A STUDY ON FACTORS AFFECTING INDIVIDUALS INVESTMENT TOWARDS LIFE INSURANCE POLICIES

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1 A STUDY ON FACTORS AFFECTING INDIVIDUALS INVESTMENT TOWARDS LIFE INSURANCE POLICIES *Heena Kothari Professor Altius Institute of Universal Studies, Indore (MP) India **Roopam Agrawal Professor Altius Institute of Universal Studies, Indore (MP) India *** Anand bhat Professor ****Mr. Shashank Sharma Volume : 0 Issue : 0 5

2 A STUDY ON FACTORS AFFECTING INDIVIDUALS INVESTENTTOWARDS LIFE INSURANCE POLICIES Abstract Life insurance is one of the most important social security measures undertaken in the country. Based on primary data generated through direct contacts, this paper attempts to identify determinants of life insurance ownership in the country. This resulted into finding out what factors play very important role in life insurance policies purchase. Total 00 respondents were there used in this study. Item to total correlation was applied to check the consistency of the questionnaire. The measures were standardized through computation of reliability and validity tests. Factor analysis was applied to identify the underlying factors. The findings of this study provide the individual perception about the insurance policies. Keywords - policy, tax benefits, services, factor, ownership Volume : 0 Issue : 0 5

3 INTRODUCTION: Life is a most prized gift of nature. Which is full of risks and uncertainties since, we are social human beings, we have certain responsibilities too to minimize these risks We cannot prevent the misfortune but any way save our treasured ones from the losses occurs due to deficiency of lives. Life insurance is not only gives assurance for the monetary losses but it provides the new market and avenues to the society. With over billion of population in India Life Insurance companies have vast scope for the growth and diversification. Till 999 LIC was the sovereign of the country Insurance industry. But soon after witnessing the growth and scope many big players became the part of this ever ending process. The main task of any Life insurance company is to sell insurance policies for the premium which are paid in advance for the period of insurance coverage. The function of the insurance companies revolves around the customer. There is a great deal of not only lure the customer but also retention of the customer is another issue. In comparison to other developing countries India has witnessed slow growth of the Insurance industry. The responsible reasons are consumer unawareness, poor affordability, lack of proper handling of services, lack of suitable products etc. Importance of Insurance cannot be ignored. Companies should provide better services, need based product and awareness among individuals for the speedy augmentation and expansion. Proper management and prompt implementation and settlement of the claims can make this industry in pace of growth. Volume : 0 Issue : 0 53

4 LITERATURE REVIEW It was performed in a study on Insurance perspective in Eastern-up with the objective of probing into the reasons or the factors behind the purchase of the insurance product and found that according to 93.86% of respondents insurance policies are considered indispensable for risk protection(sharma,005).factors such as consumers perceived value, satisfaction and purchase decision-making responsibility have been considered as most important them of the literature on attitude and perception of life insurance policyholders (Smith, 006).Studies show that socioeconomic factors are responsible for purchase of life insurance policies. From the analysis, the study concluded that factors such as age, educational level and sex of the policyholders are insignificant, but income level, occupation and family size are significant factors.(namasivayam et al.,006) The study of Malaysian banking sector concluded by saying that banks can generate customer satisfaction by exhibiting trustworthy behaviour, commitment to service, communicating information to customers efficiently and accurately, delivering services in a competent manner, handling potential and manifest conflicts skillfully, and improving overall customer relationship quality, (Ndubisi and Chan,005).It was revealed that in present Indian market, the investment habits of Indian consumers are changing very frequently. The individuals have their own perception towards various types of investment plans. The study of this research work was focused over consumer s perception on investment towards Life Insurance Services,(Dr.Praveen Sanu, Gaurav Jaiswal, Vijay Kumar Panday,009). Smart the life insurance companies taken for study, the policy holders expectations are well met in the case of certain factors reacting to service quality. But in the case of other variables, there exists a significant gap which means that policy holders have experienced low levels of service as against their expectations. If all the players in the life insurance industry focus on the effective delivery of services, they can win the hearts of customers and anticipate their increased market share (Keerthi, R.Vijayalakshmi,009).The competitive climate in the Indian insurance market has changed dramatically over the last few years. At the same time, changes have been taking place in the government regulations and technology. The expectations of policy holders are also changing. The existing insurance companies have to introduce many new products in the market, which have competitive advantage over the products of life insurance companies(k. Selvavinayagam and R. Mathivanan00) It was found out that urban market is more influenced with product based factors like risk coverage, tax benefits, return etc. whereas rural population is influenced with non-product related factors such as: credibility of agent, company s reputation, trust, customer services. Company goodwill and money back guarantee attracts many people for life insurance, (Athma. P and kumar. R 007) OBJECTIVES Volume : 0 Issue : 0 54

5 To explore the various factors influencing Individual investment decision in life insurance. RESEARCH DESIGN Exploratory research is carried out to describe the phenomenon or market characteristics. This study is done to understand investor behavior and describe characteristics of the target market. This study is done for evaluation of the customer preference. SAMPLING AND SAMPLE SIZE For the present study the sample size was 00 collected from the respondents through convenient random sampling method. RESEARCH METHODOLOGY The present study is an exploratory and descriptive type of research study. The study endeavors to find out the factors influencing Individuals life insurance investment decision and their income and age impact on purchasing of any insurance policy during their investment decision. In order to carry out this study 00 policyholders of Indore district have been surveyed for a period of one year from January 03 to October 03. DATA SOURCE Research is based on primary data and secondary data. Secondary data was used to support the research paper which consists of the essence of reputed journals, magazines, and authentic websites. Whereas primary data deals with well defined and drafted 5 questions questionnaire for analyzing different aspect of human perceptions for insurance policies as investment decision. TOOLS APPLIED The present study applied Factor Analysis for the data reduction.the tools were applied through Statistical Software SPSS 9 (principal component with varimax rotation) through which twenty components were reduced to five influential factors. KMOAND BARTLETT'S TEST The KMO (Kaiser-Meyer-olkin) measures the sampling adequacy, which should be greater than 0.5 for a satisfactory factor analysis to proceed. Large value for the KMO measure indicates that a factor analysis of the variables is a good idea. Another indicator of the relationship among variable is Bartlett s test of sphericity. Bartlett s test of sphere city is used to test the null hypothesis that the variable in the population correlation matrix are uncorrelated. The observed significance level is 0.000(table). It is small enough to reject the hypothesis. It is concluded that the strength of the relationship among variables is strong.it is a good idea to proceed with factor analysis for the data. Volume : 0 Issue : 0 55

6 KMO Bartlett Value is representing that data are accepted for factor analysis. Data Analysis Factors Sub Factors Item Item Load Factor % of Load Variance.Service Benefits Transparency Safety and security 8.80 Service promptness 9.76 New plan.696 Agent s behavior.679 Added Benefit 7.67.Awareness Risk minimization Investment Satisfaction Age.640 Tenure 7.68 Tax benefits 6.67 Capital appreciation Market knowledge 5.53 Premium Risk & Returns Past performance 0.74 Assured return.700 Brand Image Risk Perception Tax Benefit Tax benefits Quality Satisfaction Influence Friend & family Market assessment.750 Total Volume : 0 Issue : 0 56

7 SCOPE Duration of Project was not enough to make a conclusion on such a vast subject, time constraint has become a big limitation. The Sample Size being taken for drawing a conclusion was limited. CONCLUSION On the basis of the above analysis we can conclude that individual investors see the above mentioned five factors in a priority list for buying any life insurance policy and the most influential factor is Service benefits which includes prompt services, security and safety and extra added benefits. We recommend all companies that deals with the life insurance policies to consider these crucial factors as a primary object. ANNEXURE. Reliability Reliability Statistics Cronbach's N of Alpha Items Volume : 0 Issue : 0 57

8 Reliability Statistics Cronbach's Alpha N of Items Validity Test KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling.767 Adequacy. Bartlett's Test of Approx. Chi-Square Sphericity Df 3 Sig Communalities Communalities Extractio Initial n VAR VAR VAR VAR VAR VAR VAR VAR VAR VAR VAR VAR Volume : 0 Issue : 0 58

9 VAR VAR VAR VAR VAR VAR VAR VAR VAR VAR Extraction Method: Principal Component Analysis. 4. Rotated Component Matrix VAR000 0 VAR000 8 VAR000 9 VAR000 VAR000 VAR000 7 VAR000 3 VAR000 3 Rotated Component Matrix a Component Volume : 0 Issue : 0 59

10 VAR VAR VAR VAR VAR VAR VAR VAR VAR VAR VAR VAR VAR VAR Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. a. Rotation converged in 9 iterations. Volume : 0 Issue : 0 60

11 BIBLIOGRAPHY Athma, P. and kumar, R. (007). An explorative study of life insurance purchase decision making: influence of product and non-product factors,icfai journal risk & insurance,4,9-. Pa. Keerthi, and R.Vijayalakshmi, (009).A study on the expectations and perceptions of the services in private life insurance companies, SMART journals, 5, 60. Dr.PraveenSanu, GauravJaiswal, Vijay Kumar Panday, A study of buying behaviour of consumers towardslic, Prestige institute of Management, Gwalior,3,. K. Selvavinayagam and R. Mathivanan,(00). A study on policy holders preference and satisfaction of servicesrendered by selected life insurance companies in Tamilnadu,Namakal district,international Journal ofmarketing and Trade policy,, S. RaviKumar Sharma,(005).Insurance Perspective in Eastern UP - An Empirical Study,Indian Journal of Marketing,35. Namasivayam, N., Ganesan, S. and Rajendran, S. (006). Socioeconomic Factors Influencing the Decision in Taking Life Insurance Policies. Insurance Chronicle, TheIcfai University Press, Ndubisi, N.O. and Chan, K.W. (005). Factorial and Discriminant Analyses of the Underpinnings of Relationship Marketing and Customer Satisfaction. International Journal of Bank Marketing, 3(7), Smith, S. (006). Persistency in Pension Contributions in the UK: Evidence from Aggregate and Micro-Data. Retrieved from Volume : 0 Issue : 0 6

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