Cultural and Attitudinal Tenets of Ghanaians on Insurance Service: An Empirical Study
Authors: Osei Francis , Opata Christian Narh , Kankam-Kwarteng Collins , Ofori Daniel 
Published: August 2022

This study compared the cultural and attitudinal tenets of Ghanaians towards insurance service in the Kumasi Metropolis of Ghana. The research utilized the convenience sampling to gather data from 291 respondents. Statistical Package for Social Sciences (SPSS) was used and the relationship between the demographic variables and the actual variables was examined. Structural Equation Modeling (SEM) statistical technique using smart Partial Least Square (PLS) 3.0 was also used to assess the study's hypothesized relationships. It was observed that a significant relationship existed between attitudinal trends and awareness, attitudinal trends and perception, attitudinal trends and purchase intention, awareness and purchase intention, cultural trends and awareness, cultural trends and purchase intention. Conversely, a significant relationship did not exist between cultural trends and perception, as well as perception and purchase intention. The study revealed that attitudinal trends have a greater effect on awareness, perception, and purchase intention than cultural trends, while awareness has the strongest relationship with purchase intention but perception has the weakest relationship with purchase intention. These findings may help to bring about social change by raising awareness of the importance of life insurance in the socioeconomic development of individuals, families, organizations, and communities, resulting in insurance coverage and the reduction of poverty in Ghana. Insurance practitioners who want to increase insurance penetration for business and sustainability can find the study useful.This study compared the cultural and attitudinal tenets of Ghanaians towards insurance service in the Kumasi Metropolis of Ghana. The research utilized the convenience sampling to gather data from 291 respondents. Statistical Package for Social Sciences (SPSS) was used and the relationship between the demographic variables and the actual variables was examined. Structural Equation Modeling (SEM) statistical technique using smart Partial Least Square (PLS) 3.0 was also used to assess the study's hypothesized relationships. It was observed that a significant relationship existed between attitudinal trends and awareness, attitudinal trends and perception, attitudinal trends and purchase intention, awareness and purchase intention, cultural trends and awareness, cultural trends and purchase intention. Conversely, a significant relationship did not exist between cultural trends and perception, as well as perception and purchase intention. The study revealed that attitudinal trends have a greater effect on awareness, perception, and purchase intention than cultural trends, while awareness has the strongest relationship with purchase intention but perception has the weakest relationship with purchase intention. These findings may help to bring about social change by raising awareness of the importance of life insurance in the socioeconomic development of individuals, families, organizations, and communities, resulting in insurance coverage and the reduction of poverty in Ghana. Insurance practitioners who want to increase insurance penetration for business and sustainability can find the study useful.