Determination of Promotional Strategy for Organizations in the Nigerian Insurance Industry using the AHP Model
No Thumbnail Available
Several studies have revealed that insurance companies are experiencing low patronageand they have recommended the use of promotional strategy to create awareness and toboost customer patronage. However, research revealed that there are seven basicpromotional tools that most companies in the service industry can use in theirpromotional mix. Thus, this paper applied the Analytic Hierarchy Process model (AHP)to assist managers in the Nigerian insurance companies evolve apromotional strategy bydetermining the best mix of the promotional elements to use, given certain criteria. Toachieve this goal, the survey approach was used. The multistage sampling technique wasused to select a sample of sixteen (16) insurance companies out of a population of 49insurance companies in Lagos metropolis and questionnaires were administered tomanagers of these companies
To access the full text of this article, kindly contact the University Librarian- Dr. Olukemi Fadehan via the administrators: Dr. Yetunde Zaid (email@example.com) or Dr. Christopher Okiki (firstname.lastname@example.org) of the University of Lagos Library.
Insurance companies , Promotional strategy , Analytical hierarchy model process
Dixon-Ogbechi, B.N [Et...al] (2014) Determination of Promotional Strategy for Organizations in the Nigerian Insurance Industry using the AHP Model. International Symposium of the Analytic Hierarchy Process, Washington D.C, USA.