文章基本信息

标题：EFFECT OF CONSUMER CHARACTERISTICS ON PURCHASE MOTIVES AND ATTITUDE TOWARDS LIFE INSURANCE: STUDY IN PUNJAB REGION
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作者：Neha Shrivastava ; Raminder Pal Singh
期刊名称：SCHOLARLY RESEARCH JOURNAL FOR INTERDISCIPLINARY STUDIES
印刷版ISSN：2319-4766
电子版ISSN：2278-8808
出版年度：2017
卷号：4
期号：35
页码：6421-6427
语种：English
出版社：SCHOLARLY RESEARCH JOURNAL'S
摘要：Life insurance is risk covering tool but mostly taken for investment and tax rebate. Consumer decision making for buying life insurance policies is complex in nature. Many factors affect the need generation for life insurance and influenced life insurance purchase intentions. Socio-demographic variables plays vital role in shaping consumer attitude for life insurance. In this research role of demographic variables effect on consumer behaviour towards life insurance was studied by empirically collected data from 500 consumers of Punjab region. Finding revealed that some of demographic variables significantly affect purchase behaviour of consumers thus its pertinent to developed right marketing strategies and product development in life insurance sector.