RURAL MARKETING PROBLEMS AND PROSPECTS OF LIFE INSURANCE COMPANIES

Ram Kumar Roy

Abstract


Indian rural Market has wide opportunities for emerging insurance sector. Opportunities of insurance sector in potential rural Indian market are very attractive. The story of insurance is probably as old as the story of mankind. Tendency of a human being to secure themselves against loss and disaster has been from the starting of world. They sought to avert the evil consequences of fire and flood and loss of life and were willing to make some sort of sacrifice in order to achieve security. Though the concept of insurance is largely a development of the recent past, particularly after the industrial era – past few centuries, yet its beginnings date back almost 6000 years as per records. Insurance may be defined as protection of financial assets against unfortunate events. The business of insurance is related to the protection of the economic values of assets. So insurance is a mechanism that helps to reduce the effects of such adverse situations.


Keywords


Life Insurance, Rural Marketing

Full Text:

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References


Books:

Kashyap Pradeep (2009), The Rural Marketing Book, Biztantra books, New Delhi.

Prahlad C K (2008), Fortunes at the Bottom of the Pyramid, Wharton School Publishing, UK.

Das Ranjan & C.Ravindra (2008), Strategic Choices in Life Insurance, Printice Hall of India, New Delhi.

Velayudhan S. K (1990), Rural Marketing, Response Business Books, New Delhi

Sadhak K (2009), Life Insurance in India, opportunities, challenges and Strategic Perspective, SAGE Publication, New Delhi.

Journals and Magazines:

Business Analyst – Journal of Management Studies

Indian Journal of Marketing

Indian Management

Journal of Business Research

Journal of Marketing

Journal of Retailing

Journal of Retailing and Consumer Services

Managemant Accountant

Prabhandhan – Indian Journal of Management

Indira management Review

Newspapers and Economic Dailies:

Business Line

Business Standard

Hindustan Times

The Economic Times

The Hindu

Times of India


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