1Research Scholar, Faculty of Commerce, B.H.U., Varanasi, U.P
2Faculty of Commerce, B.H.U., Varanasi, Uttar Pradesh
Online published on 7 October, 2019.
The study of investor behaviour is the process through which investor are tends to satisfy their needs to showing their choices of making investment. In present scenario different investment options are available for the investors and it makes the investment decision more complicated for the investors. Investment market in Indian scenario is unique or different in comparison to the other countries. Investors are not thinking always rationally at the time of making investment decision; many demographic factors of investors are affecting the investment decisions. The present paper aims to study about the comparison of the urban and rural investors’ perception or pattern of making investment decision regarding the life insurance policies. The study disclosed that the buying behavioral pattern of the urban and rural investors for buying insurance policies and also financial advisors are plays vital role in determine the decisions for the investors.
Behavioural Pattern, Demographic Factors, Investor Behaviour, Investment Market, Life Insurance Policies, Urban and Rural Investors
