EFFECT OF SKIMMING PRICING STRATEGY ON THE PROFITABILITY OF INSURANCE FIRMS IN KENYA

Perminus Kariuki Nyaga () and Mr. Wilson Muema ()

International Journal of Finance and Accounting, 2017, vol. 2, issue 3, 79 - 92

Abstract: Purpose: The objectives of the study were to establish the effect of skimming pricing strategy on the profitability of insurance firms in Kenya.Methodology:The descriptive research design was preferred to other research designs because it reports the status of study variables. The population of study was the 45 insurance companies operating in Kenya as at 31st December 2012. Data was drawn from a period of five (5) years that is 2008-2012. The sample of this study was 10% of the sales workforce which comprised of 900 employees from the 45 insurance companies. The sample was generated by purposively sampling two employees from each insurance company.The researcher collected primary data with the help of a questionnaire. The primary data obtained from the questionnaires was summarized and analyzed by use of descriptive and inferential statistical techniques.Results:Regression and correlation results indicated that there was a statistically significant and positive relationship between skimming pricing strategies and profitability.Policy recommendation: The study recommends that insurance companies put in place measures assess the most effective pricing strategy to reduce product costs and thus increase profitability whenever such a strategy is used.

Keywords: skimming; pricing; strategy (search for similar items in EconPapers)
Date: 2017
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