. 2025-02-01 https://meral.edu.mm/records/11065