| Summary: | This research aims to find out what inherent elements of an ILP are of importance to the consumers and to identify whether these elements will affect the purchase intentions of investment and non-investment linked policies. The four elements under investigation are namely protection, savings, investment and flexibility. In addition, this research also seeks to find out whether other factors including an individual’s risk taking behaviour, financial literacy, mentality towards investments and demographical factors such as age, gender, income and working status affect one’s purchase intentions of an ILP.
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