Date of Conferral

2015

Degree

Doctor of Business Administration (D.B.A.)

School

Business Administration

Advisor

Lionel de Souza

Abstract

Insurance is a prudent option to mitigate business risk and property loss caused by natural disasters. The current study took place in Accra, Ghana, and was prompted by the low adoption of insurance and limited understanding by home and small business owners of its risk mitigation value. The purpose of this multiple-case study was to explore information insurance companies' need to motivate investment in weather-related insurance. The interview questions of the study served to explore the reasons business owners and homeowners purchase or decline insurance, including their understanding of and receptivity to insurance. The theoretical underpinning of this study included the Butterfoss and Kegler's community coalition action theory and Freire's empowerment theory. A purposive sampling technique was used to recruit 17 insured and uninsured homeowners and business owners. Interview data were thematically analyzed using a process of constant comparison of transcripts. The important themes that emerged from the analysis included the lack of trust in insurance providers, a lack of availability of alternate coping mechanisms, consumers' limited understanding of insurance, and the lack of public education and awareness of disaster risks. The findings indicated that educational programs should promote the needs and benefits for insurance, the government should enforce insurance laws and regulations, and insurance organizations should improve insurance marketing practices to build trust. These findings may contribute to positive social change by creating awareness among Ghanaians about the benefits of insurance to mitigate the effects of natural disasters. Research findings may be useful to insurance business leaders seeking to increase revenue and profitability

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