The Influence of Zimbabwean consumer personal values and lifestyle in relation to consumer purchase decision and consumer preferences for comprehensive motor insurance

Author

Mariketi, Lawrence

Title

The Influence of Zimbabwean consumer personal values and lifestyle in relation to consumer purchase decision and consumer preferences for comprehensive motor insurance

Abstract

The research was conducted to examine the influence of Zimbabwean consumer personal values and lifestyle in relation to consumer purchase decision and consumer preferences for comprehensive motor insurance. Objectives of the study: To determine the effect of consumer personal values on customer purchasing decisions for comprehensive motor insurance. To investigate the effect of customer personal values on consumer preferences for comprehensive motor insurance. To determine the influence of consumer lifestyle on comprehensive motor insurance purchasing decisions. To investigate the influence of consumer lifestyle on consumer preferences for comprehensive motor insurance. A causal approach was adopted to reveal the relationship between customer personal values and lifestyle in relation to purchase decision and preferences. The researcher adopted convenience sampling approach to reach the intended targeted audience of Bindura suburbs. 278 questionnaires self-administered by the researcher with questions pertaining to the area of study. Statistical Packages for Social Sciences (SPSS version 22.0) was used in analysing and interpreting data. Results suggest that there is statistical significant relationship between personal values and lifestyle in relation to consumer purchase decision and consumer preference for comprehensive motor insurance.

Date

June 2024

Publisher

BUSE

Keywords

Personal values

Consumer purchase decision

Consumer preferences

Motor insurance

Zimbabwe

Supervisor

Mr. Chirimubwe