| ACKNOWLEDGEMENTS | 第5-6页 |
| ABSTRACT | 第6页 |
| 摘要 | 第7-11页 |
| LIST OF ABBREVIATIONS | 第11-14页 |
| CHAPTER 1: INTRODUCTION | 第14-29页 |
| 1.1 Background of the Study | 第14-23页 |
| 1.1.1 Definition and Nature of Insurance | 第16-18页 |
| 1.1.2 Definition and Concepts of Life Insurance | 第18-22页 |
| 1.1.3 Unique principles of Life Insurance Policy | 第22-23页 |
| 1.2 Statement of the Problem | 第23-26页 |
| 1.3 Objective of the Study | 第26-27页 |
| 1.3.1 General objectives | 第26页 |
| 1.3.2 Specific Objectives | 第26-27页 |
| 1.4 Hypotheses for this Research | 第27页 |
| 1.5 Purpose and Significance of the study | 第27-28页 |
| 1.6 Scope and Delimitations of the Study | 第28页 |
| 1.7 Organization of the Paper | 第28-29页 |
| CHAPTER 2: LITERATU RE REVIEW | 第29-37页 |
| 2.1 Theoretical Frame work | 第29-31页 |
| 2.1.1 Introduction | 第29页 |
| 2.1.2 Customers’ Attitude to Life Insurance Purchase | 第29-31页 |
| 2.2 Empirical Review | 第31-35页 |
| 2.2.1 Global Perspective Empirical Review | 第32-33页 |
| 2.2.2 Empirical Review on Life insurance Consumption in Africa | 第33-34页 |
| 2.2.3 Ethiopian Perspective Empirical Review | 第34-35页 |
| 2.3 Conceptual Framework of the Study | 第35-37页 |
| CHAPTER 3: OVERVIEW OF LIFE INSURANCE IN ETHIOPIA | 第37-48页 |
| 3.1 Historical Development of Insurance Concept in Ethiopia | 第37-39页 |
| 3.2 Ethiopian Commercial code of Life Insurance | 第39-45页 |
| 3.3 SWOT Analysis for Oromia Insurance Company (OIC) | 第45-48页 |
| 3.3.1 Strength of the Oromia Insurance Company (OIC) | 第45-46页 |
| 3.3.2 Weakness of the Oromia Insurance Company (OIC) | 第46页 |
| 3.3.3 Opportunities of the Oromia Insurance Company (OIC) | 第46-47页 |
| 3.3.4 Threat of the Oromia Insurance Company (OIC) | 第47-48页 |
| CHAPTER 4: METHODOLOGY | 第48-53页 |
| 4.1 The Research Design | 第48-50页 |
| 4.1.1 Study Population | 第48页 |
| 4.1.2 Sampling Method | 第48-50页 |
| 4.2 Source of Data | 第50页 |
| 4.3 Data Collection Methods | 第50页 |
| 4.4 Variables | 第50-51页 |
| 4.4.1 Dependent Variable: Customers Attitude towards Life Insurance | 第51页 |
| 4.4.2 Independent Variables | 第51页 |
| 4.5 Method of Data Analyzing and Processing | 第51-53页 |
| 4.5.1 Data Analysis Tools | 第51-52页 |
| 4.5.2 Questionnaire Development and pre-testing | 第52-53页 |
| CHAPTER 5: DATA PRESENTATION, INTERPRETATION AND ANALYSIS | 第53-69页 |
| 5.1 Introduction | 第53页 |
| 5.2 Respondents Demographic Information | 第53-56页 |
| 5.3 Analysis of Buyers’ Sex on Purchase Attitude of Life Insurance | 第56-58页 |
| 5.4 Analysis of Buyers’ Age on Purchase Attitude of Life Insurance | 第58-59页 |
| 5.5 Analysis of Buyers’ Religion on Purchase Attitude of Life Insurance | 第59-61页 |
| 5.6 Analysis of Respondents’ Educational status | 第61-62页 |
| 5.7 Analysis of Respondents’ marital status | 第62-64页 |
| 5.8 Analysis of Respondents’ Income Level | 第64-65页 |
| 5.9 Analysis of Buyers’ Employment status | 第65-67页 |
| 5.10 Open Ended Questionnaire | 第67-69页 |
| CHAPTER 6: SUMMARY, CONCLUSION AND RECOMMENDATION | 第69-74页 |
| 6.1 Summary of Study | 第69页 |
| 6.2 Theoretical Implication | 第69-70页 |
| 6.3 Conclusion | 第70-71页 |
| 6.4 Recommendation for Future Area and Research | 第71-74页 |
| BIBLIOGRAPHY | 第74-78页 |
| Appendixes | 第78-82页 |
