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Let’s first visit Mr. Sharma’s neighbor, Mrs. Mehta, a schoolteacher with a moderate
income. She carefully plans her expenses and thinks about the future. Income plays a
fundamental role in deciding whether she will buy insurance and how much coverage she
might seek.
When people have higher disposable income, they are more willing to spend on securing
their future. They can afford health, life, and property insurance. Conversely, in families
where income is limited, insurance might feel like a luxury rather than a necessity. For
example, a small shop owner may prioritize daily expenses and rent over buying insurance.
Thus, as income increases, the demand for insurance typically rises because people have the
means to plan ahead financially.
2. Cost of Insurance (Premium)
Now, let’s peek into the office of an insurance agent in the town. The agent explains to Mr.
Sharma that the price of insurance, or the premium, is a deciding factor. If the premium is
very high, fewer people will buy insurance. For instance, a young professional may find life
insurance premiums too expensive and postpone buying it.
However, if insurance companies offer flexible, affordable premiums, more people are likely
to take the step. Discounts, installment plans, or tailored packages attract more buyers. In
essence, the affordability of insurance directly impacts demand—much like how a well-
priced product sells faster in a busy market.
3. Awareness and Knowledge
Let’s meet Ravi, a young college student who never thought much about health insurance.
Awareness and knowledge about insurance products are crucial factors in shaping demand.
People who understand the benefits of insurance—such as financial security during illness,
accident coverage, or protection of family income—are more likely to purchase policies.
In many rural or semi-urban areas, limited awareness can result in low demand. If people
don’t understand how insurance works, or if myths and misconceptions prevail (for
instance, “insurance is a waste of money”), they tend to avoid it. On the other hand,
awareness campaigns, workshops, or word-of-mouth success stories increase confidence
and create demand.
4. Age and Life Stage
Age is like the invisible clock influencing financial decisions. Let’s consider two residents:
Ramesh, a 25-year-old bachelor, and Sita, a 45-year-old mother of three. Ramesh might
focus on health or accident insurance, considering he is starting his career. Sita, on the other
hand, may look for life insurance or pension plans to secure her children’s future.
Younger individuals often underestimate risks and may delay buying insurance, whereas
older individuals, having experienced life’s uncertainties, are more inclined toward it.
Similarly, people planning for retirement or starting families often increase their insurance
coverage. Age and life stage shape the type and amount of insurance demanded.