Effects of Promotion Mix on Life Assurance Penetration: A study of Life Assurance Companies in Nairobi County
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Date
2013-08-24
Authors
Mungai, Martin Kiarie
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Abstract
In spite of the numerals promotion mix available to many organizations, it is important
to note that many organizations have not yet appreciated how to effectively and
efficiently utilize these campaigns in attempting to enhance their organization
performance. The objective of this study was to investigate if promotion mixes adopted
by a particular life assurance company in Nairobi County at a given time affect the
penetration of life assurance business. The research intends to establish the effect of
promotion mix in life assurance and how they impact on life assurance penetration in
Nairobi County.
The research design was based on the population of 23 life assurance companies in
Nairobi County. The sample size consisted of the 69 individuals who were selected
randomly from each of the three main departments who have interaction with the
marketing activities in every company namely underwriting, marketing and finance.
This was to ensure all members of the population have an equal probability and
independent chance of being selected. The interviewer administered a questionnaire to
the respondents to collect the relevant data. The collected data was analyzed by use of
descriptive statistics such as regression and inferential analysis. The analyzed data was
then presented by use of figures and tables in order to become meaningful. A summary
of the research findings was made following the discussion with a proposal for areas of
further researches recommendations. The study was an informative tool and would go a
long way in assisting company policy makers, employees, clients, financial institutions
researchers, government and the society at large.
Description
Department of Management Science, 51p. The HG 8723.4 .M8 2012
Keywords
Insurance --Kenya --Nairobi county, Insurance Companies --Kenya --Nairobi county --Management, Sales promotion --Research