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Abstract

This study attempts to describe consumer attitudes on fire insurance policy and the effect of consumer attitudes towards consumer buying behavior of fire insurance policy. A sample of 120 fire insurance policy buyers is collected from GGI. The objectives of the study are to describe the consumer attitudes and consumer buying behavior of GGI fire insurance policy and to analyze the effect of consumer attitudes on consumer buying behavior of GGI fire insurance policy. Questionnaires are used to collect data by using simple random sampling method. This study uses the descriptive research method and regression analysis. Tri-component attitude is applied in this study. This analysis expresses that conative attitude and cognitive attitude have a significant positive relationship on consumer buying behavior of fire insurance policy. Based on the result of the study, the company should offer personalized risk assessments to customers, either through online tools or with the assistance of experts. This helps customers understand their specific fire risks and vulnerabilities, enabling them to make informed decisions about their coverage needs. Moreover, the company should develop educational materials that provide comprehensive information about fire safety, risk prevention, and insurance coverage. These resources should be accessible and easy to understand, empowering customers with the knowledge to assess their own risks and take proactive measures.

Author: WIN SAN AUNG