ABSTRACT
In Nigeria the issue of taking life assurance policy has been neglected in the sense that at this presence time, it is estimated that not up to two percent (2%) of Nigerians own life assurance policies due to poor education and inappropriate marketing strategies for this fact, the benefits and role life assurance plays in this country is being viewed from a very crooked point thereby making it slightly visible.This study therefore focuses on marketing of life assurance policies in Nigeria. The population of the study comprises both staff and customers of Leadway Assurance Plc Enugu. A sample size of fifty (50) was selected made up of 20 staff and 30 customers. Both primary and secondary data were collected. Questionnaire coupled with personal interviews were the main research instrument. The data was analyzed by the use of chi-square statistical method.The study came out that insurance companies in Enugu state (Leadway Assurance) exercise their marketing functions and strategy mainly through advertising and sales promotions as a guide to customer profit motive and competitive tool. It was recommended that insurance companies should endeavor to establish a monthly publication. Such publication will serve as strong public relations machineries in promoting the image of insurance industry.
TABLE OF CONTENTS
Title Page
Table of Contents
CHAPTER ONE:
INTRODUCTION
1.1 Background of study
1.2 Statement of Problems
1.3 Objective of the Study
1.4 Research Questions
1.5 Research Hypothesis
1.6 Significant of the study
1.7 Scope and Limitation of the study
1.8 Definition of the Terms
CHAPTER TWO
Literature Review
2.1 An overview
2.2 Historical Development of the Case Study
2.3 Historical Development of life Assurance in Nigeria
2.4 How individual life Insurance are Transacted
2.5 Special Characteristic of Marketing Life Assurance
2.6 The Impact of life Insurance Policies on the Society
2.7 Marketing Strategies of Life Assurance Policies
2.8 Problems Facing Marketing of Life Assurance
References
CHAPTER THREE
Research Methodology and Design
3.1 An overview
3.2 Sources of Data
3.3 Population of Study
3.4 Sampling Size Determination
3.5 Questionnaire Administration
3.6 Method of Data Analysis
References
CHAPTER FOUR
Data Presentation, Analysis and Discussion Of Findings
4.1 An Overview
4.2 Testing of Hypothesis
4.3 Discussion of Findings
CHPTER FIVE
Summary of Finding, Conclusion and Recommendation
1.1 Summary of Findings
1.2 Conclusions
1.3 Recommendations
5.4 Suggestions for Further Studies
Bibliography
Appendix
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