The impact of pull strategy in life insurance marketing.

Abstract

Life insurance is the untouchable product that customer a contract paper not something they can use immediately and insurance company facing how hard to sell this untouchable good to the customer. The purpose of this research was to study Life insurance purchasing behavior. This research was study samples from Bangkok area. 10 samples were interview and the data analyze by percentage. While Life insurance was starting acceptable and sales are increasing, especially to government policy that can use Life insurance to reduce tax, people are willing to buy Life insurance more from the past. According to interview result, customer state that main purpose of purchasing Life insurance are tax deduction followed by health insurance that’s came with. Theory in this research are consists of many theory such as marketing, consumer behavior, marketing channel, which related to the behavior of Life insurance customer.

KEY WORDS: Insurance / Tax Deduction / Consumer Behavior / Pull Strategy