BUYERS’ BEHAVIORAL ATTITUDE TOWARDS LIFE INSURANCE POLICY PURCHASE IN ETHIOPIAN LIFE AND GENERAL INSURANCE

Abstract

The purpose of this research was to examine the factors that are psychological, personal, cultural and social factors that affect buyers attitude toward life insurance.. A descriptive research design was used for the study The research approach which used for this study was Quantitative and Quantitative. From 10,475 total customers s, 385 respondents were selected, to undertake the study. To achieve the objectives of this study, data was collected through self-administered questionnaire from a sample of 304 customers. The primary information was collected through questionnaires and interviews; the data was analyzed with the help of Statistical Package for Social Sciences (SPSS) version 20 software. As this paper finds the research outcome have a positive and negative outcome. The finding of the research generally reveal buyer’s decision on life insurance and how a company image has a great impact on buyers while purchasing a life insurance.