Assessment Of The Marketing Practice Designed To Create Build And Maintain Beneficial Exchanges Vith Fire And Lightning Insurance Policys Customers

The main purpose of this research is to throw I ight on a very challenging andrnperhaps less 1I1vestigated issue of the marketing practice of insurance company's withrnrespect to fire and lightning insurance polic customers. The study is conducted throu g.hrnevaluatlOn and analysis of Ethiopian In su ran ce Corporation's marketing practice for thernsubject matter under the study The study uncovers the marketing practice of ErC for fIfernand lightning insurance policy's customers in line with its marketing mix- i.e. product,rnprice, placement and promotion- in order to create, build and maintain beneficialrnexchange Hence; to realize these objective, questionnaires coupled by relevant interviewrnhas been administered to figure out EICS marketing practice for fire and lightningrninsurance policy On the other hand in order to complement the al idity of the researchrnfindings, hou se holds awareness together with their purchasing practice has been studiedrnby taking a sample size of 50 respondents in bole-sub city adml11istration. The stu ch·rncome up with the pre·ailing awareness of house hold, improved method of productrndevelopment and placement Besides; altern ative as well as scientific method of settingrnpremium and conducting promotional campaign has been uncovered . In summary, the outrncome of the research is expected to draw pOll1ted attention to Ere'S managers, insurancerncompanies in general, government ,customers and the community at large in devisingrnIrnco mpetiti ve, healthy and rapidly growing busllless environment for the insurance industr~;rnIn the country

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