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ABSTRACT
The effective marketing effort of organization increase market share, improve returns in the company’s efforts generally promote growth of insurance company. Insurance marketing is basically just the marketing of insurance product. Insurance agencies emphasized the importance of customer preference and priorities. Marketing of insurance services is critical and complex. In the present scenario, insurance agencies are facing the problem of transitioning from a perceived selling activity to a structured strategic marketing activity. Insurance agencies are adopting strategies of marketing approaches to be in a position of making great sales of insurance services as they faced increased competition which are making them register low profits and even losses. The objective of the study was to investigate the barriers affecting marketing of insurance services in Nigeria. The study used descriptive survey approach in collecting data from the respondents. A questionnaire was used as primary data collection instruments. Descriptive statistics such as means, standard deviation and frequency distribution was used to analyze the data. The study conclude that complex procedures in claims management, failure to adopt information technology strategy affected the marketing of the insurance service and mistrust in insurance relationship between insurance and the customers, lack of innovaties in insurance product development affected the marketing of insurance services, cost of insurance services and pricing of the insurance policies challenged marketing of insurance services in insurance agency industry. The study conclude that choice of communication channel, lack of reliability, fraudulent claims and high premium insurance brand affected by marketing of insurance services by the insurance agencies, an unattractive building, poor landscaping and poor interior furnishing of insurance agency offices, inaccessibility of the insurance policies greatly affected marketing of insurance services.
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
Since the end of the Second World War, the insurance industry over the World has experienced remarkable growth. Concurrent with this growth has been significant changes within the industry. The Nigeria insurance industry is not unaffected by this general growth malady.
The growth of multiple line transition, introduction of package policies the universal banking system, grassroots insurance, the variable amenity, growth life insurance, universal life policy, changes in regulatory framework, continued exposing of the social security system and the involvement of government as a provider of private insurance are part of the challenges with which the insurance industry must content with (Ibok, 2006, soon, 1996).
Although, the future of insurance industry in Nigeria appears bright, a number of unresolved problems still exist; of particular interest in the insurance marketing system, which has affected the consumption of insurance products. In Nigeria, this problem seems to be even more pronounced because of the level of literacy of the Nigeria populace. Insurance has remained one of the least purchased items within the financial market. Records reveal that about only 10 percent of the Nigerian population have insurance of any sort (Mordi, 1990; Wilson 2004; and Oworen 1991).
In general, this negative marketability of insurance products has become a problem not only to the insurance industry, but has also affected economic development. The problem has existed for a long time and has increased somewhat with the sophistication of the Nigeria society which has grown knowledgeably in recent year. However, the increased importance of insurance as a provider of financial services and of investment funds in the capital market is especially pronounced in developed economic whereas insurance consumption in many developing countries is still very low.
Little does one wonder what will be the future of this all important industry if these problems continue unabated.
1.2 STATEMENT OF PROBLEM
The large variation in insurance consumption across different economics of the World raises some important questions about what are the causes of this variation and thus, what factors have affected consumption and marketing of insurance services.
According to Catalan et al (2000), by assessing its role as a major financial intermediary, insurance has become a key source of long term capital, encouraging the growth of capital markets. Indeed several studies have found sufficient evidence to suggest that the development of insurance industry is related to economic growth.
Insurance has taken on an increasing importance as a means for individual and groups to manage their income risks. More so, empirical studies on changing insurance marketing on the one hand, and consumption of insurance product on the other and the other hand in Nigeria appears to be inadequate.
Mordi (1990) has rightly pointed out; figures are yet to be available in many activity areas of insurance. There are even questions of adequacy of such empirical data. Lack of available data and information invariably means lack of awareness and interest on the part of the consuming public. Therefore, despite its apparent role in risk management and transfer, relatively few people in Nigeria appear to be appreciating this role. Some who buy insurance (especially motor vehicle insurance) do so because it’s made compulsory by law.
So far, studies on insurance marketing and consumption in Nigeria have focused on the entire country. Little effort is made to disaggregate performance across the different states or geographical zones of the country o determine if these are location specific problem difference or regional factors that could influence insurance marketing or consumption. This explains why the present study is concerned with identification of the key to barriers affecting the marketing of insurance services in Nigeria. It is with this context that this study attempts an empirical investigation.
1.3 OBJECTIVE OF THE STUDY
The study aimed at achieving the barriers affecting the marketing of insurance services in Nigeria. Other objectives to be accomplished include;
- To understand the role of marketing in insurance contract.
- To ascertain the challenges in marketing insurance product in Nigeria.
- To find the cause of problems what that the intermediaries encounter in marketing insurance product in Nigeria.
- To ascertain the benefits of marketing insurance product in Nigeria.
- To proper solution to the challenges of marketing insurance products in Nigeria.
1.4 RESEARCH QUESTIONS
This study was designed to provide answers to the following research question.
- What is the importance of marketing insurance product in Nigeria?
- What are the barriers affecting the patronage of insurance product.
- Are there people willing to purchase insurance product in Nigeria?
- What is the socio-economic characteristic of insurance marketing?
- How can this problems encountered by intermediaries in marketing insurance product in Nigeria be solve?
1.5 SIGNIFICANCE OF THE STUDY
The study will be immense value to the insurance companies’ general public and to student of insurance and other related fields.
It is believe that this study will go far by educating the people in Nigeria and enlighten them on the benefit of purchasing insurance products. This ensures that his financial goals of insurance companies are met.
1.6 SCOPE OF THE STUDY
The scope of this research is to find out the problem/barriers affecting the marketing of insurance services in Nigeria.
1.7 DEFINITION OF TERMS
Intermediaries: it can be defined as people who are engaging themselves in any activity to promote facilitate an insurance contract between the insurer and the insured.
Consumption: The act of occupying, use, or consuming something.
Regulatory Framework: Are important tools for business that are about to launch because these framework outline the measure of burden new business must be aware of when they begin to establish their enterprises.
Services: This is defined as any activity or performance that one party can offer to another that is essentially intangible and does not result in the ownership of anything.
Insurance: Awosika (2005) defined insurance as a risk transfer mechanism where in, the insured agree to make small periodic payment called premium to another person called the insurer in return for the payment of a large sum (benefit) on the occurrence of a specified event.
Marketing: This is defined as the process of researching and anticipating, individual and or organizational needs and wants producing, pricing, promoting and distributing the goods and services that will satisfy these needs to the consumption ends at positive records to the producer and seller.
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