Effects Of Integrated Marketing Communication Programs On Performance Of Insurance Business (The Case Of Ethiopian Insurance Corporation)
| dc.contributor.advisor | Belayneh, Temesgen (PhD) | |
| dc.contributor.author | Dawed, Mohammed | |
| dc.date.accessioned | 2018-10-22T07:06:57Z | |
| dc.date.accessioned | 2023-11-04T14:10:49Z | |
| dc.date.available | 2018-10-22T07:06:57Z | |
| dc.date.available | 2023-11-04T14:10:49Z | |
| dc.date.issued | 2017-06-16 | |
| dc.description.abstract | The study was designed to understand the effect of integrated marketing communication programs on the performance of the Ethiopian insurance industry by undertaking a case study on the leading insurer in the industry, the Ethiopian Insurance Corporation. Specifically, the effect of specific integrated marketing communication tools advertising, sales promotion, direct marketing and personal selling activities on performance of the Corporation. Descriptive and causal research designs are used for the investigation. The target population was 264 respondents comprising of 89 managerial and 175 non managerial staff working at the operational level. Stratified proportionate random sampling technique was used. The researcher used primary data for this study and collected using questionnaires complemented with triangulation of secondary data. Descriptive statistics includes mean, frequency, standard deviation and percentages to profile sample characteristics and major patterns emerging from the data. While in order understand the cause and effect of the independent and dependent variables, a multivariate regression model were applied to determine the relative importance of each of the four variables with respect to performance of the Corporation. The study found that advertising and sales promotions practiced by EIC though have positive relationship with performance but failed to register significant contribution. On the other hand direct marketing activities and personal selling influenced the company performance positively as well as significantly. The regression analysis shows an increase in a unit of increase in direct marketing and personal selling activities overall performance of the Corporation by 0.165 and 0.296 units. The study found that the trend new policy issuance and profitability have improved while gross written premium remain constant and market share and policy retention rate has been declining over the years. This study has recommended the exploitation of direct marketing and personal selling activities more in order to enhance performance. It further recommends that further study should be done in understanding the effect of advertising and sales promotion activities in depth in order to enhance their contribution to performance of insurance companies. Another study needs to be done with an aim of investigating the effectiveness of integrated marketing communication tools in relative to investment of such activities and also the industry performance considering the private insurance companies as well. In depth analysis of advertisement and sales promotion are also points to consider for further investigation. | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/13030 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | Integrated Marketing Communication | en_US |
| dc.subject | Advertising | en_US |
| dc.subject | Sales Promotion | en_US |
| dc.title | Effects Of Integrated Marketing Communication Programs On Performance Of Insurance Business (The Case Of Ethiopian Insurance Corporation) | en_US |
| dc.type | Thesis | en_US |