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

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 Kuala Lumpur and Selangor. Descriptive Statistic and Pearson Correlation have been used in order to test the hypotheses developed and the research questions. Through this research, the company can have better understanding on its customers' product knowledge and product involvement in making the purchasing decision. Hence, the company can enhance its marketing strategies to attract more customers to purchase its products.