India as country is under-insured in the urban as well as the rural areas. Only 35 per cent of the 250 million insurable populations are insured. Saturation of markets in many developed economies has made the Indian market even more attractive for global insurance majors. The insurance sector in India has come to a position of very high potential and competitiveness in the market. After the entry of the foreign players the industry is seeing a lot of competition and thus improvement of the customer service in the industry.

The present study has revealed the Education Effect on Rural Customers' Perception for Life Insurance Services. It was found that insurance providers have to think beyond merely satisfying the regulatory requirement of selling their products in rural areas. It is the responsibility of insurance companies to develop expertise and to provide customers with insurance knowledge as a penetration strategy for the relatively untapped rural life insurance market.