An Empirical Study of Bancassuarance: Prospects & Challenges for Selling Insurance Products through Banks in India

Popli, G. S.; Rao, D. N.

doi:10.2139/ssrn.1339471

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An Empirical Study of Bancassuarance: Prospects & Challenges for Selling Insurance Products through Banks in India

21 Pages Posted: 8 Feb 2009

See all articles by G. S. Popli

G. S. Popli

Delhi School of Bussiness , VIPS; Delhi School of Business

D. N. Rao

SRMS College of Engineering and Technology; SRMS Institutions, Bareilly

Date Written: February 8, 2009

Abstract

The Insurance Companies in developed countries are using the Banking channels for selling their insurance products. The emergence and spread of Bancassurance has been one of the most significant developments in the Retail Financial Services Sector in India. With the opening up of the Insurance Sector, the Banking Companies are tying up with the Insurance Companies for the cross selling of insurance products. This is a new channel for selling of Insurance products in India. The customers have been purchasing the Insurance Products from the Insurance Agents till now. The aim of this paper is to understand the Indian customer's perception of the new channel. Will they prefer Banks over Insurance Agents, who are offering them some commission also and bank's ability to work as an effective conduit for selling insurance products?

Keywords: Financial Markets, Banks, Insurance, Bancassurance, Customers attitude

JEL Classification: JEL 15, JEL 22

Suggested Citation: Suggested Citation

Popli, Gurmukh Singh and Popli, Gurmukh Singh and Rao, Dabbeeru Neelakanteswar, An Empirical Study of Bancassuarance: Prospects & Challenges for Selling Insurance Products through Banks in India (February 8, 2009). Available at SSRN: https://ssrn.com/abstract=1339471 or http://dx.doi.org/10.2139/ssrn.1339471