Insurance plays a vital role in the development of National Economy. It acts as a protecting shield for the companies as well as the general public and it protects them from huge losses due to natural calamities such as fire, flood, tsunami, cyclone etc., and loss of life due to accident. This paperexplores the factors positively influencing the policyholders towards Life Insurance Corporation of India. This study establishes six possible variables as responsible for the positive attitude of policyholders towards LIC in Thoothukudi district. In order to measure the attitude of policyholders towards LIC a five-point scale was adopted and discussed for policyholders ofdifferent habitats namely, rural, semi-urban and urban. Further, a reliability test has been carried out for acceptability of the six identified variables which are responsible for the positive attitude of policyholders towards LIC in Thoothukudi district.

LIC, Policyholders, Attitude and Awareness, Rural, Semi-urban and Urban