ABSTRACT
This project aims to apprise the Marketing Concepts a Sure Way of Enhancing Growth in the Sale of Insurance Services. Inspite of the growing number of insurance companies in Nigeria, its growth is still being hindered because the insurance sector still witness a low level confidence in the insuring public, the general patronage is still at lowest. Internal problems among the executives in an organization hinder the smooth implementation of marketing concept to insurance activities this is due to inability of the management of various insurance companies to engage the services of qualified marketers. In view of these and other related problems facing the industry that necessitated this research work in order for the researcher to proffer solutions to these problems. The specific objectives of the study are: To examine the relevance of the marketing concept in the marketing of insurance services in Nigeria. To examine the problem encountered in the adoption of marketing concept in insurance industry in Nigeria This study has been structured into five chapters to make for easy reading and comprehension. The researcher employed various means of data collection of which the researcher extensively made use of primary and secondary data, the use of questionnaires and survey research method was exhaustively utilized. Chapter one dealt with the background of the study and general introduction, chapter two is the literature review where all the other authors work on the subject matter are reviewed, chapter three is the research methodology and design where all the blue print for carrying out the research is clearly stated, chapter four is the data presentation and analysis this is where the data generated for the study is presented in tables and percentages for easy comprehension while chapter five is the summary of findings, conclusion and recommendations. The researcher employed various statistical tools in order to give the research empirical evidence and sound conclusion. One of the results of the findings showed that that the application of marketing concept by insurance companies has enhanced the marketing of insurance in Nigeria. The researcher recommended that insurance companies should extent the scope of their marketing research, so that it will cover a wider segment of the society, especially people, living and working in the rural areas.
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