dc.contributor.author | Mutunga, Elizabeth N | |
dc.date.accessioned | 2013-06-26T10:02:55Z | |
dc.date.available | 2013-06-26T10:02:55Z | |
dc.date.issued | 1993 | |
dc.identifier.citation | Master of Business Administration | en |
dc.identifier.uri | http://erepository.uonbi.ac.ke:8080/xmlui/handle/123456789/40381 | |
dc.description.abstract | A questionnaire survey was conducted to measure consumer
attitudes towards life insurance in Kenya. The study also
attempted to identify demographics of life insurance policy
holders, and what attributes of life insurance induce
consumers to purchase life insurance policies. Reasons why
people do not purchase life insurance was also investigated
upon. The study further attempted to establish if there
existed a link between attitude and behaviour with respect to
owning a life insurance policy. A random sample of 233
respondents was used, and established that life insurance
policy holders were typically married people with at least one
dependent, often had good education and more likely worked for
private companies. Policy holders and non -policy holders
alike, found life insurance to be most useful as protection to
dependents against economic loss that can result through death
of the provider. Consumers demonstrated that life insurance
companies suffer poor reputation as do life insurance agents,
who they viewed as being opportunistic. Such attitudes were
found to be shared among policy holders and non-policy
holders, which lead to an inference that the attitude behaviour
relationship is not strong with respect to life
insurance. The study also established that barriers to entry
were low enough to allow newer companies to be competitive. | en |
dc.language.iso | en | en |
dc.publisher | University of Nairobi | |
dc.title | A Survey of Consumer Attitudes Toward Life Insurance Industry in Kenya | en |
dc.type | Thesis | en |
local.publisher | School of Business, University of Nairobi | en |