أثر السياسة الترويجية في نشر الوعي التأميني لدى الفرد الجزائري : دراسة استطلاعية لآراء عينة من العملاء

الملخص EN

This study aims to identify the impact of the promotional policy adopted by the Algerian insurance institutions on the insurance awareness of members of society, using an electronic questionnaire, and the data was analyzed using the SPSS 22 program.

the study found a statistically significant effect of the promotional mix elements represented in advertising, sales promotion, personal selling and public relations on the insurance awareness of the members of the studied sample, where advertising was the most influential element on insurance awareness, followed by personal selling.

accordingly, the study recommends the need to pay attention to promotion by insurance institutions because it is an effective tool for raising insurance awareness, and thus the demand for their products.