| dc.description.abstract | Just like many developing nations, Kenya is still in the early phases of comprehensive
insurance cover with liability coverage. The considerably low marketing of insurance implies
that insurance penetration is pretty low, devastating experience. Such as low penetration is
rendering competition in the insurance industry currently high and each insurer is striving to
get its slice. As a result, many insurance companies are registering falling business in an
extreme situation, and a number have folded because insurance cover coverage has been
decreased. The life insurance industry in Kenya, which is becoming dynamic, turbulent, and
unpredictable, demands reaction for efficiency and productivity to the environmental change
and also serves a significant majority. The way insurance firms operate would be changed
through their innovation and by enhancing their goods, markets and operations innovation.
However, these studies have not adequately addressed the challenges faced in marketing of
life insurance policies. Accordingly, this research was undertaken against this context in
order to bridge the gap by assessing the contemporary challenges faced in marketing of life
insurance policies in Embu County. The Objective of the study was to establish the effect of;
knowledge of insurance to acceptance of life insurance policy in Embu County, perception of
life insurance policy by the public of Embu County, influence of culture to taking up of life
insurance policy in Embu County, and demographic factors to acceptance of life insurance in
Embu County. The asymmetric information theory, The Reasoned Action (TRA), and Basic
Economic Theory were the foundations around which this research is built. The research
applied a descriptive research methodology, with 81 senior insurance managers from Embu
County as the target population and using census for sampling. As a result, the research
included responders from the whole target demographic. An unstructured questionnaire and
an interview guide were used to gather data for the study. The questionnaire was pretested for
validity and reliability in advanced of its administration. In analysis, quantitative approach
was used to yield descriptive statistics; explaining relationship between energy strategies and
realization of the big four agenda. SPSS was used to assist produce these descriptive
statistics. The study findings were beneficial to the insurance companies and policy makers in
Embu County for ensuring effective policy making on life insurance policy marketing and to
academicians and scholars for knowledge, and researchers and scientists as a reference guide.
The study found that; knowledge of insurances has a low positively and significantly affects
marketing of life insurance in Embu County, perceptions has a low positively significant
effect on marketing of life insurance in Embu County, culture has a moderate positively
significant effect on marketing of life insurance in Embu County, and demographics of
individuals have low positive and significant effect marketing of life insurance in Embu
County. The study revealed that, at 0.05 level of significance, knowledge of insurances,
perceptions about insurance, culture and demographics of individuals are strong predictors of
marketing of life insurance in Embu County explaining 26.16% variation in marketing of life
insurance in Embu County | en_US |
