| Summary: | 碩士 === 逢甲大學 === 經營管理碩士在職專班 === 93 === In consumer behavioral study with regard to the consumer purchasing decision-making process, what factors that determine the subscriber’s final subscribing decision and consumer purchasing desire has always been a key area that business marketing wishes to explore and understand. And who best understands the consumer and their purchasing behaviors would possess the best competitiveness and an advantageous niche. Customer relations management is of a process, built on the premise of emphasizing individual customs and consumers and utilizing information technology and databank analysis, aiming to provide personalized products and services, shape customer loyalty and secure subscriber lifetime value.
The study chooses the life insurance industry that is fiercely competitive and with a large customer tradition volume case the case study subject to discern whether there is a motive in the subscriber’s subscribing a variety of products, and in an effort to locate the correlation between demographic nature and insurance products, which would serve as a premise in marketing segregation and exploring potential subscribers. The study’s quantified search has taken to Apriori of Clementine 7.2 and the GRI models to carry out the relevancy analysis, together with qualitative in-depth interviews sought to examine the impact of consumer risk awareness, product awareness on consumption behavior, before mirroring the quantified and qualified study findings to present the following recommendations,
1. Of those aged between 50 and 64, male, and with an education level of below junior high, a majority of the product portfolio that they purchase tend to be a main life insurance contract with provisional injury contract. Those aged between 50 and 64 with a personal income at between $0.81 million and $1 million and a household income at between $1.51 million and $2 million tend to be the potential subscribers for subscribing the product portfolio of a main life medical care contract with provisional life insurance contract. By the current social needs, it is recommendable that the subscription age roof be raised, together with focusing on subscribers in the existing database, to offer incentive premiums for elderly medical insurance.
2. The product portfolio favored by those aged between 20 and 20 and unmarried tend to be a main life insurance contract coordinated with a provisional life insurance contract and injury contract. Those that fall in this stage of life that tend to be preparing for building a family are potential subscribers for investment type of products that duly address protection and investment. Therefore, premium budgeting tends to be a leading concern among this customer group, and case companies that are smart in carefully calculating the insurance premiums to cater to this subscriber group can certain come out winning in earning subscriber lifetime value.
3. For those with risk awareness and product awareness, factors that impact their purchasing decision rest on premium budgeting, their confidence toward the insurance company and the service personnel. The case companies may want to market reduced premiums via the telephone or through the Internet, or through insurance agent’s visits or information offering to build and strengthen subscriber confidence.
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