ปัจจัยที่มีผลต่อผู้บริโภคเจเนอเรชันวายในอำเภอเมืองเชียงราย ในการซื้อประกันสุขภาพ

Abstract

The purpose of this Independent Study was to study the factors that affected generation Y consumers in Mueang District, Chiang Rai Province in purchasing health insurance. The sample group was 394 generation Y consumers who were born between 1981 and 1997, aged 25 to 41 years old and living in Mueang District, Chiang Rai Province. The data were collected by using questionnaire as a tool. The statistics used to analyze the data were Frequency, Percentage, Mean and Standard Deviation. The hypothesis testing was analyzed by T-test, ANOVA and Chi-square statistics at 0.05 confidence level. The study found that 1) Genders differences affected the People aspect in Marketing Mix factors to purchase differently. 2) Educational level differences affected the Marketing Mix factors in terms of Product, Price, People, Process and Physical Evidence in purchasing health insurance differently. 3) Income differences had no difference in Marketing Mix aspect for buying health insurance. 4) Personal factors found that gender, age, status, education level, occupation and average monthly income had no relationship with the purchase of health insurance and 5) the behavior for purchasing health insurance found that the purchase of health insurance from various companies, the average health insurance premium paid per year, reasons for purchasing health insurance, the most influential person in buying health insurance, buying health insurance channels and important data sources had no relationship with the purchase of health insurance.