Customer Perception toward investing in life insurance: A Study Conducted in Rural Area

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. Keyword: Investors, Life Insurance, Perception, Rural area.