. Udaya Shetty.K


Insurance Marketing aims at the marketing of insurance services with the motto of customer orientation and profit generation. A fair blending of profit generation and customer satisfaction makes the ways for development and expansion. The insurance marketing focuses on the formulation of an ideal mix for the insurance business so that the insurance organizations survive and thrive in a right perspective.

The present Study on rural marketing strategies throws lights on all vital issues of rural insurance, role of agents and business development executives selling insurance policies. The study attempts to understand what are the strengths and weaknesses of present strategies, which in turn guide marketers to develop more effective innovative strategies. The study aimed at a thorough investigation into level of awareness among rural life insurance customers and the effectiveness of various marketing strategies in order to explore customer friendly and cost effective measures.


Rural Marketing, Insurance Products, Marketing of Insurance, IRDA, Marketing strategies

Full Text:



Aggarwal, P. (2005). A Note on the insurance status in India for poor. Alliance Journal of Business Research , 35-45.

Anand, G. (2009). Insurance Management. New Delhi: New Age International Pvt Ltd.

Arora R, S. C. (1996). The effect of perceived service quality and name familiarity on the service selection decision. Journal of Services Marketing , 22-34.

B S Bodla, M. C. (2006). Insurance Fundamentals - Environment and Procedures. New Delhi: Deep and Deep Publication.

Chennappa. (2006). Results of Liberalisation in Indian Insurance sector. The ICFAI Journal of Insurance , 65-75.

Debabrata Mitra, A. G. (2009). Rural Life Insurance in Post reform era in India : Growth and oppurtuniities. International Journal of Rural Development and Management Studies , 241-251.

Dogra B, G. K. (2008). Rural Marketing Concepts and Practices. New Delhi: Tata McGraw Hill.

Jaya Prakash, S. (2005). Time to tame Insurance distribution channels in India. Insurance Chronicle , 43-44.

Karen Pal, B. S. (2007). Insurance Management : Principles and Practices. New Delhi: Deep and Deep Publications Pvt Ltd.

Mishra, M. N. (2009). Insurance : Principles and Practices. New Delhi: Sulthan Chand and Company Ltd.

R Krishnamurthy, G. M. (2005). The emergence of alternative distribution in India. Asia Pecific Insurance Review , 9-13.

Shanker, R. (2003). Marketing of Insurance Services. New Delhi: Excel Books.

Sharma, K. R. (2005). Insurance perspectives in competitive market. Insurance Chronicle , 38-40.


  • There are currently no refbacks.