Title: Effect of consumer characteristics on the purchase behavior towards Life Insurance
Abstract:Consumer behaviour involves consumer need generation, searching, buying, using and disposing of goods and services and end at attitude and perception for that product which has been built by overall p...Consumer behaviour involves consumer need generation, searching, buying, using and disposing of goods and services and end at attitude and perception for that product which has been built by overall purchase and post purchase experience. Many external and internal factors affect this journey and influence the behaviours. Demographic characteristics such as age, gender, marital status, occupation, education and income are also vital factors to measure suitable marketing strategies for any products and services. It is important to know that how consumers will response to marketing stimuli. This paper describes customer attitudes towards the life insurance. The attitudes found most often negative and reasons for low interest in life insurance products. Life insurance is mega opportunity in India with its business growing fast. Yet maximum population is not insured and those are insured are not sufficiently insured. So they highly required social security or pension system and this is an indicator of high growth potential for life insurance sector.Read More
Publication Year: 2019
Publication Date: 2019-01-01
Language: en
Type: article
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