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  1. Yangon University of Economics
  2. Master of Business Administrations (MBA/EMBA)

FACTORS INFLUENCING CUSTOMER ATTITUDE TOWARDS CAR INSURANCE BUYING BEHAVIOUR ON FIRST NATIONAL INSURANCE (FNI)

http://hdl.handle.net/20.500.12678/0000002796
http://hdl.handle.net/20.500.12678/0000002796
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faa80ac2-304c-4707-8d00-548716ee9e00
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Win Win Nwe Khine (EMBA - 18).pdf (1462 Kb)
Publication type
Thesis
Upload type
Publication
Title
Title FACTORS INFLUENCING CUSTOMER ATTITUDE TOWARDS CAR INSURANCE BUYING BEHAVIOUR ON FIRST NATIONAL INSURANCE (FNI)
Language en
Publication date 2019-12
Authors
Win Nwe Khine (EMBA - 18)
Description
This paper aims to explore the factors influence on car insurance customer attitude
and to analyze the influencing customer attitude on buying behavior of First National
Insurance (FNI) car insurance. This study is thoroughly done based on responses of 120
respondents from FNI car insurance customers with structure questionnaire. The result
shows that both social factors and marketing factors influence on customer attitude. The
result proves that marketing factors affect on cognitive and affective attitude and social
factors affect on affective and conative attitude. In addition, it is found that all three
attitudes positively affect buying behavior of car insurance at FNI. Among three attitudes,
conative has the greatest contribution to increase the buying behavior of customers.
Therefore, it is suggested that FNI should more focus on people, price, promotion and place
among marketing factors and nurturing good reputation of business to attain the positive
word of mouth behavior of customer in order to influence customer attitude and encourage
buying behavior of customers.
Identifier https://ecor.yueco.edu.mm/handle/123456789/954
Journal articles
Yangon University of Economics
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