ส่วนประสมการตลาดที่มีผลต่อผู้บริโภคในจังหวัดเชียงใหม่ในการซื้อประกันควบการลงทุน

Abstract

This study investigates the marketing mix factors influencing consumers in Chiang Mai Province when purchasing investment-linked insurance. The research is exploratory and employs a questionnaire as the primary data collection tool. Data were collected from a convenience sample of 400 participants and analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation. Comparative analysis based on demographic data was performed using inferential statistics such as t-test, ANOVA F-test, and Chi-Square Test. The study's findings reveal that the majority of the sample consists of women aged 31-40 years, most of whom are married and engaged in trading or business. They have a monthly income of over 50,001 THB. The majority of respondents showed interest in purchasing investment-linked insurance products from AIA Co., Ltd., with life insurance coverage ranging from 1,000,001 to 10,000,000 THB. The primary motivation for investing in these products is to mitigate the risk of death, with premiums that are lower than those of regular insurance policies. Most respondents preferred an investment period of 10-20 years, with an annual budget of over 90,001 THB. The importance of the marketing mix factors influencing consumer purchase decisions was found to be high overall, with the personnel factor being the most significant. Comparative analysis indicated that consumers with different ages and marital statuses place varying levels of importance on different aspects of the marketing mix. Additionally, their needs and necessities for purchasing investment-linked insurance products also differ significantly at the 0.05 level of statistical significance.