การเปรียบเทียบพฤติกรรมของผู้บริโภคเจนเนอเรชั่นเอ็กซ์ และ เจนเนอเรชั่นวาย ในอำเภอเมืองเชียงใหม่ในการเลือกซื้อประกันชีวิต

Abstract

The objective of this study were to compare the buying behaviors of Generation X and Generation X towards selecting Life Insurance and to compare the factors that affect to buying behaviors of Generation X and Generation X towards selecting Life Insurance. The Convenience sampling was used randomly to collect the data from 100 respondents who were born between 2508-2519 and 100 respondents who were born between 2520-2537. The collected data were evaluated and analyzed using Percentage, Mean, T-test, F-test Test and Chi-square Test. The results of this study revealed that most Generation X informants were marriage female with undergraduate degree that worked with private company and earned average 10,001 to 20,000 baht per month. The most Generation Y informants were single female with bachelor degree that worked with private company and earned lower than 10,001 baht per month. Both generations had mostly the same life assurance-buying behavior. Most of them bought endowment insurance for themselves that aimed for saving. They made the decision to buy life insurance by themselves with family support. The analysis of the marketing mix factors that influence the decision making to buy life insurance of 2 generations had the results in high level as follows Generation X (Gen X): as the marketing mix factors, it was at high level with 3.95 averages. In terms of the product, it was at high level with 3.95 averages. In terms of the price, it was at high level with 3.85 averages. In terms of the place, it was at high level with 3.70 averages. In terms of the marketing promotion, it was at high level with 3.83 averages. In terms of the personnel, it was at high level with 4.22 averages. In terms of the service process, it was at high level with 4.04 averages and in terms of the physical distribution, it was at high level with 4.21 averages. Generation Y (Gen Y) : as the marketing mix factors, it was at high level with 3.99 averages. In terms of the price, it was at high level with 4.02 averages. In terms of distribution place, it was at high level with 3.72 averages. In terms of marketing promotion, it was at high level with 3.60 averages. In terms of personnel, it was at high level with 3.91 averages. In terms of the service process, it was at high level with 4.00 averages and in terms of the physical distribution, it was at high level with 3.91 averages. As a test results, it was stated that the different of age between Generation X and Generation Y affecting the marketing mix factors to their final decisions on life insurance – buying were not different. Policy holder had different objectives of life assurance-buying behavior, it was stated that the marketing mix factors influenced their final decision making on life assurance-buying behavior were not different. In terms of buying objectives, the different age between Generation X and Generation Y was not affected their final decision on their life assurance-buying behavior. However, in terms of the form of insurance, the different age of policy holder was affected their life assurance-buying behavior