Research Paper for publication

ACCEPTABILITY OF LIFE INSURANCE BY INDIAN CUSTOMERS

Submitted by-
MS. RUSHINA SINGHI
Lecturer
Amity Business School,
I floor , F-I Block, Amity University
Sector-125, Noida, Uttar Pradesh.
M. 09999665534 e-mail rushina.singhi@yahoo.co.in

MS. MEENAKSHI JAIN
Student
Amity Business School,
I floor , F-I Block, Amity University
Sector-125, Noida, Uttar Pradesh

ACCEPTABILITY OF LIFE INSURANCE BY INDIAN CUSTOMERS

ABSTRACT

Insurance constitutes one of the major segments of the financial market. Insurance services play predominant role in the process of financial intermediary. Today insurance industry is one of the most growing sectors in India. There is lot of potential in the Indian Insurance Industry. There are many issues, which require study. The scope of the study of insurance industry of India would be very great as there are ongoing developments in the industry after the opening of the sector. The present study has been undertaken to identify the association between demographics of individual investors and their investment behavior and also analyzing the acceptance of insurance by them. The study was conducted using the survey method (Personal interviews and Telephonic interviews). Data was collected through a structured questionnaire from a sample of 150 respondents from Delhi. Factor and regression analysis and Cross Tabs was used to analyze the data and identify the effect of customers’ perception about the quality of performance of various factors on customer satisfaction.

INTRODUCTION
In India insurance is a flourishing industry, with several national and international players competing to excel. With several reforms and policy regulations, the Indian insurance sector has witnessed tremendous growth in the recent past. Insurance can be defined as a