Abstract

This study explores how an insurer’s financial strength and the availability of added benefits influence consumer buying behavior, particularly focusing on trust and purchase intentions. Using a structured questionnaire, data was collected from 200 respondents across India. A quantitative, descriptive, and correlational research design was adopted to examine the relationships among financial health, value-added perks, trust and intention to purchase. The findings reveal an interesting insight that while most consumers generally see insurance companies as financially stable and trustworthy and tend to be inclined to buy insurance the data doesn’t show a clear, direct connection between trusting an insurer’s financial health & perks and the actual decision to purchase. This suggests that some factors, like pricing, quality of service, or how people personally view risk, might play a bigger role in shaping their choices. This study helps us in better way to understand that how people think about and decide on insurance. It indicates that just finances or offering perks are not enough to convince customers. Instead, insurers who want to engage customers more effectively should take adopt modern innovative techniques focusing on better customer service, competitive prices, and personalized options that truly meet different customer’s needs.