IMPACT OF ADVERTISEMENTS ON CONSUMER BUYING BEHAVIOUR-AN EMPIRICAL STUDY OF LIFE INSURANCE POLICY HOLDERS OF MANGALORE CITY
Keywords:Advertisements, consumer behavior, life insurance products
Indian economy is one of the fastest growing economies in the world. Majority of the country’s population comprise of youths falling in the age group of 15 to 35. Human life is a precious asset and life insurance is a type of insurance which provides financial protection on the happening of an uncertain event. Life insurance allows people to financially secure their family at the time of any uncertain event. But insurance sector shows little penetration when compared to other countries. Presently, insurance companies are emerging out with variety of products having wider risk coverage and greater benefits. This paper makes an attempt to analyze the impact of advertisement on consumer buying decisions related to insurance products. The study result shows that advertisement has an impact on consumer buying behaviour.