Determination of Promotional Strategy for Organizations in the Nigerian Insurance Industry using the AHP Model

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dc.contributor.authorDixon-Ogbechi, B.N
dc.contributor.authorJagun, S.O
dc.contributor.authorlghornereho, S.O
dc.contributor.authorRahim, G.A
dc.contributor.authorHaran, E.M
dc.date.accessioned2016-10-14T12:32:27Z
dc.date.available2016-10-14T12:32:27Z
dc.date.issued2014-06-29
dc.descriptionTo access the full text of this article, kindly contact the University Librarian- Dr. Olukemi Fadehan via the administrators: Dr. Yetunde Zaid (yzaid@unilag.edu.ng) or Dr. Christopher Okiki (cokiki@unilag.edu.ng) of the University of Lagos Library.en_US
dc.description.abstractSeveral 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 companiesen_US
dc.identifier.citationDixon-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.en_US
dc.identifier.urihttps://www.ijahp.org/index.php/IJAHP/article/view/261
dc.identifier.uridocplayer.net/11606773-Determination-of-promotional-strategy-for-organizations-in.
dc.identifier.urihttps://www.researchgate.net/.../275238205_DETERMINATION_OF_PROMOTIONAL...
dc.identifier.urihttp://ir.unilag.edu.ng:8080/xmlui/handle/123456789/1035
dc.language.isoenen_US
dc.subjectInsurance companiesen_US
dc.subjectPromotional strategyen_US
dc.subjectAnalytical hierarchy model processen_US
dc.titleDetermination of Promotional Strategy for Organizations in the Nigerian Insurance Industry using the AHP Modelen_US
dc.typeArticleen_US
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