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.
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