92 страниц. 2011 год. LAP Lambert Academic Publishing This book is a research work on insurance industry of Peshawar Pakistan. The purpose of this research was to identify the reasons of purchase of policy holders for life insurance in Pakistan. It was researched that how policy holders motivates for life insurance and what are the factor which create motivation for life insurance. This study primarily attempts to investigate the relationship among the variable to create rational and emotional motivation in the field of insurance in Peshawar Pakistan. Besides, the study also attempts to identify the reasons behind consumer purchase behavior for insurance. The knowledge from the results of this study serves as basis of recommendations for maximizing and help insurance industry that how to motivate prospective policy holders for life insurance either through rationality or Emotions.