Consumer Buying Behavior of College and University Teachers Regarding Life Insurance Products – An Analytical Study of Rajkot City

Abstract

Consumer Buying Behaviour is divided into three parts which are pre-purchase buying behaviour, purchase buying behaviour, post-purchase buying behaviour for the study. The researcher has the main objective set in three different parts, first to analyze/Examined the consumer behaviour during the pre-purchase stage, second to analyze/Examined the consumer behaviour during the purchase stage and post-purchase stage. The researcher has collected data from the 140 structure questionnaire for the study. The researcher asks more than 40 questions to the respondents in which 10 demographic and other study variables or (questions) for the study. The researcher has used tools for the study or testing hypothesis used the Statistical Package for Social Science (SPSS 13 Version) has been used to process and facilitates the analysis of the collected field data. The researcher used Reliability tests, Cross Tabulation, Computing Mean, weighted Average Mean, Chi-Square tests, Mann Whitney-U test, and Kruskal Wallis-test. Researcher has found in the study like most important need perceived during the pre-purchase stage by majority of the consumers is the Purpose/need for purchasing life insurance product has been identified as „protection against risk of death‟ because 85.71% consumers agree with this statement, advertisement are highly effective in creating need awareness for life insurance products since majority(67.9%) of the consumers agree to the statement, perception of the consumers is to perceive that it only tool for risk coverage and family protection, the most important source of information to know about life insurance products are family, friends, Colleagues and well-wishers, 54.3% of the consumers have purchased life insurance products from Public/LIC, preferred types of type of policy is health/medical policy, out of most important 7 P‟s is product, price and 87.9% consumers said “yes”, they recommend to others for purchasing life insurance products and gender, age group, marital status, number of earner/s in the family, dependent family member/s and monthly income is the most important factor affecting the perceived knowledge level with respect to six out of the eight identified variables. Most of the demographic factors are affect the overall service satisfaction level of the consumers. It means demographic factors are significantly affected by consumers' satisfaction level.