The focal rationale of the study is to identify the prominent factors of purchasing life insurance products in rural India. In this study, various socio demographic factors like age, education, caste, gender, savings, marital status, financial assets, and economic category are taken as the intermediary predictor of purchasing a life insurance product. Simple random sampling is used to collect the data. The data are collected from Odisha, a part of a rural India. Descriptive statistics and qualitative analysis are used for a comprehensive analysis of the data. Chi square test and logistic regression have been used to analyse the data. The socio demographic variables like age, education and marital status are found as the paramount determinants of purchasing a life insurance product. On the other hand, level of low income, lack of trust or reliance and oblivious mindset are determined as the reason of not purchasing a life insurance product.
Keywords: Life insurance, Insurance product, SPSS, Socio demographic variable.
Citation: Satapathy, G., & Behera, A. K. (2026). Determinants of Purchasing Life Insurance Products in Rural India: An Empirical Investigation Into the Demand and Supply Side Analysis. J Business & Eco Insights.,2(1):1-8.