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Factors Influencing Buying Behavior Towards Life Insurance in Dai-Ichi Life Insurance Myanmar LtD. ( Aung Ko Ko Khaing, 2022)

https://meral.edu.mm/records/8835
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Aung Aung Ko Ko Khaing EMBA II- 28 EMBA 18 th BATCH.pdf (1019 KB)
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Thesis
Upload type
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Title
Title Factors Influencing Buying Behavior Towards Life Insurance in Dai-Ichi Life Insurance Myanmar LtD. ( Aung Ko Ko Khaing, 2022)
Language en
Publication date 2022-12-01
Authors
Aung Ko Ko Khaing
Description
This study aims to analyse the factors influencing buying behavior towards life insurance and to examine the effect of buying behavior on behavioral intention towards life insurance in Dai-ichi Life Insurance Myanmar Ltd. Two-hundred and fourty-two respondents who purchased life insurance from Dai-ichi Life Insurance Myanmar Ltd. are chosen using simple random sampling method. The results of this study indicate that risk aversion motives and product accessibility have significant effect on short-term oriented buying behavior, and attitude and saving motives have significant effect on long-term oriented buying behavior. Product accessibility has no moderation effect between the factors and both short-term and long-term oriented buying behavior. According to the multiple linear regression analysis, both short-term and long-term oriented buying behavior have positive effect on behavior intention. It is found that short-term oriented buying behavior has the most influence on behavioral intention. Hence Dai-ichi Life Insurance Myanmar Ltd. should practice educating customers about insurance policies, the risks and benefits of purchasing insurance products. The company should offer short-term life insurance products that cater to the specific needs and preferences of customers together with discounts and incentives for customers, and for long-term products, the company should emphasize the benefits of long-term life insurance policies as a saving tool.
Thesis/dissertations
Yangon University of Economics
Dr. Su Hlaing Oo
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