Factors influencing the sale of life insurance products in Kerala

Vol. 5 No. 3

Year : 2011

Issue : Dec-Feb

Title  : Factors influencing the sale of life insurance products in Kerala 

Author Name  : Reshmi Augustine, K.S. Chandrasekhar 

Synopsis  : 

A breakthrough in the Indian life insurance sector witnessed after the liberalization process which is nearly a decade old. The first major milestone paved after long discussions by political parties, conferences and other key contributors were came into  reality through the passing of Insurance Regulatory and Development Authority Act by Government of India in 1999 thereby opening its doors for private players with foreign collaboration. Hence the monopolistic spell of the public giant Life Insurance Corporation of India had been swiped away to a diminishing percent. As a result of this growth phase, new range of products, better and competent customer service, tremendous employment opportunities and acceleration in insurance penetration and density were ameliorated in Indian life insurance sector. A serious concern on the 80 percent of the untapped population of India, a cogitate step has taken to consider ‘God’s own country’- Kerala - the land of latex, lakes and literacy into the prime limelight for this study as it is the one of the  key emerging market in India out of the 28 States and 7 Union Territories. Au contraire, keeping in mind the fact whether the insurer is old or new, private or public, expanding the market and increasing the magnitude of sales will provide enormous challenges and opportunities. This paper sheds light on the significance of different factors that influence the sales promotion efforts in Kerala.