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The book has been properly written with an objective to assess the
potential of insurance according to household income groups in
rural areas of Jammu and Kashmir. It also aims to generate a
socio-economic profile of the insured and uninsured population in
rural areas of Jammu and Kashmir. The book also aims to study and
analyze the awareness levels of the insured and uninsured regarding
need for insurance, types of insurance available, insurance
interest, benefits of insurance, and benefits of insurance
investment. It involves an empirical investigation of the extent to
which advertising affects sales. I believe that our findings would
be of great interest to the wide and diverse readership of the
people.
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