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The Nexus between Innovative Communication and Life Insurance Marketing


Purpose: This study examined at the nexus between communication and life insurance marketing staff of three-star hotels in the Kumasi Metropolis of the Ashanti Region of Ghana. Design/Methodology/Approach: A two stage sampling technique consisting of purposive and stratified sampling techniques were employed in arriving at a sample size of 100 respondents. Semi structured questionnaires were used to collect primary data. Multinomial logit model was a statistical tool used in data analysis. Findings: The studies revealed that, majority of the staff were males, married and preferred child education policies and executive pension plans. They also preferred word of mouth communication channels in addition to adverts. Almost half of the respondents (45%) did not understand the the terms, conditions as well as benefits of life insurance products in the study area. Majority of the respondents had educational level below tertiary education.