Role of personal selling in creating awareness of insurance products the context of Tanzania: the case study of Dar es Salaam.

The focus of the study was to examine the role of personal selling in creation of insurance products awareness in Tanzania. A mixed study of both quantitative and qualitative study approaches whereby structured questionnaires and unstructured interview guides were used as techniques of primary data collection from 90 respondents who were randomly and purposely sampled. Data analysis was conducted using descriptive and inferential statistics. The findings of the study have revealed the benefits of personal selling in creating awareness of insurance services; the study showed the following benefits; the increase in customer experience and understanding of the insurance products, helped insurance agents and companies to raise customers understanding of insurance products, impacting knowledge of insurance to customers an agents, customers’ persuading mechanism to buy insurance products. The study have identified the role of personal selling in customers satisfaction as a tool of insurance products awareness creation of the insurance through the creation of new insurance distribution channels, personal selling influence in the penetration of insurance products, full insurance products awareness impacting mechanisms. Moreover, the study has ascertained the mechanism used by stakeholders as solution to negative behavior and enhances maximum utilization of personal selling potentials. The study revealed personal selling utilization has been maximized through branding of insurance products via personal selling, elevation of public awareness of insurance products, development of personal selling information system and education program, searching and planning for unreached population, and investing in qualified and proficient sales. The study recommended that; insurance authorities and associations should clearly promulgate or rather exercise policies and guidelines to help insurance companies in order to create awareness of insurance products through Personal Selling in the among community.