INTRODUCTION

The main aim of this project is to study consumer behaviour in process of selling the
insurance products and thus, it is mainly based on study of consumer behaviour. i.e. how
individuals make decisions to spend their available resources (time, money, effort) on various
items and this process comes under marketing process. Marketing is the process of promoting
and selling the products. Market research, distribution of products, consumer behaviours and
satisfaction, promotions to attract the products etc. these are some key points of marketing. As
marketers, it is important for us to recognize why & how individuals make their consumption
decisions so that we can make better strategic marketing decisions.

Consumer behaviour is the study of individuals, groups, or organizations and all the
activities associated with the purchase, use and disposal of goods and services, including the
consumer's emotional, mental and behavioural responses. So if marketers understand consumer
behaviour they are able to predict how consumers are likely to react to various informational and
their marketing decisions concerning product, price, promotion & distribution can be altered
according to consumers perceptions. This will help marketers to make profit as well as to
understands customer needs, satisfaction about product etc. so they can make a healthy
competition with their competitors by providing good and improved products and services as per
need of consumer.

So these project gives information about consumer behaviour towards insurance products
like peoples interest or motive to invest in insurance companies, investors behaviours, consumer
perception etc. also information about ICICI prudential company, their competitors etc. this
project gives us reviews of costumers towards products of ICICI prudential’s , satisfactions etc.
products while studying this project I collects some objectives , scopes limitations regarding
project are as follows:

OBJECTIVES:

The main objective of this project is to study the customer behavior and various reactions
of customers with reference to ICICI prudential life insurance co., and suggest ways to improve
its marketing efforts.
1. To Study the tends in Life Insurance Market

2. To Study the profile of ICICI Prudential Life Insurance Co.,

3. To Study the investors behaviour with respect to ICICI life insurance

4. To Analyze the investors perceptions about ICICI life insurance

5. To study the customer satisfactions about ICICI Prudential.

SCOPES:

The study is confined to the life insurance market, about the investor preferences towards
life insurance and a specific focus on the ICICI Prudential Life Insurance has been made.

1. To understand the psychology of customer behavior and the reactions of the

customers when they are approached.

2. To develop an overall view of the insurance sector in the company.

3. To understand the selling mechanism and various techniques involved in the

marketing of insurance products

4. To understand customers perceptions regarding for opting of life insurance.

LIMITATIONS:

1. Only life Insurance market has been studied

2. Only few investors were considered for the study

3. Few respondents are not cooperative enough owing to their busy Schedule.

4. Peoples are less aware about insurance industry