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  1. Yangon University of Economics
  2. Master of Banking and Finance (MBF/EMBF)

CUSTOMER BUYING DECISION ON FIRE INSURANCE POLICY OF GRAND GUARDIAN INSURANCE (GGI)

http://hdl.handle.net/20.500.12678/0000001696
http://hdl.handle.net/20.500.12678/0000001696
85b4286c-a0b3-489d-a219-6c51d2ef001a
5ac6688f-d049-48c7-9548-b44e4cfa7996
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Swe Swe Swe Kyaw Zin (MBF - 60).pdf (473 Kb)
Publication type
Thesis
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Publication
Title
Title CUSTOMER BUYING DECISION ON FIRE INSURANCE POLICY OF GRAND GUARDIAN INSURANCE (GGI)
Language en
Publication date 2019-12
Authors
Swe Swe Kyaw Zin (MBF - 60)
Description
This study intends to identify the insurance practices of Grand Guardian Insurance (GGI ) and
to analyze influencing factors of customers' buying decision in fire insurance policies from GGI.
To achieve those objectives, primary data were collected by interviewing with 59 respondents
who bought fire insurance policies from Grand Guardian Insurance during the period of 2018
through 2019, through the use of structured Five-point Likert scale questionnaires. After that,
data were analyzed to determine the influencing factors of customer buying decision on fire
insurance of Grand Guardian Insurance (GGI). The focus of the study is on the buyer's
characteristics of the black box - buyer's mind or internal factors - of the consumer behavior
black box model. Buyer's characteristics include cultural, social, personal and psychological
factors. Black box model indicates, a consumer’s buying behavior is influenced by cultural,
social, personal, and psychological factors. The study found that among those factors, the most
influencing factor on consumer buying decision of fire insurance is psychological factors. The
second influencing factor is social factors and then cultural factors and personal factors
respectively. Although these factors are ranked, all of those factors are the Influencing Factors
on Consumer Buying Decision of fire insurance. In conclusion, Grand Guardian Insurance
should continue to maintain its brand image as one of the top insurance company in Myanmar
and its reputation to extend the customer base and to retain the existing customers.
Identifier https://ecor.yueco.edu.mm/handle/123456789/714
Journal articles
Yangon University of Economics
Conference papaers
Books/reports/chapters
Thesis/dissertations
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