MERAL Myanmar Education Research and Learning Portal
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Factors Affecting Consumer Purchase Decision on Life Insurance Product (M Zaw Naw, 2023)
https://meral.edu.mm/records/8729
https://meral.edu.mm/records/87299a779e93-68ad-48c8-93f4-069b2c24fea0
6cea782f-bf5f-4acd-bd1c-32e1910b7829
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M Zaw Naw, EMBF-32, 7th Batch.pdf (876 KB)
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Title | ||||||
Title | Factors Affecting Consumer Purchase Decision on Life Insurance Product (M Zaw Naw, 2023) | |||||
Language | en | |||||
Publication date | 2023-01-01 | |||||
Authors | ||||||
M Zaw Naw | ||||||
Description | ||||||
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. |
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Thesis/dissertations | ||||||
Yangon University of Economics | ||||||
Dr. May Su Myat Htway Aung |