Look who is afraid of insurance products?
Globally, Indian consumers are known to be smart buyers — often called ‘value seekers’ by marketers.
Indians are always looking for the best deal and to maximise perceived price-value output. Purchase is preceded by a detailed understanding of the product’s functionality, durability, features, performance rating, warranty, fit, colour and customisation. This behaviour is true for almost all product categories and across socio-economic segments.
However, one critical category where Indians tend to falter, though, is insurance.
The average ticket size of a regular life insurance policy is Rs 20,000, the premium for which is payable every year through the policy term averaging 12 years. The purchase of a policy is often not as well thought as when, say, a 35-year-old buys a shirt that costs one-tenth that of the annual average insurance premium. The time and effort invested for both purchases is lopsided.
“All I want to know is where I should sign on the proposal form,” is a common response when it comes to insurance. The realisation dawns a few years down the line when policy-holders understand that they have made the wrong choice.
For instance, by casually opting for regular premium, the policy-holder may have mistaken the product to be a single-premium plan.
On its part, the life insurance industry has done a commendable job of educating and sensitising people about the need for adequate cover, planning for children’s future or saving enough for a post-retirement life.
However, customers continue to live in a state of inertia that eventually leads
