FACTORS INFLUENCING HOUSEHOLD’S LONG-TERM ASSURANCE CONSUMPTION IN ADDIS ABABA CITY THE CASE OF ETHIOPIAN INSURANCE CORPORATION

Abstract

Long-term assurance plays an important role to insure against lifetime uncertainty resulting for various types of risks of individual and providing financial and mental security and it can also broaden for countries economic growth. However, the long-term assurance business has been experienced very low level of development in Ethiopia. This research is conducted in order to examine demographics, economic, social-cultural, psychological, institutional and legal and regulatory factors which are influencing household’s long-term assurance consumption in Addis Ababa city. The study employed explanatory research design. Primary data were collected using self structured interview and questioners from randomly selected 378 household respondents. Collected data were first carefully edited, coded, encoded using Microsoft Excel and analyzed by using latest SPSS and STATA. In addition, an econometric model of Binary Logit was employed in order to identify major factors which influence household’s long-term assurance consumption. The findings revealed that sex, age, income, social security’s, consumption need (attitude), premium and product fitness (match) with customer need had a positive statistical significant effect on the other hand marital status, education, culture, easy accessibilities and prompt service, negligence, NBE and other concerned government stakeholders role and support had a negative statistical significant influence on household’s long-term assurance consumption in Addis Ababa. This study suggest that insurer should do massive and continuous public awareness towards insurance and high consideration of revising insurance price decisions and policy makers of the National bank of Ethiopia should support the development of insurance industry and concerned government officials should also implement compulsory regulatory measure to protect their citizen.