UNDERSTANDING GUJARAT'S INVESTOR ATTITUDES TOWARDS LIFE INSURANCE FIRMS

Life insurance plays a crucial role in providing financial security and protection to individuals and their families. It serves as a safety net, offering coverage in the event of unexpected circumstances such as death, disability, or critical illness. One of the key benefits of life insurance is its ability to provide financial stability and support to dependents, ensuring that they can maintain their standard of living and meet financial obligations even in the absence of the primary breadwinner. Additionally, life insurance serves as a valuable investment tool, offering opportunities for wealth accumulation and long-term financial planning. This study investigates the attitudes of investors in Gujarat towards life insurance firms, aiming to provide insights into their perceptions and preferences within the insurance sector. A sample size of 150 investors was targeted for comprehensive analysis, utilizing a mix of demographic variables such as age, gender, and education level. The research objectives include analysing investors' attitudes towards life insurance firms and exploring any potential associations between demographic profiles and these attitudes. Findings indicate that investors in Gujarat generally express satisfaction with the quality of customer service provided by life insurance firms, perceive clarity of information about policies, and report ease of access to information and assistance. Interestingly, no significant associations were found between demographic profiles and attitudes towards life insurance firms, suggesting uniform perceptions across different demographic groups. Overall, this study sheds light on the importance of understanding investor attitudes in shaping the strategies and services offered by life insurance firms in Gujarat.