Title:A Research on Factor’s Influencing Consumer’s Choice for Life Insurance - With Reference to Bareilly District, Uttar Pradesh Year: 2020

Authors: Akash Gupta, Chetan Panse
Journal: TEST Engineering & Management
Publication date: 2020 May/June
Publisher: TEST Engineering & Management
URL: click here


Our life is a foremost asset and life insurance is one the most significant form of insurance at the time of unfamiliar risks or loss which provides financial safety to an individual and his loved ones. In its essence, life insurance is imperceptible hence majority of the Indian people cannot understand its importance. Despite more than two hundred years of presence in India, life insurance industry is still very lesspenetrated with 27 per cent coverage. Life insurance provides individuals with security and safety, and also helps people to save money. The current study is embarked upon to identify factors which affects the customers’ decision to select among different Life Insurance policies. For this, primary data is directly collected from the citizens via a questionnaire. The study area is bounded to Bareilly district, Uttar Pradesh and sample size is 118 policyholders of different age group and the selection technique that has been uses is purposive sampling method. The insurance industry is an important component of the Indian financial system, and has seen strong growth in recent periods of time. Thanks to economic liberalization and privatization in India, the insurance market is expanding rapidly with respect to new products and better facilities and added value. Consumers thus have a wide variety of changing options and prefer the right one that fits their needs and criteria and different factors influencing the array of products that life insurance firms sell. Premium rates, product quality, accessibility and promotions, credibility of the business have an important and positive effect on consumer’s buying decisions for life insurance company policy. Kruskal - Wallis test and Mann-Whitney tests were used to examine the responses got from the respondents via the questionnaire.