There is considerable unexploited potential for insurance in Nigeria due to the lack of confidence based on years of negative experiences in the sector.  On the other hand, consciousness of Nigerians couple with the non-existence of social security system is encouraging factors for life insurance growth.  The research topic is “Consumers Attitudes Towards Insurance Products:  An Assessment of Life Assurance Products in Nigeriaâ€.  The study started with introduction with cleared ground for this work.  The purpose of the study is to determine the nature of consumers’ attitudes towards life assurance: to determine what factors are responsible and to improve the delivery process by the insurance companies to the consumers.  A structured questionnaire constructed was used.  109 respondents co-operated with the researcher for this study.  Research hypotheses were presented in tabular forms and Z test was used for data analysis. Findings show that lack of confidence in the insurance companies had the most negative effect on life assurance purchase.  Results from the hypotheses fast revealed that low patronage of life assurance products by consumers was as result of its intangible nature. The recommendation are; that marketers should target marketing communication efforts at the significant orders; that ex-gratia claim payments should be encoaurged by insurance to presented some image of fair dealing.  

Title Page

Approval Page

Dedication

Acknowledgement

Abstract

Table of Contents

CHAPTER ONE:

INTRODUCTION

1.1  Background of the Study

1.2  Statement of the Problem

1.3  Objectives of the Study

1.4  Research Questions

1.5  Research Hypothesis

1.6  Significance of the Study

1.7  Scope and Limitations of the Study

1.8  Definitions of Operational Terms

       References

CHAPTER TWO:

REVIEWS OF RELATED LITERATURE  

2.1   History of Insurance in Nigeria

2.2   The Concept of Life Assurance

2.3   Why Life Assurance

2.4   The Concept of Product

2.4.1Features of a Product

2.4.2Characteristics of Financial Services

2.4.3Need for Marketing in the Financial Services Industry

2.5   Importance of Life Assurance in Economic Development and Retirement Planning

2.6   Assessment of the Consumers’ Attitudes on Life Assurance Policies/Products

2.6.1Reasons for Consumers’ Poor Attitudes to Life Assurance Products

2.7   Ways of correcting Consumers’ Poor Attitudes to Life Assurance Policies using 

Various Marketing Strategies

2.8   The Problems Facing Insurance (Life Assurance Marketing in Nigeria)

2.9   Prospects of Insurance (Life Assurance Marketing in Nigeria)

2.10 Challenges Facing Insurance (Life Assurance Marketing in Nigeria)

        References

CHAPTER THREE 

3.0   RESEARCH METHODOLOGY

3.1   Research Design

3.2   Sources of Data

3.2.1Primary Sources of Data

3.2.2Secondary Source of Data

3.3   Population of the Study

3.4   Sample Size and Techniques used in Determining the Sample Size

3.5   Instruments used in Data Presentation and Analysis

3.6   Validity of the Instrument

3.7   Statistical Model used in Testing the Hypotheses

        References

CHAPTER FOUR:

DATA PRESENTATION AND ANALYSIS  

4.1  An Overview

4.2  Data Presentation and Analysis

4.3  Test of Hypothesis

4.4  Discussions of Results from Hypothesis

CHAPTER FIVE:

SUMMARY OF FINDINGS, CONCLUSIONS, RECOMMENDATIONS AND SUGGESTION FOR FURTHER RESEARCH

5.1  Summary of Findings

5.2  Conclusions

5.3  Recommendations

5.4  Suggestions for Further Research

       Bibliography

      Appendix I

      Appendix II: Questionnaire Set