RURAL MARKETING STRATEGIES FOR LIFE INSURANCE PRODUCTS– A STUDY IN DAKSHINA KANNADA DISTRICT

. Udaya Shetty.K

Abstract


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.


Keywords


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

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References


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