| Author: | Chiu, Mei-po Mabel |
| Title: | Demographic & attitudinal differences between insurance policyholders & non-policyholders in HK |
| Degree: | M.B.A. |
| Year: | 1999 |
| Subject: | Insurance, Life -- China -- Hong Kong Hong Kong Polytechnic University -- Dissertations |
| Department: | Department of Management |
| Pages: | iii, 59, [4] leaves ; 30 cm |
| Language: | English |
| Abstract: | The purpose of this paper is to study the demographic and attitudinal differences between policyholders and non-policyholders in Hong Kong. By using the site survey method, the author has used the findings of the survey to make recommendations on marketing strategies to insurance companies so as to activate the non-policyholders and stimulate the policyholders in buying life insurance. In the first part of this paper, the author has talked about the research objective and methodology of this study. Followed this, we have the findings in terms of different demography, attitudes and the combined effect. In the second last chapter, the author has concluded the paper by making some recommendations on the marketing tactics in different target markets. In the last chapter, the author has suggested some topics to readers for further studies. |
| Rights: | All rights reserved |
| Access: | restricted access |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| b14797124.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 2.46 MB | Adobe PDF | View/Open |
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