The insurance sector has become highly competitive due to increasing consumer awareness, technological advancement, and changing customer expectations. Organizational culture plays a significant role in influencing customer trust, satisfaction, service quality, and buying behavior in the insurance industry. The present study titled “A Study on Relationship Between Organizational Culture and Customer Buying Behavior in Insurance Sector” focuses on analyzing the impact of organizational culture on customer buying behavior with special reference to Sureti IMF Pvt. Ltd., Coimbatore. The study evaluates consumer awareness, factors influencing purchase decisions, and the role of marketing and digital channels in shaping insurance buying behavior.

The study adopts a descriptive research design and uses both primary and secondary data sources. Primary data were collected from 150 respondents through a structured questionnaire using convenience sampling. Secondary data were gathered from journals, books, company reports, and online resources. Statistical tools such as percentage analysis, correlation analysis, ANOVA, regression analysis, and One Sample T-Test were used for data interpretation.

The findings reveal that customer awareness regarding insurance products is moderate to high and that marketing campaigns, advertisements, service quality, and digital communication significantly influence buying decisions. Consumers compare multiple insurance products before purchase and show preference toward companies with transparent communication and quality service. The study also identifies that demographic variables such as age, education, and income influence customer buying behavior.

The research concludes that a positive organizational culture strengthens customer satisfaction, trust, loyalty, and purchasing decisions in the insurance sector. The study recommends improving customer education, digital engagement, service efficiency, and awareness programs to enhance organizational performance and customer retention.