International Journal of Organizational Leadership

Abstract

The aim of this paper is to review intention behaviour theories to identify relevant theoretical model for the intentions of adoption of family Takaful. In this paper different intention behaviour theories including Theory of Reasoned Action (TRA), Theory of Planned Behaviour (TPB), Attitude-Social Influence-Efficacy Model (ASE), Innovation Diffusion Theory (IDT),and Decomposed Theory of Planned Behaviour (DTPB) have been discussed. Family Takaful companies face stiff competition from conventional life insurance companies and family Takaful companies have low market share around the globe as compared to conventional life insurance. This problem needs to be addressed and researched on and the question of what may drive individuals to adopt family Takaful needs to be addressed and explored. The significance of this paper stems from the fact that marketing strategy of any organization has a pivotal role in success of any brand. Family Takaful companies need to know and understand the factors which influence individual’s intention to purchase family Takaful. In this paper most appropriate theoretical model is proposed after discussing the relevant intention behaviour theories in order to develop understanding of factors relevant to adoption of family Takaful. This understanding will lead to devise effective marketing strategies, competitive advantage, and greater market share for family Takaful companies.