Consumer buying behavior of property insurance in Tanzania: a Case Study of Dar es Salaam, Tanzania

This study was conducted with the overall objective of determining the factors influencing consumer buying behavior of property insurance in Tanzania. Specifically, the study set out to determine the demographic characteristics of property insurance consumers in Tanzania, to profile the services offered by insurance firms in Tanzania, to find out what insurance services attributes articulate consumer decisions on buying property insurance in Tanzania, to compare the property insurance customers’ requirements and insurance companies’ service offerings and to identify the challenges facing insurers in the provision of property insurance in Tanzania. The study was conducted as a descriptive research using the qualitative research approach and survey method with sampling design. This study was conducted in Dar-es-Salaam, Tanzania where the Headquarters of many insurance companies are situated. It was conducted in 22 insurance companies and 80 respondents purposively selected. The study revealed that prompt payment of claims one of the attributes articulating consumer buying decision of property insurance. The rate used by insurers in charging premium was also found to be one of the important factors in building customer relationship between insurance companies and its customers. It was also found that issuing policy documents and other documents on time is another factor that makes most of the customer to opt for a certain insurances company’s service. Good customer care by the insurances companies was also found to be a contributing factor which most of insurers have failed to maintain. Other desired factors included low excess in the policy during the settlements of claims prompt payment of claims, good rate for charging premium and providing “No Claim Discount”. The study also found that there is poor underwriting committed by insurance brokers and agents which has exposed insurers into more risks and losses.