Attitude of Insured on Agents and Promotional Activities of Life Insurance Companies

Abstract

Life Insurance is conceptual and intangible in its nature and it is not understood by majority of the Indian population. Even though every insurer knows that it is not bought and it has to be sold, there is a lot of gap among promotional activities and advisors (agents). Hence it caused complications in marketing its products. Making the uneducated, rural and economically backward people to understand the insurance concept is a challenging task. Insurers may succeed if they develop separate strategies for each segment. Promotional activities and agents of life insurance companies is all about to inform, bringing awareness, develop belief, to reinforce trust etc. in the minds of the consumers by using tools such as advertising, public relations, displays, word of mouth, sales promotion, personal selling etc. Promotion bring positive attitude or may cause negative attitude so knowing the feelings of respondents found essential. Today customers are more informed with number of options, even still majority of the customers trusts only LIC. Therefore it is the duty of all insurers to study the attitudes of customers on their agents and promotional activities to reinforce trust in the customers. Key words: Life Insurance, Product Awareness, Agents, Promotional Activity

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