Factors affecting customer purchasing intention on great eastern takaful certificate / Megat Mohd Nazhif Hassan

The study aims to identify the factors affecting customer purchasing intention on Great Eastern Takaful certificate and to determine the main factor that influence the purchasing intention of certificate of Great Eastern Takaful Berhad. The issues that arises in this study are about customers always changing their policy/certificate and the company have to bear the financial cost by giving the commission twice to the agents. There are three variables that support this research such as demographic segmentation, behavioural segmentation and psychographic segmentation. 6 customers had been selected as a respondents and 3 agents to support the answer from the customers for interview due to the constraint time and willingness of respondents. Using qualitative for the research design. Whereby, the researcher interviewed existing customer who replace the old certificate for the new certificate and the agent. The data collecting is quite necessary and might be considering important in order to develop the research. Therefore, throughout the research findings, over three variables only one is the main factor that can affecting customer purchasing intention. Overall, demographic segmentation has a major influences in affecting customer purchasing intention on Great Eastern Takaful certificate.