| dc.description.abstract | The main purpose for this research was to investigate on the influence of marketing strategies
on purchase behavior in the insurance industry. Marketing strategy is the fundamental goal of
increasing sales and achieving a sustainable competitive advantage. The research reviewed
literature on information in line with the research objectives. The research gave an overview
of the theoretical foundation of the study, analysis of the models of marketing strategies
process, marketing strategies practices, and consumer buying behavior and lastly it presents
an empirical review and summary of the literature review. The research design used was a
case study due to the fact that the unit of analysis is one organization. The study used primary
data and interview guide to collect data. Content analysis was used to analyze the responses;
the data was transcript and organized by systematically analyzing the transcripts. The study
findings indicated that Jubilee Insurance is an insurance-based financial services company
transacting all classes of insurance business. Its chief mission was based on Integrity,
Passion, Excellence, and Teamwork which was achieved through a team of 526 employees
and 1,200 insurance tied sales agents and independent insurance brokers whose combined
efforts ensure efficiency and results. The study concludes that marketing strategies practices
analyze internal strengths and weaknesses, external competition, changes in technology,
industry culture shifts and provide an overall picture of the state of the Jubilee Insurance
Company. The study recommends that a company wanting to secure a certain share of the
market, should ensure they clearly identify their mission, survey the industry situation, define
specific objectives and develop, implement and evaluate a plan to guarantee they can provide
their customers with the products they need, when they need them. Marketing helps
organizations to respond to the needs and wants of customers and compete effectively | en_US |
