Human life is a valuable asset, and life insurance is the most common type of insurance that protects a person and his family financially in the event of unforeseen dangers or harm. Individuals can benefit from life insurance in terms of safety and protection, as well as savings. The current exploratory and descriptive study was chosen with the goal of identifying the factors that influence customers' policy purchasing decisions and analysing consumer preferences while making life insurance

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... stment decisions. The article goes through a number of insurance-related topics. The study's data was gathered from both primary and secondary sources. The study aims to determine the type of policy that the respondent prefers, the insurance company that they prefer, the feature of the insurance policy that drew them in, the benefit for which they purchased, the level of satisfaction with the life insurance policy purchased, and the difficulties encountered in making a decision while purchasing a life insurance policy. The study also looks at the link between age and the type of policy that people choose.