A Study on Policyholder Perception Towards Ulip Vs Endowment Policies

The proliferation of life insurance products in India has created a complex decision-making environment for policyholders, particularly with respect to market-linked and traditional insurance instruments. This study presents a comparative empirical investigation of policyholder perception towards Unit Linked Insurance Plans (ULIPs) and Endowment Policies, with primary reference to the Life Insurance Corporation of India (LIC). A structured questionnaire was administered to 150 respondents, and d