Attitudes, values, and preceptions for pre-need: An analysis of the audience of Grayline Plans, Inc. (GPI)

This study identified Grayline Plans, Inc. (GPI) target audience's attitude, values and perceptions toward pre-need companies and their products. A sample of two hundred seventeen (217) public school teachers, police officers, and military personnel from the Metro Manila participated in the survey research for GPI. Initially, fifteen (15) respondents were chosen for the Focus Group Discussion (FGD) which tried to identify the audience's attitudes, values, and perceptions toward pre-need companies and their products. The results of the FGD became the basis for the development of the survey questionnaire. The actual survey tried to confirm the FGD results, analyze whether personal and job related characteristics affect the audience's attitudes, values and perceptions toward pre-need companies and their products and indicate differences among groups by using correlational analyses, t-tests and univariate analysis (ANOVA). Results indicate that the majority of the respondents have favorable attitudes toward pre-need products, although some are suspicious and skeptical about pre-need companies, particularly its sales agents. Preferences were expressed for quality products with 5-10 years maturity period, easy payment terms, and friendly customer-assistance services. Age, number of children, years in service, profession, and sex were found to have an effect on the respondents' attitudes, values and perceptions. The results of the study will be helpful in the formulation of communication strategies and campaign for GPI.