Consumer Behaviour Towards Investment in Insurance

Human life is an valuable asset, and life insurance is the most common type of insurance that protects a person and his family financially in the event of unforeseen dangers or harm. Individuals can benefit from life insurance in terms of safety and protection, as well as savings. The current exploratory and descriptive study was chosen with the goal of identifying the factors that influence customers’ policy purchasing decisions and analysing consumer preferences while making life insurance investment decisions. Insurance is still viewed as a tax-saving tool rather than an investment alternative in India. The current study examines the factors that influence investors’ decision to purchase a life insurance policy in Hyderabad. The specific goal was to see if there was any link between an investor’s annual income and the elements that influence a consumer’s decision to invest in life insurance. It is recommended that the majority of investors view insurance policies as not only a tax-saving tool, but also a risk-management tool and a multi-faceted investment choice.