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KIRAN RAMCHANDANI-(201700620010267)
MOOLRAJ MODHVADIYA-(201700620010257)
On
At
Submitted to
Faculty of Management
By
Kiran Ramchandani-(201700620010267)
Moolraj Modhvadiya-(201700620010257)
Batch 2017-2019
i
o Company Certificate
o Institute Certificate
Faculty of Management *
Certificate
This is to certify that Ms. Kiran Ramchandani Enrolment No. 201700620010267, student
of faculty of management has successfully completed his/her Summer Project on “TO STUDY
THE FACTOR AFFECTING BUYING BEHAVIOUR OF CONSUMER TOWARDS
LIFE INSURANCE IN AHMEDABAD CITY” at “IDBI federal life insurance Co Ltd”
in partial fulfilment of the requirements of MBA programme of GLS University. This is his
original work and has not been submitted elsewhere.
_______________ ____________________
Internal Guide Name &
Dean Designation
Date: _________________
Place: _________________
ii
Faculty of Management
Certificate
_______________ ____________________
Internal Guide Name &
Dean Designation
Date: _________________
Place: _________________
iii
Declaration
We declare that this submitted work is done by us and to the best of our knowledge; no such
work has been submitted by any other person for the award of degree or diploma.
We also declare that all the information collected from various secondary and primary sources
has been duly acknowledged in this project report.
iv
PREFACE
This proverb plays a guiding role in the curriculum of “MBA‟ programme of “GLS
University”. Since, only theoretical knowledge does not impart complete education, it is
necessary that practical exposure should be accompanied to add meaning to education. Projects
hereby play the most important part in providing the practical knowledge.
So as part of the course curriculum as prescribed by the GLS University, for the 1st Year
students of Masters of Business Administration program, We have prepared and submitted a
Summer Internship project report which involves primary data collection and research “TO
STUDY THE FACTOR AFFECTING BUYING BEHAVIOUR OF CONSUMER
TOWARDS LIFE INSURANCE IN AHMEDABAD CITY”
The main objective was to study and analyze the factors considered by the consumers before
buying the life insurance policies. The preparation of this project report is based on facts &
findings noted during the primary data collection i.e. things noted while filling the
questionnaire.
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ACKNOWLEDGEMENT
In preparation of this report we feel great pleasure because it gave us extensive practical
knowledge in our career. We got idea about Indian life insurance industry and consumer
perception about insurance by this project. We express our deep sense of gratitude of our
company guide MR. DARSHAN SHAH, branch head and MRS. SHANTHI
YAGYANATH, senior branch head for their valuable guidance during our project work .We
would also like to thank all the staff of IDBI Federal life insurance who guided us directly or
indirectly to complete our training project.
At last we would like to extend our deep sense of gratitude to my friends, faculties and each
individual who directly and indirectly help me during the project work.
Thanking you.
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EXECUTIVE SUMMARY
Our summer internship helped us a lot to get the feel about the real corporate world. As
a wealthsurance advisor our first task was to understand the basic behaviour of the
consumer in order to manipulate the market according to our target competition. We
also developed a questionnaire and did the survey in AHMEDABAD city.
This training also helped us a lot in understanding the process of building effective
marketing channels for life insurance products by establishing network of life insurance
advisors and also how the life insurance business is run.
The success story of good market share of different market organizations depends upon
the availability of the product and services near to the customer, which can be
distributed through a distribution channel. In Insurance sector, distribution channel
includes only agents/advisors or agency holders of the company. If a company has
adequate agents in the market, they can capture big market as compared to the other
companies.
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INDEX
1.5 Sampling 8
3.1 History 27
viii
3.2 SWOT ANALYSIS 31
CHAPTER 6 FINDINGS 72
CHAPTER 7 RECOMMENDATIONS 74
CHAPTER 8 CONCLUSION 76
Bibliography 78
Annexures 81
ix
Table of Charts
14 Age 57
15 Occupation 58
16 Annual Income 59
x
17 Age * What term of investment do you prefer? 61
Cross tabulation
18 Occupation * which is the best form of 62
investment? Cross tabulation
19 Occupation * At which interval would you 64
prefer to pay the premium? Cross tabulation
20 Age * How will you prefer to buy life insurance 65
policy? Cross tabulation
21 One way anova 66
22 HYPOTHESIS ANALYSIS 68
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Table of Graph
14 Age 58
15 Occupation 59
16 Annual Income 60
xii
Chapter 1: Research Methodology
1
1. Literature Review
2
observed that purchasers who use the agent only are more satisfied with their insurance
company than purchasers who use both an agent and the direct purchase approach. The
lowest level of consumer satisfaction was for single premium and limited pay life
insurance. Term insurance, universal life, and whole life insurance have the highest levels
of consumer satisfaction, in that order.
3
6) Determinants of Insurance Product Performance in India.
(Dr. Dharmendra Mistrya, 2015)The research was conducted in Gandhinagar, India.
The main objective of the research was undertaken with a view to give an insight into
the determining factors of maturity benefits of ULIP insurance products in India. It
investigated the determining factors of maturity benefits of three categories of ULIP
insurance products (i.e. ULIP endowment plans, ULIP wealth plans and ULIP child
plans) in India by finding the relationship between the maturity benefits and allocation
charge, mortality charge, policy admin charge and fund management charge. The
analysis used the data over the period of 5 years i.e. 2008 to 2012 which was obtained
from the published broachers & benefit illustrations of insurance products. The main
implications of the results of the present study were for investors and insurance
companies. Investors may decide about the suitable insurance products in which they
should invest to fulfil their financial needs.
4
urban educated graduates or post graduate people purchase maximum risk cover plans
by insurance companies, as compared to others degree holders. Medium income group
population, who belongs to Rs. 100,000-300,000 income range buying more insurance
products as compared to other income groups in the study area. It was found, although
there were so many insurance distribution channels have grown like banks, financial
institutions, corporate agents etc. but even then insurance agents are dominating in case
of selling and distribution of insurance products. Government should more focus on
rural areas awareness by providing micro insurance products.
10) Economic Reforms and World Economic Crisis: Changing Indian Life Insurance
market place.
(Jain, 2013)The research was conducted with an objective to analyse the condition of
life insurance industry and to study the impact of post 2008 economic crisis on
insurance industry in India, also an attempt to study the opportunities and challenges
for life Insurance in post liberalization area. In the post liberalization period, the life
insurance industry of India witnessed a marvellous growth but this growth was declined
after economic crisis are some of the major findings of study. It was studied that moving
from unit-linked to non- linked insurance policies is one of the major positive changes
in Indian life insurance sector. Development of insurance products including special
group policies to cater to different categories should be a priority, especially in rural
areas. Life insurers should streamline their grievance redressal machinery for efficient
and effective service. It is important to create trust and confidence among the investors
that private insurance is a safer option for investing.
5
11) Performance Evaluation of Life Insurance Corporation (LIC) of India.
(Nena, 2013)The research was conducted in Rajkot, India. The objective was to know the
growth and performance of LIC. Since four decades, LIC has been the major player with
virtual monopoly in the life insurance sector. Due to Privatization, LIC is now facing cut
throat competition with private players in the industry. After introduction of IRDA
(Insurance Regulatory & Development Authority), LIC has become more conscious for
their products. The components of expenses included Commission paid, Operating
Expenses, Investments 1 (Shareholders’), and Investments (Policyholders’) were being
studied. Among them, the investment (Policy holders’) has this second highest variance,
so investment (policyholders’) also need to reduce. Therefore, after Privatization, LIC need
to control the operating expenses to not to affect its income.
6
are being explored of investing in insurance such as diversification, tax benefits, capital
growth and safe future to the traditional high interest savings account.
14) A study on the attitude of Consumers and Insurance A study on the attitude of
Consumers and Insurance Agents towards the proposed increase in Foreign
Direct Investment(FDI) in Insurance sector in India.
(Venkataramani.K, 2015)The research was conducted in Chennai, India. The main
objective was focus on the impact of FDI in insurance as perceived by the sample of the
study based on four dimensions namely economic impact, impact on service, benefits and
overall impact on market. The target audience consisted of customers and insurance agents
from selected insurance companies in Chennai. The study perceived that the better service
and more options in the product portfolios are the general expectations from the insurers.
Also, the customers welcome the government decision to increase the FDI cap in insurance.
The main objective was to rise the cap in FDI in insurance sector from 26% to 49%.
Therefore, there is an urgent need to infuse huge amount of capital into insurance by the
foreign insurance collaborators.
4. Research Design
Descriptive research design would be used in this research. The study would be more
structured and formal in nature. The objective is to provide a comprehensive and detailed
explanation under the study. With descriptive study we would get answers to the questions
who, what, where, when, why and how.
Observational: - defined as a method of viewing and recording the participants
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Case study: - defined as an in-depth study of an individual or group of individuals
Survey: - defined as a brief interview or discussion with an individual about a
specific topic.
5. Sampling
o Population
o Sampling unit
o Sample size
o Sampling Method
o Research/Statistical Tools
SPSS and Excel 2013 software are used for data analysis.
o Hypothesis:
o Online Questionnaires
Secondary data:
o Product broachers
o Research papers
7. Beneficiaries of Study
Company: - Can know the preferences of the customer and make marketing
strategies according to the preferences of the customer to get better results.
Investors: - The study would be helpful to the investors to understand the current
market situation and risk factor of investing in various plans.
Advisors: - The study would be helpful to the Advisors to know more about the
customers’ attitude towards buying of the plans.
Researcher: - The project will be initially useful to the researcher as fruit of their
study.
9
Chapter 2 Industry Profile
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Insurance is a legal contact that protects people from the financial costs those results from loss
of lift, loss of health, lawsuits, or property damage. Insurance provides a means for individual
and society to cope up with some of the risks faced in everyday life by everybody. People
purchase contracts of insurance, called a policy, from various insurance companies.
Almost every person existing in this world is associated with insurance, directly or indirectly.
Directly, in the sense that he / she has insured his/her life by some kind of insurance policy
from any company. Indirectly, in the sense they must have insured the assets of their won for
example their house, car, or anything else.
The business of insurance started with marine business. Traders, who used to gather in the
Lloyd's coffee house in London, agreed to share the losses to their goods while being carried
by ships. The losses used to occur because of pirates who robbed on the high seas of because
of bad weather spoiling the goods or sinking the ships. The first insurance policy was issued in
1583 in England. In India insurance began in 1870 with life
Insurance being transacted by an English company, the European and the Albert. The
first insurance company the Bombay Mutual Assurance Society Ltd. formed in 1870. The
Oriental Life Assurance Co. in 1874 and the Empire of Indian of 1897 followed this.
Later, the Hindustan Cooperative was formed in Calcutta, the United Nations in
Madras, the Bombay Life in Bombay, the National in Calcutta, the New India in Bombay, and
the A Jupiter in Bombay and the Lakshmi in the New Delhi.
These were all Indian companies, started as a result of the Swadeshi movement in the
early 1900's by the year 1956, when the life insurance business was nationalized and the Life
Insurance Corporation of India (LIC) was formed on the Its September 1956, there were 170
companies and 75 provident fund societies transaction life insurance business in India. After
amendments to the relevant law in 1999, the LIC did not have the exclusive privilege of doing
life insurance business in India. By 31-3-2002, 11 new insurers had been registered and had
begun to transact life insurance business in India.
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2.2 History of Insurance in India
Ancient Indian history has preserved the earliest traces of insurance in the form of
marine rade loans or carriers contracts. These can be found in KaLIClya's Arthashastra,
Yajnyavalkya's Dharmashastra and Manu's Smriti. These works show that the system of credit
and the law of interest were well developed in India. They were based on a clear appreciation
of the hazard involved and the means of safeguarding against it.
The Indian Life Assurance Companies Act, 1972 as the first statutory measure to
regulated life insurance business. Later in 1928, the Indian insurance companies act was
enacted, to enable the govt. To collect statistical information about both life and non-life
insurance business transacted in Indian-by-Indian and foreign insurers, including the provident
insurance society. Comprehensive, arrangements were, however, brought into effect with the
enactment of the insurance act, 1938.
Efforts in this direction continued progressively and Act was amended in 1950, making
for reaching charges, such as requirement of equity capital for companies carrying on life
insurance business, stricter controls on investment of life insurance companies, ceiling on the
expenses of management and agency commission etc.
By 1956, 154 insurers, 16 non-Indian insurers and 75 provident societies were carrying
on life insurance business of India. On 19th January 1956, the management of the entire life
insurance business of 29 Indian insurers and provident insurance societies and the Indian life
insurance business of 16 non-Indian insurance companies then is operating in India. Insurance
Corporation came into existence.
An ordinance was passed in 1968 to amend the insurance Act to regulate/ control non-
life insurance resulting in set up of GIC in 1973. Malhotra committee submitted its report in
1994 and recommended means to reintroduce an element of competition by with drawing the
exclusivity of LIC and GIC. In 1997, Insurance Regulatory Authority (IRA) was established
which was later re-styled as IRDA in 1999.
Liberalization commitments of the country to help in disciplining future economic policies will
include the insurance reforms. When the world over, insurance, markets have been opened up,
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India cannot remain in isolation. Globalization is the new economic reality, which is here to
stay, heralding a new era of insurance in India. With the opening of the insurance industry,
India stands to gain the following major advantages:
Globalization will provide improved opportunities to the customers for better products,
with more reasonable and affordable pricing.
The customer will get quicker servicing.
It will enhance the savings rate.
Long-term funds for infrastructure development will be available to the country.
It will secure for India larger inflows of foreign capital needed to sustain our GDP
growth.
Buyers
Sellers
Intermediaries
THE BUYERS
The buyers of the insurance or the insuring public include everyone who requires insurance.
Buyers can be divided into four sections.
Firstly, there are private individuals who buy life insurance policies, household
insurance on buildings, cars and scooters, personal liability and accident policies.
Secondly, there are persons who buy industrial life assurance, which appeals to the
wage-earners (as distinct from the salaried class) or the lower income members of the
community.
Thirdly, there are buyers who seek insurance with Lloyd’s underwriters, through
Lloyd’s brokers.
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Finally, the rest of the buyers comprise all persons, association, Firm joint stock
companies, cooperation, societies, clubs, government, and under taking engaged in
industry, trade and every other king of activity.
THE SELLERS
Then there are sellers of insurance who are known as insurers, and have huge overseas
connections besides their home business. Insurers may be divided into several groups,
according to their constitLICon. The principal groups are:
INTERMEDIATE
Like any other market, the intermediate bring the buyers& sellers together but it is possible to
approach an insurance company directly & arrange insurance counter, except in case of
Lloyd’s. Generally the business of insurance is sold by agent or middle man to call at the
homes of the would be policy holders.
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Reforms in the Insurance sector were initiated with the passes of the IRDA Bill in Parliament
in December 1999. The IRDA since its incorporation as a statutory body in April 2000 has
fastidiously such to its schedule of framing regulations and registering the private sector
insurance companies.
The other d4ecisoin taken simultaneously to provide the supporting systems to the insurance
sector and in particular the life insurance companies was the launch of the IRDA online service
for issue and renewal of licenses to agents.
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2.4 IMPORTANCE OF INSURANCE
If there is someone who would suffer economic hardship if you died, then the answer is
yes............you need life insurance! Families with young children have a clear need of life
insurance. If both spouses work, the loss of one income will cause the family immediate
economic hardship and make it harder for them to realize future goals, such as paying for the
children's education.
But even if one spouse works 'inside the home' and doesn't being in a formal income, his or her
death will require the surviving spouse to hire child care, housekeepers and other professional
to help run the house hold and that can be a significant new expense.
If you are married without children or single, then you may need life insurance to protect your
partner or surviving family members against the costs associated with your death. Funeral
expenses, probate and administrative fees, outstanding debts, special obligations to charities
and federal and state taxes are costs that all of us must consider. And, they can add up quickly.
Unless you already have sufficient financial resources, your survivors will probably need life
insurance to cover these expenses.
Along with your savings and investment strategy, life insurance should be a part of your long
term financial planning. You may not like to think about it, but your death can be costly to your
loved ones. At the very least, there will be funeral and burial costs.
There may also be estate taxes and outstanding debts to pay, such as medical expenses not
covered by health insurance. If you have dependents, they will have to cope up with these costs
while no longer having your income to rely on. The proceeds from a life insurance policy can
be of tremendous value at this time.
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2.5 THE BEGINNINGS OF LIFE INSURANCE
Life assurance can be traced back to the sixteenth century, when shot – term assurance were
usually affected as collateral security for loans, indeed, the first life assurance were marine
insurance underwriters; policies often being written on the life of a merchant sailing with his
goods. The first recorded life policy was in 1583, which was subject to an underwriters of
England on June 18, 1583, for “12 months” for $382.6s.8d.
On the life of fine William Gigots. “Through, the policy concluded with the words, “God send
the said William Gibbons health and life”, he died on May 9, 1584. The underwriters contended
that the policy period of “12 months” related to lunar months, which had expired. But the court
ruled out that payment must be made and the underwriter paid the sum assumed. Besides, in
the sixteenth and seventeenth centuries, evidences of the existence of shot – term policies are
available, which cover the risk of death within a limited period only.
They were particularly used for merchants and others on voyages or on the lives of debtors as
security against loan. In the seventeenth and eighteenth centuries mutual assurance the
Amicable Society, the Equitable Life Assurance Society and Westminster Society have and
important place, Subsequently Life Assurance Act. 1774 and Life Assurance Companies Act,
1870 were passed to established the business. In India the first Insurance Act was passed in
1912, which was replaced by a comprehensive Insurance Act of 1938
This Act was amended in 1950. Finally, the Government of India nationalized the entire life
insurance business in the year 1956 by passing the life Insurance corporation Act, 1956. Thus
at present the entire the insurance boniness in being transacted by the Life Insurance
Corporation of India, which is popularly known as LIC.
The Corporation is an autonomous body and run on sound business principles. Its central
offices are located in Bombay and there are Zonal, Divisional, Branch and sub-offices both in
India and aboard. Thus, we see that in last 2 years a large pool of private as well as other
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financial InstitLICon have come forward to provide this very service of insurance like ICICI
PRUDENTIAL, BIRLA SUN LIFE INSURANCE, SBI LIFE INSURANCE, HDFC
STANDARD LIFE INSURANCE etc. the share of private life insurance players has also
increased marginally.
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2.6 KIND OF LIFE INSURANCE POLICIES
As the name suggests, whole life assurance policy lasts for the whole of the assureds life, the
sum being payable at death only. In other words, whole life insurance is a type of life insurance
contract under which the policyholder is covered for his entire life.
ENDOWMENT POLICY
Endowment insurance is a type of life insurance contract, which provides for the sum assured
to be paid wither at death or after a fixed number of years. Whichever comes first? The assured
when affecting a policy selects the number of years.
Thus, under this plan the company promises to pay a stated amount of money to the beneficiary
at one. If the inured dies during the life of the policy (called the endowment period) or to the
insured himself if he survives up to the end of the endowment period. In other words, an
endowment policy provides for the payment of the insured amo9unt either on death or on the
attainment of a certain age, whichever is earlier. Suppose, a man takes an endowment policy
for 20 years or even after a few weeks or days of taking lout the policy, the sum assured
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becomes payable to his dependents. As against this if he survives this periods, they policy
“matures” and he will himself receive the payment of the sum assured on tehexpiry of 20 years.
A term insurance policy is the oldest form of the policy. here the insurer makes the payments
only if the insured dies within the the “ term “ of the policy of specified policy. In other words
it is conflicts between the insured & the insurer whereby he company promise pay the face
amount of the policy to a third party if the insured die before a certain or age however if insured
doesn’t die during the specified time the contract expired & is treated a cancelled the insurer
pay nothing on the policy .
thus , this contract run only for a temporary specified period of time & that a little or no cash
value accumulated as saving or emergency fund for the policyholder . The policy may be
written for assured a period of one year & may be issued for; longer period 5, 10, 20 years.
This is plan of special interest to those who need extra protection for a short duration like
businessmen on journey, for as temporary cover to secure as an outstanding debt.
Ordinary Policy
Convertible Policy
Decreasing Policy
Renewable term Policy
Yearly Renewable Policy
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2.7 ADVANTAGES OF LIFE INSURANCE
Unlike other saving plans, if affords full protection against risk of death. In case of death, the
full sum assured is made available under a life assurance policy; whereas under saving scheme
the total accumulated saving alone will be available. The later will be considerable less than
the sum assured, if death occurs during early years.
The life assured can name person(s) called Nominee to whom the policy money would be
payable in the event of his death. The proceeds of a life policy can be protected against the
claim of the creditors of the life assured by effecting a valid assignment of the policy.
After an initial period, if the policyholder finds him unable to continue payment of premiums,
he can surrender the policy for a cash sum. Alternatively, he can tide over a temporary difficulty
by taking loan on the sole security of the policy without delay. Further, a life insurance policy
is sometimes acceptable as security for a commercial loan.
4. Tax Relief:
The Indian Income-Tax allows deduction of certain portion of the taxable income, which is
diverted to payment of life insurance premiums from the total income tax liability. When this
tax relief is taken into account, it will be found that the assured is in effect paying a lower
premium for his insurance.
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2.8 PESTLE ANALYSIS OF LIFE INSURANCE INDUSTRY IN INDIA
A) POLITICAL FACTORS:
B) ECONOMIC FACTORS:
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domestic product is 7% out of which the gross premium collection by various
insurance companies forms a significant part.
3. ROLE IN GOVT. SECURITIES MARKET: Insurance companies are fest
emerging as one of the most prominent players in the govt. securities market.
The share of insurance companies in overall investment in the G-sec market
has more than doubled to 23% during 2007-08 from 9% during the previous
fiscal year.
4. BIGGEST DOMESTIC PLAYER IN EQUITY MARKETS: According to
RBI’s annual report for 2007-08, the insurance companies invested Rs. 35880
crore in the G-sec market, which is over 173.06% higher than the Rs.13880
crore they invested in 2006-07. Thus insurers have emerged as the biggest
domestic institutional players in the equity markets.
C) SOCIAL FACTORS:
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5. CHANGE IN FAMILY SYSTEM: Since past, joint family system was the
most prevalent in all the stratus of Indian society. At that time, in case of a
man’s death, there were other people in the family to take care of his wife and
kids. But, with the passage of time, a big change in our culture has come. More
no. of people is moving towards nuclear family system. In today’s scenario
there is no one to help a widow and her kids because everyone is busy with
his/her family. In such a situation more no. of people are opting for insurance
to secure their spouse and children’s future.
6. INCREASE IN LIFE STYLE DISEASES: Due to modernization, the life has
become very fast. Many changes have taken place in the life style of people,
due to which a large no. of new life style diseases have made their place in our
country. Thus, more no. of people is opting for health insurance etc to lead a
better and more secured life.
D) TECHNOLOGICAL FACTORS:
24
E) LEGAL FACTORS:
25
Chapter 3 Company Profile
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IDBI Federal Life Insurance Co Ltd. is a three way joint-venture of IDBI Bank, an Indian
development and commercial bank; Federal Bank, one of India’s leading[peacock term] private
sector banks and Ageas, a multinational insurance giant based out of Europe.
IDBI Federal distributes its products through a multi-channel network consisting of Insurance
agents, Bancassurance partners (IDBI Bank, Federal Bank) Direct channel, and Insurance
Brokers.
3.1 History
In the year 2006, IDBI Bank, Federal Bank and Belgian-Dutch insurance major Fortis
Insurance International NV signed a MoU to start a life insurance company in India. The
company received its license from Insurance Regulatory and Development Authority of India
(IRDAI) (Arul jegadeesh one of the trainee in the idbi federal life insurance company in
Madurai) in December 2007.IDBI Fortis Life Insurance Co. Ltd. officially began its operations
in March 2008. In August 2008, the company collected the premium of over Rs.100 crore
within a record time of five months, thus becoming the fastest growing new life insurance
company in the private sector India-Sri Lanka ODI series that took place in October 2009,
found a title sponsor in insurance major IDBI Fortis. The company’s AUM crossed the Rs.
1,000 crore mark for the first time in March 2010.In August 2010, the company was
rechristened as IDBI Federal Life Insurance Company. In 2012-13, it declared its maiden
profits in record 5 years, thus was one of the fastest to do so in the industry. It yet again clocked
Rs. 80 crore profits for the financial year 2013-14 and has maintained its profitable trajectory
from thereon.
The project report titled “STUDY THE FACTOR AFFECTING BUYING BEHAVIOUR OF
CONSUMER TOWARDS LIFE INSURANCE IN AHMEDABAD CITY”
Company Information :
Type Joint Venture
Industry Life insurance
Founded March 2008
Headquarter’s in Mumbai India
Key people Yogesh Agarwal, Chairman G V Nageswara Rao, MD & CEO.
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Products Individual Life Insurance, Group Insurance and Pension Plans
Employees 1,000 on-roll employees and 7,500 agents
Website Official Website.
Full name IDBI Federal Life Insurance Co Ltd. Legal Address 1st Floor, Trade view
Building, Oasis Complex, Kamala City, Pandurang Budhkar Marg, Lower Parel ( W );
Mumbai; Maharashtra; 400013
Status: Non-Listed Legal Form: Other non-liability limited Operational Status: Operational
Financial Auditors: Dass Gupta & Associates (2010) Tel: +91 22 2490 8109-10
Product of the Company:
1. BONDSURANCE
Get guaranteed return on your investment with life insurance IDBI Federal Bondsurance Plan
is designed for customers looking for guaranteed returns which will not get affected by
financial market conditions. It offers guaranteed return on investment along with life insurance
cover.
Investment in this Plan is eligible for deduction under Sec 80C of the Income Tax Act and the
maturity amount is tax-free under Sec 10(10D) of the Income Tax Act.
If you are looking for a safe and steady approach to meet your dreams, you need a plan that
will give you steady and assured returns that are not dependant on market conditions. IDBI
Federal Bondsurance Plan is the ideal plan to beat the ups and downs around you.
2. WEALTHSURANCE
Wealthsurance plans combine wealth creation with insurance protection into one powerful
financial solution. Unlike other investment alternatives, it allows you to ensure that your goals
of wealth creation are achieved even in the event of serious illness, accidents, disablement or
death.
Insured Wealth Plans to grow wealth under a protective cover
Wealthsurance offers you Insured Wealth Plans. They allow you to create, build and manage
wealth by giving several choices and great flexibility so that your plan meets your specific
needs. You can decide how you wish to save so that it suits your savings habit. You can choose
how your money is invested so that you can grow wealth as per your investment preferences.
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What is even better, Wealthsurance protects your wealth plans with life insurance benefits so
that your wealth-building efforts remain unaffected in unforeseen events and your financial
goals can still be achieved.
As a seasoned investor, you recognise the ability of the equity markets to build wealth over the
long term. But you also appreciate the fact that the growth potential of the market comes with
the accompanying risk of volatility…
3. HOMESURANCE
Your new home is the fulfillment of a long-cherished dream. Only you know the careful
planning that went into its choice. And only you understand the hard work that went into
arranging the financing including the home loan. Truly, your home is your best gift to your
family. Just imagine what would happen, if due to an unfortunate event, you were not around.
The entire burden of your home loan would have to be borne by your family. But you can
ensure that they inherit a home and not a home loan. We understand the importance of
protecting your home loan and the powerful IDBI Federal Homesurance Protection Plan can
help you insure your home loan at a reasonable cost.
4. TERMSURANCE
Happiness & security for our family is something all of us strive to achieve. However, there
are times when you ask yourself - What if something were to happen to me? What would
happen to my loved ones? Have I secured my family financially so that they don’t have to face
life’s burdens? Different people have different needs and seek different things from an
insurance plan. Some look for a large cover option at a low cost, while others seek return of
premium on maturity of the policy. There are some who may want their plan to keep in touch
with inflation, while others may seek flexible premium payment options.
5. INCOMESURANCE
Grow your Guaranteed Annual Income each time you pay premium. Some goals cannot be left
to chance. Like educating your child, or planning for her marriage, or providing financial
security to a loved one, or ensuring a comfortable retirement income. Or you may just want to
ensure a future additional income stream.
29
1. You need a plan that allows you to save regularly to reach your objective.
2. You want the plan to give you assured income payments that are not dependent upon vagaries
such as the stock market.
3. You want the plan to work and your goals to be achieved even if anything happens to you.
A cover for all your needs, Independent regular income for your wife, you can also ensure that
no one, including creditors or claimants, can touch that money.
Child's Education:
You can save regularly and get guaranteed payouts to meet your child's education. You can be
rest assured that your goal will be achieved even if anything were to happen to you.
Daughter’s Marriage: You can withdraw your guaranteed income when the time comes for
marriage. You can meet the wedding expenses or give her a regular income. It is the best
present you can give when she is setting up her home.
6. RETIRESURANCE
It is difficult to predict the future but with more of us living longer, the possibility of outliving
our savings could become a harsh reality. In fact, you could easily spend almost 20-25% of
your life in retirement. This is the time in your life when you will face the retirement challenge.
As time goes by, your responsibilities grow as well, increasing your expenses. Also let’s not
forget the effect of inflation. Inflation increases the cost of living. Take the following increases
-in basic amenities over the last 20 years and you can understand what you could be up against
after 20 years.
These are approximate rates based on market sources and are presented for illustrative purposes
only, But when is a good time to start planning for retirement?
The answer is as soon as you can. It is never too early to plan ahead for something as important
as a comfortable retirement. The earlier you start, bigger your corpus or your retirement.
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7. LOANSURANCE
Loansurance is a cost-effective way to ensure that the outstanding debt is settled in the
unfortunate event of death of the insured member. This term assurance plan provides cover to
a person directly liable for loan repayment (and the partners, in case of a partnership), as per
the benefit schedule.
Reducing cover under this option, your insurance cover reduces as per your benefit schedule.
The benefit schedule is computed over a period of time, taking into account initial loan interest
rate, the loan term and outstanding loan amount. Level Cover
The level cover option of Loansurance provides a cover for the sum insured as specified by the
insured member and can be to the extent of the full agreed loan amount plus accrued interest
as chosen by the insured member.
Strengths:
The banks major strength is it involves latest cutting edge technologies to support its
core banking operations.
The bank has network of 943 branches and 1529 ATMs
The total turnover of the bank is 3, 37,584 crores in the last FY 2010-11, and earned a
net profit of Rs.1650 cr.
The bank has grown at a rate of 60% compared to previous year
IDBI has the first mover advantage in opening ‘G-sec portal’. This is a platform for the
retail investors to invest in government securities
IDBI is one of the largest commercial banks in India which focuses on industrial
infrastructure and development
IDBI’s product portfolio includes 14 broad classifications, and there are some sub
categories in each. The bank has customized solution faculties for its industrial clients
The location of its headquarters in Mumbai fosters the growth of the bank.
IDBI’s subsidiaries are into capital market services, IT services, asset management and
life insurance.
Weaknesses:
31
IDBI has less penetration into the rural market.
IDBI has very less number of branches and ATM network compared to other major
players.
It concentrates mainly on commercial banking services whereas the individual banking
services is where the main revenue lies.
The customer help desk is not performing efficiently and there are many unresolved
issues of customers.
The bank has lots of consumer complaints with respect to servicing charges
The bank lacks in promotional activities.
Opportunities:
Scope for bagging government schemes are high as IDBI belongs to public sector.
Global opportunities for IDBI are the rise as the management is keenly focusing on
global expansion in next few years.
They have a good number of financial expertise to face the emerging industrial and
economic growth in India.
It is the only bank in public sector which has enabled social media plug-in in its website.
This has increased the brand awareness and better reach to its customers.
The bank has good opportunities in semi-urban and Tire II cities areas as the industrial
growth is taking very rapidly.
Threats:
IDBI faces tough competition in terms of new market development due to competition
from both government and private banks.
FDI in Indian banking has been opened up to 74% by the RBI.
In private banking HDFC, ICICI and in public sector SBI, Punjab National Bank,
Andhra bank and Allahabad bank are the major competitors.
The bank has to focus on improving the customer satisfaction in order to sustain the
loyal customers.
Recent scams and fraudulent activities of bank have gained mistrust from its customers
and investors.
32
Chapter 4: Introduction of the topic
33
Consumer Behaviour
Schiffman and Kanuk (2007:11) defined consumer behaviour as the behaviour that consumers
display in searching for, purchasing, using, evaluating and disposing of products and services
that they expect will satisfy their needs. According to Kumar (2008:2) consumer behaviour can
be define as the behaviour of individuals in regards to acquiring, using, and disposing of
products, services, ideas or experiences. Consumer behaviour focuses on how individuals make
decisions to spend their available resources (time, money, effort) on consumption related items.
A Conceptual Understanding The consumers’ buying behaviour has been always a popular
marketing topic, extensively studied and debated over the last decades while no contemporary
marketing textbook is complete without a chapter dedicated to this subject. The predominant
approach, explaining the fundamentals of consumer behaviour, describes the consumer buying
process as learning, information-processing and decision-making activity divided in several
consequent steps:
A distinction is frequently made between high and low involvement purchasing, implying that
in practice the actual buying activity can be less or more consistent with this model, depending
on the buyer’s perceived purchasing risks.
High or low degree of involvement is also a question of buyer experience; products purchased
for the first time, in general, require more involvement than frequently purchased products.
Most academics and practitioners agree that demographic, social, economic, cultural,
psychological and other personal factors, largely beyond the control and influence of the
marketer, have a major effect on consumer behaviour and purchasing decisions. Despite their
incapacity to exercise any substantial influence on the above factors, marketers can have some
34
bearing on the outcome of the buying process by engaging different marketing tools, the most
prominent being the 4Ps - product, price, place and promotion - also known as the marketing
mix. While the value and current standing of the mix as marketing toolkit is frequently
disputed. Marketing practitioners nonetheless widely deem the 4Ps as the tools that can
influence the consumer’s behaviour and the final outcome of the buyer-seller interaction. Next
to the personal and external uncontrollable factors influencing the buying behaviour, exposure,
of customers to the company’s marketing can affect the decision-making by providing inputs
for the consumer’s black box where information is processed before the final consumer’s
decision is made. Customer satisfaction has been used as one of the key constructs to predict
consumer behaviour for decades. Customer satisfaction has many benefits - it heightens
customer loyalty and prevents customer churn, lowers customers’ price sensitivity, reduces the
costs of failed marketing and new customer creation, reduces operating costs as customer
number increases. Also the connection between customer satisfaction and customer loyalty is
not always a linear relation, although it constitutes a positive relationship and hence there
should be negative relationship between customer satisfaction and customer churnability.
Customer satisfaction is the result of customers comparing their perception of performance of
the service with their expectations. Customer expectations are beliefs about service delivery
that function as standards or reference points against which the performance is judged.
Customers perceive services in terms of the quality of the service and how satisfied they are
with their expectations. Companies have become increasingly interested in hearing from their
customers. Dissatisfied customers, in particular, are often encouraged to communicate their
complaints to company service representatives over the telephone. Research suggests that in
many cases, companies make good-faith efforts to address the complaints, of these dissatisfied
customers. Many managers, for example, are often prepared to exceed consumer expectations
in striving to address complaints. Given the direct relationship between customer satisfaction
and company profitability, such efforts to resolve customer complaints make good business
sense. Unfortunately, the number of complaints received by a company may not always be a
good measure of customer satisfaction. This is because not all disgruntled consumer’s
complain. Instead of complaining, a dissatisfied customer may terminate the relationship or
“suffer in silence confident that things will get better soon”. The decision not to complain may
be situational. For example, a dissatisfied customer may not have the time to wait for a manager
and decide instead to leave the store. Satisfying the customers is the primary objective of all
the companies nowadays, especially the service sector. There are numerous studies that have
looked at customer satisfaction in the service industry. Satisfaction is equated with the well or
35
better performed function of a business to the expectation of the customer. The literature on
satisfaction indicates that a satisfied customer will create repeat purchase, favourable word of
mouth recommendation, increased loyalty, and therefore, profits to the company. A satisfied
customer is the cheapest method of promotion as there is always hope that they will share with
others their experience of the service, thus promoting the service. Satisfaction from the
customer’s point of view is similar to Gap, the difference between perception and expectation
of the service performed. Satisfaction is beyond the physical, situational and behavioural terms,
to that of a state of mind. This state of mind of the customer is the leading criterion for
determining the quality that is actually delivered to customers through the product/service and
by the accompanying service. The challenge is to offer the right quality of service that is
required by the customer. Hence this study aims at studying the consumer behaviour in the life
insurance industry and also how what the consumers’ preference and perception is with regard
to the life insurance industry in India.
Kotler and Keller stated there are four types of buying decision behaviour based on the degree
of buyer involvement and the degree of differences among brands: Complex buying behaviour,
consumers undertake complex buying behaviour when they are highly involved in a purchase
and perceive significant differences among brands. Dissonance-reducing buying behaviour,
this type occurs when consumers are highly involved with an expensive, risky purchase, but
see little differences among brands. Habitual buying behaviour, this type occurs under
conditions of low consumer involvement and little significant brand differences. Variety
seeking buying behaviour, consumers undertake this type in situation characterized by low
consumer involvement but significant perceived brand differences. McDaniel, Lamb & Hair
stated that consumer buying decision generally fall along a continuum of three broad
categories: Routine response behaviour, consumer buying frequently purchase, low cost goods
and services; require little search and decision time. Limited decision making, requires a
moderate amount of time for gathering information and deliberating about an unfamiliar brand
in a familiar product. Extensive decision making, used when buying an unfamiliar, expensive,
or an infrequently bought item.
Life Insurance
36
Life Insurance is a contract for payment of a sum of money to the person assured, or failing
him/her, to the person entitled to receive the same, on the happening of the event insured by
the contract. Life insurance is a financial instrument used for providing support for survivors,
paying estate obligations arising after death, adjusting business losses because of a top
personnel’s death, accumulating funds for retirement, emergencies and other future uses and
also solving income tax problems. The primary purpose of Life Insurance is the protection of
the entire family in case of death. Nowadays, Life insurance also acts as a tool to plan
effectively about one’s future Savings, child’s education needs etc. So apart from covering life,
it is an effective tool to enhance wealth.
Types of insurance
Any risk that can be quantified can potentially be insured. Specific kinds of risk that may give
rise to claims are known as "perils". An insurance policy will set out in detail which perils are
covered by the policy and which are not. Below are (non-exhaustive) lists of the many different
types of insurance that exist.
A single policy may cover risks in one or more of the categories set out below. For example,
auto insurance would typically cover both property risk (covering the risk of theft or damage
to the car) and liability risk (covering legal claims from causing an accident).
A homeowner's insurance policy in the U.S. typically includes property insurance covering
damage to the home and the owner's belongings, liability insurance covering certain legal
claims against the owner, and even a small amount of coverage for medical expenses of guests
who are injured on the owner's property.
Business insurance
Can be any kind of insurance that protects businesses against risks. Some principal subtypes of
business insurance are (a) the various kinds of professional liability insurance, also called
professional indemnity insurance, which are discussed below under that name; and (b) the
business owner's policy (BOP), which bundles into one policy many of the kinds of coverage
that a business owner needs, in a way analogous to how homeowners insurance bundles the
coverage’s that a homeowner needs.
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Auto Insurance
Auto insurance protects you against financial loss if you have an accident. It is a contract
between you and the insurance company. You agree to pay the premium and the insurance
company agrees to pay your losses as defined in your policy. Auto insurance provides property,
liability and medical coverage:
An auto insurance policy is comprised of six different kinds of coverage. Most countries require
you to buy some, but not all, of these coverage’s. If you're financing a car, your lender may
also have requirements.
Most auto policies are for six months to a year. Your insurance company should notify you by
mail when it’s time to renew the policy and to pay your premium.
Home Insurance
Home insurance provides compensation for damage or destruction of a home from disasters.
In some geographical areas, the standard insurances exclude certain types of disasters, such as
flood and earthquakes that require additional coverage. Maintenance-related problems are the
homeowners' responsibility.
The policy may include inventory, or this can be bought as a separate policy, especially for
people who rent housing. In some countries, insurers offer a package which may include
liability and legal responsibility for injuries and property damage caused by members of the
household, including pets.
Health Insurance
38
Health insurance policies by the National Health Service in the United Kingdom (NHS) or
other publicly-funded health programs will cover the cost of medical treatments. Dental
insurance, like medical insurance, is coverage for individuals to protect them against dental
costs. In the U.S., dental insurance is often part of an employer's benefits package, along with
health insurance.
Disability Insurance
Disability insurance policies provide financial support in the event the policyholder is
unable to work because of disabling illness or injury. It provides monthly support to help pay
such obligations as mortgages and credit cards.
Disability overhead insurance allows business owners to cover the overhead expenses
of their business while they are unable to work.
Total permanent disability insurance provides benefits when a person is permanently
disabled and can no longer work in their profession, often taken as an adjunct to life insurance.
Workers' compensation insurance replaces all or part of a worker's wages lost and
accompanying medical expenses incurred because of a job-related injury.
Casualty Insurance
Casualty insurance insures against accidents, not necessarily tied to any specific property.
Crime insurance is a form of casualty insurance that covers the policyholder against
losses arising from the third parties. For example, a company can obtain crime
insurance to cover losses arising from theft or embezzlement.
Political risk insurance is a form of casualty insurance that can be taken out by
businesses with operations in countries in which there is a risk that revolLICon or other
political conditions will result in a loss.
Life Insurance
39
Life insurance provides a monetary benefit to a decedent's family or other designated
beneficiary, and may specifically provide for income to an insured person's family, burial,
funeral and other final expenses. Life insurance policies often allow the option of having the
proceeds paid to the beneficiary either in a lump sum cash payment or an annuity.
Annuities provide a stream of payments and are generally classified as insurance because they
are issued by insurance companies and regulated as insurance and require the same kinds of
actuarial and investment management expertise that life insurance requires.
Annuities and pensions that pay a benefit for life are sometimes regarded as insurance against
the possibility that a retiree will outlive his or her financial resources. In that sense, they are
the complement of life insurance and, from an underwriting perspective, are the mirror image
of life insurance.
Certain life insurance contracts accumulate cash values, which may be taken by the insured if
the policy is surrendered or which may be borrowed against. Some policies, such as annuities
and endowment policies, are financial instruments to accumulate or liquidate wealth when it is
needed.
In many countries, such as the U.S. and the UK, the tax law provides that the interest on this
cash value is not taxable under certain circumstances. This leads to widespread use of life
insurance as a tax-efficient method of saving as well as protection in the event of early death.
In U.S., the tax on interest income on life insurance policies and annuities is generally deferred.
However, in some cases the benefit derived from tax deferral may be offset by a low return.
This depends upon the insuring company, the type of policy and other variables (mortality,
market return, etc.). Moreover, other income tax saving vehicles (e.g., IRAs, 401(k) plans, Roth
IRAs) may be better alternatives for value accumulation. A combination of low-cost term life
insurance and a higher-return tax-efficient retirement account may achieve better investment
return.
Property Insurance
40
This tornado damage to an Illinois home would be considered an "Act of God" for insurance
purposes
Property insurance provides protection against risks to property, such as fire, theft or weather
damage. This includes specialized forms of insurance such as fire insurance, flood insurance,
earthquake insurance, home insurance, inland marine insurance or boiler insurance.
Automobile insurance
Known in the UK as motor insurance, is probably the most common form of insurance and
may cover both legal liability claims against the driver and loss of or damage to the insured's
vehicle itself. Throughout the United States an auto insurance policy is required to legally
operate a motor vehicle on public roads. In some jurisdictions, bodily injury compensation for
automobile accident victims has been changed to a no-fault system, which reduces or
eliminates the ability to sue for compensation but provides automatic eligibility for benefits.
Credit card companies insure against damage on rented cars.
Driving School Insurance provides cover for any authorized driver whilst undergoing tuition;
cover also unlike other motor policies provides cover for instructor liability where both the
pupil and driving instructor are equally liable in the event of a claim.
Aviation insurance insures against hull, spares, deductibles, hull wear and liability
risks.
Boiler insurance (also known as boiler and machinery insurance or equipment
breakdown insurance) insures against accidental physical damage to equipment or
machinery.
Builder's risk insurance insures against the risk of physical loss or damage to property
during construction. Builder's risk insurance is typically written on an "all risk" basis
covering damage due to any cause (including the negligence of the insured) not
otherwise expressly excluded.
41
Crop insurance "Farmers use crop insurance to reduce or manage various risks
associated with growing crops. Such risks include crop loss or damage caused by
weather, hail, drought, frost damage, insects, or disease, for instance."[
Earthquake insurance is a form of property insurance that pays the policyholder in the
event of an earthquake that causes damage to the property. Most ordinary homeowner’s
insurance policies do not cover earthquake damage. Most earthquake insurance policies
feature a high deductible. Rates depend on location and the probability of an
earthquake, as well as the construction of the home.
A fidelity bond is a form of casualty insurance that covers policyholders for losses that
they incur as a result of fraudulent acts by specified individuals. It usually insures a
business for losses caused by the dishonest acts of its employees.
Flood insurance protects against property loss due to flooding. Many insurers in the
U.S. do not provide flood insurance in some portions of the country. In response to this,
the federal government created the National Flood Insurance Program which serves as
the insurer of last resort.
Home insurance or homeowners' insurance: See "Property insurance".
Landlord insurance is specifically designed for people who own properties which they
rent out. Most house insurance cover in the U.K will not be valid if the property is
rented out therefore landlords must take out this specialist form of home insurance.
Marine insurance and marine cargo insurance cover the loss or damage of ships at sea
or on inland waterways, and of the cargo that may be on them. When the owner of the
cargo and the carrier are separate corporations, marine cargo insurance typically
compensates the owner of cargo for losses sustained from fire, shipwreck, etc., but
excludes losses that can be recovered from the carrier or the carrier's insurance. Many
marine insurance underwriters will include "time element" coverage in such policies,
which extends the indemnity to cover loss of profit and other business expenses
attributable to the delay caused by a covered loss.
Surety bond insurance is a three party insurance guaranteeing the performance of the
principal.
Terrorism insurance provides protection against any loss or damage caused by terrorist
activities.
Volcano insurance is an insurance that covers volcano damage in Hawaii.
Windstorm insurance is an insurance covering the damage that can be caused by
hurricanes and tropical cyclones.
42
Credit Insurance
Credit insurance repays some or all of a loan when certain things happen to the borrower such
as unemployment, disability, or death.
Mortgage insurance insures the lender against default by the borrower. Mortgage
insurance is a form of credit insurance, although the name credit insurance more often
is used to refer to policies that cover other kinds of debt.
43
Chapter 5: Analysis & Interpretation
44
5.1 Primary analysis:
25%
43% Short term
Long term
32% Both
Data Interpretation:
From the above analysis it can be interpreted that from a total population of 201 responses
collected 24.4% of respondents i.e. 49 respondents prefer short term investment, 32.3%
respondents i.e. 65 people choose to invest in long term investments where as 43.3% i.e. 87
from the total respondents choose to invest in both, long term investment and short term
investment as well. This shows that majority of people are more likely to invest in both the
kind of investments rather than selecting any one.
45
2. Which is the best form of investment?
Data Interpretation:
Considering the best form of investment from the above analysis it can be interpreted that
almost 24% of the respondents i.e. out of 201 respondents, 48 people prefer to invest in fixed
assets almost 16% i.e. 32 respondents prefer to invest in bank as fixed deposits, 11.4% i.e. 23
respondents prefer to invest in jewellery like gold, silver and diamonds 37.8% i.e. 76 people
choose to invest in securities like mutual funds shares and equity, whereas only 11% i.e.22
people choose to invest in insurance. In spite life insurance being an important element of an
individual’s security people are very negligent towards insurance and choose to invest in other
element.
46
3. Do you have Life insurance policy?
12%
Yes
No
88%
Data Interpretation:
Considering the above pie chart which shows the number of respondents that how many of
them own a life insurance, it shows that 88.1% i.e. 177 out of 201 respondents own a life
insurance policy whereas only 11.9% i.e. only 24 respondents do not own a life insurance
policy. This shows awareness regarding importance of life insurance policy amongst
respondents.
47
4. For how many years do you have the life insurance policy?
16%
31% less than 5 years
5-10 years
28%
10-15 years
25%
more than 15 years
Data Interpretation:
Considering the element that for how long the respondents choose to lock their money or invest
their money for future needs we can analyse that 16.4% of the people from total respondents
i.e. 29 people have invested or have chosen to invest their money for less than 5 years, 27.7%%
i.e. 49 respondents choose to invest their money for a period of just 5-10 years, 25.4% i.e. 45
people choose to invest their money for period of 10-15 years, whereas majority of the
respondents i.e. 30.5% (54) of the respondents choose to lock their money for a period of more
than 15 years.
48
5. What is the reason for not having life insurance policy?
13% 17%
12% Lack of awareness
Long term investment
Risk involved
58%
Fluctuating returns
Data Interpretation:
From total responses collected 11.9% i.e. 24 people didn’t have insurance policy the reason
being that 16.7% of the population did not have much knowledge or are lacking in awareness
regarding policies, 58.3% of the population do not invest in policies because they consider it
as a long term investment, according to 12.5% of the respondents believe that there is some
sort of risk involved in buying insurance policies & 12.5% of the respondents do not invest in
insurances due to fluctuating returns.
49
6. Among the following which life insurance company would you prefer to
buy/have bought the policies?
50
Data Interpretation: -
On collecting the responses from the respondents that in which company they have their policy
and from those who don’t have any policy then of which company would they prefer to buy
policy, we came to know that majority of the population i.e. 111 out of 201 respondents which
is 55.2% people would like to invest in LIC, 4.5% i.e. 9 people would invest in IDBI Federal
life insurance, 3.5% chose to invest in Bharti Axa life insurance, 5% of people selected Max
life insurance, 9.5% population chose to invest in SBI life insurance and ICICI prudential life
insurance each, 3% i.e. 6 people would like to invest in Relaince life insurance, 4.5%
population would like to invest in HDFC life insurance, 4.10% from total 201 respondents
voted for kotak life insurance and only 1.5% population selected Bajaj alliance life insurance.
51
At which interval would you prefer to
pay the premium?
4% 18%
Monthly
14% Quarterly
49%
Semi-annualy
15%
Annually
Single Premium
Data Interpretation:
On analysing the data of premium payment interval that respondents prefer we can interpret
that 18% or the respondents i.e. 36 people prefer to pay the premium monthly, 14.4%
respondents prefer to pay the premium quarterly i.e. every 3 months, 15.4% choose to pay
premium semi-annually,48.8% were comfortable by paying premium annually and 3.5%
respondents were such that they chose to pay their entire premium on one go i.e. single
premium
52
How will you prefer to buy life
insurance policy?
18% 16%
Through broker
19% Direct from company
Data Interpretation:
From the above data analysis we can interpret that out of 201 respondent 16% respondent that
is 32 people decided to buy policy through broker, 47.3% of population preferred buying policy
directly from the company, 19.4% preferred buying through agents, where as 17.4% of the total
population preferred buying through online method.
53
Which is the most important reason
to buy a life insurance policy?
28%
For savings
56%
For tax benefits
16%
A tool to protect future
Data Interpretation:
After collecting the responses and analysing it we came to know that 27.9% of the people
invested in the lic policy for saving, 15.9% of the people invested in policy for tax benefits
whereas majority of the people that is 56.2% considered buying policy as tool to protect future.
54
What kind of insurance policy/plan
you would prefer to purchase?
Child plans
Data Interpretation:
On analysing the above data we can interpret that only 3.5% respondent are interested in child
plans, whereas majority of the respondents30.3% are interested in investing in money back
plans, 9.5% people are interested in investing in health plans, 13.9% people are interested in
term plan, 25.4% people preferred to purchase life insurance cover plans, where as 17.4% of
total population choose to invest in united link insurance.
11. Do you feel private insurance companies are more efficient and
responsive then public companies.
55
Do you feel private insurance
companies are more efficient and
responsive then public companies.
15% 16%
Strongly agree
15% Agree
16%
Neutral
38% Disagree
Strongly Disagree
Data Interpretation:
From the above data we can interpret that 16.4% people out of 201 respondent strongly agree
that private insurance company are more efficient and responsive that public company, 15.9%
people only agrees that private insurance company are more efficient and responsive that public
company, 38.3% of people are neutral to the decision that private insurance company are more
efficient and responsive that public company, 14.9% people disagree that private insurance
company are more efficient and responsive that public company, and 14.4% people strongly
disagree that private insurance company are more efficient and responsive that public company.
12. Gender
56
Gender
38%
Female
62%
Male
Data Interpretation:
Out of 201 responses collected 38.3% i.e. 77 respondent were female and 61.7% i.e 124
respondent were male
13. Age
57
Age
9%
35%
25%
18-26 years
26-36 years
Data Interpretation:
From the above data of the age of the respondents 35.3% i.e 71 people were between 18-26
yrs, 30.8% i.e. 62 people were of age group between 26-36 yrs, 24.9% i.e 50 people were of
age group of between 36-45 , and only 9% respondents were above 45 yrs
14. Occupation
Frequenc Percent Valid Cumulative
y Percent Percent
Service 89 44.3 44.3 44.3
Business 69 34.3 34.3 78.6
Self
Valid 38 18.9 8.9 97.5
employed
Retired 5 2.5 2.5 100.0
Total 201 100.0 100.0
58
Occupation
3%
19%
44% Service
Business
Data Interpretation:
On studying the occupation of the respondents we can interpret that 44.3% were engaged in
service sector, 34.3% owned their own business, 8.9% were self-employed, and 205% were
retired.
59
Annual Income
15%
24%
below 3 lacs rs
15% 3-5 lacs rs
5-7 lacs rs
24%
22% 7-10 lacs rs
above 10 lacs rs
Data Interpretation:
Considering the annual income of the respondents, 24.4% i.e. 49 from total 201 respondents
fall in the income slab of less than 3 lakhs a year, 14.9% of the respondents i.e. 30 people fall
under the income slab of more than 10 lakhs annually where as 24.4%, 21.4% and 14.9% of
the respondents fall in the income slab of 3-5 lakhs, 5-7 lakhs and 7-10 lakhs respectively.
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5.2 Secondary Analysis:
Total 49 65 87 201
Data Interpretation:
Considering the combination of two factors i.e. age and what type of investment do respondents
prefer we have analysed that respondents falling in the age group between 18-26 years 20 of
them prefer short term investment, 22 respondents prefer long term investment, 29 of them
tend to choose both, respondents falling in the age group of 26-36 years, 18 respondents of
them prefer short term investment, 21 respondents prefer long term investment, 23 of them
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tend to choose both, respondents falling in the age group of 36-45 years, 8 respondents of them
prefer short term investment, 19 respondents prefer long term investment, 23 of them tend to
choose both, and respondents of the age 45 years and above,3 respondents of them prefer short
term investment, 3 respondents prefer long term investment, 12 of them tend to choose both.
62
Data Interpretation:
On analyzing the data after combining two factors, occupation and form of investment we have
interpreted that out of total 89 respondents belonging to service sector 24 of them consider
fixed assets as best form of investment, 16 prefer to invest in bank deposits, 14 prefer to choose
jewellery as best form of investment, 26 chose mutual funds and 9 selected insurance as best,
out of total 69 respondents owning their business 12 of them consider fixed assets as best form
of investment, 13 prefer to invest in bank deposits, 6 prefer to choose jewellery as best form of
investment, 29 chose mutual funds and 9 selected insurance as best, out of total 38 respondents
who are self employed 9 of them consider fixed assets as best form of investment, 3 prefer to
invest in bank deposits, 2 prefer to choose jewellery as best form of investment, 21 chose
mutual funds and 3 selected insurance as best, out of total 5 respondents who are retired 3 of
them consider fixed assets as best form of investment, 0 prefer to invest in bank deposits, 1
prefer to choose jewellery as best form of investment, 0 chose mutual funds and 1 selected
insurance as best
63
3. Occupation * At which interval would you prefer to pay the premium? Cross tabulation
Count
At which interval would you prefer to pay the premium? Total
Monthly Quarterl Semi- Annuall Single
y annualy y Premium
Service 20 11 15 41 2 89
Business 9 11 10 37 2 69
Occupatio
Self
n 7 7 5 17 2 38
employed
Retired 0 0 1 3 1 5
Total 36 29 31 98 7 201
Data Interpretation:
Considering the occupation of the respondents and how respondents prefer to pay the premium
at which interval we can interpret that out of 89 respondents belonging to service sector 20
prefer to pay the premium monthly, 11 of them prefer to pay quarterly, 15 pays semi-annually,
41choose to pay annually and 2 select to pay one a go i.e. single premium. Out of 69
respondents owning their business 9 prefer to pay the premium monthly, 11 of them prefer to
pay quarterly, 10 pays semi-annually,37 choose to pay annually and 2 select to pay one a go
i.e..single premium. Out of respondents who are self-employed 7 prefer to pay the premium
monthly, 7 of them prefer to pay quarterly, 5 pays semi-annually,17 choose to pay annually
and 2 select to pay one a go i.e. single premium. Out of 5 respondents who are retired none of
them prefer to pay the premium monthly, no one of them prefer to pay quarterly, 1 pays semi-
annually,3 choose to pay annually and select to pay one a go i.e. single premium
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
Age * How will you
prefer to buy life 201 100.0% 0 0.0% 201 100.0%
insurance policy?
64
4. Age * How will you prefer to buy life insurance policy? Cross tabulation
Count
How will you prefer to buy life insurance policy? Total
Through Direct from Through Through
broker company agents Online
methods
18-26 years 9 35 19 8 71
26-36 years 12 25 10 15 62
Age 36-45 years 8 22 9 11 50
45 years and
3 13 1 1 18
above
Total 32 95 39 35 201
Data Interpretation:
On considering the age factor and preference of the customers as to how will they buy the
policy we have interpreted that from 71 respondents of the age group of 18-26 years, 9 prefer
to buy through broker, 35 direct from the company, 19 through contacting agents and 8 through
online methods. 62 respondents of the age group of 26-36 years, 12 prefer to buy through
broker, 25 direct from the company, 10 through contacting agents and 15 through online
methods. 50 respondents of the age group of 36-45 years, 8 prefer to buy through broker, 22
direct from the company, 9 through contacting agents and 11 through online methods. 18
respondents of the age 45 and above, 3 prefer to buy through broker, 13 direct from the
company, 1 through contacting agents and 1 through online methods.
65
5.3 One-way anova: -
Hypothesis:
H0: - There is no association between factor considered while purchasing Life Insurance and
Income of the customer.
H1:- There is association between factor considered while purchasing Life Insurance and Income of
the customer.
ANOVA
66
Between
9.156 4 2.289 1.649 .163
Groups
Wide range of products
Within Groups 272.048 196 1.388
Total 281.204 200
Between
28.786 4 7.197 5.571 .000
Groups
Security
Within Groups 253.194 196 1.292
Total 281.980 200
Between
18.232 4 4.558 3.915 .004
Groups
Tax benefits
Within Groups 228.166 196 1.164
Total 246.398 200
Between
13.497 4 3.374 2.431 .049
Groups
Saving option
Within Groups 272.006 196 1.388
Total 285.502 200
Between
14.254 4 3.563 2.314 .059
Riders(additional Groups
benefits) Within Groups 301.786 196 1.540
Total 316.040 200
Between
17.651 4 4.413 3.734 .006
Groups
Medical benefits
Within Groups 231.633 196 1.182
Total 249.284 200
Between
9.769 4 2.442 2.040 .090
Groups
Customer services
Within Groups 234.619 196 1.197
Total 244.388 200
Between
13.432 4 3.358 2.882 .024
Groups
Maturity period
Within Groups 228.369 196 1.165
Total 241.801 200
67
5.4 HYPOTHESIS ANALYSIS
68
income of the income of
customer. the customer.
69
between saving between
option and saving
income of the option and
customer. income of
the customer.
70
income of
the customer.
71
Chapter 6: Findings
72
Among the people not having life insurance the main reason behind it was long term
investment because the gains in this sector were only after the maturity of the policy
or death of the insured.
Majority of the respondents were preferring long term investment but when it comes
to insurance people were attracted more towards fixed assets and mutual funds.
More than half of the population were having life insurance for more than 10 years
which shows that that people are well aware of the benefits and have invested in as
security for the family.
The most preferable company for life insurance is LIC with more than 50% customer
preference.
Public sector is still dominating the life insurance sector with 70% market share but
its share is gradually decreasing every year as before 15 years public sector was
dominating with 98%.
According to the survey the service quality, responsiveness of both public and private
sector are quite same as the people choosing private sector over public we same s the
people against it.
During the client interactions we found out that depending upon the family size, their
income and interest in taking policy, the customers have up to 3 insurance policies in
majority.
Considering the various factors like premium, policy term, rider benefits, services;
majority of the customers prefer to take policy of 10 to 15 years and also 15 years and
above.
Out of all these plans, comparatively, Savings and Investments Plans that are
Guaranteed Money Back Plan, ULIP plans, Plan are the highest selling plans and
there is more customers’ preference towards these plans. Because of the better returns
in these plans as Money back plan offers guaranteed share of insured amount at a
fixed interval of time and ULIP being comparative same as mutual funds has flexible
withdrawals after the lock-in period.
73
Chapter 7: Recommendations
74
The company should focus on its promotional activities so that the awareness of is
spread and trust among the customers is build.
The company should start focusing on rural areas to expand its customer base.
Company should focus on plans like Money back plans and ULIP plans as they are
more popular due to their flexible returns.
75
Chapter 8: Conclusion
76
We have conducted a research report on “STUDY THE FACTOR AFFECTING
BUYING BEHAVIOUR OF CONSUMER TOWARDS LIFE INSURANCE IN
AHMEDABAD CITY” and have done primary data analysis through questionnaire by
doing survey of 201 respondents. And secondary data analysis through cross tabulation
and got hypothesis we have done one way anova between various features of insurance
to the income group of the customer.
Life insurance is one of the pillars of personal finance, deserving of consideration by
every household. Life insurance does not simply apply a monetary value to someone’s
life. Instead, it helps compensate for the inevitable financial consequences that
accompany the loss of life. Strategically, it helps those left behind cover the costs of
final expenses, outstanding debts and mortgages, planned educational expenses and
lost income. But most importantly, in the aftermath of an unexpected death, life
insurance can lessen financial burdens at a time when surviving family members are
dealing with the loss of a loved one. In addition, life insurance can provide valuable
peace of mind for the policy holder. That is why life insurance is vital for the bread
winner of a single-income household, but still important for a stay-at-home spouse.
77
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79
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80
Annexures
Dear Respondents,
To complete our MBA, we have proposed a project “TO STUDY THE FACTOR
AFFECTING CONSUMER BUYING BEHAVIOUR TOWARDS LIFE INSURANCE IN
AHMEDABAD CITY” Kindly help us by filling this questionnaire which would help us to
complete our Summer Internship Program (SIP). We would be grateful to you if you share
your few minutes answering these questions. Feel free to express, information furnished will
be kept confidential.
Moolraj Modhvadiya
Kiran Ramchandani GLSICT, AHMEDABAD
Name: ____________________________________
Gender:
A) Male
B) Female
Age:
A) 18-25 years
B) 26-35 years
C) 36-45 years
D) 45 and above
Occupation:
A) Service
B) Business
C) Self employed
D) Retired
Income Category:
A) 2 to 3 Lac /p. a
B) 3 to 5 Lac/p. a
C) 5 to 7 Lac/p. a
D) 7 to 10Lac /p. a
E) Above 10Lac /p. a
A) Short term
81
B) Long term
C) Both
a) Fixed Assets
b) Bank deposits
c) Jewellery
d) Securities, i.e. Bonds, MFs
e) Shares
f) Insurance
A) Yes
B) No
4. Among the following which life insurance company would you prefer to buy / have bought
the policies?
A) LIC
B) IDBI FEDERAL life insurance
C) Bharti AXA life insurance
D) Max life insurance
E) SBI life insurance
F) ICICI Prudential Life insurance
G) Reliance life insurance
H) HDFC life
I) Kotak life insurance
J) Bajaj Allianz life insurance
K) Other: __________
5. (If yes) for how many years do you have your life insurance policy? (Section2)
82
6. (If no) what is the reason for not having life insurance policy?
A) Lack of awareness
B) Long term investment
C) Risk involved
D) Fluctuating returns
E) Other
8. What are the features you consider before taking a new life insurance policy?
(1=least important, 2= not so important, 3= important, 4=very important, 5= most important).
1 2 3 4 5
A) Insurance coverage
B) Low premium amounts
C) Flexible withdrawals
D) Risk involved
F) Brand name of the life insurance company
G) Wide range of the products
H) Security
I) Tax benefits
J) Saving options
K) Riders(Additional Benefits)
L)Medical benefits
M) Customer Services
N) Maturity Period
A) Through broker
B) Direct from company
C) Through agent
D) Through online methods
E) Others
83
10. Which is the most important reason to buy a life insurance policy?
A) Child plans
B) Money back plans
C) Health plans
D) Term plans
e) Life insurance plans
f) Unit Linked Insurance Plans (ULIP)
12. Do you feel private insurance companies are more efficient and responsive than public
companies?
A) Strongly agree
B) Agree
C) Neutral
D) Disagree
E) Strongly disagree
THANK YOU
84