Sustainable Humanosphere ISSN: 1880 - 6503, | February 2020 Volume: 16 Issue: 1 504 Effect of Marketing Communications on the Consumer Decision Making: A Study of Indian Life Insurance Industry Shyam Singh Chauhan Research Scholar Uttarakhand Technical University-Dehradun E-Mail: shyam_chauhan97@yahoo.com Nitin Thapar & Rajeev Kumar ‘Ranjan’ Associate professor Maharishi Markandeshwar (Deemed University) Mullana-Ambala E-mail: ranjanrajeev87@gmail.com Abstract— The paper analyzes how the integrated marketing communications impact the buying behaviour of consumers in the insurance sector. The paper starts with the overview of this sector which is facing challenges due to changes in the consumer behaviour and the marketing environment. The Insurance sector in India has become competitive due to the entry of several national and international players. Due to the increased competition the role of marketing communication has increased and now in all the marketing strategies of the companies it plays an important role in impacting the consumer behaviour. The marketing communications which was a simple promotional tool not very long ago has become one of the most complex processes in the present scenario of advanced technological developments. The main elements with which the strategy formulation for marketing communications is done are the 4P’s.The marketing strategies related to communications are formulated in such a way that it has maximum impact on the buying behaviour of the target consumers. This is not an easy process and its formulation requires considerable, research, time and effort. The paper is an attempt to elucidate some concepts regarding the impact of marketing communications on the choices and decision making process of the consumers. Keywords: Insurance Industry, IRDA, Consumer Behavior, Marketing Communications.