Factors Influencing Consumer Purchasing Decision of Used Car Insurance in Bangkok
10 Pages Posted: 10 Mar 2021
Date Written: July 2020
Currently, In advanced car insurance market almost reach full penetration ratios but an emerging market like the Asia market still has the potential to grow. Thailand has continued the growth of car insurance. Thailand is the second-largest car insurance market in ASEAN and has a lot of opportunities to grow. Therefore, the purposes of this study are to analyzes and identify the factors influencing consumer purchasing decisions regarding used car insurance in the Bangkok area. The target populations are people who live or work in Bangkok, Thailand. The variables include in the conceptual framework were consumer purchasing decision (dependent variable) and price, brand name, brand image (independent variable) The data were collected by applying non-probability sampling consist of convenience sampling and snowball sampling with 400 respondents via an online questionnaire survey. Multiple linear regressions were applied to find the influence of independent variables on the dependent variables. As a result, price, brand name, and brand image have a significant influence on consumer purchasing decisions about car insurance in Bangkok.
Keywords: Purchasing decision, Car insurance, Brand, Price
JEL Classification: M00, M10, M31
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