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Abstract

The purpose of this study is to determine the intention to purchase education insurance and to examine the factors that influence that intention. In order to accomplish these goals, structured five-point Likert scale questionnaires are used to gather primary data from parents of kids in Myanmar using convenience sampling method. The independent variables include cultural, social, personal, psychological and marketing factors and the dependent variable is purchase intention in this the study. Quantitative research method is used in this study. Reliability test, descriptive statistics and multiple regression analysis are used to analyze the data. According to the multiple regression analysis, psychological factors, personal factors and marketing factors have positive influence on consumer purchase intention. Cultural factor has negative influence on consumer purchase intention towards education insurance. Social factor is not significant effect with purchase intention towards education insurance. Among the influencing factors, personal factor is the most influencing factor on consumer purchase intention. In order to reduce the danger of unforeseen events in the future, the study’s findings recommend that insurance firms increase consumer awareness of education insurance, the product’s benefits and returns, and the premium term. The study’s contribution is to help the insurance sector understand the elements that influence buy intention and can promote the pursuit of purchase intention in the decision-making process.

Author: Phone Myint