Family Takaful Demand: Analysis of Four Important Factors

Burhan Ali Shah, Nimra Sohail

Abstract


This study intended to investigate the effect of religious adherence, reputation, marketing and advertising and product awareness on family Takaful demand. Data were solicited through self-administered questionnaire from a sample of 206 subjects nominated on the basis of simple random sampling. The data were analyzed through SPSS applying multiple regression technique. The findings confirmed that religious adherence, reputation and product awareness had significant impact on family Takaful demand. However marketing and advertisement had insignificant influence on family Takaful demand. Family Takaful demand could be enhanced through creating awareness and educating the general public that Takaful companies follow the Shariah principles.


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