This research had the following objectives to: 1) study the demographic factors of life insurance consumers, marketing communications of life insurance agents and the consumers decision to purchase life insurance, 2) study the marketing communications of life insurance agents that affect consumers life insurance purchase decisions, and 3) study the relationship between the marketing communications of life insurance agents and consumers life insurance purchase decisions. This research was quantitative research. A questionnaire was used as a tool for collecting data from a sample group of 400 people residing in Chanthaburi Province aged 20 years and over, using a calculation based on Yamane’s population computation formula. It had a confidence level of about 95%, and a sampling error at the level of 0.05. Data were analyzed by using: descriptive statistics consisting of frequency, percentage, mean, and standard deviation. Inferential statistics, consisting of: independent t-test, ANOVA, multiple regression, and correlation coefficient analysis for hypothesis testing.
