1Department of Commerce, Kurukshetra University, Kurukshetra.
2Lal Bahadur Shashtri Institute of Management, Delhi.
With increasing competition, customers have become very important for insurance companies in India. However, one of the problematic outcomes of the enhanced competition has been the difficulty in choosing an appropriate company by the prospective customers. The study has brought out various factors influencing choice 'of a life insurance company. These factors are-promotional activities, image of company, customer convenience, financial and non-financial facilities, and premium and procedural formalities. The study also compares these factors across different demographic groups ofcustomers oflifeinsurance companies.
