Consumer's perception of product attributes, awareness, attitude and purchase intention of life insurance in Kota Kinabalu, Sabah

Rubatharan a/l Sukumaran (2014) Consumer's perception of product attributes, awareness, attitude and purchase intention of life insurance in Kota Kinabalu, Sabah. Masters thesis, Universiti Malaysia Sabah.

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Abstract

Insurance is one of the important needs for every people during their life. Majority of people do not care about the importance of having insurance. Insurance is the transfer of risk by an individual, organization and business to the insurance company. The issues surrounding the measurement and provisions of perception and awareness are becoming increasingly important and influence towards the intention to purchase life insurance. The main objective of this thesis is to determine the influences of consumer's perception and awareness towards the intention to purchase life insurance with buying attitude as the mediator. This study seeks to broaden the existing literature relating to perception and awareness of our consumers towards life insurance products. The life insurance market in Malaysia is grossly under-tapped and what drives the demand for life insurance in Malaysia is still not well understood. The study is based on responses of 275 respondents from consumer in Kata Kinabalu, Sabah that were collected through a questionnaire. Various statistical tests such as factor analysis, reliability analysis, correlation and regression analysis have been carried out to analyze the result. In addition, the result also shows that perception and awareness with buying attitude as the mediator will influence the intention to purchase life insurance.

Item Type:	Thesis (Masters)
Keyword:	Life insurance, Consumer perception, Consumer awareness, Buying attitude, Purchase intention, Insurance demand
Subjects:	H Social Sciences > HG Finance > HG1-9999 Finance > HG8011-9999 Insurance
Department:	FACULTY > Faculty of Business, Economics and Accounting
Depositing User:	DG MASNIAH AHMAD -
Date Deposited:	10 Jun 2025 11:17
Last Modified:	10 Jun 2025 11:17
URI:	https://eprints.ums.edu.my/id/eprint/43915

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