Perceived Risk, Consumer Attitude, and Insurance Uptake In Uganda: A Case Study of Public Universities in Kampala.
| dc.contributor.author | Ajok Susan Atare | |
| dc.date.accessioned | 2026-04-23T09:49:08Z | |
| dc.date.available | 2026-04-23T09:49:08Z | |
| dc.date.issued | 2025-10-13 | |
| dc.description | This is a master's thesis | |
| dc.description.abstract | The objective of this research study was to examine the relationship between perceived risk, Consumer attitude, and insurance uptake in Uganda. The study was guided by the following Research objectives. To determine the relationship between risk perception and insurance uptake In Uganda, to determine the relationship between perceived risk and consumer attitude in the insurance sector in Uganda, and to examine the relationship between consumer attitude and Insurance uptake in Uganda. The research chose a cross-sectional survey and a quantitative methods Approach. Primary data were collected using a self-administered questionnaire distributed to Respondents. The population was selected from 8,000 respondents, with a sample size of 367. Data was analysed using the statistical package for social scientists (SPSS). Pearson's correlation And regression was used to measure the robustness and predictability of relationships between the study Variables. There was a positive relationship between perceived risk and insurance uptake in Uganda (r = 0.411**, p<0.01) and a significant positive relationship between perceived risk and Consumer attitude in Uganda (r = 0.658**, p<0.01) and a positive relationship between consumer attitude and insurance uptake. Consumers (r = 0.468**, p < 0.01) *, p < 0.001) the predictor Variable explained 22.7% of the variance in the dependent variable, but consumer attitude (β=0.349**, p<0.01) was the predictor variable, better than perceived risk (β=0.182*, p<0.01). The research recommends that insurance companies use positive customer testimonials, case Studies and success stories in their insurance marketing efforts. Providing real-life examples of How insurance has benefited/impacted policyholders will have a positive influence on consumers' Attitudes and mindsets thereby strengthen their purchasing decisions. | |
| dc.description.sponsorship | Dr. Teko Juma (Makerere University Business School) & Mr. Okumu Moses (Makerere University Business School) | |
| dc.identifier.citation | Ajok, S. A. (2025). Perceived Risk, Consumer Attitude, and Insurance Uptake in Uganda: A Case Study of Public Universities in Kampala. Makerere University Business School. | |
| dc.identifier.uri | http://hdl.handle.net/20.500.12282/5455 | |
| dc.language.iso | en | |
| dc.publisher | Makerere University Business School | |
| dc.rights | Attribution-NonCommercial-NoDerivs 3.0 United States | en |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/us/ | |
| dc.title | Perceived Risk, Consumer Attitude, and Insurance Uptake In Uganda: A Case Study of Public Universities in Kampala. | |
| dc.type | Thesis |