The Influence Of Communication Strategies On Low Penetration Of Personal Accident Insurance Covers: A Case Of UAP Insurance Kenya

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School of Communication, Daystar University


ABSTRACT The Insurance Regulatory Authority (IRA) points out that for the Kenyan economy to grow, insurance penetration has to increase. As at 2019 insurance uptake stood at 2.4%. This study focused on the personal accident cover, which stood at 2.5% despite an increase of road accidents by 25% and 46.5% between 2015 and 2020 accounting NTSA reports. Awareness campaigns by the insurance industries players have not led to any significant increment of the accident policy uptake, the penetration remains low despite the significance of the PA cover benefits. This study focused on PSV drivers who are among those affected by accidents while the lack of an accident cover leaves their family with a huge financial burden. The study was based on the Birkigt and Stadler Model (1986) and complemented by the Elaboration Likelihood Model (ELM) which highlighted the importance of message perception in regard to corporate image and advertising message design. The study used a descriptive design to assess the effectiveness of the communication strategies seeking to influence the uptake of the cover. The researcher employed the use of a questionnaire and interview schedule to collect data. The qualitative data was analyzed using SPSS version 22, then analyzed using deductive reasoning and presented in narrative format. The results indicated that there were glaring gaps in communication about personal accident cover, which were caused by lack of adequate and sufficient information from the insurance agents and companies. The study recommends that insurance companies need to implement media and communication channels that fully resonate with the needs of the consumers.


Masters Thesis


Communication Strategies, Insurance Covers, Personal Accident, Uap Insurance Kenya, Kenya


Otieno, D. A. ,. (2023, Thesis)The Influence Of Communication Strategies On Low Penetration Of Personal Accident Insurance Covers: A Case Of Uap Insurance Kenya .School of Communication, Daystar University