Field Force Interactions and Life Assurance Buying Behavior in Sri Lankan Insurance Market

Abstract

Studying field force interaction on Life assurance buying behavior in Sri Lankan Insurance market is very interesting but has given least consideration in researches. The purpose of the research is to study the how field force use their power of interactions on consumer behavior of life assurance in Sri Lankan insurance market and to develop a consumer behavior model. This study investigates the influence of sales force interactions on purchasing behavior of the life assurance buyers. The importance of field force on life assurance buying behavior has been highlighted in past research studies too.This research study report is on an investigation of the variables that may be a predictive of life assurance buying behavior and to test the model with sales force interaction as the independent variable. Conceptual frame work hypothesized that the situational factors have positive relationship. The sales force interaction shows the positive impact on the life assurance buying behavior. Sample for the study was 120 consumers in Kuliyapitiya and Kurunegala areas. Researcher adopted questionnaire was used to collect data in this regard. The study tested hypothesis using correlation and regression analysis. The findings of the study provide a substantial support for the hypothesized paths of the model. Accordingly, it has been empirically proven that there is a positive relationship between sales force interaction and the life assurance buying behavior. Further the findings of the study shows that the field force influences are statistically significant. Most important factor in this research study is the findings of the study could be used for formulation of the future marketing strategies. Since this area is not touched much by the researchers, there are ample rooms for the future researches in Insurance Industry.