A

SUMMER TRAINING REPORT

ON
"STUDY ON CUSTOMER AWARENESS ABOUT ICICI PRUDENTIAL LIFE
INSURANCE”

A Project Report

SubmittedinthepartialfulfillmentoftherequirementfortheawardoftheDegreeofMasterof
Business Administration

2017-2019

Submitted By: Under the Guidance of:

SHWETA BHUTANI (MBA-IIIA) MRS. TRIPTI TIWARI

BHARATI VIDYAPEETHUNIVERSITY INSTITUTE OF MANAGEMENT& RESEARCH, NEW DELHI

An ISO 9001:2008 Certified Institute

“A” Grade Accreditation by NAAC
 STUDENT UNDERTAKING

This is to certify that the project report entitled "STUDY ON CUSTOMER AWARENESS ABOUT ICICI
PRUDENTIAL LIFE INSURANCE” submitted to Bharati Vidyapeeth Deemed University, Pune, in
partial fulfillment of the requirement for the award of the degree of MBA, is an original work
carried out by me under the guidance of Mrs.TriptiTiwari. The matter embodied in this
project is a genuine work done by me has been submitted neither to this University nor to any
other University for the fulfillment of the requirement of the course of study.

Signature of the Student

I
 ACKNOWLEDGEMENT

The successful completion of the project would have been far from reality without mentioning the
people who made an indelible impression while making the project.
At the very outset thanks to Mrs. Tripti Tiwari for instructing and providing me the opportunity to
participate in the project and sharing her invaluable knowledge and experience with me. Her innovative
ideas provided me clarity of thoughts which helped me to think in the right way.
Without her help and guidance,completion of the project report would have been very difficult. I
would also like to give gratitude to all the other faculties who helped me in making the project
worthwhile and successful.
I would also like to express my gratitude to Dr. Vikas Nath [Director], BVIMR, New Delhi for
providing all needful facilities in the campus and the best faculty for the students.

Their thoughtful ideas, comments and conceptual insight into the subject kept me from floundering in my
quest. Despite their busy schedule they spared valuable moments for reviewing and rectifying this project
work.
Due to the proper guidance the making of project report became an enjoyable experience and easy to
workout.

SHWETA BHUTANI

II
III
Contents
1. INTRODUCTION ......................................................................................................................................... 1
1.1 THE INDIAN INSURANCE INDUSTRY HISTORY ........................................................................... 1
1.1.1Life Insurance .................................................................................................................................... 1
1.1.2 THE PLAYERS IN INSURANCE INDUSTRY .............................................................................. 1
Extra security Corporation of India: .......................................................................................................... 1
1.2 INTRODUCTION TO THE COMPANY ............................................................................................... 5
1.2.1 VISION ............................................................................................................................................. 5
1.2.3 THE COMPLETE BANK ................................................................................................................ 6
2. LITERATURE REVIEW ............................................................................................................................ 11
3. RESEARCH METHODOLOGY................................................................................................................. 15
3.1 CHARACTERISTICS OF RESEARCH ............................................................................................... 15
3.2 RESEARCH PROCESS ........................................................................................................................ 16
3.3 CONCEPTUALIZATION ..................................................................................................................... 16
3.4 SIGNIFICANCE OF THE STUDY....................................................................................................... 17
3.5 OBJECTIVE OF THE STUDY ............................................................................................................. 17
3.6 SCOPE OF THE STUDY ...................................................................................................................... 18
3.7 RESEARCH DESIGN ........................................................................................................................... 18
3.8 DATA COLLECTION .......................................................................................................................... 18
3.9 SOURCES OF DATA COLLECTION ................................................................................................. 19
3.10 SAMPLING TECHNIQUES ............................................................................................................... 20
3.11 ANALYTICAL TOOLS USED IN STUDY ....................................................................................... 20
3.12 LIMITATIONS OF THE STUDY....................................................................................................... 20
4. ANALYSIS AND INTERPRETATION ..................................................................................................... 21
4.1 DATA ANALYSIS ................................................................................................................................ 21
4.2 DATA ANALYSIS AND INTERPRETATION ................................................................................... 22
5. FINDINGS, CONCLUSION AND SUGGESTIONS ................................................................................. 35
5.1 FINDINGS ............................................................................................................................................. 35
5.2 SUGGESTIONS .................................................................................................................................... 35
6. BIBLIOGRAPHY ........................................................................................................................................ 37
7. ANNEXURE ............................................................................................................................................... 38
 CHAPTER: 1

1. INTRODUCTION
1.1 THE INDIAN INSURANCE INDUSTRY HISTORY

1.1.1Life 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 got 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.

1.1.2 THE PLAYERS IN INSURANCE INDUSTRY

Extra security Corporation of India:
Extra security Corporation of India (LIC) was set up to spread the message of life inclusion in the country
and set up people's save assets for nation building works out.

General Insurance Corporation of India:

The general assurance industry in India was nationalized and an organization association known as General
Insurance Corporation of India .It was surrounded 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 additional security
associations, which offers an extent of individual and social event assurance courses of action.

Max New York Life Insurance Company:

Max New York Life Insurance Company Limited is a joint endeavor that unites two extensive powers -
Max India Limited, a multi-business corporate, together with New York Life International, a worldwide
master in extra security. With their different Products and Riders, there are in excess of 400 item blends to
look over. They have a

ICICI Prudential Life Insurance Company:

ICICI Prudential Life Insurance Company is a joint undertaking between ICICI Bank, a central cash related
powerhouse and prudential plc. The fundamental worldwide money related organizations gather are
headquartered in the United Kingdom. ICICI Prudential was among the essential private zone protection
offices to begin exercises in December 2000 in the wake of getting underwriting from Insurance
Regulatory Development Authority (IRDA). The association has an arrangement of around 56,000 aides
and furthermore 7 banc confirmation and 150 corporate administrator tie-ups.

Birla Sun Life Insurance Company:

Birla Sun Life Insurance Company is a joint undertaking between Aditya Birla Group and Sun Life
Financial Services of Canada. The joint undertaking joining Royal & Sun Alliance Insurance and
Sundered Finance Limited started its exercises from March 2001. The association is Head Quartered at
Chennai and has two Regional Offices, one at Mumbai and another at New Delhi.
THE OTHER PLAYERS IN THE INDUSTRY ARE:
• 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
1.1.3 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 agencies.
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.

PRODUCT
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.

PLACE
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.

PRICE
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.

PROMOTION
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.
PROCESS
Cashless repayment: One of the most characterizing and client inviting changes that we have found as of
late identifies with the way guarantees repayments are made. The appearance of the outsider manager
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 premium.

PHYSICAL EVIDENCE
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.

PEOPLE
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.
1.2 INTRODUCTION TO THE COMPANY

ICICI Prudential Life Insurance Company is a joint undertaking between ICICI Bank, a boss money related
powerhouse and prudential, primary worldwide budgetary organizations store up headquartered to some
degree protection offices to begin errand in December 2000 in the wake of tolerating support from
Insurance Regulatory Development Authority. ICICI Prudential's esteem base stands at RS.9.25 billon with
ICICI Bank and prudential plc holding 74% and 26% stake independently. In the fiscal year completed
March 31, 2005, the association aggregated RS 1584 Core and created right around 615000 polices. The
association has a framework around 56000 guides; and additionally 7 bank attestation and 150 corporate
expert tie ups. For the post four years, ICICI prudential has held its circumstance as the no 1 Private Life
Insurers in the country, with a broad assortment of versatile things that location the issues of the Indian
customer at every movement for the duration of regular day to day existence.

1.2.1 VISION

To make ICICI prudential the dominant Life and pension’s 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
portrays 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.
1.2.3 THE COMPLETE BANK

ICICI Bank
ICICI Bank is India's second greatest keep cash with an advantage base of RS.106812 focus. ICICI Bank
gives an extensive variety of cash related organizations to individuals and associations. This fuses home
advances, auto and individual advances, credit and charge cards, corporate and agrarian back. The Bank
organizations creating customer base of more than 7 million customer records and 5 million bondholders
accounts through a multi – channel get the chance to mastermind. This consolidates around 450 branches
and development counters, 1675 ATMs, call centers and web setting aside some cash. ICICI Bank posted a
net advantage of RS. 1,206 place for the year completed March 31, 2003. ICICI bank is the fundamental
Indian association to be evaluated over the country rating by the worldwide rating office Moody's and the
principle Indian association to be allowed a theory FICO appraisal. The Bank acknowledges the most
shocking AAA rating from all driving Indian rating workplaces.

Prudential plc

Set up in 1848, prudential plc is a primary worldwide fiscal organizations association in the UK, with
around US$250 billion resources under organization, and more than 16 million customers around the globe.
Prudential has passed on to grandstand an organized extent of fiscal organizations things that by and by
fuses life attestation, annuities, shared resources, keeping cash, theory organization and general insurance.
In Asia, prudential is UK's greatest life inclusion association with a vast6 arrangement of 22 life and
normal save assignments in twelve countries – China, Hong Kong, India, Indonesia, Japan, Korea,
Malaysia, Philippines, Singapore, Taiwan, Thailand and Vietnam. Since 1923, prudential has pushed
customer – driven things and organizations, maintained by in excess of 60,000 staff and experts over the
district

DISTRIBUTION

ICICI prudential has one of the best scattering systems among private life incorporation in India, having
started assignments in 69 urban areas and towns in India, they are Agra, Ahmadabad, Ajmer, Allahabad,
Amritsar, Aurangabad, Bangalore, Bareilly, Bhatinda, Bhopal, Bhubaneswar, 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 affiliation has
seven bank attestation tie-ups, having concurrences with ICICI Bank, Federal Bank, south Indian Bank,
Bank of India, Lord Krishna Bank and some co-administrator banks, and what's more than 160 corporate
experts and agents. It has moreover tied up with affiliations like Dhan for course of salaam Zindagi, a
technique for the socially and financially underprivileged segments of society. ICICI prudential has
enrolled and orchestrated around 50,000 protection Advisors to interface with and direct clients. Further, it
use its best in class IT foundation to give best nature of association over client.
PRODUCTS
• Saving plan

• 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 notwithstanding is a clear and feature squeezed hold supports plan that offers 3 levels of protection.
Trade out expansion to is a direct, incorporate squeezed venture supports plan that offers 3 levels of
security and furthermore liquidity choices. Spare and secure is a standard blessing supports plan that offers
life coverage close by acceptable returns. Contribute Shield Gold is a Market associated course of action
that gives capital confirmation on the contributed premiums and announced reward excitement close by
compelled premium portion terms.

Protection plan
We all in all might want to go ahead with a full life till a prepared development to ensure our children's
sustenance and sound improvement. In any case, if a sudden cripple or illness strikes? Other than the
misery and the plan, such an event furthermore thoroughly annoys life for each one of the overall public
who are financially dependent on us.

Our additional security approaches offer a thorough extent of protection benefits .Life Guard-simplicity of
high confirmation plan that offers security over a predefined period. Riders-Additional preferences that one
can add on to the course of action. The rider can be settled on at the period of talking the basic
methodology. Additional premium is charged for each rider. An insurance technique can be modified to
offer confirmation to you and your loved ones. In the event that something by one means or another figured
out how to come to pass, it can help: Safeguard your loved one: ensure life's congruity for your worshiped
one. Dear and almost ones assurance your children's guidance continues undisrupted. UN for seen
conditions: bear the cost of doing combating an affliction, powerlessness.

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 normal premium connected conceded annuity plan that gives you the opportunity to pick the measure of
premium, and put resources into showcase connected assets, to produce possibly higher returns. Secure in
addition to benefits: A standard premium conceded benefits plan that gives you the adaptability to pick
between 3 levels of whole guaranteed for a similar level of aggregate yearly commitment.

Life Link Pension II:

A solitary premium connected conceded annuity plan that gives you the opportunity to pick the measure
of premium, and put resources into advertise connected assets, to create possibly higher returns.
Everlastingly Life:

A general premium conceded benefits plan that causes you put something aside for your retirement while
giving you disaster protection security. Contingent upon your particular need our retirement arrangements
give you the:

Power to pick the retirement date

• Capacity to pick the potential level
• Capacity to extend your endeavors
• Capacity to enthusiasm for a plan in light of your needs
• Capacity to get you annuity in 5 different ways
• Capacity to pick your annuity provider
• Capacity to add-on versatile riders at an apparent extra premium
Customer Service and Operations
The Information Technology work at ICICI Prudential is made arrangements to empower business using
advancement. It is sectioned into 4 get-togethers to connect most abnormal proportions of transport to the
clients: Life Asia Solutions Group that gives adaptability in orchestrating better thing responsibilities to
end-clients, the Solutions Group-Web that gives steady data to clients and is in charge of client relationship
association, IT Architecture and Corporate Solutions Group is in charge of making and keeping up a graph
for the IT working for the endeavor by and large. This get-together fills in as an in house R&D Solution
Group, investigating new mechanical activities and also considers data needs of corporate breaking points
in the alliance. IT Infrastructure gather is responsible for giving apparatus, programming, coordinate
associations to the entire connection. This get-together runs the 'Electronic Nervous System' of the
Enterprise at the greatest proportions of ability and give sound, flexible and to a great degree accessible
stage for sending of business application.

Human Resource
The general open plan of ICICI Prudential is to fabricate a submitted cluster with a culture of progress,
learning and headway. The Human Resource Function at ICICI Prudential drives the comprehensive
network game plan of the business. With its shrouded center around operational hugeness to pass on
purposes of intrigue and associations to staff individuals, HR is starting at now gave as far as possible
through bleeding edge outlines. A notable execution association structure, pay framework and an isolated
preparing building empower it to pass on a help to the connection.

Information Technology
The Information Technology work at ICICI Prudential is made arrangements to empower business using
advancement. It is sectioned into 4 get-togethers to connect most abnormal proportions of transport to the
clients: Life Asia Solutions Group that gives adaptability in orchestrating better thing responsibilities to
end-clients, the Solutions Group-Web that gives steady data to clients and is in charge of client relationship
association, IT Architecture and Corporate Solutions Group is in charge of making and keeping up a graph
for the IT working for the endeavor by and large. This get-together fills in as an in house Research and
Development Solution Group, investigating new mechanical activities and also considers data needs of
corporate breaking points in the alliance. IT Infrastructure gather is responsible for giving apparatus,
programming, coordinate associations to the entire connection. This get-together runs the 'Electronic
Nervous System' of the Enterprise at the greatest proportions of ability and give sound, flexible and to a
great degree accessible stage for sending of business application.

MANAGEMENT
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.KalpanaMorparia
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
 CHAPTER: 2

2. LITERATURE REVIEW

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 core was raised through 514 public issues. The
estimated expenses on these issues were Rs. 473 cores. 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 underprice. 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 3.8%.

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 PSBs.

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
underpricing 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
loweramount of underpricing 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.
 CHAPTER: 3

3. RESEARCH METHODOLOGY
“According to Clifford Woody, Research Methodology defines the troubles, collecting, organizing
&evaluates 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

3.1CHARACTERISTICS OF RESEARCH
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.
3.2RESEARCH PROCESS

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

3.3 CONCEPTUALIZATION
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.

3.4 SIGNIFICANCE OF THE STUDY

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 lays 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.

SIGNIFICANE FOR THE RESEARCHER:

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 INSURANCE PVT,
LTD.

3.5 OBJECTIVE OF THE STUDY

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
inclusion.
• To separate the shortcomings in the organization of ICICI Prudential life inclusion.
 3.6 SCOPE OF THE STUDY
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.

3.7 RESEARCH DESIGN

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.

IN THIS PROJECT DESCRIPTIVE RESEARCH DESIGN IS USED.

3.8 DATA COLLECTION

Information accumulation is a champion among the most essential stage in driving an examination. You
can have the best research diagram on the planet anyway if you can't accumulate/the required data/you will
be not having the ability to complete your endeavor. Data gathering is an amazingly asking for work which
needs cautious organizing, industrious work, resistance, determination and more to have the ability to
complete the errand viably. 'Data gathering starts with figuring| out what kind of data required took| after
by the assurance of a precedent from particular masses. From that point forward, you need to apply a
particular instrument to gather the information from the chose test 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 – RohtakSample Size - 100

3.9 SOURCES OF DATA COLLECTION

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.

DATA USED TO CONDUCT THE STUDY

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

SAMPLE DESIGN
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.”
3.10 SAMPLING TECHNIQUES
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 th

3.11 ANALYTICAL TOOLS USED IN STUDY

There are numerous explanatory apparatuses utilized for the investigation. It incorporates table, diagrams,
rates, and visual diagrams. Tables were utilized for the investigation of gathered information. The
information is additionally nimbly spoken to with the guide of numerical instruments, for example,
diagrams, pie graphs, and so forth. Rate and midpoints additionally been utilized to speak to information
and data unmistakably, effortlessly and viably. These are the adequacy apparatuses for speaking to
information and data with the assistance of diagrams"

Graphical and Tabular examination

Tables: Tables are utilized to speak to the reaction of the respondents in an exact term with the
goal that it turns out to be anything but difficult to assess the information gathered.

Pie-graphs: Pies outlines have been utilized to express that how much level of respondents have
a specific reaction towards a specific alternative.

Diagrams: - Graphs are simply a graphical portrayal of the information gathered in forbidden
shape.

3.12 LIMITATIONS OF THE STUDY

• The get some information about is limited to a specific parts of Rohtak and does not by any stretch
of the creative ability shows a model material to all of Country.
• A couple of respondents were hesitant to reveal solitary data which can affect the genuineness
everything considered.
• In a quickly propelling industry, examination on one day or in one zone can Change rapidly. The
natural changes are basic to be thought about recalling the genuine target to modify the exposures.
• Some of them didn't fill the study in light of nonappearance of time.
• Response did not be aggregated from the aggregate point of reference picked.
• A segment of the survey did not be done because of reasons other than time factor.
• The request of the framework made some issue in getting data. Respondents have given tendency
data.
 CHAPTER: 4

4. ANALYSIS AND INTERPRETATION

4.1 DATA ANALYSIS

Since it was particular sporadic looking at procedure – just people having a significant email id
and general idea of movement locales were picked with a particular true objective to save time on
showing respondent the same. Most of disclosures rely upon the understandings of various cross-
plans and examination did:

The stages in examination of information includes following:

• Data cleaning
• Initial information examination
• Interpretation implies discovering or clarifying significance. It includes drawing
derivations from the investigation of information. Understanding and investigation are
nearly interlinked.
• Examination of information regularly incorporates a synchronous Interpretation of the
outcomes. Specialist can more readily acknowledge through for
• It includes following four stages to understanding of information:
• Assemble the required data.
• Develop discoveries: Findings are the perceptions about the information. They are the
explanations that abridge the critical and key focuses. Creating discoveries is a procedure
in which one involves the outcomes with known measures or rules inside
• Develop ends: The subsequent stage is making a determination in light of the
understanding outcomes for each.
• Develop suggestions: Based on end, proposals are made and exercises learned are drawn.
Proposals include particular measures, recommendations and guidance on an objective
undertaking.
4.2 DATA ANALYSIS AND INTERPRETATION
Q1) Age of the respondents
Particulars Percentage
Less than 25 11%
25-35 40%
35-45 20%
Above 45 29%
TABLE-1
45%
40%
40%

35%
29%
30%

25%
20%
20%

15%
11%
10%

5%

0%
Less than 25 25-35 35-45 Above 45

Fig-2

ANALYSIS:
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%

TABLE-2
 40% 37%
34%
35%

30%

25%

20% 18%

15%
11%
10%

5%

0%
Business man Professionals Job holders Others

Fig-3

ANALYSIS:
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%
TABLE-3
 50%

45% 43%

40%

35% 33%

30%

25%
20%
20%

15%

10%
4%
5%

0%
Up to 1 lakh 1 lakh - 3 lakh 3 lakh - 5 lakh 5 lakh & above

Fig-4

ANALYSIS:
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%

TABLE-4
 60%

50%
50%

40%
32%
30% 28%

20%

10%

0%
Below 5 members 5 - 10 members Above 10 members

Fig-5
ANALYSIS:
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%
TABLE-5

10%

30%
60%

Long ter Medium term Short term

Fig-6
ANALYSIS:
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%
TABLE-6

70%
59%
60%

50%

40%
30%
30%

20%
11%
10%

0%
Safety investment Huge returns Balance between risk and
returns

Fig-7

ANALYSIS:
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 then interest in balance between risk and returns.

Q7) Have you invested in insurance?

Particulars Percentage
Yes 85%
No 15%
TABLE-7
 15%

85%

Fig-8

ANALYSIS:
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%
TABLE-8

0%

100%

Yes No

Fig-9

ANALYSIS:
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 life insurance 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%
TABLE-9

23%
37%

40%

Children education Wealth education Retirement solutions

Fig-10

ANALYSIS:
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

70%
61%
60%

50%

40%

30%
22%
20%

8% 9%
10%

0%
Yearly Half Yearly Quarterly Monthly

Fig-11
ANALYSIS:
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

45
40
40
35
30
25
20 20
20
15
10 10
10
5
0
Tax savings security returns Charges others

Fig-12

ANALYSIS:
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

40%
36%
35%

30%

25% 23%
21%
20%
20%

15%

10%

5%

0%
To. advertisement Newspapers and Company advisors Friends/ relatives
magazines

Fig-13

ANALYSIS:
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%

70%

60%

50%

40%

30%

20% 15%

10% 4% 6%

0%
LIC ICICI Prudential life Bajaj Alianzns Birla Sun life insurance
insurance

Fig-14

ANALYSIS:
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
TABLE-14

20

80

Yes No

Fig-15

ANALYSIS:
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
insurance?
particulars Percentage
excellent 16%
Good 58%
moderate 21%
Bad 5%
TABLE-15

70
58
60

50

40

30
21
20 16

10 5

0
excellent good moderate bad

Fig-16

ANALYSIS:
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.
 CHAPTER: 5

5. FINDINGS, CONCLUSION AND SUGGESTIONS

5.1 FINDINGS

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

5.2 SUGGESTIONS

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.

5.3 CONCLUSION

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".
6. BIBLIOGRAPHY
BOOKS/MAGAZINES REFFERED:
• Kothari C.R, “Research Methodology”; Wishawa Parkashan; 2nd edition; 68-84.
• Arindam Banerjee, (July 2002) “Roadmap for successful CRM Implementation”, Indian
Management.
• 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.

JOURNALS:
• 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 advancemanagement, vol.5.
 7. ANNEXURE
Questionnaire

1. Name _________________________________
2. Address _________________________________
________________________________
3. Age
a. Less than 25
b. 25-35
c. 35-45
d. 45 and above
4.Occupation
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
______________________________________________________
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Thank you for sparing your valuable time.