ANALYSIS OF VARIANCE BETWEEN SOCIO ECONOMIC VARIABLES AND PURCHASE DECISION OF RURAL CUSTOMERS ON LIFE INSURANCE PRODUCTS OFFERED BY VARIOUS PRIVATE AND PUBLIC SECTOR INSURERS IN TAMILNADU

This study analyzes the relationship between socio-economic variables and the purchase decisions of rural customers regarding life insurance products from both private and public sector insurers. Using ANOVA techniques, the research reveals significant variances influenced by factors such as income, education, and occupation, highlighting the need for insurers to tailor their offerings to the specific needs of rural customers.