Consumer Attitudes, Perceived Risk, and Life Insurance Adoption among Teaching Staff in Public Universities in Central Uganda.

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dc.Contributer.SupervisorDr. Walugembe Ahmad. (PhD) (Makerere University Business School) & Dr. Ssenyenge Kassim (Makerere University Business School)
dc.contributor.authorKasamba, Stephen
dc.date.accessioned2026-07-18T11:27:16Z
dc.date.available2026-07-18T11:27:16Z
dc.date.issued2024-11-05
dc.descriptionThis is a master's thesis.
dc.description.abstractThe study investigated consumer attitudes, perceived risks, and the adoption of life insurance among teaching staff in public universities in Central Uganda. The study aimed to assess how attitudes towards quality, economic value, and legality of life insurance, alongside perceived financial, performance, time-related, and psycho-social risks, influence adoption of life insurance. Using a structured questionnaire distributed to 336 respondents with 99% response rate, the study explored the relationships between these variables through descriptive statistics, Pearson correlation, and regression analysis. The analysis revealed significant positive relationships between consumer attitudes and life insurance adoption (r = 0.40, p < 0.001) and between perceived risks and adoption (r = 0.45, p < 0.001). The implication is that favorable attitudes towards the quality and economic benefits of life insurance, coupled with a reduction in perceived financial and performance risks, contribute significantly to higher adoption rates. The regression analysis indicated that consumer attitudes and perceived risks together explain approximately 24% of the variance in life insurance adoption (Adjusted R² = 0.239) and the implication is that both factors play crucial roles in determining Life insurance adoption. These findings suggest that while most teaching staff view life insurance positively in terms of quality and economic benefits, challenges related to perceived financial and legal risks persist hence the necessity for improved educational outreach and communication to address these concerns and enhance insurance adoption. Overall, this research provides valuable insights into the factors influencing life insurance adoption in an academic setting recommending targeted interventions to insurance providers and policy makers to improve understanding of Life insurance and reduction of associated risks.
dc.identifier.citationKasamba, S. (2024). Consumer Attitudes, Perceived Risk, and Life Insurance Adoption among Teaching Staff in Public Universities in Central Uganda. (Unpublished master’s dissertation). Makerere University Business School, Kampala, Uganda.
dc.identifier.urihttp://hdl.handle.net/20.500.12282/6021
dc.language.isoen
dc.publisherMakerere University Business School
dc.rightsAttribution-NonCommercial-NoDerivs 3.0 United Statesen
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/3.0/us/
dc.titleConsumer Attitudes, Perceived Risk, and Life Insurance Adoption among Teaching Staff in Public Universities in Central Uganda.
dc.typeThesis
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