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Stream/Area:
-
Subject:
-
Paper ID:
IJSREM64101
Volume:
10 |
5 |
May 2026
Pages:
1-6
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
Master of Business Administration
Rathinam Technical Campus
Master of Business Administration
Rathinam Technical Campus
Banking insurance, popularly known as bancassurance, has emerged as an important financial service model that integrates banking and insurance products under a single platform. The present study titled “A Study on Consumer Behaviour Towards Banking Insurance” aims to examine consumer awareness, preferences, satisfaction level, and buying behaviour towards insurance products offered through banks. The study focuses on identifying the factors influencing customers to purchase insurance products through banking channels. Variables such as trust, convenience, service quality, premium affordability, awareness, and customer relationship were analyzed to understand their impact on consumer behaviour. A descriptive research design was adopted for the study. Both primary and secondary data were used. Primary data were collected from 100 respondents using a structured questionnaire. Secondary data were collected from journals, books, websites, and IRDAI reports. Statistical tools such as percentage analysis, mean analysis, ranking method, and graphical representation were used for analysis and interpretation. The findings reveal that most consumers prefer purchasing insurance through banks because of trust, convenience, and simplified documentation procedures. The study also identifies that customer awareness and satisfaction significantly influence purchasing decisions. However, certain issues such as inadequate product explanation and lack of awareness regarding policy terms still exist. The study concludes that banking insurance has strong growth potential in India due to increasing financial literacy, digital banking adoption, and consumer preference for integrated financial services. Proper customer education, improved communication strategies, and transparent services can further enhance customer satisfaction and strengthen bancassurance growth.
KEYWORDS
The study concludes that banking insurance has become an important financial service in the Indian banking sector. Consumer behaviour towards banking insurance is largely influenced by trust, convenience, awareness, and service quality. Most customers prefer purchasing insurance through banks because they consider banks reliable and financially secure institutions. The study also reveals that customer satisfaction plays a vital role in the success of bancassurance services. Although awareness levels are increasing, banks must improve communication, transparency, and customer education regarding insurance products and policy terms. Technological advancements and digital banking services are expected to further increase the growth of banking insurance in the future. By improving service quality, customer relationship management, and product awareness, banks and insurance companies can enhance customer satisfaction and expand the bancassurance market successfully.
1. Kotler, P., & Keller, K. (2016). Marketing Management. Pearson Education. 2. Schiffman, L., & Wisenblit, J. (2019). Consumer Behaviour. Pearson Publications. 3. Kaur, H., & Kaur, R. (2016). Consumer Awareness Towards Bancassurance. International Journal of Commerce. 4. Singh, B., & Agarwal, P. (2012). Growth of Bancassurance in India. Indian Journal of Finance. 5. Namasivayam, R. et al. (2006). Customer Satisfaction in Insurance Services. Journal of Insurance Studies. 6. Rao, S. (2011). Bancassurance Opportunities in Rural India. Financial Services Review. 7. Anderson, J. et al. (2019). Digital Transformation in Insurance Industry. International Journal of Business Studies. 8. Gupta, R., & Agarwal, S. (2020). Consumer Choice of Insurance Channels. Asian Journal of Management. 9. IRDAI Annual Report (2021). 10. IRDAI Annual Report (2022). 11. IRDAI Annual Report (2023). 12. Swiss Re Sigma Report (2020). 13. Mishra, M.N. (2018). Insurance Principles and Practice. S. Chand Publications. 14. Saxena, R. (2017). Marketing Management. McGraw Hill. 15. Philip, J. (2021). Consumer Perception Towards Bancassurance Services. Journal of Financial Research.
Publication Date
5/26/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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Conflict of Interest
The authors declare no conflict of interest related to this research work.
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No funding information available for this research.
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