G/Medhin, Mulugeta (PhD)Mengistie, Meron2019-04-032023-11-042019-04-032023-11-042018-10-12http://etd.aau.edu.et/handle/123456789/17461The main objective of the study is to investigate the effect of customers’ attitude on general insurance purchase intention in Addis Ababa, Ethiopia. In this research, customers of general insurance service were targeted as the population while Cognition, Emotional Affect, and Subjective Norm were taken as predicting variables towards Purchase Intention as dependent variable. The researcher used questionnaire written both in Amharic and English to collect relevant data for the research questions from 423 sample respondents of five insurance companies which were selected using convenience sampling. From the total questionnaires distributed, 386 were considered valid for analysis. The analysis was performed using frequency, mean, standard deviation, correlation and regression by means of SPSS software. Then the collected data were analyzed and interpreted. And the findings of the study reveal that all the independent variables: Cognition, Emotional Affect, and Subjective Norm have a positive and significant effect on purchase intention. Pearson correlation and multiple regression analysis were used to examine the relationship between the independent variables and Purchase Intention using SPSS version 20.0 and the findings showed that all the independent variables have a positive and significant effect on Purchase Intention. Thus insurance companies should give due emphasis to address these elements for increment of their volume of customers.en-USPurchase IntentionCognitionEmotional AffectThesis