Insurance is playing a major role in every individual and business life. Insurance is the one which gives the security for the existing status and protects from the uncertainty of expected outcome. The entire world becomes a small village due to the Globalization and Liberalization which made tremendous changes in the General insurance in India. There are many companies are entering into the Indian insurance industry and there by increased the competition. In this connection it is the big task to the General insurers to give innovative and customized new Insurance products to the customers. But more than that it is very essential and complex task to the Insurers is to Create Awareness to the customers regarding their insurance products. Product awareness in the customers which determines the success of the firm and fulfills their purpose of existence. The present paper attempts to identify customers awareness on the general insurance products, sources for insurance awareness, Impact of Customers Awareness on buying behavior of general insurance product among the Small Scale entrepreneurs were analyzed with a sample respondents of 304 from Chittoor District, Andhra Pradesh, India.
