Awareness Creation and Market Penetration of Life Insurance in Rural India: The case of Gonda District of Uttar Pradesh-India

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Awareness Creation and Market Penetration of Life Insurance in Rural India: The case of Gonda District of Uttar Pradesh-India

Abstract

Quantitative paradigm was adopted for the study with the use of questionnaire to collect data and information at the case study setting. Out of one hundred and twenty (120) copies of questionnaire distributed, a response rate of 86.6% was obtained totally one hundred and four (104) respondents. In spite of the rapid growth and development of India, rural areas of India still lack the availability of financial products like insurance. Rural insurance statistics have consistently indicated a low penetration and inefficient operation of the insurance sector since 1999. Rural India offers a tremendous scope for insurers where the protection of human life and income generating assets is a matter of concern. Government has tried to impose rural insurance obligations for the insurance companies. However the rural business is still looked at as a financial inclusion and most of the private players have not been able to tap the opportunities in the rural life insurance market to a satisfactory level.

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