Marketing of Developmental Insurance Scheme in Nigeria: A Pragmatic Approach

Abstract

Development insurance scheme has come to alleviate the suffering of the common man and to ensure effectiveness in the practice of development insurance scheme. The thrust of this paper centres on development insurance schemes which help to increase greater participation of the grassroots in the insurance activities or business. This exploratory paper extensively discusses the various insurance policies, its contract clause and effects of its adoption as well as effect in the development of the nation. The paper offered various ways of marketing development insurance scheme in many Nigeria rural communities. One important discovery about the scheme is that it is built on the principle of social welfare and thrift. Insurance marketers are advised to offensively use proposed models that includes the cultural norms theory of communication, public relations transfer process models, attitudinal/KABP survey model, pedagogic models and development communication models when marketing any type of developmental insurance scheme. The paper recommends that both government and insurance companies should be deeply involved through appropriate supervisory strategies and education.

Keywords: Insurance, Policies, Grassroots, Development, Communication