OBJECTIVE OF THE STUDY

1) To determine customer buying behavior with focus on market

segmentation for ICICI PRUDENTIAL LIFE INSURANCE.
2) The study deals mainly with studying the buying pattern in the
insurance industry with a special focus on ICICI PRUDENTIAL LIFE
INSURANCE.
3) The various segments of the market divided in terms of insurance of
insurance needs age groups, satisfaction levels etc. are also studied.
4) To find out the whether people were really aware of life insurance.