To study the customer choice towards life insurance distribution channels

In present era, the performance and explosive growth of life insurance companies merely depends on the successful marketing of distribution channels. The intermediaries involved in life insurance business play a very significant role in influencing customers. To gain more insight on consumer preferences and the nature of policy they are taking depends on the distribution channels. Keeping in view recognition of distribution channel it is required that they are able to interact easily and effectively with the intermediaries. The study aims to evaluate the customer preferences in regard to multiple distribution channels offered by different players. For this purpose survey is conducted to evaluate the factors affecting the customer's preferences in opting particular distribution channel. The results revealed that corporate agent is the most preferred channel among the customer who is taking life insurance policy and there are numerous variables that influence the preferences of customers.