The study is designed in such a way that the level of awareness of policyholders on financial products, especially life insurance products and services, is examined along with their buying behaviour towards life insurance policies. The satisfaction of customers on the products and services of the Life Insurance Companies including the services of its agents, customer perception on the level of knowledge of the agents on the organization, its products and services and industry environment and impact of customer satisfaction on products and services, customer brand image, brand trust, brand loyalty on brand equity, are also examined. The agents’ perception on the marketing strategies, resources, activities and programmes of the Life Insurance Companies and its impact on business performance, customer preference on the features and benefits of life insurance policies are identified and evaluated, which provide the foundation for strategy formulation and successful implementation in the competitive environment.

Index Terms- Awareness, Insurers, Promotional strategies, Promotional mix