• Sanda Pratheep
• g.vinesh kumar
• Ravichandra BS

Bancassurance facilitates the accessibility of life insurance products, such as term plans, endowment policies, and ULIPs, to bank customers. This partnership advantages both banks and insurers by broadening their clientele and enhancing revenue sources. This study examines the determinants affecting the decision to get life insurance via bancassurance, emphasizing the significance of financial stability, investment advantages, death benefits, and the affordability of premium rates. Employing a quantitative study design, data were gathered from a stratified random sample of 200 persons who have either acquired or are contemplating the acquisition of life insurance through bancassurance channels. Regression analysis was utilized to investigate the associations between the independent variables and the dependent variable (buying decision). The findings indicated substantial positive connections among all four parameters and the choice to acquire life insurance. The results highlight the significance of financial security, perceived investment stability, the importance of death benefits, and reasonable premiums in influencing consumer behavior within the bancassurance sector. The study offers significant information for insurers and financial institutions seeking to customize their products and marketing strategies to more effectively address client demands and preferences.

Bancassurance, Life insurance, Financial Stability, Investment Advantage, Death benefits, Affordability of premium rates.

"A study on determinants influencing the customer’s purchase decision of life insurance product through Bancassurance", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 4, page no.l780-l786, April-2025, Available :http://www.jetir.org/papers/JETIR2504B95.pdf

"A study on determinants influencing the customer’s purchase decision of life insurance product through Bancassurance", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 4, page no. ppl780-l786, April-2025, Available at : http://www.jetir.org/papers/JETIR2504B95.pdf