Full Project – IMPACT OF MARKETING COMMUNICATION ON UPTAKE OF HEALTH INSURANCE IN NIGERIA
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Chapter One:
INTRODUCTION
1.1 Background of the study
Marketing communication plays a pivotal role in the uptake of health insurance. According to a study by Kim, Lee, and Lee (2018), effective marketing communication strategies can significantly influence consumers’ decisions to purchase health insurance. The study found that clear, concise, and relevant information about the benefits and coverage of health insurance plans can help potential customers make informed decisions. This is particularly important in the health insurance sector, where the products are often complex and difficult for consumers to understand.
In a similar vein, a study by Sharma and Gupta (2016) found that marketing communication can help overcome the barriers to health insurance uptake. The researchers found that many consumers are hesitant to purchase health insurance due to a lack of understanding of the product and its benefits. However, effective marketing communication can help to demystify health insurance and make it more accessible to the average consumer. This includes using simple language, providing clear examples, and addressing common misconceptions about health insurance.
1.2 Statement of Problem
1.3 Purpose of the study
1.4 Significance of the study
1.5 Scope of the study
1.6 Research questions
Chapter Two:
REVIEW OF THE RELATED LITERATURE
Chapter Three:
METHODOLOGY
3.1 Design of the study
3.2 Area of the study
3.3 Population of the study
3.4 Sample and Sampling Technique
3.5 Instrumentation
3.6 Validity of the Instrument
3.7 Administration of the Instrument
3.8 Method of Data Analysis
Chapter Four:
DATA PRESENTATION AND RESULTS
Data Analysis
Chapter Five:
DISCUSSION OF RESULT, CONCLUSION AND RECOMMENDATIONS
5.1 Discussion of the Research Findings
5.2 Conclusion
5.3 Recommendations
References
Appendix I
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Full Project – IMPACT OF MARKETING COMMUNICATION ON UPTAKE OF HEALTH INSURANCE IN NIGERIA