ENVIRONMENTAL FACTORS AFFECTING INSURANCE IN NIGERIA

ENVIRONMENTAL FACTORS AFFECTING INSURANCE IN NIGERIA 1. NEGATIVE OR BAD RECORD: Experience has revealed that many insurance companies has failed in their duties of settling their policyholders by giving excuses on the reasons why they should not settle them. Because of this, many would be customers or prospective customers still entertain fears as to the insurance firms abilities to settle their claims when it eventually surface. 2. PREVIOUS RECORD: Past record has shown that individuals do depend on their relatives, friends and well wishers in the area of monetary assistance as to the provision of remedies to their private or business problems which makes it difficult for individuals who desires to attract financial assistance from insurance companies to be discouraged. 3. Attitude: An attitude may be defined as a learned disposition to behave in a consistently favourable or unfavourable way with respect to a given object (Schiffman and Kanuk, 2000). Stated differently, it positions people into a frame of mind of liking or disliking things, of moving toward or away from them‘ (Kolter and Armstrong, 2008: p144). It is acknowledged that people have attitudes toward almost everything - religion, politics, clothes, music, food (Kotler, 2003). For instance The demand for life insurance in a country may be affected by the unique culture of the country to the extent that it affects the population‘s risk aversion (Douglas and Wildavski, 1982). Henderson and Milhouse (1987) argue that an individual‘s religion can provide an insight into the individual‘s behaviour; and understanding religion is an important component of understanding a nation‘s unique culture. Also, Zelizer (1979) notes that religion historically has provided a strong source of cultural opposition to life insurance as many religious people believe that a reliance on life insurance results from a distrust of God‘s protecting care. But historically, some form of social insurance existed in Nigerian and Africa society long before the introduction of the modern insurance in Nigeria (Osoka, 1992). These social schemes evolved through the existence of extended family system and social associations such as age grades, and other unions. 4. LACK OF KNOWLEDGE OF INSURANCE CULTURE: In a recent study of quality of life in developing countries with reference to South Africa (Moller, 2004), income and social security (own wages, ability to provide for family, insurance against illness/death and income in old age) have been treated as one of the major indicators of quality of life. This standpoint stresses the significance of insurance to human life. Ironically, insurance services seem not to have been so accepted enthusiastically in developing countries. The abysmal level of insurance culture in developing economies has attracted relative interests among researchers and practitioners alike. Risk has been identified as a central fact of life in the rural areas of less-developed countries (Udry, 1994). 5. LOW LEVEL OF EDUCATION: Educational status of Nigerians has significant influence on their attitude towards insurance. Educated people have more positive attitude to insurance than less educated ones. In a recent insurance conducted in Lagos, Nigeria. The choice of Lagos is due to its nature as a metropolitan city where most Nigerian ethnic groups are largely represented. Fact shows that respondents with higher education outperformed others even though no statistical significant difference was observed with vocational education. 6. UNEMPLOYMENT ISSUE: Employees working status has a significance effect on Nigerians attitude towards insurance. Retired and Employed Nigerians with means attitude scores of 28.50 and 28.14 respectively outperformed their competitors. No significant difference was observed between retired, employed and Self-employed respondents. On the other hand, self-employed people have significantly higher attitude towards insurance than unemployed, student and part time workers. This result is quite similar to findings in most developed world. In Conclusion, The findings of this study suggest some major implications for marketing of insurances services in Nigerian businesses environment which is a big market. Given that attitude is strongly linked to behaviour, marketers of insurance services targeting Nigerians are confronted with the challenge of encouraging people to embrace insurance institution and its associated benefits. Based on the findings, this article confirms negative attitudes of Nigerians to insurance services further. But apart from this broad finding in respect of the negative attitudes to this line of business, this study suggests some specific findings based on different demographical factors of the respondents. The findings serve as inputs to marketers of insurance services on how they formulate and implement relevant marketing strategies towards addressing the nonchalant attitude of Nigerians to insurance. For instance, specific marketing strategies are required to encourage the young generation below 46 years of age, the divorced/separated, and the less-educated to embrace and appreciate the role of insurance. Since, the basic issue associated with this lack of interest rests mainly in their lack of appreciation of the roles of benefits of insurance services; it is recommended that significant marketing communication activities with instant compensation to both marketers be targeted more at this set of people highlighted. This will help to kindle their interest in the business and brings the insurance institution to the highly exalted position it belongs in their perception.