OPJU Business Review

Research Articles

Vol. 3 No. 1 (2024): OPJU Business Review

Factors Influencing Customer’s Life Insurance Investment Decisions

DOI:
https://doi.org/10.63825/opjubr.2024.3.1.848
Submitted
11 August 2025
Published
12 September 2025

Abstract

With several regional, national, and international companies forming joint ventures, the insurance industry in India is thriving and thriving due to the company's exponential expansion. The insurance industry has made significant development in terms of an increase in investors and a significant number of new insurance companies entering the market, despite the government of India enforcing several rules and regulations. The purpose of the study is to comprehend the insurance market. Insurance being the most important Financial Product in the market, has still not reached amore number of customers. The study's primary goal is to identify the numerous elements that influence consumer’s decisions to purchase life insurance policies. Data from both primary and secondary sources were used in this research. The present study is a descriptive type of research which aims to find out the factors influencing customer’s life insurance investment decisions and their preferences at the time of buying a policy.

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