Consumer Buying Behaviour Regarding Life Insurance Products

Abstract

Abstract: consumer buying behaviour are divided in to three part which is pre-purchase buying behaviour, purchase buying behaviour, post-purchase buying behaviour for the study. Researcher has main objective set in three deferent parts for the study relationship between demographic factors and pre-purchase behaviour, demographic factors with purchase behaviour and demographic factors with post purchase buying behaviour. Researcher has collected data from the 500 structure questionnaire for the study. Researcher asks more than 30 questions to the respondents in which 10 demographic and other study variables or (questions) for the study. Researcher has used tools for the study or testing hypothesis used Statistical Package for Social Science like (SPSS 13 Version) has been used to process and facilitate the analysis of the collected field data. Researcher used Reliability tests, Cross Tabulation, computing Mean, Chi Square tests, t test and one way- ANOVA. Researcher has found in the study like most important need perceived during the pre-purchase stage by majority of the consumers is the need for protection against risk of death. The least recognized need for life insurance as identified by the consumers is the provision for extra money at the time of retirement and other finding also found by the researcher.