CUSTOMERâ€™S ATTITUDE TOWARDS INVESTMENT IN LIFE INSURANCE WITH SPECIAL REFERENCE TO IT PROFESSIONALS IN ERNAKULAM DISTRICT
Dr. Lekshmi Bhai P S
Life Insurance is intangible in its nature hence majority of the Indian population cannot understand its meaning. After history of more than two hundred years of life insurance sector in India it is still under penetrated with 27 percent. Almost all the insurers knows that it is not bought and it has to be sold, even still there are lot of misconceptions in the minds of Indians towards the concept of insurance hence it caused complications in marketing its products. Marketing activities of life insurance companies is all about to inform, bringing awareness, develop belief, to form positive attitude, to reinforce trust etc. in the minds of the consumers by using tools such as advertising, public relations, displays, word of mouth, sales promotion, personal selling etc. Insurers may form positive attitude or may cause negative attitude so knowing the feelings of respondents found essential. Today customers are more informed with number of options; even still majority of the population in India is still uninsured. The present study is conducted at Infopark. It has been growing fast ever since its inception in 2004, and within a short period of time, has attracted investments from IT majors like Tata Consultancy Services, Wipro, Affiliated Computer Services, OPI Global, IBS Software Services and US Technology. The study aims to analyze the attitude of customers towards investment in life insurance.
KEYWORDS: Consumer Attitude, Customer Satisfaction, Insurance Policy, Investment, Life Insurance.