An Evaluation of The Marketing Mix Strategies of Nigerian Insurance Companies

• Main Author: Perpustakaan UGM, i-lib
• Format: Article NonPeerReviewed
• Published: [Yogyakarta] : Universitas Gadjah Mada 2001
• Subjects: Jurnal i-lib UGM
• Online Access: https://repository.ugm.ac.id/19989/; http://i-lib.ugm.ac.id/jurnal/download.php?dataId=2831
• Institution: Universitas Gadjah Mada

The apparent unclear performance of the Nigerian insurance industry, in addition to the dynamics in the insurance business environment, spurred the present research. Using a survey research methodology to investigate the marketing strategies utilized by Nigerian insurance companies to cope with the dynamics of the business environment in order to achieve set objectives, it was found that competition and clients' behavior towards insurance services had the highest impacts on the marketing strategies ofNigerian insurance companies. Additionally, it was found that the marketing strategies of market development, pricing based on what insurance clients can afford, and use of high- level public relations were the most emphasized strategies in the Nigerian insurance industry. These findings, along with other interesting findings, were discussed pertaining to the research problem, empirical and anecdotal evidence, and extant literature, in addition to their managerial and research implications