FACTORS INFLUENCING THE PURCHASE OF VOLUNTARY CAR INSURANCE IN BANGKOK AND PERIMETER.
The research objective represented to examine the factors influencing the purchase of voluntary car insurance in Bangkok and perimeter, The variables of qualitative research represented the decision making process, service quality and marketing mix 7P’s. The population represented the purchaser who bought the voluntary insurance in Bangkok and perimeter more than continually ten years, the 30 samples were classified and interviewed on the focus group. The research instrument represented the group interviewing and collecting data, the answers were screen into the specific topics and reviewed to illustrate specified research questions.
The finding found that the purposes of the purchase in voluntary car insurance represented the necessary and legal enforcement in addition the crucial determined factors of 7P’s of marketing mix such as product, price, place, promotion, people, physical evidences and process and also the service quality. These factors represented the crucial factors to determine in the purchasing decision making.