DETERMINANTS INFLUENCING INSURANCE DEMAND IN GUSAU METROPOLIS IN ZAMFARA STATEAhmad Sulaiman and Nasiru Alhaji Ya’u
This paper aimed to determine the determinants influencing Muslims demand of insurance products in Gusau Metropolis Zamfara State, Nigeria. While employing a cross-sectional and Purposive sampling method, 400 respondents were selected to answer semi-structured questionnaires, but only 345 questionnaires were completed and returned valid for analysis using a multiple regression model for analysis, the results indicate that the determinants studied are positively and significantly related to insurance products demand among the Muslims in Gusau Zamfara State. This implies that all the determinants play major roles in influencing Muslims Potential customers of insurance products. Again, it was observed that all the variables have strong positive relationship with insurance products demand in Gusau Metropolis, Zamfara State, Nigeria. Apart from income which was identified as the major challenge to the demand of insurance products, other challenges such as lack of knowledge/Awareness on insurance Products, Religious and Cultural inclinations are also issues that deter Muslims in Gusau Metropolis from demanding insurance products. Based on these outcomes and challenges, the study recommends that insurance companies develop marketing strategies that are customer centred, religious and culturally conscious by taking into consideration the determinant under study and also incorporate Islamic insurance window.