Abstract
M.Comm.
In order to reduce financial losses due to the increasing number of AIDS related deaths, insurance companies have to review their current HIV testing requirements. Due to a lack of relevant information, Momentum Life had to conduct a formal study in order to make a proper marketing decision regarding HIV testing requirements. It was therefore imperative to determine the possible scope of changes as well as the impact of the proposed adjustments on both clients and brokers. The purpose of this study was therefore to: determine how brokers feel about the AIDS risk insurance companies have to
face; determine how brokers will react to different precautionary methods taken by insurance companies in general and specifically Momentum Life; obtain feedback from brokers with regard to their perception of clients' attitudes towards HIV testing; determine how clients themselves feel about HIV testing as well as retesting; and determine clients' attitudes towards the whole procedure of HIV testing. The empirical research consisted of two phases. Phase 1 was conducted by means of a focus group discussion with four Momentum Life partners and personal and telephone interviews with eight insurance brokers in the Gauteng area. Phase 2 was conducted by means of telephone interviews with 60 Momentum Life clients. A
literature study revealed that attitudes consist primarily of three components, namely the affective, cognitive and behavioural components. In order to change clients' attitudes towards HIV testing, life insurance companies need to focus on the cognitive component which consists of knowledge and perceptions that are acquired by direct experiences and information obtained from different sources. However, not all attitudes are susceptible to change. It is therefore important to determine what amount of effort should be spent on trying to change clients' attitudes and how negative attitudes can be handled.
The three groups had different opinions about HIV testing based on their own frame
of reference. However, within the group there were consensus on most of the issues addressed during the interviews and discussion. In analysing the focus group discussion with the partners it was clear that they approved of HIV testing and retesting, and they believed it has .no negative effect on the marketing activities of brokers or the attitudes of clients towards Momentum Life. However, they believed that Momentum Life could improve its customer service by making the whole procedure of HIV testing more customer friendly. The brokers, on the other hand, were far more negative about HIV testing and believed that it complicates life insurance unnecessarily. Retesting was regarded as unacceptable and they were not prepared to become involved in the administration of retesting. However, the brokers agreed with the partners that they have a responsibility to make the procedure of HIV testing more convenient for the client. Early in the research it was clear that gender, age, language and the fact whether clients have already undergone HIV testing, had no significant effect on clients' attitudes towards HIV testing. HIV testing was regarded as a part of life insurance. However, customer
service and convenience still seemed very important to the clients.