Factors affecting consumer purchasing decision of motor insurance, Vientiane Capital

Abstract

Abstract

The purpose of this study is to investigate factors affecting consumer purchasing decision for motor insurance in Vientiane Capital, Lao PDR. In this study, primary data was collected from 421 participants by using purposive sampling method with structure questionnaires via online platforms in Vientiane Capital, Lao PDR during August, 2021. The study was guide by the following specific objectives: to understand the relationship between service quality factor and consumer purchasing decision, to understand the relationship between brand factor and consumer purchasing decision, and to understand the relationship between marketing mix (4Ps) factor and consumer purchasing decision. A descriptive analysis is used to analyze the collected data regarding the factors affecting consumer purchasing decision for motor insurance (service, brand and marketing mix factors). The statistic used for data analysis were frequency, percentage, mean, and multiple regression analysis. According to the analysis, the results show that service quality, brand and marketing mix have a relevance for the consumer purchasing decision for motor insurance of Vientiane Capital inhabitants. The hypothesis testing confirmed that the all factors (service, brand and marketing mix) influence on consumer purchasing decision for motor insurance with a statistically significant level of 0.05.