• Rhiddhi Khartadkar
• Dr. Abhijit P Bobde

Insurance is a basic form of risk management that protects against the loss of the financial advantages that can be enjoyed from assets. These assets may be physical assets, such as buildings and machinery, or they may be human assets. Assets are subject to the risk that their ability to generate benefits could be lost or reduced due to unforeseen or unexpected events. There is a financial or economic consequence to the risk, and insurance shields against these consequences. The government's policy of insuring the uninsured has gradually pushed insurance penetration in our country and the proliferation of insurance schemes. However, awareness about life insurance as a product and its importance remain a cause of concern. Assessing awareness levels in the working class and understanding their perspective is key to increasing the expanse of the industry. This where analyzing consumer behavior helps. Consumer behavior is one of the key insights for any company to make informed and fact-based data-driven decisions. This research is mainly a study on consumer behavior of working professionals towards term insurance policies. The study encompasses various determinants of consumer behavior like awareness, perception and attitude of working professionals. Another very important area of this research includes the various factors which encourage and discourage working professionals from buying life insurance.

Term Life Insurance, Consumer Behavior, Awareness, Perception, Attitude

"A Study on Consumer Behavior, Awareness and Perception in working Professionals towards term Life insurance", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.7, Issue 11, page no.985-991, November-2020, Available :http://www.jetir.org/papers/JETIR2011411.pdf

"A Study on Consumer Behavior, Awareness and Perception in working Professionals towards term Life insurance", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.7, Issue 11, page no. pp985-991, November-2020, Available at : http://www.jetir.org/papers/JETIR2011411.pdf