The Impact Of Demographic Factors On The Attitudes Of Life Insurance Policyholders In The Case Of Ethiopian Insurance Company

The purpose of this study is to examine the impact of demographic factors on the attitudernof life insurance holders in the case of Ethiopian Insurance Corporation. The study wasrnconducted by collecting the response of policyholders through structured questionnairernon five point likert scale. Out of 200 questionnaires a total of 154(77%) usable responsesrnwere obtained to assess the level of awareness about demographic factors and theirrnimpact on policy holder attitude towards life insurance. Multiple regression Modelingrn(MRM) approach was used to analyze and test relationships among variables. The studyrnfound that Demographic factors such as income, religion, gender, education and age werernfound to have significance impact on the attitude of life insurance policyholders inrnEthiopian Insurance Company’s scenario. The implications of the study to managementrnand theory are discussed and recommendations for future research have been made. Thernlimitations of the study are also noted. The findings of the study may serve as an input forrnthe Ethiopian Insurance Company in particular and the insurance industry in Ethiopia inrngeneral. It also aims to frame strategies how to increase the share of life insurance in thernGDP of the country.rnKey words: Ethiopian, Income, life Insurance, attitude, Demographic factors

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