MARKETING OF LIFE ASSURANCE POLICIES IN NIGERIA PROBLEMS AND PROSPECTS
ABSTRACT
This research work, the researcher examined the problems and prospects of marketing of life assurance policies in Nigeria. The information for the study was collected using primary and secondary methods of data collection. For the primary data collection, questionnaire was used while existing literature relevant to the topic was consulted for the secondary data. The sample size was determined using Taro Yamani formula the percentage method was used for data analysis while Chi-square statistical mode was used to test the formulated hypothesis. The researcher found out that Life assurance companies in Enugu specializes in life assurance business but they are experiencing inadequate patronage. Life assurance companies use brokers, agents and partially employed salesmen in marketing of life assurance policy to the insuring public. Based on the findings the researcher recommended that Government should establish insurance educational centers which should organize lectures, seminars, educational conferences and study programmes for the good of the public.
TABLE OF CONTENTS
Title page ii
Approval Page iii
Dedication iv
Acknowledgement v
Abstract vii
CHAPTER ONE
INTRODUCTION
1.1 Background of the Study 1
1.2 Statement of the Problem 4
1.3 Objective of the Study 5
1.4 Research Questions 6
1.5 Research Hypothesis 7
1.6 Significance of the Study 7
1.7 Scope and Limitations of the Study 8
1.8 Definition of Operational Terms 9
CHAPTER TWO
REVIEW OF RELATED LITERATURES
2.1 An Overview 11
2.2 Historical Development of the Case Study 17
2.3 Historical Development of Life Assurance in Nigeria 19
2.4 How Individual Life Assurance Are Transacted 20
2.5 Special Characteristics of Marketing Life Assurance 23
2.6 The Impact of Life Assurance Policies on the Society 27
2.7 Marketing Strategies of Life Assurance Polices 30
2.8 Problems Facing Marketing of Life Assurance Policies 34
2.9 Prospect of Adequate Management 35
References 36
CHAPTER THREE
RESEARCH METHODOLOGY AND DESIGN
3.1 An Overview 37
3.2 Source of Data 37
3.2.1 Primary data 38
3.2.2 Secondary data 39
3.3 Population of the Study 41
3.4 Sample size and Sampling Techniques 41
3.5 Validity and Reliability of the Instrument used 42
3.6 Method of data Presentation and Analysis 43
CHAPTER FOUR
DATA PRESENTATION ANALYSIS, DISCUSSION OF FINDING
4.1 An overview 46
4.2 Data presentation 46
4.3 Data Analysis 49
4.4 Testing of Hypothesis 60
4.5 Discussion of Findings 65
CHAPTER FOUR
SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS.
5.1 Summary of Findings 66
5.2 Conclusions 68
5.3 Recommendations 69
5.4 Suggestions for Further Studies 74
Bibliography 75
Appendixes 76
Sample questionnaire 77
CHAPTER ONE
1.0 INTRODUCTION
1.1 Background of the study
In Nigeria the issue of taking life assurance policy has been neglected, in the sense that at this present time, it is estimated that not up to two percent (2%) of Nigerian’s own life assurance policies, from the research made on the internet, life assurance business is more operated and recognized in other countries such as UK, USA, Canada, Germany and other European countries, in Africa life assurance business is more recognized in South Africa for this fact, the benefits and roles life assurance plays in this country is being viewed from a very cooked point there by making it slightly visible moreover, the life assurance industry has entered on era of accelerated change as a result of increased competition, such as other life institution e.g. National Health Insurance Sector (NHIS). Hence professional marketing management is now a pre-requisite, if a company is to return or advance its position in the competition hierarchy.
Based on the investigations made on net, the major contention of this or the major aim of writing this is to pinpoint some of the challenges affecting life assurance industries in Nigeria.
1.2 Statement of problem
a. Previous studies has shown that sub-standard policies which was designed by the underwriter’s could not meet the current change in the society towards satisfying individuals needs.
b. High rate of poverty in the country that results to no interest or concern by the individuals to effect life assurance policy.
c. The low demand for life assurance policies which could b e as a result of in appropriate marketing strategies.
d. The high rate of illiteracy which affects the easy or free flow of life assurance business in Nigeria.
1.3 Objective of the Study
In this study, the main objective is to find out the problems militating against or the challenges affecting the marketing of life assurance policies in Nigeria and to proffer solutions remedy on way out of the problem or how the problem will be solved.
Those specific objectives as are as follows:
a. To know whether those policies were designed to meet the current change of the need of the individuals/ the consumers.
b. To find out how the high level of poverty in the country affects the patronage of life assurance policy.
c. To examine whether those strategic method in marketing of life assurance policies are suitable for the business in promoting the industry.
d. To find out if there is any alternative means for creating an awareness of life assurance policies to the uneducated one in the society.
1.4 Research Questions
a. How does those policies designed, meet the need of the individuals/ the consumers.
b. To what extent has high level of poverty in the country affected the patronage of life assurance policies?
c. How do those strategic methods in marketing of life assurance policies suitable for the business in promoting the industry.
d. What are those alternative means for creating an awareness of life assurance policies to the uneducated ones in the society?
