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Effect of Communication on Consumers Buying Decision ( A Case Study of Standard Alliance Insurance Plc )

 Department: Business Administration and Management  
 By: usericon emeka1234  

 Project ID: 131
   Rating:  (3.0) votes: 134
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   Price:₦1000
Abstract
This research work is set out to examine and measure the effect of communication on Consumers Buying Decision in the Insurance system using Standard Alliance Insurance Plc as the case study. The main objective of this study is to identify the nature of consumers buying decision. Also to know if communication plays a huge role in affecting there decisions on a continuous basis or only as related to some particular goods or services. The data obtained from the questionnaire were analyzed using Pearson Chi-Square test of Independence. The research work therefore comes to a conclusion that Standard Alliance Insurance Plc is benefiting tremendously from sales promotions campaign mounted, direct marketing (personal sale), advertising and publicity. These indicate the influence of communication and so it should embark on it, in order to create awareness and repeat purchase from customers which in turn allows increase in productivity. ...
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