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In Partial Fulfillment for the requirement for the award of degree of




I do hereby declare that training Project Report study on “CUSTOMER AWARENESS ABOUT
ICICI PRUDENTIAL LIFE INSURANCE” submitted by me towards the partial fulfillment of
Master of Business Administration. All the data be presented in this project is true and correct to the
best of my knowledge & belief.

I also declare that this project report is my own preparation.

(Student Signture)

No project report ever reflects the efforts of a single individual the report owes it existence to the
constant support and guidance of number of people. I am grateful to all of them.

I would thank all the respondents for giving their valuable time and providing useful information.

I sincerely thank to all the faculty members and the staff associated for their support given to me time
to time. Also, I would like to thank to all my friends and family members for their support given to
me time to time. I don’t have words to express my thanks, but still my heart is full of gratitude for the
favors received by me from the every person.

(Priya Taneja)

“Experience is the best teacher”. The saying plays a very pivotal role in our curriculum where in we

try and understand the nuances of the theoretical world with a blend of practical experience. It’s very

important to understand how and where to implement what we have studied. Knowledge in itself is a

continuous process. Getting practiced knowledge is an important thing for existence for any business

concern in the competition prevailing in an industry a total awareness is the first and foremost thing

necessary from all aspects, working smarter seems to be as important as working harder and longer.

We completed this project on “CUSTOMER AWARENESS” in part fulfillment of our MBA

curriculum. The knowledge we garnered through this exposure with the outside world will help us in

taking a giant leap towards understanding Customer Awareness and preferences.



 The Indian Insurance Industry History
 Introduction to the Company
 Study of the Topic


 Characteristics of Research
 Research Process
 Conceptualization
 Significance of the Study
 Objective of the study
 Research Design
 Data Collection
 Sources of Data Collection
 Analytical tools used in study
 Limitation of the Study







Life Insurance

The primary insurance agency known as Oriental Life Insurance organization was legitimate by British
in Calcutta. First undertakings at control of the business were made with the introduction of the Indian
Life Assurance Companies Act in 1912. Different modifications to this Act were made until the point
that the Insurance Act was pulled in up 1938. Basic features in the Act were the power given to the
Government to accumulate truthful information about the protected and the anomalous condition of
security the Act accommodated the overall public through course and control. Right when the Act was
changed in 1950, this suggested wide changes in the business. The extra necessities fused a statutory
essential of a particular level of significant worth capital, a rooftop on share belonging in such
associations to thwart transcendent control (to shield individuals when all is said in done from any
hostile courses of action from one single social affair), stricter control on adventures and, generally,
considerably more firmly control. In 1956, the market contained 154 Indian and 16 remote additional
security associations. Business was overwhelmingly assembled in urban zones and concentrated on the
higher echelons of society. "Exploitative practices gotten by a segment of the players against the
interests of the purchasers" by then drove the Indian government to nationalize the business. In
September 1956, nationalization was done, mixing each one of these associations into the indicated
Life Insurance Corporation . It was felt that "nationalization has lent the business sensibility, quality,
advancement and reach.


Life Insurance Corporation of India:

Life Insurance Corporation of India (LIC) was set up to spread the message of life coverage in the
nation and prepare individuals' reserve funds for country building exercises.
General Insurance Corporation of India :

The general protection industry in India was nationalized and an administration organization known as
General Insurance Corporation of India .It was framed by the Central Government in November 1972.

HDFC Standard Life Insurance Company :

HDFC Standard Life Insurance Company Ltd. is one of India's driving private extra security
organizations, which offers a scope of individual and gathering protection arrangements.

Max New York Life Insurance Company:

Max New York Life Insurance Company Limited is a joint venture that brings together two large forces
- Max India Limited, a multi-business corporate, together with New York Life International, a global
expert in life insurance. With their various Products and Riders, there are more than 400 product
combinations to choose from. They have a

ICICI Prudential Life Insurance Company :

ICICI Prudential Life Insurance Company is a joint endeavor between ICICI Bank, a chief money
related powerhouse and prudential plc. The main global monetary administrations assemble are
headquartered in the United Kingdom. ICICI Prudential was among the principal private area insurance
agencies to start activities in December 2000 in the wake of getting endorsement from Insurance
Regulatory Development Authority (IRDA). The organization has a system of around 56,000 guides
and also 7 banc affirmation and 150 corporate operator tie-ups.

Birla Sun Life Insurance Company :

Birla Sun Life Insurance Company is a joint endeavor between Aditya Birla Group and Sun Life
Financial Services of Canada. The joint endeavor uniting Royal & Sun Alliance Insurance and
Sundaram Finance Limited began its activities from March 2001. The organization is Head Quartered
at Chennai and has two Regional Offices, one at Mumbai and another at New Delhi.


Bajaj Allianz General Insurance Company

ICICI Lombard General Insurance Company
TATA AIG General Insurance Company
Reliance General Insurance Company
IFFCO Tokyo General Insurance Company
Om Kodak Mahindra Life Insurance Company
HDFC-Chubb General Insurance Company

The Insurance Regulatory and Development Authority (IRDA)

Reforms in the Insurance sector were initiated with the passage of the IRDA Bill in Parliament in
December 1999. The IRDA since its incorporation as a statutory body in April 2000 has fastidiously stuck to
its schedule of framing regulations and registering the private sector insurance companies.

The other decisions taken simultaneously to provide the supporting systems to the insurance sector and
in particular the life insurance companies were the launch of the IRDA’s online service for issue and renewal
of licenses to agents.

The approval of institutions for imparting training to agents has also ensured that the insurance
companies would have a trained workforce of insurance agents in place to sell their products, which are
expected to be introduced by early next year.

Since being set up as an independent statutory body the IRDA has put in a framework of globally
compatible regulations. In the private sector 12 life insurance and 6 general insurance companies have been

Function and powers of IRDA

 It is issues the applications in insurance area, a certificate of registration as well as renewal

modification, withdrawal, cancellation of registrations.
 It protects the interests policy holder in any insurance co in the matters related to the assignment of
policy, nomination by policy holder, insurable interest and resolution of insurance claim, submission
value of the policy.
 Once of the major functions of the IRDA includes endorsing competency in the insurance business.
Apart from this upholding and regulating professional organization insurance and reinsurance business
is also major duty of IRDA
 IRDA is also entitled to for asking for information, undertaking inspection and investigating the audit
of the insurance business is also a major duty.
 IRDA is specifies the terms and pattern in which books of accounts are to be maintained and
statement of account shall be provided by insures and other insurance mediators.
 It is also regulates investment of fund by insurance companies as well the maintenance of margin of
 It is also empowered to be involved in the arbitration of disagreements between insurers and insurance
 It is meant to specify the proportion of premium income of the insurer to finance policies.
 IRDA also specifies the share of life insurance business and general insurance business to be accepted
by the insurer in the rural or social sector
People need for Insurance

1) It provides the financial security to the family. An untimely / sudden death of the breadwinner the result is that
the family faces a great financial problem. So that time Life Insurance is a best instrument for family to solve
the financial problem.

2) Every person lives in dreams-dreams like high education for Children, grand marriage to daughters, etc. Life
insurance will make such dreams come true if the even dreamer is no more.

3) Own shelter has become an essential to everyone. Many institutions offer mortgage loan for purchase or
construction of a house or flat. Life insurance acts as a collateral security in respect of such loans. Without such
security the same shelter considered on asset as long as the house purchaser is alive. Will become liability to the
family if he dies before repayment of the entire loan.

4) Life insurance provides financial independence in old age. The lump sum maturity value of a policy when
received can be invested to yield interest sufficient to meet expenses after retirement from work life.

5) Organization can purchase group life insurance policies as part of their employee – welfare program. This acts
as a morale booster to the worker and result in improved productivity.

Stages/ steps in Policy Issuance

1) Proposal

A Proposal Stage is the First stage before the policy is issued at COPS. At this stage, the application form is
received by COPS, but it is pending for issuance due to further clarifications required from the customer.

2) Login

A proposal which is complete i.e., duly filled with all necessary documents attached to it & accepted by the
Branch ops, is called a Login

3) Reject

An Application gets rejected at the Branch Ops level due to necessary details not filled in the form or necessary
documents not submitted is a Reject. It is then sent back to the Advisor for completion.
4) Issuance

Issuance means a policy that is issued to the Customer by Central Ops.

5) Decline Status

When a customer refuses to take a policy post login but before Issuance is called a Decline

6) Cancellation

When the cheque given by the customer bounces, it amounts to cancellation of the policy.

7) Lapse

A policy for which the Customer fails to pay subsequent premiums is a Lapsed Policy.

Marketing of Insurance in India

Insurance is in a manner of speaking the last frontier in the financial sector to open. It is also a sector, which
leads to benefits across the full spectrum, from the individual who now have wider choices, to the economy,
which see increased savings, to the infrastructure sector, which can look forward to long term funding being
available. In an under-insured economy, newer channels of distribution have to be utilized to intensify the reach
of insurance both in urban and rural markets. This will create huge employment opportunities not only within
insurance companies but also as agents and consultants of insurance companies.

Marketing of Insurance

Protection is in a way the last outskirts in the monetary part to open. It is likewise a segment, which
prompts benefits over the full range, from the person who currently have more extensive options, to the
economy, which see expanded reserve funds, to the foundation area, which can anticipate long haul
subsidizing being accessible. In an under-protected economy, more current channels of conveyance
must be used to increase the scope of protection both in urban and rustic markets. This will make
tremendous business openings inside insurance agencies as well as specialists and experts of insurance
Marketing Mix Policies

Different companies can choose to position themselves differently and hence the Marketing Mix is
different. However, there are certain common characteristics that one can cull out from the possible
strategies that companies adopt.


The improvement of adaptable items to suit singular necessities is the thing that will separate the
champs from the additionally runs. The way to progress is in giving protection arrangements, not
institutionalized protection items. The idea of riders/discretionary advantages has just been an immense
development achieved by the new players, which has prompted customization of items for singular
needs. In any case, organizations may separate themselves based on item fragments that they center
around and exceed expectations in.


Diverse organizations may anyway pick distinctive channels and distinctive topographies to center
around. The channel alternatives are - tied office constrain, corporate operators and merchants and this
is a region where diverse organizations will settle on various decisions. Numerous organizations like
HDFC Standard Life are concentrating on all channels while organizations like Max New York Life
are concentrating on the tied office drive as it were. Client interface will be a key test for life coverage
organizations and incorporates each that collaboration that the client has with the organization, for
example, deals, new business guaranteeing, arrangement adjusting, premium installments, guarantee
preparing and soon. Innovation can assume a pivotal job in conveying the most elevated principles of
administration set by the organization and it will be basic for any genuine player to exceed
expectations in these.


Cost is a pertinent differentiator just in two fragments - unadulterated term protection and in
unadulterated annuities. Here as well, benefit conveyance and money related quality should be
available at any rate worthy level for cost to be a significant differentiator. If there should arise an
occurrence of reserve funds arranged items, long haul returns created are more pertinent than simply
the cost of the item. An attention on producing great speculation execution and keeping a tight control
on costs help in creating great long haul development esteem for clients. Standards have been set down
on these by IRDA and sticking to these while conveying great returns will be a test.


The level of interest is dormant and should be initiated impressively. The market should be created.
More noteworthy attention to protection and the need it as an insurance instrument as opposed to as a
duty arranging measure should be valued by the Indian individuals. Different specialized devices
including promoting, coordinate advertising and street indicates add to this and distinctive
organizations adopt diverse strategies on these.


Cashless repayment: One of the most characterizing and client inviting changes that we've found as of
late identifies with the way guarantees repayments are made. The appearance of the outsider manager
(TPA) administration has encouraged the change to the gigantically advantageous time of cashless
repayment of wellbeing and accident coverage claims. TPAs are elements who process guarantees for
the benefit of back up plans: the IRDA licenses them after it is fulfilled that they have the money
related quality, the prepared labor, the framework and the abilities to attempt this movement. In like
manner, with accident protection, the TPA ties up with carports and approved administration places for
cashless repayment of collision protection claims.

Lower premiums: The soul of rivalry and the expanding of the hazard understanding of insurance
agencies have added to a fall in premiums throughout the years. That is on account of, different things
being equivalent, a guarantor who covers the lives just of 10 individuals bears a higher hazard than a
safety net provider who covers the lives of, say, 100 individuals. Further, a more extensive construct
will give more noteworthy efficiencies in light of costs, for example, circulation, administration and
cases. An expansive basing of the mortality encounter, in this manner, gives back up plans the space to
contend by bringing down premiums, and that pattern is relied upon to continue.
Premium payment flexibility: Insurers have imparted certain flexibility to premium payment options in
order to address this concern. For instance, one now have the option to pay your premiums upfront,
which is then carried forward for the tenure of the policy. The yearly premiums are drawn from the
initial corpus. Insurers have also introduced the concept of ‘automatic cover maintenance’ to protect
your policy from lapsing owing to your omission to pay your premium on time. Under this, in the event
of your not paying the premium, the insurer dips into your investment account to the extent of the


This can assume a huge job for promoting in the Indian situation. Since Internet clients are relatively
lesser than nations, for example, US, the disconnected mode will be favored in India. In spite of the fact
that the dissemination display is to a great extent specialist based, wherever the client is in contact with
the organization, this factor can assume a huge job in tricking the client.


The most critical factor that emerges deals and keeps up client connections on a long haul premise is
this factor. Regardless of what appropriation technique an organization receives, client relationship
must be dealt with so as to keep up the client base on a long haul premise.


ICICI Prudential Life Insurance Company is a joint endeavor between ICICI Bank, a chief monetary
powerhouse and Prudential plc, a main global budgetary administrations amass headquartered in part
insurance agencies to start task in December 2000 in the wake of accepting endorsement from
Insurance Regulatory Development Authority(IRDA). ICICI Prudential's value base stands at RS.9.25
billon with ICICI Bank and prudential plc holding 74% and 26% stake separately. In the monetary year
finished March 31, 2005, the organization accumulated RS 1584 Core and composed almost 615000
polices. The organization has a system around 56000 counselors; As well as 7 bank affirmation and 150
corporate specialist tie ups. For the post four years, ICICI prudential has held its situation as the no 1
Private Life Insurer in the nation, with an extensive variety of adaptable items that address the issues of
the Indian client at each progression throughout everyday life.

To make ICICI prudential the dominant Life and pensions player built on trust by world – class people
and service.

This will be achieved by:

Under the needs of customers and offering them superior products and services.

Leveraging technology to service customers quickly, efficiently and conveniently.

Developing and implementing superior risk management and investment strategies to offer sustainable
and stable returns to our policy holder.

Providing an enabling environment to foster growth and learning for our employees.

And above all, building transparency in all our dealings.

The accomplishment of the organization will be established in its undeterred responsibility to 5 center
qualities – Integrity, client first, Boundary less, Ownership and enthusiasm. Every one of the qualities
portray what the organization rely on, the characteristics of our kin and the manner in which we work.
We do trust that we are on the limit of an energizing new chance, where we can assume a noteworthy
job in rethinking and reshaping the part. Given the nature of our parentage and the responsibility of
our group, there are no restrictions to our development.



ICICI Bank is India's second biggest keep money with a benefit base of RS.106812 center. ICICI Bank
gives a wide range of money related administrations to people and organizations. This incorporates
home loans, auto and individual advances, credit and charge cards, corporate and agrarian back. The
Bank administrations developing client base of in excess of 7 million client records and 5 million
bondholders accounts through a multi – channel get to arrange. This incorporates around 450 branches
and expansion counters, 1675 ATMs, call focuses and web saving money . ICICI Bank posted a net
benefit of RS. 1,206 center for the year finished March 31, 2003. ICICI bank is the main Indian
organization to be appraised over the nation rating by the global rating office Moody's and the main
Indian organization to be granted a speculation FICO assessment. The Bank appreciates the most
astounding AAA rating from all driving Indian rating offices.

Prudential plc

Set up in 1848, prudential plc is a main global monetary administrations organization in the UK, with
around US$250 billion assets under administration, and in excess of 16 million clients around the
world. Prudential has conveyed to showcase a coordinated scope of monetary administrations items
that presently incorporates life affirmation, annuities, shared assets, keeping money, speculation
administration and general protection. In Asia, prudential is UK's biggest life coverage organization
with a vast6 system of 22 life and common reserve tasks in twelve nations – China, Hong Kong, India,
Indonesia, Japan, Korea, Malaysia, Philippines, Singapore, Taiwan, Thailand and Vietnam. Since
1923, prudential has advocated client – driven items and administrations, upheld by more than 60,000
staff and specialists over the district


ICICI prudential has one of the greatest dissemination frameworks among private life inclusion in
India, having begun assignments in 69 urban regions and towns in India, they are Agra, Ahmadabad,
Ajmer, Allahabad, Amritsar, Aurangabad, Bangalore, Bareilly, Bhatinda, Bhopal, Bhubaneshwar,
Calicut, Chandigarh, Chennai, Coimbatore, Dehradun, Durgapur, Faridabad, Goa, Guntur, Gurgaon,
Guwahati, Hyderabad, Indore, Jaipur, Jalandhar, Jamnagar, Jamshedpur, Jodhpur, Kanpur ,Kochi,
Kolkata, Kolhapur, Kota, Kottayam, Lucknow, Ludhiana, Madurai, Mangalore, Meerut, Mumbai,
Mysore, Nagpur, Nasik, Noida, New Delhi, Patiala, Pune, Raipur, Rajkot, Ranchi, Rourkela, Shimla,
Siliguri, Surat, Thane, Thrissur, Trichy, Trivandrum, Udaipur, Vadodara, Varanasi, Vashti, Vijayawada
and Vizag. The association has seven bank affirmation tie-ups, having concurrences with ICICI Bank,
Federal Bank, south Indian Bank, Bank of India, Lord Krishna Bank and some co-operator banks, and
what's more in excess of 160 corporate masters and delegates. It has furthermore tied up with
affiliations like Dhan for course of salaam Zindagi, a methodology for the socially and fiscally
underprivileged sections of society. ICICI prudential has enlisted and arranged around 50,000 insurance
Advisors to interface with and guide customers. Further, it utilize its best in class IT establishment to
give preferable nature of organization over customer.

 Saving plans

 Child plan

 Protection plan

 Retirement plan

ICICI prudential life insurance offers a range of innovative, customer-centric products that meet the
ends of customer at every life stage. Its 20 products can be Enhanced with up to 6 riders, to create a
customized solution for each policyholder.

Savings Solutions

Secure in addition to is a straightforward and highlight pressed reserve funds plan that offers 3 levels of

Cash in addition to is a straightforward, include pressed investment funds plan that offers 3 levels of
security and also liquidity alternatives.

Save and secure is a customary gift funds plan that offers life insurance alongside satisfactory returns.
Contribute Shield Gold is a Market connected arrangement that gives capital certification on the
contributed premiums and proclaimed reward enthusiasm alongside constrained premium installment

Protection plan:

We as a whole would like to carry on with a full life till a ready maturity to guarantee our kids'
sustenance and sound development. Be that as it may, if a sudden handicap or ailment strikes? Other
than the distress and the arrangement, such an occasion additionally totally upsets life for every one of
the general population who are monetarily reliant on us.

Our extra security approaches offer an exhaustive scope of insurance benefits .Life Guard-An ease of
high assurance plan that offers security over a predefined period. Riders-Additional advantages that one
can add on to the arrangement. The rider can be settled on at the season of talking the essential
approach. Extra premium is charged for every rider. A protection strategy can be customized to give
assurance to you and your friends and family. If something somehow managed to transpire, it can help:
Safeguard your significant other: guarantee life's congruity for your adored one. Dear and Near ones
guarantee your kids' instruction proceeds undisrupted. Un for seen conditions: bear the expense of
battling a sickness, inability, and so forth.

Child plan
As a careful parent, you will reliably ensure an issue free, powerful life for your adolescent.

In any case, life is stacked with vulnerabilities and even the best laid plans turn out severely. Here's the
way by which you give your adolescent a 100% shielded and ensured tomorrow, whatever the
vulnerabilities. Splendid kid plans are proposed to give versatility and to shield your tyke's future
guidance and lifestyle, thinking about every single possible result.
Introducing Smart Kid Child designs. Leave nothing to risk Smart Kid Child designs offers three items:
 Unit-Linked Regular Premium II

 Unit Linked Single Premium II

 Regular Premium Smart Kid.

Retirement Plan:

A large portion of you envision yourselves appreciating the products of work after retirement, going
on your fantasy get-away, or helping your youngsters' profession take wing. However, do you
understand that financing this will undoubtedly depend incompletely on your own sparing in light of
the fact that individual funds and speculation speak to a huge wellspring of retirement wage for some
individuals, you can never spare excessively. At present you are at a phase where you are juggling
numerous jobs, as sustaining guardians, loyal parental figures to senior citizens, steady life
accomplices, while attempting to keep up a vocation. It is too simple to escape dealing with and taking
care of the day-today issues to not investigate your retirement require. It might likewise appear to be
too far away to be of concern. In any case, a glance at the issues beneath will make the requirement for
some key arranging at this stage plentifully clear. Today, on account of a more advantageous way of
life and advances in drug, the normal Indian lives longer. This makes the test of aggregating enough
cash for retirement even more difficult, since it may have to last longer. Also, with the falling interest
rate scenario and the raising costs of medical expenses retirement means monetary uncertainty for
most of us. More so, because there is also the ever-persistent evil of inflation, which erodes your
purchasing power. Therefore, the message is simple-put time on your sides and start Early.

We at ICICI prudential disaster protection put stock in the logic of giving important and extensive
protection answers for plan your retirement. Our protection is the most discretionary devices to design
your retirement since they give you wellbeing, Liquidity, Tax advantages and life assurance and
subsequently guarantee that you are extensively secured. ICICI prudential presents Retirement
arrangements that consolidate the best of venture and protection. These arrangements are produced to
guarantee your genuine feelings of serenity for the years to come. Arrangements that enable you to
keep up your way of life requirement for whatever length of time that you live.

Life Time Pension II:

A regular premium linked deferred pension plan that gives you the freedom to choose the amount of
premium, and invest in market-linked funds, to generate potentially higher returns.

Secure plus pension: A regular premium deferred pension plan that gives you the flexibility to choose
between 3 levels of sum assured for the same level of total annual contribution.

Life Link Pension II:

A single premium linked deferred pension plan that gives you the freedom to choose the amount of
premium, and invest in market-linked funds, to generate potentially higher returns.

Forever Life:
A regular premium deferred pension plan that helps you save for your retirement while providing you
with life insurance protection. Depending on your specific need our retirement solutions give you the:

Power to pick the retirement date

Power to pick the potential level

Power to expand your ventures

o Power to interest in an arrangement in light of your needs

o Power to get you annuity in 5 diverse ways

o Power to pick your annuity supplier

o Power to add-on adaptable riders at an ostensible additional premium

Customer Service and Operations

The Operations division oils the work forms between the client and the organization to guarantee
steady and quality support of the client. To streamline the tasks, the Operations office interfaces
between the customers and the specialists, the branches and the financiers, and oversees work forms.
The Vision at Customer Service is to convey 'World Class Service' at each chance. Units, for example,
the 9 to 9 contact focus, Outbound Call Center, Customer Care and Query Resolution Unit are
altogether dedicated to giving powerful answers for over lakhs of clients the nation over.

Human Resource
The overall public arrangement of ICICI Prudential is to manufacture a submitted bunch with a culture
of headway, learning and advancement. The Human Resource Function at ICICI Prudential drives the
all inclusive community arrangement of the business. With its hidden focus on operational
significance to pass on points of interest and organizations to staff people, HR is as of now devoted to
building limit through front line frames. A ground-breaking execution organization structure,
compensation system and a divided getting ready building enable it to pass on a motivator to the

Information Technology

The Information Technology work at ICICI Prudential is made plans to enable business utilizing
development. It is segmented into 4 social affairs to engage most unusual measures of transport to the
customers: Life Asia Solutions Group that gives flexibility in arranging better thing commitments to
end-customers, the Solutions Group-Web that gives consistent information to customers and is
responsible for customer relationship organization, IT Architecture and Corporate Solutions Group is
responsible for making and keeping up a diagram for the IT building for the undertaking generally.
This gathering fills in as an in house R&D Solution Group, exploring new mechanical exercises and
moreover considers information needs of corporate limits in the affiliation. IT Infrastructure collect is
accountable for giving gear, programming, orchestrate organizations to the whole affiliation. This
social event runs the 'Electronic Nervous System' of the Enterprise at the biggest measures of
capability and give healthy, versatile and extremely available stage for sending of business application.


Board of Directors

The ICICI prudential Life Insurance Company Limited Board comprises reputed people from the
finance industry both from India and abroad.

Mr.K.V. Kamath, Chairman

Mr. MarkNorbom
Mrs. Lalita D. Gupta
Mrs. Chanda Kocher
Mr. Kevin Holmgren
Mr.M.P. Modi
Mr. Narayanan
Ms. Shikha Sharma, Managing Director

Management Team
Ms. ShikhaSharma, Managing Director
Mr. Sandeep Batra, Chief Financial Officer & Company secretary
Mr. Shubert J.Mitra, Chief – Human Resources
Mr. Puneet Nanda, Head-Investments

Customer awareness is a part of company communications plans. it is a process that

help and entrepreneur educate customers about his company, its performances and the

products or services her company delivered. A well design awareness program ensure

better customer engagement and protects customers welfare.

Objective of customer awareness

Help customer find out your product and services.

Convey a clear message explaining the strength and benefit of your products.

Gain customer trust by helping them understand how the products will sole their

respective problems.

Today a corporation operates in a highly competitive environment. If an entrepreneur

want its target customer to know about it innovation and prioritize its product over

similar category product it has to build a good customers awareness process.

Building customers awareness is important because customer has right to know why

they should buy your products. What are its benefits and how safe it will be use your


The primary purpose of this study is to analysis customer awareness of ICICI

prudential life insurance plans or policies.

It will also help in analyzing the customer perception regarding ICICI prudential life

insurance company and their complaints were analyze and the study is to analyize

whether the existing customer are satisfy with the products and services provided by

ICICI prudential life insurance company.

The study will help the company in understanding the expectations, future needs and

requirements of the customers.


Survey Verma (1990) conducted research on merchant banks in India with the purpose to analyze
their organization structure and management pattern and to assess their suitability for medium and
small size corporate and non-corporate enterprises. The suitability of merchant banking services in
reducing investors’ risk and corporate capital structure has also been examined. The information was
collected from a sample of 32 merchant bankers through questionnaire and the study covered the
period 1978 to 1984.

The researcher found a number of weaknesses in the existing ‘divisional form’ organization and
management pattern of merchant banks in India. This included deep concentration of decision making
power, lack of co-ordination, lack of appropriate skill, inadequate training program, strict dependence
on the bureaucratic framework, blocked communication channels and misdirected accountability.

The study revealed that 90 percent of the resources of all merchant banks were devoted only to the
management of public issues. A negligible performance of merchant banks were found in other areas of
services including loan syndication, merger and amalgamation, inter corporate investments and
corporate counseling. Further, merchant banking activities were found to have remained concentrated
with only a few top merchant bankers, while stock brokers managed very small sized issues covering
just 15% of the total amount of public issues. A good public response was found to the issues managed
by category I merchant bankers including merchant bankers of public sector banks, whereas the
category II merchant bankers which included private firms had the public response of second order.

The researcher highlighted the merchant banks’ contribution in causing risk reduction both to investors
(through portfolio management) as well as the industry (through project counseling and corporate
counseling). Empirical results also highlighted that corporate enterprises which sought merchant
bankers’ assistance were financially sounder and less prone to sickness as compared to those notes
assisted by the merchant banks.

Murthy (1993) in his paper examined the cost of raising capital from the public issues floated during
1992-93. During 1992-93, an amount of Rs. 4677.74 crore was raised through 514 public issues. The
estimated expenses on these issues were Rs. 473 crores. Analysis of 506 public issues showed that issue
expenditure as percentage of net public offer was 10.10% and the proportion of issue expenses declined
with the increase in offer size. The study found that smaller projects tend to spend a higher proportion
as issue expenditure compared to the larger ones. The researcher also compared the cost of raising
capital of issues through the OTC (over the counter) route and regular stock exchange option and found
that the cost of raising capital through OTC route was lower than the issues that opted for regular stock
exchange route. The study pointed out that no uniform format existed for reporting the issue
expenditure in the prospectus. The researcher has suggested that the total issue expenditure as
percentage to the total issue amount be reported prominently in the prospectus and abridged prospectus
cum application form.

Shah (1995) conducted an empirical study on the data set of 2056 Indian IPOs listed on the BSE from
January 1991 to May 1995 with the objective to examine the under pricing of IPOs and to establish the
empirical regularities about India’s IPO market. He examined six factors underlying under pricing,
namely asymmetric information between firms and investors, fixing the offer price too early, the
interest rate float, loss of liquidity on the amount paid at issue date (liquidity premium), building loyal
shareholders and merchant bankers rewarding favored clients as an incentive to under price. Empirical
study found that the average price on first listing day was 105.6% above the offer size, average delay
between issue dates and listing day was11 weeks 36 and weekly excess return on market index was

Srivastava (1995) in his paper highlighted the need for efficient marketing of public issues because of
the transformation of new issue market from sellers’ market to buyer dominated market as the
geographical and demographical range of investors has widened. According to him, the process of
public issue marketing starts with the selection of the issue by the merchant banker. Then the merchant
banker plays the role of a guide for the appointment of underwriters, brokers and an expert advertising
agency. The researcher has listed the current practices in public issue marketing which include the
application of data base marketing research, direct approach to investors (like insurance, UTI), seeking
services of marketing experts as issue specialists, branding the issues like mutual funds, and effective
advertising through extensive and intensive use of media. The author concluded that the future
dimensions of public issue marketing will include the after sale service to investors and giving instant
services of selling.
Aggarwal (1995) traced the origin, growth and history of merchant banking in India and abroad. The
objectives of the study included the analysis of organizational structure, management pattern and
performance evaluation of SEBI registered category I merchant bankers during the period 1989- 90 to
1993-94. The study found that merchant banking institutions lack skill development programs for
training the staff, up to date information and more concentration of decision making power. Despite
this, the study highlighted the important role of merchant bankers in the growth of capital market and
mobilization of resources from public through issue management activities. The author recommended
for stopping the turnover of personnel in merchant banking divisions of nationalized banks due to
transfers, who have up to date market information and adopt professional attitude for providing services
as merchant bankers.

Narta (1996) conducted a research study to find out the growth of new issue market and underwriting
of capital issues in India, and to analyze the cost of raising capital during the period 1970-71 to 1988-
89. The study was based on the secondary data. The researcher found that after independence, a large
number of public financial institutions, investment institutions, merchant banking divisions of
commercial banks and investment consultancy agencies were engaged in the underwriting operations of
capital issues in India. The researcher found that public financial institutions accounted for a larger
proportion in underwriting activities though their share declined from 63% in 1970- 71 to 22.64 % in
1986-87. The commercial banks showed an increase in underwriting activities on account of opening of
merchant banking divisions. Development banks and GIC were found to prefer participation in the
underwriting of large issues. Stock brokers were more active in underwriting during boom conditions
while commercial banks were more selective to underwrite the issues of their valued customers. The
average cost of public issues during the period of study was found to be ranging from 8% to 10% of the
amount offered to public.

However the cost of issues of existing companies was higher as compared to IPOs because of
aggressive campaign for over subscription. The suggestions by the researcher included opening of more
merchant banking divisions by commercial banks, joint underwriting, single window agency in new
issue market and priority to the underwriting of small issues by public financial institutions.

Kailani (1998) in her research work examined the marketing strategies and performance of merchant
bankers during the period 1990-91 to 1997-98. The study was based upon 77 merchant bankers. The
researcher evaluated the performance of merchant bankers by taking into account of both qualitative
and quantitative dimensions. While qualitative factors included skill in issue management and quality
of personnel and services to the clients, the quantitative factors included number and amount of public
issue handled and the activity profile of merchant bankers (fund based or non-fund based). The
variables taken for quantitative evaluation included projected and actual sales, profit before interest,
depreciation and taxes, profit after tax and earnings per share.

The study found that the role of merchant bankers had become more diverse after the setting up of
SEBI. Post liberalization era up to 1995 saw a number of small financial companies entering into
merchant banking business because of low entry barriers. Consequently, bad quality issues were sold in
large numbers. Further, high 38 concentration of merchant banking business was found among the top
ten merchant bankers and only six merchant bankers provided all the post issue services. The author
recommended for fixing the responsibility for fulfillment of promises made in the prospectus,
improving the quality of disclosures in IPOs, need for grading the prospectus, mandatory participation
of merchant bankers in the project and rating of merchant bankers.

Qumar (1998) analyzed the non-fund based financial services by the leading public sector banks
(PSBs) in the field of merchant banking for the period 1993-94to 1997- 98. According to the author,
the public sector banks entered in merchant banking business on the recommendations of Banking
Commission 1972 and dilution of foreign equity of large number of foreign companies operating in
India. He analyzed the role played by public sector banks in handling the number and amount of issues
as lead manager, co-manager, underwriter, adviser, banker to issue and the project appraiser.

The author concluded that there should be reforms in the existing legal system relating to financial
services of PSBs, as frequent changes in guidelines had adversely affected the financial services of

Mohiadeen (1999) conducted research on the topic ‘A study on New Issue Management Services of
Lead Merchant Bankers in India’. The objectives of the study included identifying the functional
activities of issue management and to assess the functioning of the merchant bankers in the pre and
post issue management phases. The study covered the period from the year 1992-93 to 1996- 97 and
was based on both primary and secondary data. The primary data was collected from a sample of 26
lead merchant bankers a questionnaire.
The study found that all private merchant bankers depended on the services of the brokers, sub brokers
and underwriters for the success of the issue but merchant banks of private and public sector banks did
not depend on them. The merchant banks of nationalized banks and financial institutions had been
rather concentrating only on 39 specific industries. Promoters’ track record, company fundamentals,
industry type and EPS were the important factors in pricing the public issues. The market support of
brokers was found to be inadequate. Collecting bankers to the issue was found to have acquired the
applications money even after closure of the issue. The performance of the group lead merchant
bankers who had handled the issues did not differ significantly from those who had handled the issues
individually. Lead merchant bankers opined that actual public issue cost had been more than the cost
mentioned in the offer document. The correlation of issue price and market price in the case of public
sector merchant bankers was found to be highly positive, but negative in case of public issues managed
by private sector merchant bankers. The researcher recommended that the merchant bankers should
develop a large public investors’ base for the development of equity culture in India and that there was
a need for reduction in the number of merchant banker’s inthe industry.

Gunner (1999) in his paper analyzed the relationship between underwriter reputation and IPO under
pricing in the Istanbul Stock Exchange (ISE) in Turkey. The authors attempted to compare the findings
of various studies on US market that the IPOs managed by prestigious underwriters resulted in lower
amount of under pricing in short period, with that of emerging markets.

The sample for the analysis consisted of 180 IPOs that took place at ISE during the period from 1993 to
June 1999. The study used both traditional and extended model for establishing the relationship based
on the given characteristics of the IPO. The application of the traditional model on the IPOs in Turkey
found no relationship between initial day IPOs returns and the underwriter reputation regardless of
which reputation measure is used. However, a positive relation was found between the initial day IPO
returns and 15-day return on the market index before the first day of trading. However, after controlling
the factors that are important in determining the price of an IPO in an emerging market, a complex
relationship between underwriter reputation measures and IPO returns was documented in the study.

In the extended model also, the study found a negative relationship between the IPOs return and the
underwriter reputation because these underwriters were well known to the investor The researcher
further found a positive relationship between the volume of IPOs handled by a particular underwriter
and the initial day IPO return.

“According to Clifford Woody, Research Methodology define the troubles, collecting, organizing
&evaluate information, making deductions &researching to results or conclusions”

Research: -“Research means searching again and again to gain knowledge or to find the solution of
any problem occur. Research also helpful to learn something new. It helps to find new things. It is a
process to gather data and knowledge. Many of the information can be collected on the basis of which
decision can be taken. In the project research is helpful to get the data related to the logistic
companies. Research is helpful to collect data. Research is a systematized effort to achieve or gain
new knowledge. Research is a careful review or inspection to discover new information and
relationships to increase and to verify the existing knowledge. Research in common parameters means
to search for knowledge or to search again and again. The Research methodology here includes the
following steps:

 Research design
 Universe and sample survey of the population
 Sample design
 Collection of data
 Analysis of data


Research is known as the process of analyzing, collecting and interpreting the available data to answer
questions. But to be considered as a research, the process must contain positive features or
characteristics: it should be as far as possible, controlled, demanding, systematic, valid and
demonstrable, experiential and critical”

1.Systematic: the data taken should be appropriate and should be presented in a systematic way.
2. Reproducibility: Is the experiment or thesis designed faultlessly with perfect procedures so that
others can also test your findings?
3. Controlled: as there are different variables used in the research thus that should be controllable.
4. Empirical and objective: Only base data on what you see (direct observation) and not what you
think or want to happen. Stick to the truth, even if it’s not what you expected. This leads on
to step five.
5. Courage: never be afraid of what you may find during your analysis.
6. Hypothetical: in the same way don’t be afraid of stabbing your neck on the line and giving an
intellectual response to the data.
7. Patience: patience is very important while the process of analysis as any mistake can result to
wrong findings
8. Analytical and critical: go deep into the idea you are again searching.
9. Accuracy: do not leave any stones unturned by proper investigation and attentiveness if there are
problems in the methodology the result will be discharged.


1: Identify and also develop your topic

2: Do a preliminary search to gather information

3: gather materials

4: Evaluate all the available sources

5: Make notes of all the details

6: Write your paper clearly

7: Cite your sources properly and in a proper manner

8: Correct
Fig 1 the research process

Client observation has dependably been an issue of exchange as far back as the coming of vital
administration as a field of study and practice. Michael Porter was the first to make the term prominent
in the mid 80s and he was so fruitful in drawing in the researchers' consideration regarding the
possibility of client recognition that it turned into the catchphrase of key administration and the core of
maintaining a business. A few investigates and studies have been led to comprehend the meaning of
consumer loyalty and maintainability of upper hand. In any case, in every one of the endeavors, one
noteworthy thing appears to have been absence of and that is a totaling approach in conceptualizing
upper hand to test what level of assorted variety may appear to exist in characterizing upper hand and
maintainable upper hand. This examination means to conceptualize upper hand with a specific end goal
to see how different the conclusions are and furthermore to review the writing of key administration as
to discover the focuses regarding the matter of economical upper hand. The investigations uncovered
that there is an impressive assorted variety among the perspectives of researchers concerning upper
hand and furthermore supportability of upper hand. It is suggested that the distinctive
conceptualizations of upper hand may prompt diverse mental models and therefore to various handy
ramifications. Consequently, the current assorted variety must be considered important since there are
constantly prescriptive proposals in the accomplishments of vital administration and particularly its
focal point, to be specific upper hand. Conceptualization of Competitive Advantage and Sustainable
Competitive Advantage, the Question of Diversity.


This is a constrained report which mulls over the reactions of 100 individuals. This information can be
sent out to take in the patterns over the business. The hugeness for the business lies in concentrate these
patterns that rise up out of the examination. It is a quickly changing and advancing segment.

Individuals are just start to wake up to its immense potential outcomes. An examination like this can
endeavor to direct the eventual fate of the business in view of current patterns.


To encourage and give all the valuable data of the investigation, the organization, the protection
business and furthermore give showcasing routes, techniques for ICICI PRUDENTIAL LIFE


The essential goal is to think about the customer mindfulness about ICICI prudential disaster
protection. The estimation of buyer mindfulness incorporates the current clients, the non-clients of the
ICICI prudential disaster protection. It fundamentally incorporates the overview of the general
population who never utilized the administration of ICICI Prudential extra security .It will causes us to
unhide the explanations behind not utilizing it. The investigation of shopper mindfulness about ICICI
prudential life coverage is estimated from two alternate point of view, holding present clients, drawing
in Lost clients by guaranteeing the great quality administrations and pulling in new clients this
administration and in growing its market.

To examine buyer mindfulness about ICICI Prudential extra security.

To check the levels of buyer dedication's as for the organization of the ICICI Prudential life

To separate the shortcomings in the organization of ICICI Prudential life inclusion.


The main role of this investigation is to break down the purchaser mindfulness about ICICI Prudential
Life Insurance Plans or Policies. It will likewise help in investigating the brand picture with respect to
ICICI Prudential Life Insurance Company .Their dissensions were broke down and recommendations
are given to redress the grumblings, so the hole can be connected between the standard and genuine
administration gave.

The examination is to break down whether the current purchasers are happy with the item and
administrations, given by ICICI Prudential Life Insurance Company. The study will help the firm in
understanding the desires, future needs and prerequisites and grievances of the shoppers.


On the awareness of the findings of qualitative analysis, a questionnaire was framed to address”
 Information required to answering research queries
 Validating all the analysis that had been projected through the questionnaire
 Design framework
All the queries (except identification-based) were closed-ended. The important queries were display
1st, and identification questions were at the end. Careful phrasing was accustomed avoid ambiguity or
biasing queries. many queries concerned to the respondent expressing his/her level of agreement with a
definite issue. Few of those queries were declared completely and few others negatively to avoid
biasing in response. Sensitive data reminiscent of data concerning Income/Family standing had
response classes and was placed towards the very end of the form to extend response rate. The form at
the start developed was pre-tested by administering to a little variety of respondents.


“Data collection is a standout amongst the most important stage in leading an examination. You can
have the best research outline in the world however in the event that you can't gather/the required
information/you will be not having the capacity to finish your undertaking. Information gathering is an
extremely requesting work which needs careful arranging, diligent work, tolerance, diligence and more
to have the capacity to finish the errand effectively. ‘Information gathering begins with figuring| out
what sort of information required took| after by the determination of an example from a specific
populace. After that, you have to apply a specific instrument to collect the data from the selected test”
Sample Universe – Rohtak Sample Size - 100


1. Primary data
2. Secondary data

PRIMARY DATA: Raw Data is called Primary Data. Data that is collected by the investigator
himself/herself for the aim of specific inquiry is known as primary data.
The ones that have been used are: -
 Observations
 Informal interviews
 Questionnaire
Primary data has been collected through personal observation.
SECONDARY DATA: Secondary data has benefit over primary data that former is less time and
cost consuming.
The secondary data was collected through: -
 Reports
 Journals and Articles
 Text books
 Websites
Secondary data has been collected through company Website.


For the study that has been conducted in the research both types of data have been used, primary as
well as secondary data”


The customers that are selected should be the representatives of total population as possible in order to
produce a miniature cross section. The customers selected from the total population is called a sample
& the assortment process is called sampling technique. The survey so conducted is awakening as
sample survey. Sample chosen must be representative of universe to be studied & therefore, every care
must be taken in size may give better results the constraints like time and money comes to limit the size
of sample. So, besides, being care representative of the Universe, a sample should be convenient in
terms of size. It should neither be too small nor too big. It should be manageable.”

Inspecting is worried about picking a subset of person's from a factual populace to evaluate the
highlights of the aggregate populace. This can build precision by focusing on an example the extensive
component that has most prominent effect on the populace gauges. As such, Sampling alludes to the
technique for picking an example from the given universe with a view to draw results from out of the
universe. An example is known as a gathering of the universe that is chosen for the examination or
examination. The analyst has utilized Convenience Sampling in this task. Accommodation examining
alludes to those testing procedures in which information and data is gathered based on Convenience. It
isn't that much costly. It is extremely basic and simple in this procedure of inspecting information or
data is effortlessly accessible. Inspecting is worried about picking a subset of person's from a factual
populace to evaluate the ANALYTICAL TOOLS USED IN STUDY

There are many analytical tools used for the study. It includes table, graphs, percentages, and bar
graphs. Tables were used for the analysis of collected data. The data is also gracefully represented with
the aid of numerical tools such as graphs, pie charts, etc. Percentage and averages also been used to
represent data and information clearly, easily and effectively. These are the effectiveness tools for
representing data and information with the help of graphs”

Graphical and Tabular analysis

Tables: Tables are used to represent the response of the respondents in a precise term so that it
become easy to evaluate the data collected.

Pie-charts: Pies charts have been used to express that how much percentage of respondents have a
particular response towards a particular option.

Graphs:-Graphs are nothing more than a graphical representation of the data collected in tabular


The ask about is restricted to a particular parts of Rohtak and does not by any stretch of the
imagination exhibits a model material to all of Country.

A few respondents were reluctant to uncover singular information which can impact the authenticity
everything considered.

In a rapidly advancing industry, examination on one day or in one area can Change quickly. The
environmental changes are critical to be considered remembering the true objective to adjust the

Some of them didn't fill the survey in light of nonappearance of time.

Reaction did not be accumulated from the total precedent picked.

A portion of the review did not be done due to reasons other than time factor.

The order of the system made some issue in getting information. Respondents have given inclination



 Since it was specific irregular examining strategy – just individuals having a substantial email id
and general thought of travel sites were picked with a specific end goal to spare time on teaching
respondent about the same. The greater part of discoveries depends on the understandings of
different cross-arrangements and examination did:
 The phases in analysis of data involves following:
 Data cleaning
 Initial data analysis
 Interpretation means finding out or explaining meaning. It involves drawing inferences from the
analysis of data. Interpretation and analysis are closely interlinked. Analysis of data often includes
a simultaneous
 interpretation of the results. Researcher can better appreciate only through for
 It involves following four steps to interpretation of data:
 Assemble the needed information.
 Develop findings: Findings are the observations about the data. They are the statements that
summarize the important and key points. Developing findings is a process in which one comprises
the results with known standards or guidelines within
 Develop conclusions: The next step is drawing a conclusion based on the interpretation results for
 Develop recommendations: Based on conclusion, recommendations are made and lessons learned
are drawn. Recommendations involve specific measures, suggestions and advice on a target

Q1) Age of the respondents

Particulars Percentage
Less than 25 11%
25-35 40%
35-45 20%
Above 45 29%

Table no.1






Less than 25 25-35 35-45 Above 45


From the survey it was found that amongst 100 respondents
a) 11% of the respondents are less than 25 years old.
b) 40% of the respondents are between 25 and 35 years of age.
c) 20% of the respondents are between 35 and 45 years of age.
d) 29% of the respondents are more than 45 years of age.
Q2) Occupation of the respondents.
Particulars Percentage
Business man 34%
Professionals 18%
Job holders 37%
Others 11%

40% 37%



20% 18%



Business man Professionals Job holders Others


From the survey it was found that amongst 100 respondents
a. 34% of the respondents are businessmen.
b. 18% of the respondents are professionals.
c. 37% of the respondents are job holder
d. 11% of the respondents are background.
Q3) Average annual income of respondents.
Particulars Percentage
Up to 1 lakh 33%
1 lakh - 3 lakh 43%
3 lakh - 5 lakh 20%
5 lakh & above 4%

45% 43%


35% 33%





Up to 1 lakh 1 lakh - 3 lakh 3 lakh - 5 lakh 5 lakh & above

From the survey it was found that amongst 100 respondents
a) 33% of the respondents have an average annual income up to 1 lakh
b) 43% of the respondents have an average annual income from 1 lakh to 3 lakh
c) 20% of the respondents have an average annual income from 3 lakhs to 5 lakh
d) 4% of the respondents have an average annual income above 5 lakh
Q4) Family size of respondents.
Particulars Percentage
Below 5 members 50%
5 - 10 members 32%
Above 10 members 28%



30% 28%



Below 5 members 5 - 10 members Above 10 members

From survey it was found that amongst 100 respondents
a) 50% of the respondents are below 5 members.
b) 32% of the respondents are between 5 to 10 members.
c) 28% of the respondents are above 10 members
Q5) The type of the investment in which you are Interested?
Particulars Percentage
Long term 60%
Medium term 30%
Short term 10%




Long ter Medium term Short term

From the survey it was found that amongst 100 respondents
a) 60% of the respondents are interested in long term investment.
b) 30% of the respondents are interested in medium term investment.
c) 10% of the respondents are interested in short term investment.
Q6)In which of the following you are interested?
Particulars Percentage
Safety investment 59%
Huge returns 30%
Balance between risk and returns 11%





Safety investment Huge returns Balance between risk and

From the survey it was found that amongst 100 respondents
a) 59% of the respondents showed their interest in safety investment.
b) 30% of the respondents showed their interest in huge returns.
c) 11% of the respondents showed thein interest in balance between risk and returns.
Q7) Have you invested in insurance?
Particulars Percentage
Yes 85%
No 15%



From the survey it was found that amongst 100 respondents
a) 85% of the respondents are invested in insurance
b) 15% of the respondents are not invested in insurance
Q8) Awareness of ICICI Prudential life insurance.
Particulars Percentage
Yes 100%
No 0%



Yes No


From the survey it was found that amongst 100 respondents
a) 100% of the respondents say that they are aware of ICICI Prudential life insurance co.
b) 0% of the respondents say that they are unaware of ICICI prudential lifeinsurance co.
Q9) Which type of plan you have taken which plan of ICICI Prudential life insurance?
Particulars Percentage
Children education 37%
Wealth education 40%
Retirement solutions 23%



Children education Wealth education Retirement solutions


From the survey it was found that amongst 100 respondents
a) 37% of the respondents invested in children education plan
b) 40% of the respondents invested in wealth education plan
c) 23%of the respondents invested in reference solutions plan
Q10) which premium payment method you have opted?
Particulars Percentage
Yearly 61%
Half Yearly 22%
Quarterly 8%
Monthly 9%
Table 10





8% 9%

Yearly Half Yearly Quarterly Monthly

From the survey it was found that amongst 100 respondents
a) 61% of the respondents opt yearly payment method.
b) 22% of the respondents opt half yearly payment method.
c) 8% of the respondents opt quarterly payment method.
d) 9% of the respondents opt monthly payment method.
Q11) What Factor do you consider while selecting ICICI Prudential life insurance?
Particulars Percentage
Tax savings 20
Security 40
Returns 20
Charges 10
Others 10
Table 11
20 20
10 10
Tax savings security returns Charges others

Fig 11

From the survey it was found that amongst 100 respondents
a) 20% of the respondents consider tax savings factor
b) 40% of the respondents consider security factor
c) 20% of the respondents consider returns factor
d) 10% of the respondents consider charges factor
e) 10% of the respondents consider other factor
Q12) What made you to invest ICICI Prudential Life Insurance?
Particulars Percentage
To. advertisement 21%
Newspapers and magazines 23%
Company advisors 36%
Friends/ relatives 20%
Table 12


25% 23%




To. advertisement Newspapers and Company advisors Friends/ relatives

Fig. 12
From the survey it was found that amongst 100 respondents
a) 21% of the respondents invested in ICICI Prudential Life Insurance after watching their advertisement.
b) 23% of the respondents invested in ICICI Prudential Life Insurance after reading about their services in
newspapers and magazines.
c) 36% of the respondents invested in ICICI Prudential Life Insurance through company advisors.
d) 20% of the respondents invested in ICICI Prudential Life Insurance after getting recommended by friends
and relatives.
Q13) From the following which company returns would be more?
Particulars Percentage
LIC 15%
ICICI Prudential life insurance 75%
Bajaj Alliance 4%
Birla Sun life insurance 6%
Table 13

80% 75%






20% 15%

10% 4% 6%

LIC ICICI Prudential life Bajaj Alianzns Birla Sun life insurance

Fig. 13
From the survey it was found that amongst 100 respondents
a) 15% of the respondents consider LIC as highest giving return.
b) 75% of the respondents consider ICICI Prudential Life Insurance as highest giving return.
c) 4% of the respondents consider Bajaj Alliance as highest giving return.
d) 6% of the respondents consider Birla Sun Life Insurance as highest giving return.
Q14) Are you satisfied with the services provided by ICICI prudential Life
insurance plans?
Particulars Percentage
Yes 80
No 20



Yes No


From the survey it was found that amongst 100 respondents
a) 80% of the respondents are satisfied with the services provided by ICICI Prudential Life
Insurance plans.
b) 20% of the respondents are not satisfied with the services provided by ICICI Prudential Life
Insurance plans.
Q15) When Compare to other company how you rate service given by ICICI Prudential life
particulars Percentage
excellent 16%
Good 58%
moderate 21%
Bad 5%
Table 15



20 16

10 5

excellent good moderate bad

Fig. 15

From the survey it was found that amongst 100 respondents
a) 16% of the respondents consider their services as excellent.
b) 58% of the respondents consider their services as good.
c) 21% of the respondents consider their services as moderate.
d) 5% of the respondents consider their services as bad.



After the entry of private players the restriction and furthermore care extended a ton.

•Most of the respondents are the whole deal theorist.

•Insurance is a run of the mill hypothesis street for an extensive variety of theorists. Nowadays it's
tricky a man who didn't have any enthusiasm for security game plan.

•Respondents were found particularly extended in different sorts of security plans.

•Awareness about ICICI Prudential Life Insurance is extremely incredible.

•Most of the respondents pick yearly portion structure only couple of pick interchange alternatives.

•Future security and tax reductions are the genuine motivation for the purchase of assurance technique.

•Most of the respondents expect higher return from the insurance things

1. The organization must build the consciousness of protection.

2. The organization ought to present quality items.

3. The organization should diminish the premium of the items.

4. The organization should focus on country regions.

5. At whatever point changes happen in the organization it should advise to the clients.

6. While presenting the item the organization ought to think about the center level families

7. The premiums ought to be gathered as money rather than check method of installment.

8. The organization ought to fulfill the clients by enhanced administrations.

Our thorough research in the field of Life Insurance hurled some intriguing patterns which can be found
in the above investigation. A general impression that we accumulated amid Data gathering was the
gigantic mindfulness and learning among individuals about different organizations and their protection
items. Individuals are starting to look past LIC for their protection needs and will confide in private
players with their well deserved cash.

Individuals by and large have been impression by the promoting and publicizing efforts of insurance
agencies. A high infiltration of print, radio and Television promotion crusades throughout the years is
starting to have its effect now.

Another hearting pattern was as far as individuals seeing protection as a duty sparing and venture
instrument as much as a defensive one. A high number of respondents have decided on protection for
such purposes and it demonstrates how insurance agencies have been effective to draw out in the open
cash as of late.

The general fulfillment levels among open with respect to approach operators still requires change. Be that as it
may, in that lies the open door for a relative new comer like "ICICI Prudential Life Insurance".
 Kothari C.R, “Research Methodology”; Wishawa Parkashan; 2nd edition; 68-84.
 Arindam Banerjee, (July 2002) “Roadmap for successful CRM Implementation”, Indian
 Kapferer Iean Noel (2004), The New Strategic Brand Management, Kogan Page India (p) Ltd.,
New Delhi.
 Balaji M and Supriya M (2006), "Understanding Corporate Brands and Corporate Branding",
Marketing Mastermind, India
 Auken Van (2007), Branding, Jaico Publishing House, Mumbai
 Bapna Amit (2008) “Marketing in Turbulent Time”, USP Age, Vol. VI.

 N Jena, Nitin Seth, environmentally responsive supply chains: Learning’s from the
Indian auto sector”, Journal of advances in management research,
vol. 6 Is 2, PP (2016)
 Ankit Vijayvrgiya, A.K Dey, consumer perception, 2010, journal of advance
management, vol.5.

1. Name _________________________________
2. Address _________________________________
3. Age
a. Less than 25
b. 25-35
c. 35-45
d. 45 and above
a. Business
b. Job holder
c. Professional
d. Others
5.What is your average annual income?
a. Up to 1 lakh
b. 1 lakh to 3 lakhs
c. 3 lakhs to 5 lakhs
d. 5 lakhs and more
6.Your family size
a. Below 5 members
b. 5 – 10 members
c. Above 10 member
7.In which type of investment you are interested?
a. Long term
b. Medium term
c. Short term
8.Have you taken any life insurance product of ICICI Prudential Life insurance?
YES NO If yes

9.Which type of plan you have taken which plan of ICICI Prudential life insurance?
a. Children education
b. Wealth education
c. Retirement solutions
10. Which premium payment method will you opt?
a. Yearly
b. Half yearly
c. Quarterly
d. Monthly
11.What Factor do you consider while selecting ICICI Prudential life insurance?
a. Tax savings
b. Security
c. Returns
d. Charges
e. Others
12.What made you to invest ICICI Prudential Life Insurance?
a. Advertisements
b. Newspapers
c. Company advisors
d. Friends and relatives
13.From the following which company returns would be more?
a. LIC
b. ICICI Prudential life insurance
c. Bajaj Alliance
d. Birla Sun life insurance
14. Are you satisfied with the services provided by ICICI prudential Life
insurance plans?
a. Yes
b. No
15.When Compared to other company how you rate service given by ICICI Prudential life insurance?
a. Excellent
b. Good
c. Moderate
d. Bad
16. Any suggestion for ICICI Prudential Life Insurance
Thank you for sparing your valuable time.