Published Paper Details:

- Human life is a most important asset and life insurance is the most important type of insurance which provides financial protection to a person and his family at the time of uncertain risks or damage. Life insurance provides both safety and protection to individuals and encourages savings among people. The present exploratory and descriptive based study was selected to identify those factors which influence customers' policy buying decisions and analyze the preferences of customers while life policy investment decision-making. Various insurance-related factors have been discussed in the paper. The data for the study has been collected from both primary and secondary sources. The study area is limited to Madanapalle City, Andhra Pradesh, and the sample size of 230 respondents. The study tries to analyze the type of policy preferred by the respondent, which insurance company they prefer, a feature of the Insurance policy that attracted their purchase, a benefit for which they have purchased, satisfaction level on the life insurance policy purchased, difficulties encountered in decision making while buying a life insurance policy. The study also analyses the relationship between Age and type of policy preferred.