• Dr. Md. Safiqul Hassan

Insurance companies play a very crucial role in the welfare of human well-being by providing safeguard to millions of people against life risks, such as uncertain death or accident. Life insurance is amongst the fastest growing service sector in India after privatisation and increase in Foreign Direct Investment (FDI). But still, Life Insurance-industry has not been able to attract more than 30% Indians under its coverage. By considering its importance, it has become essential to study the buying pattern of the life insurance products. Several studies have been done by different researchers of India and abroad and got different factors which lead to the decision-making process of these customers/investors. Some of these factors are behavioural and others are demographic. The present study examines the several factors that affect the consumer perception towards life insurance policy. Data has been collected by using structured schedules. The sample constituted of 250 respondents from Jalpaiguri district. The relationship among these behavioural and demographic factors has been established statistically with the help of charts and diagrams. Main findings of the study replicated are timely and customised services, company reputation, effective service quality, customer accessibility, tangible benefits and healthy customer- client relationship that influence the consumer perception towards life insurance policy.

Awareness, Life Insurance Industry, Perception, Preference, behavioral and Variable.

"Analysing investor’s demographic and decision behaviour while purchasing a life insurance policy: A survey within the Jalpaiguri district of West Bengal", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 2, page no.384-396, February-2019, Available :http://www.jetir.org/papers/JETIR1902G56.pdf

"Analysing investor’s demographic and decision behaviour while purchasing a life insurance policy: A survey within the Jalpaiguri district of West Bengal", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 2, page no. pp384-396, February-2019, Available at : http://www.jetir.org/papers/JETIR1902G56.pdf