Factors that influence consumers' purchase decision: a case study of AIA Berhad / Nasyrah Abdul Rahman

• Main Author: Abdul Rahman, Nasyrah
• Format: Student Project
• Language: English
• Published: 2017
• Subjects: Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
• Online Access: https://ir.uitm.edu.my/id/eprint/90153/2/90153.pdf; https://ir.uitm.edu.my/id/eprint/90153/

Product knowledge and product involvement are important factors in consumers' purchase decision. This study aims to determine the factors that influence consumers' purchase decision in the insurance industry which is AIA Berhad. A survey of 50 respondents was conducted to AIA customers in...