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THE IMPACT OF PERSONAL SELLING ON THE MARKETING OF INSURANCE SERVICES
ABSTRACT
Personal selling is a paid personal communication that seeks to inform customers and persuade
them to purchase products in an exchange situation. It is a powerful two-way form of
communication. It allows an interactive relationship to develop between buyer and seller in which
the latter can modify the information presented in response to the needs of the audience. The intent
of this study is to establish the contribution of personal selling to the promotion of life insurance
products in Ghana. A lot of literature abounds on advantages of personal selling but the outcome of
this study will help establish contribution of personal selling to the promotion of life insurance. Thus,
the study focused on life insurance clients in Ho, Ghana. Data were collected with a questionnaire
administered to 100 clients of a leading insurer in the city of Ho. Simple frequency distribution
tables were used to analyze the data. It was found that personal selling is an essential tool in
prospecting, informing, educating and persuading life insurance clients. Thus, insurers must recruit
and train more salespersons to intensify these activities. Also, insurance companies should
consider apportioning a good percentage of their promotion budget to developing salespersons.
TABLE OF CONTENT
Title page- – – – – – – – – i
Approval page – – – – – – – -ii
Dedication – – – – – – – – -iii
Acknowledgement – – – – – – – -iv
Abstract – – – – – – – – – -v
Table of content – – – – – – – -vi
CHAPTER ONE
INTRODUCTION – – – – – – – -1
1.0 Background of the study – – – – -1
1.1 Statement of the problem – – – – -5
1.2 Purpose of the study – – – – – -6
1.3 Significance of the study – – – – -8
1.4 Research questions – – – – – -9
1.5 Scope of the study – – – – – – -10
CHAPTER TWO
LITERATURE REVIEW – – – – – – -11
CHAPTER THREE
Research methodology – – – – – – -39
Design of study – – – – – – – -40
CHAPTER FOUR
Presentation, analysis and interpretation of data – -48
CHAPTER FIVE
Summary of findings – – – – – – -60
Conclusion – – – – – – – – -61
Recommendations – – – – – – – -62
Suggestions for further research – – – – -64
References – – – – – – – – -65
Appendix I – – – – — – – – -68
Questionnaire. – – – – – – – -69
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