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.