Assessing the impact of promotion mix consumer knowledge and purchase behaviour of insurance services in Ghana: A study of Saham Life Insurance Ghana

Yeboah, Collins Owusu (2021) Assessing the impact of promotion mix consumer knowledge and purchase behaviour of insurance services in Ghana: A study of Saham Life Insurance Ghana. Masters thesis, Dublin, National College of Ireland.

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Abstract

Companies worldwide use variety of marketing communications tools to achieve their objectives, and some of these include personal selling, advertising, public relations and sales promotion. For business to succeed in their deliverance of products and services, the consumer’s knowledge must be taken into consideration to satisfy their consumers. Consumers go through a cycle of decision making processes before making a purchase decision which define their behaviour in the consumption of the products or services they purchase from these companies. However, sales promotions have been observed to affect the purchasing behaviour of a consumer. Most insurance companies in Ghana find it difficult to make their products known to the general public and one of the most common tools to make products known to the world is through promotion mix. This study therefore aims to assess promotion mix, consumer knowledge and purchase behaviour of insurance services in Ghana: a case study of Saham Insurance in Kumasi metropolis.

Explanatory research design was used for the study. Convenience sampling technique was used in selecting 200 customers. A five point Likert scale questionnaire was used in acquiring the respondent’s information. The questionnaires were analysed with the help of Statistical Package for Social Sciences (SPSS) and Microsoft Excel. The study indicated significant influence of promotion mix on consumer purchasing behaviour and consumer knowledge. The research consequently recommended that, insurance companies needs to undertake regularly sales promotion activities, personnel selling and direct marketing to ensure constant influence on their patrons.

This study was limited in terms of its sample size (200 participants from a single insurance company). It was impossible to distribute paper survey questionnaires for much larger response due to the restrictions of COVID-19 pandemic. It is essential for there to be further research is on this topic within the broader insurance companies in Ghana to properly ascertain the general findings.

Item Type:	Thesis (Masters)
Subjects:	D History General and Old World > DT Africa H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HG Finance > Insurance H Social Sciences > HF Commerce > Marketing
Divisions:	School of Business > Master of Science in International Business
Depositing User:	Clara Chan
Date Deposited:	28 Feb 2022 16:42
Last Modified:	28 Feb 2022 16:42
URI:	https://norma.ncirl.ie/id/eprint/5507

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