NGHIÊN CỨU CÁC NHÂN TỐ ẢNH HƯỞNG ĐẾN QUYẾT ĐỊNH MUA BẢO HIỂM NHÂN THỌ CỦA NGƯỜI TIÊU DÙNG TRÊN ĐỊA BÀN TỈNH THANH HÓA

Abstract

The study aims to determine the factors affecting people’s decision to buy life insurance in Thanh Hoa province. Both qualitative and quantitative research methods are applied. The analysis results of 244 survey samples collected directly from customers show that there are 5 factors affecting customers’ purchasing decisions, arranged in descending order: 1) Customer benefits 2) Consultants 3) Brand 4) Services, and 5) Barriers; in which barriers when buying insurance have a negative influence on the purchase decision of customers. The study has proposed a number of solutions to improve customers’ decision in buying insurance in Thanh Hoa province according to each group of influencing factors above.