Abstract
This study examines the impact of liberalisation on the Indian insurance industry by examining it in terms of its efficiency characterised by functional performance. Data of 552 respondents from Indian life insurers was used for the empirical examination. Multivariate analysis of variance (MANOVA) was conducted to test the hypotheses that the linear combinations of impact of liberalisation on the Indian life insurance industry characterised by marketing mix, service quality and insurance awareness might differentiate between groups characterised by gender, place of residence, types of relationship with Life Insurance Corporation (LIC), types of employee positions in LIC, and types of relationship with private players. The results reveal a positive impact of liberalisation on the Indian life insurance industry.
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