Abstract: Insurance plays a major role in the life of the humanity. The citizenry has gradually come to realize the necessity of insurance and these needs are unending as long as life exists. The purpose of this study was to establish the influence of consumer behaviour on the uptake of insurance service in the Cooperative Insurance Company (CIC), Kericho branch. The specific objectives of this study were to determine demographic, economic, social and psychographic factors that influence consumer behaviour in insurance uptake. The study used descriptive research design.