ส่วนประสมการตลาดที่มีผลต่อประชาชนในอำเภอเมืองเชียงใหม่ในการซื้อประกันภัยอุบัติเหตุการเดินทางสำหรับบุคคล

Abstract

This research aims to study Marketing Mix Affecting People in Mueang Chiang Mai District towards Purchasing Personal Travel Insurance. This research used a questionnaire as the tool to collect all the data needed from the people who live in Mueang district, Chiang Mai province. With a population of 238,332 in the area, a total of 400 people were selected, and the data were analyzed using descriptive statistics including frequency, percentage, average, and standard deviation. The results showed that the people in the sample were mostly female, aged between 26 – 35 years old, and single. They worked for private companies, had undergraduate degrees and had average incomes between 10,000 – 30,000 baht. The main purpose of travelling was for pleasure. The primary destinations were places where they had been before, mostly domestic. The duration of travelling was 4– 7 days. The Marketing Mix affecting People in Mueang Chiang Mai District Toward Purchasing Personal Travel Insurance are as follows sequentially from high to low; Process, People, Physical evidence, Price, Product, Promotion and Place.