Purchase Behaviour of Rural Customers in Insurance Sector

  • T Rajasri Ph.D., (Full Time), Research Scholar, Department of Business Administration, Annamalai University, Chidambaram, Tamil Nadu, India
  • K Gomathi Shankar Assistant Professor, Department of Business Administration, Annamalai University, Chidambaram, Tamil Nadu, India
Keywords: Purchase behaviour, Insurance sector, Insurance policies, urban areas, rural people, Insurance products


Human life is full of risk. In general one or few family members are earning to run the existence, and most of the family members are depending on the earning members. In the present world, a human may lose his life by many ways such as, by age, by accident, by diseases and so on no one compensate by anybody else. One can succeed an insurance company only when it retain their existing customers and attract new customers by providing good insurance services. For this purpose understanding of purchase behaviour of customers in the insurance sector is very important to improve the quality of existing schemes and to introduce new schemes in insurance products to attract new customers and it will lead to enhancing their market. Tamilnadu is one of the biggest states in India. There are 32 districts in the state of Tamilnadu, among them Cuddalore district is one of the important districts, since the number of villages is more in the region and most of them depend on agriculture for their livelihood. Awareness about insurance policies among rural people is lower than people in urban areas. The researcher will specifically consider life insurance products in the insurance sector. Hence the researcher has intended to assess the awareness level of rural people in the study area on various aspects of life insurance products. The researcher will analyse the purchase behaviour of rural people in the study area towards life insurance products.

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