Factors Influencing Insurance Buying Behavior of People: An Empirical Study

Abstract

This study investigates the individual's purchase intension of insurance. Purchase intensions have been studied across various disciplines for instance psychology, pharmaceutical, psychopathology. In this study purchase intension is studied as dependent variable. The influence of various factors is checked on dependent variable. The independent variables in this study are individual spirituality, corporate reputation and product knowledge. This research is quantitative research. The study was conducted in Islamabad by collecting responses of 205 people. The results obtained shows a negative t •• relationship between individual spirituality and purchase intention and product knowledge and purchase intention. The relationship between corporate reputation and purchase intention of insurance is positive.