This paper investigates the buying intent involved in purchasing Life insurance policies by middle-class families in Noida region. Securing the family and their financial future life insurance acts as an intangible support for future financial assurance. Life Insurance purchase is an act of showing responsibility and care for the family. This paper tries to find out what are the intentions that customer of life insurance considers in purchasing life insurance. Cluster analysis is used for identifying the clusters (groups of customers) and their common intent for purchase in life insurance policies. Multiple responses analysis is used for analyzing a number of and percentages of responses in Likert scale.