CUSTOMER PERCEPTION TOWARD INVESTING IN LIFE INSURANCE: A STUDY CONDUCTED IN RURAL AREA
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Rajju Shroff ROFEL University
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Abstract
This study investigates customer perception towards investing in life insurance within a rural area. Recognizing the importance of life insurance for financial security, the research explores the factors influencing purchase decisions in this specific demographic. Primary data was collected through structured questionnaires administered to a sample of rural residents. The analysis aimed to identify key perceptions related to the benefits of life insurance, trust in providers, understanding of policy features, and the influence of socio-economic factors. The findings provide valuable insights into the unique considerations and challenges associated with promoting life insurance adoption in rural areas, offering implications for insurance companies seeking to expand their reach and tailor their offerings to this significant market segment.
Research Objectives: To study perception of investor while investment in life insurance and to assess the relationship between demographic factors and purpose of investment in life insurance.
Research Objectives: To study perception of investor while investment in life insurance and to assess the relationship between demographic factors and purpose of investment in life insurance.
Keywords
Investors Life Insurance Perception Rural area.
Article Information
PUBLICATION DETAILS
Review Type:
Double-Blind Peer Review
License:
CC BY-NC 4.0
Volume/Issue:
Volume Volume 10, Issue 01
Review Rounds:
2
Article Type:
Research Article
Publication Date:
Feb 24 2026
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Sukani, J. G. D. C. V. (2026). Customer Perception Toward Investing in Life Insurance: A Study Conducted in Rural Area. International Journal of Science, Strategic Management and Technology, Volume 10(01). https://doi.org/10.55041/ijsmt.v2i2.145
Sukani, Jyoti. "Customer Perception Toward Investing in Life Insurance: A Study Conducted in Rural Area." International Journal of Science, Strategic Management and Technology, vol. Volume 10, no. 01, 2026, pp. . doi:https://doi.org/10.55041/ijsmt.v2i2.145.
Sukani, Jyoti. "Customer Perception Toward Investing in Life Insurance: A Study Conducted in Rural Area." International Journal of Science, Strategic Management and Technology Volume 10, no. 01 (2026). https://doi.org/https://doi.org/10.55041/ijsmt.v2i2.145.
References
1.Arora and Sharma (2019). Factors Affecting the Perceptions of Investors Investing in Life Insurance Schemes. Anusandhan- The Research Repository of GIBS. Volume 2, Number 1, 48 – 55.
2.Dr. P. Annamuthu. (2019). A Study on Customer Perception Towards Investing In Life Insurance. THINK INDIA JOURNAL. Volume 22, Issue 10, 115-119.
3.Dr. R. Padmaja, Shifaly. (2018). A Study on Investors Perception Towards Lic. IOSR Journal of Business and Management. Volume 20, Issue 3, 48-53.
4.Dr. KRISHNA BANANA. (2018). A Study on Customer Perception On Life Insurance Policies In India. International Journal of Research in Social Sciences. Volume 8, Issue 1, 56-77.
5.Chaudhary, Sandeep. (2016). Consumer Perception Regarding Life Insurance Policies: A Factor Analytical Approach. Pacific Business Review International. Volume I, Issue III 30-40.
6.V. Subashini. (2016). A Study on Investors Perception on Life Insurance with Special Reference to Max Life Insurance Private Limited. International Journalfor Innovative Research in Science & Technology. Volume – 2, Issue- 11, 293-295.
2.Dr. P. Annamuthu. (2019). A Study on Customer Perception Towards Investing In Life Insurance. THINK INDIA JOURNAL. Volume 22, Issue 10, 115-119.
3.Dr. R. Padmaja, Shifaly. (2018). A Study on Investors Perception Towards Lic. IOSR Journal of Business and Management. Volume 20, Issue 3, 48-53.
4.Dr. KRISHNA BANANA. (2018). A Study on Customer Perception On Life Insurance Policies In India. International Journal of Research in Social Sciences. Volume 8, Issue 1, 56-77.
5.Chaudhary, Sandeep. (2016). Consumer Perception Regarding Life Insurance Policies: A Factor Analytical Approach. Pacific Business Review International. Volume I, Issue III 30-40.
6.V. Subashini. (2016). A Study on Investors Perception on Life Insurance with Special Reference to Max Life Insurance Private Limited. International Journalfor Innovative Research in Science & Technology. Volume – 2, Issue- 11, 293-295.
Ethics and Compliance
✓ All ethical standards met
This article has undergone plagiarism screening and double-blind peer review. Editorial policies have been followed. Authors retain copyright under CC BY-NC 4.0 license. The research complies with ethical standards and institutional guidelines.
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