Insurance industry in India is flourishing with number of national and global players in the form of Joint ventures are excelling with the exponential growth in business. With government infusing several rules and regulations, Insurance industry has been experiencing tremendous progress in terms of increasing number of customers with considerable number of new entry of companies into the sector. Currently there are 24 numbers of domestic and foreign players operating in the sector. In India insurance still has been considered as a tax saving tool instead of an investment option for future. The present study analyzes the factors that influencing a typical customer in choosing a particular insurance company when he needs an insurance policy. The study was conducted among the respondents in Visakhapatnam city.