Abstract:

Several competitive assurance companies have recently introduced and are heavily promoting policies specifically geared towards women. The research objectives therefore were:

1. To explore what women at different ages and different stages of their life need from insurance;

2. To obtain their responses to current promoted packages;

3. To assess their interests in actual products for women, 'packages' written to them as women;

4. To ascertain the potential role of the Prudential for women.