พฤติกรรมผู้บริโภคในอำเภอเมืองเชียงใหม่ในการซื้อประกันอัคคีภัยเพื่อที่อยู่อาศัย

Abstract

This independent study aimed to explore behavior of consumers in Mueang Chiang Mai district towards purchasing fire insurance for dwelling house. Population of this study was 300 consumers who purchased fire insurance for dwelling house in a year ago and they were divided into 2 sample groups. One hundred and fifty respondents were classified in the voluntary insurers and another 150 respondents were in the conditioned insurers who were credit consumers of the banks. Questionnaires were used as the tool to collect data. Data analysis was conducted by the use of descriptive statistics, consisting of frequency, percentage and mean. The findings showed that most respondents were 30-39 years old married female. They graduated in Bachelor’s degree and worked as company employees/general workers, whose ranges of monthly income were equally found at the amount of 15,001-20,000 Baht, 20,001-25,000 Baht and 30,000-35,000 Baht. They had more than 4 members in the family. Most of them resided in the detached/twin house and were house owner. The results of the study on behavior of consumers in Mueang Chiang Mai district towards purchasing fire insurance for dwelling house suggested that they mostly purchased the fire insurance as offered by the Dhipaya Insurance Public Company Limited through Krung Thai Bank Public Company Limited. Number of fire insurance for house dwelling that they purchased through the bank was 1 insurance policy. The insurance that they carried covered the physical damage to dwelling property caused by fire. A reason of purchasing this insurance was the regulation of the bank asking its credit consumers to apply for the fire insurance. A person involving in the purchasing decision towards the fire insurance for dwelling house was their spouse. They purchased the insurance when applied the loaning service with financial institutes and identified property as the asset. Source of information where they learned about the fire insurance for dwelling house was the bank officers. They compared the additional insurance information as offered by different insurance agents and compared it with the purchased product to ensure themselves that the insurance that they carried offered wider coverage than other insurance companies. In a year, they paid for the fire insurance for dwelling house at the amount of 1,501-2,000 Baht. Beside the fire insurance for dwelling house, the majority did not hold any other dwelling insurance, except the burglary insurance. Payment for premium of the fire dwelling insurance was done in cash at the bank / the insurance company. They usually compared the fire dwelling insurance with another one different agent who provided the similar service. Term of payment was mostly found in an annual term. Most of them highly satisfied with the fire insurance for dwelling house that they purchased and decided to renew it with the same company. They would certainly recommend the fire insurance for dwelling house that they carried to friends.