Evaluation of Life Insurance Awareness Among University Students in Kano State

This study evaluates the level of life insurance awareness and attitudes among university students in Kano State, North West Nigeria. Young adults aged 18 to 35 represent a critical but largely underinsured demographic in Nigeria's life insurance market. With a youthful population and rising educational attainment in Kano State, understanding the insurance knowledge gaps among university students is essential for developing targeted marketing and financial literacy interventions. This research adopts a cross-sectional survey design involving 400 students randomly selected from three tertiary institutions in Kano metropolis. A structured questionnaire measures dimensions of awareness including knowledge of product types, benefit structures, premium payment obligations, and regulatory protections. The study also assesses socioeconomic and cultural factors, including religious considerations pertaining to Takaful insurance alternatives, that shape students' attitudes toward conventional life insurance. Data analysis employs descriptive statistics and chi-square tests to identify significant associations between demographic variables and insurance awareness levels. Preliminary findings indicate that fewer than 20 percent of respondents hold any form of life insurance, and that many conflate life insurance with savings deposits. The study proposes that integrating insurance financial literacy into university curricula and leveraging mobile-based awareness campaigns may significantly improve uptake among youth demographics. Findings are relevant for insurance practitioners targeting emerging consumer segments in northern Nigeria. Keywords: Life Insurance, Awareness, University Students, Kano State, Financial Literacy.