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A Study On Attitudes Of Indian Consumers Towards Insurance Services


  • Vikas GAUTAM

    () (ICFAI University Dehradun, Uttrakhand, India)

  • Mukund KUMAR

    () (ICFAI University Dehradun, Uttrakhand, India)


The present research is an attempt to illustrate the attitudes of Indian consumers towards the insurance services. The study has been made by collecting the responses of consumers through structured questionnaire on five point Likert scale. A total 377 responses were collected to assess the level of awareness about the insurance services and their attitude towards insurance services. Findings of the research show that basic socio demographic and economic variables have significant impact on consumers’ attitudes towards insurance services in Indian scenario. The findings of the present study may act as input for the insurance companies in Indian market to frame marketing strategies based on socio demographic and economic variables.

Suggested Citation

  • Vikas GAUTAM & Mukund KUMAR, 2012. "A Study On Attitudes Of Indian Consumers Towards Insurance Services," Management Research and Practice, Research Centre in Public Administration and Public Services, Bucharest, Romania, vol. 4(1), pages 51-62, March.
  • Handle: RePEc:rom:mrpase:v:4:y:2012:i:1:p:51-62

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    References listed on IDEAS

    1. Mushtaq A Bhat, 2005. "Service Quality Perceptions in Banks: A Comparative Analysis," Vision, , vol. 9(1), pages 11-20, January.
    2. Sarah Smith, 2006. "Persistency of pension contributions in the UK: Evidence from aggregate and micro-data," The Centre for Market and Public Organisation 06/139, Department of Economics, University of Bristol, UK.
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