Other to protect people against the financial consequences of

Other studies also supported the conclusion that religion,social,norms,culture,consumers attitude and cunsumer level of awareness of insurance products affect the patronage of insurance policies, Insurance is a financial arrangement that redistributes the cost of unexpected loss. Thus, insurance involves the transfer of loss exposures (or uncertainty of loss) to an insurance pool and the redistribution of the cost of losses among the members of the pool (Dorfman, 2008). Loss as an insurance term is defined as unintentional decline in or disappearance of value arising from a contingency (Pal, Bolda, and Garg, 2007).  If the business of insurance is to protect people against the financial consequences of unforeseen risks, the marketing side of that business depends on dramatizing the risk in the minds of potential customers.Ackah & Owusu (2012),gave opinion that in Ghana, peoples with low income have no understanding or dont want to know more about insurance services, which eventually caused the formation of negative attitude and perceived that the insurance companies may not fulfil their indemnity promise. Also Daninga and Qiao (2014) suggest that attitudes of people should be incorporated in designing effective insurance contract in Tanzania. Albrow say,no research can work without theory, even when it denies it has any. Theory simply means the a supposition or a system of ideas intended to explain something, especially one based on general principles independent of the thing to be explained and also connection of ideas; even counting is theory. It requires us to connect ideas of unity, identity, repetition and sequence, which is why it takes some time to learn. This also refers to abstractions, speculations, ideas and conceptual constructions which are tentative and attempt to make a causal explanation or descriptive illustration of a particular phenomenon. In this work, we shall allude to two salient theoretical postulations: the Theory of Consumer Behavior and the Socio-cultural Model. THEORY OF CONSUMER BEHAVIORThe traditional theory of consumer behavior which address important issues, such as how consumers purchase as individuals versus how they purchase in groups, the role of emotions in purchasing decisions, post-purchase attitudes, and the role of object utility assumes that the consumer or decision maker is certain of the outcomes arising from alternative acts or decisions. However, many choices made by consumers take place under conditions of uncertainty and also fraudulent claims people make attributed to poor customer data to track and authenticate. In this section, we explore how the theory of consumer choice can be used to describe such behavior following the ground breaking work of Neumann and Morgenstern at he will lose an amount L. For instance, there is some probability his house will burn down. The consumer can purchase insurance that will pay him q Cedis in the event that he incurs this loss. The amount of money that he has to pay for q Cedis of insurance coverage is ðq; while ð is the premium per Cedis of coverage. Thus, this situation can be characterized as a game of chance, as follows: (W ? L ? ðq + q, W ? q), (p, 1?p)SOCIO-CULTURAL MODELSociocultural theory is an emerging theory in psychology that looks at the important contributions that society makes to individual development. This theory stresses the interaction between developing people and the culture in which they live. This theory suggests that human learning is largely a social process.In Research  the determining factors for demand of life insurance product in Ghana, Daniel (2015) found age, income, employment and education level having significant influence on acceptance of life insurance policy.While in Kano metropolis, awareness, perception, trust and confidence are the major determinants (Maiyaki & Ayuba, (2015).  In Somalia, acceptance of Islamic insurance (Takaful) is determined by perception, awareness, attitude and knowledge of the services itself (Jama, 2016), In another study, Mansor, Masduki, Mohammad, Zulkarnain & Aziz (2015) found that, only perception and religiosity has influence on Muslims’ consumers’ preferences towards Takaful products in Malaysia.Mr  Simon Nerro Davor, June 14 “the low patronage of insurance services in the country was due to lack of knowledge about insurance products and services,also said lack of confidence and trust in the insurance companies due to negative publicity concerning payment of claims as well as benefits to individuals, and corporate entities also affected the industry”.Therefore, as part of the researchers’ contribution, it is decided that the research be done in northern Ghana, where majority are Muslims, particularly now that there is an established Islamic insurance (Takaful) and a wide publicity about it in place. The researcher was not able to obtain any literature on Consumer’s patronage towards insurance services after introduction of Islamic insurance in Ghana, despite the region’s religious and cultural vulnerabilities .MARKETING OF INSURANCE Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably (Chartered Institute of Marketing).Marketing is the study and management of exchange relationships. Marketing is used to create, keep and satisfy the customer is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizations?objectives. Here we will attempt to borrow from Petrescu and Pop? description of the main characteristics of five key elements of holistic marketing in the insurance industry: relationship marketing, integrated marketing, internal marketing, social responsibility marketing and international marketing. The globalization of the insurance market is a fact that cannot be contested, and an international approach to the marketing activity becomes more and more important. There are two approaches to the international marketing activity in the insurance sector: multicultural marketing and global marketing (Keegan & Green16). The multicultural marketing accounts for differences in consumers perception, attitudes and behavior in different cultural areas (Mueller & Gelbrich17). Low local insurance penetration in the insurance market – attributed to factors such as poor agent comprehension skills, poor agent motivation, bad image of the industry etc. Distribution problems or lack of proper channels through which the industry can distribute its products to the potential clients. Panelists proposed adding more channels such as online channels to allow users register to an insurance policy without meeting the agent in personPoor use of ICT which can be curbed by adopting  rigorous online search for insurance presence, adopting online insurance subscription to allow potential clients subscribe to an insurance policy online, as well as online enquiries on insurance by clients, among othersThere are specialists that have noticed even the appearance of so-called emotions marketing in insurance a type of marketing necessary as a consequence of increasingly sensitive consumer behavior. Nowadays consumers are trying to build an identity through various consumption activities, and consequently a consumer will choose the product / service / company brand that has an image in accordance with the ideas the person holds about himself/herself  the choice being indicative of the type of image the consumer desires. Multicultural marketing recognizes that the cultural heritage is a decisive factor for the success or failure on international markets, and insurance companies are trying to adapt their activity to the specific consumer behavior.With proper marketing of insurance products will build better peception of insurance policies,there is lack of trust and confidence in the insurance companies  for example people believe if they insurance their car,building,life if it will work. Researcher is the call for a renewed marketing communication strategy that should be based on creating awareness and informing the consumers of the benefits inherent in life insurance so as to reinforce the purchasing decision, Skinner and Dubinsky found out that employment status of the wife and education of the husband discriminate mostly between which family member(s) is responsible for insurance purchasing decision. Other significant variables include wife’s educational level, husband’s employment status, family income, and husband’s occupation. A higher level of education in a population is positively correlated with the demand for any type of insurance product. This is because education may increase people’s ability to understand the benefits of risk management and even long term savings as a pre-cautionary measure and therefore increase their risk aversion. Thus, education is undoubtedly, an important determinant of the consumption of health insurance (Bloom, 2004; Blumberg & Nichols, 2002; Juetting, 2003; Trujillo, 2003). Similarly, occupation, sex, and family size were found to be robust predictors of health insurance consumption (Propper 2000; Temple, 2002).