Impact of Demographic Factors on Consumers’ Perception towards Valuables Insurance

The objective of this research is to study the relationship between demographic factors (gender, age, income, and education levels) and consumers’ perceptions regarding valuables insurance in Zimbabwe. To do so, a survey was conducted by distributing 400 questionnaires to conveniently-chosen sample in Harare,, Zimbabwe. The Descriptive

Statistics was applied for data analysis. Majority of the respondents, 63% earn USA$1100 and more, 62% had valuables worthy more USA$2000 in their homes showing affordability and need of valuables insurance.  The results show that there is a significant difference in perceptions among age, income, gender and education levels. In addition, short-insurance companies are not doing enough to change the customer’s mind-set towards valuables insurance. Based on these results, it seems that Zimbabwe short-term insurance need to develop a marketing strategy to help the householders increase their perception towards valuables insurance.  Further discussion and managerial implications can be interpreted from these findings.