he study investigated into the factors affecting the patronage of insurance
services in Borno state. A sample of four hundred was drawn from the population
using qouta sampling techniques. Tables, simple percentage and mean were used
for data analysis. The result of the study indicated that lack of trust and confidence
on insurance institutions, low educational background, low level of income,
ignorance of different types of insurance services among others are the factors
affecting patronage of insurance services in Borno state. It was recommended
that strong and dynamic marketing strategy will help to reposition insurance
industries enhance the patronage of the general public if they want to improve
their productivity in this current economic meltdown.