Introduction

Life insurance is a constract for payment of a sum of money to

the person assured (or failing him of her to the person entitled to
receive the same) on the happening of the event induced against
usualy the contract provides for the payment of an amount on
the date of maturity or at specified dates at periodic intervals or
at infortunate deaths, if it occurs earlier.Among other things, the
contract also provides for the payment of premium peridically to
the company assured. Life insurance is universally acknowledge
being an institution which eliminates risk. Substituting Certanity
for uncertainty and comes to the timely aid of the family in the
unfortunate event of the death of the breadu inner by and
large,Life insurance civilization partial solution to the problem
caused by death.Awaeness is the comer stone of sound
information for it makes the individual more effective and
intelligent.Awareness is a vital necessity,because it enables the
individual to develop and to rise on the society and increase
their efficiency through this awareness the individual thinking
power increase.
Objective
The proposed study undertaken with the main objective of
knowing the importance of life insurance:-
(1). To study the patterns of growth and development of life
insurance industry in india during a ten-year period (2001
to2010) of life insurance liberalisation and also opening up of
life insurance to the private sector.
(2). To identify,select and analyze the variables determining the
growth and developmentof life insurance industry in india
during study period;
(3). To study the performanceof public and private sector life
insurance unit in a comparative manner on the basis of the
selected variables.
(4). To find out the strengths and weaknessess of the life
insurance players with regard to their performance in the post-
liberalised scenario;and
(5).To suggest the suitabe measures,whenever necessary to the
policymaker concerned for improving theirs
performance,poductivity and profitabitity
Research Methodology
The primary data is very important source make suggestions to
the title obtained. This data can be collected in various methods
like survey, interviewing,feedback.

 Data Collection : -The research was explonatorycum

descriptive in nature primary data has been used.
Primary data was required to know the level of knownledge of
sample policyholders about different schemes being offered by
various life insurance corporation to known the impact of
knowledge on selection of policy to make this study quantative.
 Sample Size:- 100 respondant.
 Sampling technique:- Conveniance sampling technique.
 Sampling Area :- Lucknow.
 Imstrument/Tools used:- The research instrument used in this
research was self designed questionnaire.
 Data Analysis:- The data collected was edited and tabulated
in an appropriate manner. The statistical tools MS Excel is also used
to simplify the raw data like percentages,average.
Statistical technique
Descriptive Analysis

The data was collected,processed,edited,tabulated and then

interpreted for the purpose of summarizing the results and
findings the statistical tools were also used to samplify the raw
data like percentage,averages,frequency distribution.

Conclusion
The research findings revealed that the policyholders were
selected from the different regions and different district as
decided at the time of finalyzing sample from the research was
conducted for understanding influences of external and internal
factor on policyholder decision making.The research findings
suggested that life insurance agent was most influential factor
for selecting life insurance policy among rural and urban.