An Assessment of Theory of Reasoned Action While Purchasing Insurance Products

Sasmita Mohanty

Theory of reasoned action model links with the beliefs, attitude, subjective norms and behaviour of the consumer. In this theory the two factors overlaps and affects each other i.e. attitude and subjective norms. One affects the behaviour of the individual, other may constraint them from performing the behaviour. The research is conducted with an aim to find out the factors which enable a customer to buy insurance product. In order to fulfil the objectives the theory of planned behaviour has been considered as the base and the model has been taken as a base. The data was collected from four hundred and one respondents who have recently bought or renewed their insurance product with help of a well drafted questionnaire from June 2018 to December 2018. It was found that perceived behavioural control negatively impacts the attitude while purchasing insurance products though it is positively impacting the intent

Volume 11 | 10-Special Issue

Pages: 445-448

DOI: 10.5373/JARDCS/V11SP10/20192829