In today’s tough competition, each employer in provider quarter tries hard to satisfy their purchaser. In Insurance sector, various new personal organizations have entered in enterprise by means of doing the merger with foreign businesses. Every day, they are presenting new offerings with the fundamental plan to draw the new clients & for maintaining the present clients. In this paper, I attempted to understand the consumer behaviour in Insurance zone. The foremost goal of this paper to perceive customer preference regarding plans & agency, their cause of purchasing the insurance regulations, satisfaction degree & their destiny plans for brand spanking new insurance coverage. Data become amassed with help of established questionnaire from 200 customers of Bangalore city. Sample became taken on the basis of convenience sampling, but handiest 192 questionnaires were used for analysis as the remaining 8 had been no longer stuffed properly by the respondents. Percentage, frequency & Cross tabulation methods had been used for analysis.