A Study on Customer's Perception Towards Life Insurance Policies at SBI Life Insurance

Life insurance is an important financial instrument that provides protection and long-term financial security to individuals and their families. In a competitive insurance market, understanding consumer perception is essential for improving service quality and customer satisfaction. This study examines consumer perception towards life insurance policies offered by SBI Life Insurance, focusing on awareness, trust, satisfaction, and factors influencing purchase decisions. The study is based on both primary and secondary data. Primary data were collected from 150 respondents using a structured questionnaire, while secondary data were obtained from SBI Life annual reports, IRDAI publications, and related literature. A descriptive research design was adopted, and data were analyzed using percentage analysis and graphical tools. The findings reveal that SBI Life Insurance enjoys a high level of trust among consumers due to its strong brand image and association with the State Bank of India. Brand trust, customer service quality, and claim settlement efficiency are the key factors influencing policy selection. Endowment plans were found to be the most preferred insurance products. The study concludes that consumer perception towards SBI Life Insurance is highly positive, though increased awareness and simplified policy communication can further strengthen customer engagement.