A PROJECT REPORT ON

ANALYSIS OF CONSUMER BUYING BEHAVIOR SPECIAL

REFERENCE TO KOTAK LIFE INSURANCE ULIPS PLAN

SUBMITTED TO JOSEPH SCHOOL OF BUSINESS STUDIES For partial fulfillment of the requirement of award of MASTER OF BUSINESS ADIMINISTRATION 2011 2013

UNDER THE GUIDENESS OF Mrs. Reena mehta (Faculty, Management department) SUBMITTED BY: Anuj chauhan ID- 11MBA027 MBA- 3rd SEM

(Affiliated to SHIATS, allahabad)

DECLARATION
I am ANUJ CHAUHAN student of MBA here by declare that the summer training report entitled ANALYSIS OF CONSUMER BUYING BEHAVIOR SPECIAL REFERENCE TO KOTAK LIFE INSURANCE ULIPS PLAN is completed and submitted under the guidance of Mrs. Reena mehta is my original work. The imperial finding in this report is based on the data collected by me .I have not submitted this project to any other requirements of any examination or degree.

Anuj Chauhan M.B.A. IIIrd Sem. (2011-13) ID NO. 11MBA027

Life Insurance

TO WHOM IT MAY CONCERN

This is to certify that Mr. Anuj chauhan Student of M.B.A from Joseph school of business studies has undergone Project Report Titled ANALYSIS OF CONSUMER BUYING BEHAVIOR SPECIAL REFERENCE TO KOTAK LIFE INSURANCE ULIPS PLAN in our organization from

01/06/2012 to 15/07/2012.

By performance we found him to be a very good leaner that has show initiative and comprehension to grasp the department & customer activities. He possesses a cheerful disposition and interaction skills. We wish him all the best in these future pursuits.

H.R HEAD NEW DELHI

Kotak Mahindra Old Mutual Life Insurance Limited

Central Processing Centre: 11-12, Krishna House Raghuvanshi Mill Compound Senapati Bapat Marg Lower Parel (W) Mumbai - 400 013, India T +91 22 66635353 F +91 22 66635353 www. Kotak .com Registered Office: 6 Th Flr, Penins ula Chambers Penisula Coporate park Ganpatrao kadam Marg Lower Parel(W) Mumbai 400 013, India `

|Plc

Acknowledgement
It was a great pleasure working with Kotak Mahindra Old Mutual Life Insurance. The knowledge experience gained by me during my project completion was an impeccable moment which will guide me in a wise way to enhance my career in the near future. I express my deep sense of gratitude to My Company Guide Mr. Vishal Kumar (ABM), Mr. Sachin Jain (SM) for his valuable guidance during my project work. I also like to Thank the staff of Kotak Life Insurance who guided and supported me during the completion of my project work.

I am thankful to Mrs. Reena Mehta, Assistant Professor, Joseph School of Business Studies, SHIATS, Allahabad, for the valuable inspiration and guidance provided to me throughout the course of this project. I am indebted to my parents and my family members and even my friends who extended to help me in every aspect of project completion. I am always beholden to my God, for always guiding me in the right ways.

Executive Summary:-

I am Anuj Chauhan, ID NO.- 11MBA027, student of Joseph School Of Business Studies, Allahabad. I was given the opportunity to pursue my training in KOTAK LIFE INSURANCE for a period of 45 days. My project is titled Analysis of consumer buying behavior regarding Kotak life insurance ULIPS plan

The basic project objectives are as follows: To study consumer investment behavior To study brand awareness of Kotak Comparison of ULIPs. To discuss various new avenues in insurance and find the Market potential of ULIP in NCR . Following vital conclusions were derived: Trust needs to be developed among the customers both as far as the ULIP as a product is concerned Some respondents despite of knowing about ULIP were hesitant to talk on it because they were not too confident about their knowledge. This very fact completely declines the concept of providing switches as a lucrative feature in ULIP (which is done by most of the companies). The reason is that veryrarely people have the ability or time to use these features.

TABLE OF CONTENTS Declaration Certificate from organization Certificate from Institute Acknowledgement Executive summary Chapter Chapter 1 Description Introduction of Insurance Industry About the industry Chapter 2 Page No. 1-06 1

Company Profile Company profile Company History Vision & Mission Company Marketing Strategies Services S.W.O.T Analysis

7-67 7-8 9-16 17 18-23 24-28 29-62 63-67 69-72 73-79 74 75 76-77 78-79

Chapter 3 Chapter 4

Review of the Literature Research Methodology Research Objectives process Sources of data Limitations

Chapter 5 Chapter 6

Data Analysis & Interpretation

80-90

Findings & Suggestions Findings Suggestions

91-91 92 93

Chapter 7 Chapter 8 Chapter 9

Conclusion

94

Bibliography

95

Annexures 96-98 Questionnaires 96