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Analysis on market segmentation, consumer attitude, opinion, and perception toward life insurance and the effectiveness of service marketing mix of PT AIG LIFE

Lukmanto, Indra (2008) Analysis on market segmentation, consumer attitude, opinion, and perception toward life insurance and the effectiveness of service marketing mix of PT AIG LIFE. Bachelor thesis, Petra Christian University.

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Abstract

Market segmentation, in all business worlds, is the first thing to be measure before entering a market to sell a product. It also happens with the life insurance which the seller should know to whom they should sell. However, the consumer psychographic towards insurance product is also significant to affect consumer preferences. Therefore, the seller should learn to understand their consumer psychographic in order to support their selling effort. Then later on the insurance company should manage the factors from their service marketing mix to enhance the willingness of the consumer to buy insurance product. By this research, the writer want to analyze the segmented market in Life Insurance by using the data gathered through survey and analyzed by using the CHAID analysis which believed to be the best segmentation tools. This research also includes the crosstabs to check the relation of the data with psychological factors and multiple regressions to see the significant factors which affect the consumer willingness.

Item Type: Thesis (Bachelor)
Uncontrolled Keywords: life insurance, segmentation, service marketing mix, crosstabs, multiple regressions
Subjects: UNSPECIFIED
Divisions: UNSPECIFIED
Depositing User: Admin
Date Deposited: 23 Mar 2011 18:48
Last Modified: 29 Mar 2011 07:24
URI: http://repository.petra.ac.id/id/eprint/12476

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