Marketing Strategies of Public Life Insurer and Private Life Insurer in Rural Market: With Special Reference to Life Micro Insurance

Authors

  • Furquan Uddin The Institute of Cost Accountants of India

DOI:

https://doi.org/10.33516/rb.v45i1-2.55-70p

Keywords:

Affordability, Life Micro Insurance, Marketing Strategies, Rural Market.

Abstract

The present study intends to assess the marketing strategies of public life insurer (LIC of India) and private life insurer (ICICI Prudential) pertaining to life micro insurance in rural market. It is a descriptive and comparative study. The researcher contacted 350 people residing in rural area out of which 82 people are policyholders; as a result, the sample size is 82. Multi-stage sampling has been adopted to collect the data from the rural market of Varanasi, India. For the purpose of analysis, one sample t-test has been applied. The finding of the study includes that there is significant difference between LIC of India and ICICI Prudential in their marketing strategies in rural market. Both life insurers are suggested to revamp their marketing strategies to suit the local needs and expectations of the rural market.

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Published

2019-07-31

How to Cite

Uddin, F. (2019). Marketing Strategies of Public Life Insurer and Private Life Insurer in Rural Market: With Special Reference to Life Micro Insurance. Research Bulletin, 45(1-2), 55–70. https://doi.org/10.33516/rb.v45i1-2.55-70p

Issue

Volume 45, Issue 1-2, April-July 2019

Section

Articles
Crossref
Scopus
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Europe PMC

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