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You searched Library Catalogue - Author: Waterworth, Geoff
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Call Number (WOU)
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SP CEMBA 2015 77
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Author
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Tan, Chau Wun
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Title
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Factors affecting consumer buying decision in Ipoh life insurance market / Tan Chau Wun.
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Abstract
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The Malaysian insurance market has been growing substantially and the industry is booming as government is promoting the importance of life insurance. This provides a motivation to examine the insurance market in Malaysia, particularly in Ipoh City.
We determine to discover the factors affecting the consumer buying decision, in respect of life insurance, by using survey questionnaire, distributed to the various insurance companies policy holder in Ipoh City Centre. The result revealed that several group of variables influence the consumer buying decision, including knowledge and trust, product attributes, brand name, service quality and disposable income. The Mean and mode analysis indicated that brand name, service quality, disposable income , product attributes play a very important role in affecting consumer buying decision. It has been found that pricing, knowledge and trust are less significant in influencing consumers buying decision in life insurance.
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Notes
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Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA)
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Publisher/Year
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Penang : School of Business and Administration, Wawasan Open University, 2015
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Subject
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Insurance exchanges.
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Subject
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Insurance marketplaces.
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