Main Article Content
This research aimed to 1) study factors in purchasing a life insurance plan from AIA Company Limited of the consumers in Khon Kaen Municipality Area, Khon Kaen Province, and 2) compare personal demographics of the consumers; namely, gender, age, education, occupation, monthly income and customer status. The research used a mixed method study. The procedures began by conducting qualitative research to explore sample consumers regarding data collection methods and develop a questionnaire. The second step was quantitative research using the questionnaire to ask 343 sample consumers living in Khon Kaen Municipality Area, Khon Kaen Province. In analyzing data, T-test was used to compare the differences of personal demographics with regards to gender and client status. F-test was used to compare the differences of personal demographics with respect to age, education, occupation and monthly income and find out how they influenced the factors in purchasing a life insurance plan. The research findings revealed as follows: (1) the factors in purchasing a life insurance plan from AIA Company Limited of the consumers in Khon Kaen Municipality Area, Khon Kaen Province as a whole was at high level (3. 87 out of 5 point rating scale), when considering each factor by ranking mean from highest to lowest were; Factor on personnel 4.26, Factor on process 4.20, Factor on physical features 4.07, Factor on productivity 4.05, Factor on marketing promotion 3.91, Factor on price 3.51, Factor on products 3.47, Factor on distribution channel 3.47 respectively. (2) the comparison results of importance in choosing to buy a life insurance classified by their gender, age, education, occupation, monthly income and status were differently by statistical significant at 0.05 level, however, classified by occupation was not different.
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