• Bhavna Devgan
• Kamaldeep Kaur
• Amandeep Kaur

Human life is a most important asset and life insurance is the most important type of insurance which provides financial protection to a person and his family against any uncertain risks or damage. Life insurance provides both safety and protection to individuals and also encourages savings among people. The Present study is conducted to find out “Factors Affecting the Customer Preference toward life insurance policies” and data is collected from khanna town, of Punjab and sample size is 150 policyholders of LIC and different private life insurers have been selected throughConveniencesampling method. The result of study reveal that the consumer decision to purchase insurance product from different insurance companies can be affected by several factors like age, gender and income level and company reputation, money back guarantee, risk coverage, low premium and easy access to agents policy are the main factor which attract policyholders in buying life insurance policy.

Life insurance, Consumer

"A STUDY ON FACTOR AFFECTING CUSTOMER PREFERENCE TOWARD LIFE INSURANCE POLICIES", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 5, page no.302-307, May 2019, Available :http://www.jetir.org/papers/JETIRCW06058.pdf

"A STUDY ON FACTOR AFFECTING CUSTOMER PREFERENCE TOWARD LIFE INSURANCE POLICIES", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 5, page no. pp302-307, May 2019, Available at : http://www.jetir.org/papers/JETIRCW06058.pdf