An analysis of Factors Influencing Life Assurance Consumption and Effect On Market Growth:A Case Study of Postgraduate Students at Daystar University, Nairobi Campus.

Abstract

Growth in the life insurance sector has remained gradual with a penetration ratio of 1.08% leaving a huge potential of opportunities to be capitalized by the various insurance companies. Penetration of insurance in Kenya can be improved by initiatives such as innovative products, adoption of alternative distribution channels, enhanced public education and use of technology which in essence revolves around the consumers’ tastes, preferences, lifestyle and changing demands. The purpose of this study was therefore to explore the factors that influenced the consumption and market growth of life assurance among consumers. The study was carried out at Daystar University Nairobi targeting 96 postgraduate students. The research methodology employed was descriptive research design and simple random sampling was used as the sampling technique. Data was collected using questionnaires and later analyzed using SPSS version 23. The data was presented using frequency tables and figures. The study found that there was low level of awareness of life assurance and unique strategies and value propositions needed to be adopted by life assurers to increase market penetration. The respondents rated life assurance as being moderately important and although they were risk averse, they seemed to opt for other forms of risk management. The majority of the respondents lacked of awareness on significance, cost implications and reputation of insurance companies, perception towards life assurance was negative. The study recommended that there was need for concerted efforts towards education of the public on the nature, significance and benefits accrued from life assurance. Also, life assurers should develop customized products that address the specific needs of the youth basing the same on income levels, social status, segment needs, changing lifestyles and economic trends.