MARKETING MIX Introduction

In the service industry greater emphasis must be given on developing & implementing successful marketing programs to create and foster a customer orientation. The importance of selecting and balancing the right marketing mix elements has been stressed in all the services marketing. Creating and fine-tuning the marketing mix is a task for management that will produce unique out comes for every organization and their individual activities with in target market. The marketing mix refers to the blend of ideas, concepts & features which marketing management put together to best appeal to their target market segments. Each tar get segment will have a separate marketing mix.

Traditionally, the marketing mix comprises four elements: product, price, promotion and place (the 4ps). Those elements are typically seen as encompassing the range of marketing variables that are directly controlled by the organization. In order to meet the needs of the target market, organizations seek to develop a balance between these elements. A marketing mix has both strategic and tactical dimensions. The strategic dimension of the marketing mix is primarily concerned with decisions about the relative importance of the mix elements for a particular product-market combination. The tactical dimension of the marketing mix works within the frame work created by decisions regarding the balance of the mix & is concerned primarily with the specification of precise details for each element in the mix.

History
The term "marketing mix" was coined in 1953 by Neil Borden in his American Marketing Association presidential address. However, this was actually a reformulation of an earlier idea by his associate, James Culliton, who in 1948 described the role of the marketing manager as a "mixer of ingredients", who sometimes follows recipes prepared by others, sometimes prepares his own recipe as he goes along, sometimes adapts a recipe from immediately available ingredients, and at other times invents new ingredients no one else has tried. The term became popular in the article written by Neil Borden called The Concept of the Marketing Mix. He started teaching the term after he learned about it with an associate.[2] The prominent marketer, E. Jerome McCarthy, proposed a Four 'P's classification in 1960, which has since been widely used by marketers throughout the world. Since consumerism appeared late in the 1960s, Four 'C's theory has been proposed in Japan (1973) and the United States (1993)

Definition of 'Marketing Mix'

Usually referring to E. Jerome McCarthy's 4 P classification for developing an effective marketing strategy, which encompasses: product, price, placement (distribution) and promotion. When it's a consumer-centric marketing mix, it has been extended to include three more Ps: people, process and physical evidence, and three Cs: cost, consumer and competitor. Depending on the industry and the target of the marketing plan, marketing managers will take various approaches to each of the four Ps.

Investopedia explains 'Marketing Mix'

The term "marketing-mix," was first coined by Neil Borden, the president of the American Marketing Association in 1953. It is still used today to make important decisions that lead to the execution of a marketing plan. The various approaches that are used have evolved over time, especially with the increased use of technology.

NEED FOR THE STUDY

a. Insurance market vastly differs from common products or consumer markets. b. One reason being India to be a very common concept of insurance is being treated as monopolistic. c. Since 999, it has become an open market and hence different private companies have companies have come forward to make insurance a marketable commodity. d. Guntur being a Industrial hub 1 South India and prime business capital in Andhra Pradesh and having a number of organizations both in public and private sectors; chosen as the place for the study.

SCOPE OF THE STUDY

The significance of choosing" Life Insurance" company as a study is because of its coverage of the main element- the risk of human life, which is the most valuable asset in the whole world. This Life Insurance provides protection to the breadwinner of the family. The mission of LIFE INSURANCE is stated to have come into existence for the rescue of human life when an unfortunate incident occurs. As goes the old saying "PEOPLES MONEY FOR PEOPLES GOOD".

Over view of life insurance industry in India. Comparison among the products of major player in India. Insurance consultancy of a career in Bajaj Allianz.

OBJECTIVES OF THE STUDY

To accesses the consumer awareness of various Insurance companies. To analyze the service provided by the Bajaj Allianz company To study channel through which in the consumer is aware of Insurance companies. To evaluate the performance of BAJAJ ALLIANZ LIFE INSURANCE in focus of consumer awareness on private life Insurance To discuss the competitors analysis of insurance and private insurance companies. To offer findings suggestion and conclusion of study life

RESEARCH METHODOLOGY OF STUDY

COLLECTION OF DATA: PRIMARY DATA: The data for study has been collected by well structured, yet easy to understand questionnaire forms specially designed to cover aspects regarding the background of the reader, his/her opinion on Life Insurance and Private Insurance and finally about BAJAJ ALLIANZ Life Insurance Company, visited wide section of people for the survey and interviewed them to collect all the necessary information which was filed and analyzed at a later time of the study.

SECONDARY DATA: Data collected from journals, internal records of the company, published data and Internet websites.

SAMPLE SIZE:

The data has been collected from 150 people picked in particular reference to the age / sex / occupation. These respondents were selected on basis of various segments to which they represent a pollution of 30,000 people.

SAMPLE METHOD:

The sample method is the procedure or way in which the sampling has been done. As no project or research can be done taking into consideration the whole of the population or universe, the concept of

sampling is used. As per the concept of sampling. Only some sample is taken from the universe in order to find out the result.

FORMULATION OF QUESTIONNAIRE: Structured questionnaire were formulated for the survey, with the help of which data and other information was collected from consumers, to fulfill the requirement as needed by interviewing the respondents. A sample copy of questionnaire has been given in the annexure of the reports towards the end.

AREA AND PERIOD OF STUDY:

The area covered with in the Guntur City covering Government sector, Private sector, students, professionals and businessmen a part of the Survey and the study. The data collected has been tabulated and analyzed with the help of simple statistical techniques and conclusion has been drawn. Sufficient explanations were given wherever necessary for easy understanding.

INDUSTRY PROFILE
ABOUT INSURANCE:
Life insurance is a contract between a person and an insurance company by which that person pays in a certain agreed upon amount regularly (usually monthly) so that upon that person's death, his or her family or other beneficiary will receive a large lump sum payment, which is often used to defray funeral and related expenses and thereafter replaces the loss of income or pension benefit caused by the death of the policy-holder.

Different life insurance policies may vary by frequency and amount of payments (some policies have a fixed payment amount that never changes; others will increase on a regular basis), term of coverage, and the amount and method of final payment to the beneficiary

Origin of Insurance:
Insurance, conceived as a method of sharing of the losses, embodying the principle of co-operation, existed in the early civilization. There is evidence that during the Aryan civilization, loss of profits in industry was insured by the village co-operation in India. Insurance as a technique of providing protection against the fortuitous events for a consideration had its origin in the bottomry bonds which were issued by the Mediterranean merchants as early as in the fourth century B.C.A bottomry loan was an advance of money on a ship during the period of a voyage. The loan was
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repayable with the agreed rate of interest, on arrival of the ship safely at destination. If the ship was lost during the voyage, the obligation to repay the loan was extinguished. The interest payable constituted a sort of premium for the risk of total loss. Similar loans were granted on the security of cargo and were called respondent bonds.

However the earliest transactions of insurance as practiced today can be traced to the beginning of the fourteenth century in Northern Italy. The Italian merchants, who were engaged in the Mediterranean trade with India via Constantinople and with the European countries by land, originated the practice of breaking up the bottom bonds into two instruments covering separate transactions- the advance of money which was to be repaid safe arrival of the ship and a policy of assurance which paid the amount stated, in the event of less at sea. This, then, was the beginning of marine insurance.

HISTORY OF INSURANCE IN INDIA:

In India Insurance was established only at the beginning of the 19 th century. There is some evidence that between 1797 and 1810, marine insurance companies were established in Calcutta which was the center of the East India Company's trade and commerce. It may, therefore be said that marine insurance was the earliest form of insurance to be transacted in India.

Marine Insurance was followed by fire Insurance which wad introduced by the Alliance British and Foreign Fire Insurance Co., which ~stab1ished an agency office at Madras in 1825.
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By the year 1885 nearly 50 foreign offices commenced insurance business through agency houses. The majority these offices were British and a few were from Australia, New Zealand and the Continent. Some of these offices were members of the Fire Offices Committee formed in London in 1858 which introduced the East Indian tariffs which were observed by these offices in India. It was only in 1850 that an Indian insurance company was formed to transact general insurance, namely the Triton Insurance Co.

Towards the end of the 19th century, the Indian businessmen in Western India started taking active interest in insurance business as brokers. During this period, fire insurance transactions were confined to the metropolitan cities of Bombay, Calcutta and Madras. These transactions were gradually extended to the other areas as Industries developed outside these cities. The Indian brokers however operated only in Western India and with their growing influence in the local mercantile community they began to virtually control the business.

The period between the two world wars was a period of struggle for the newly established Indian insurance Companies who with their limited experience that to contend with severe competition form the foreign insurers who had superior technical expertise and large experience. The position was further aggravated by the fact that exchange banks did not accord recognition to the insurance policies issued by Indian insurance companies except up to small limits. In these unsettled conditions, Govt intervention became inevitable. Accordingly, in 1935 a special officer was appointed to investigate and report on Insurance Law reform and in 1938 the Indian Insurance Act was passed and brought into force in 1939. This Act incorporated the principle of uniform Government over all insurers, both foreign and Indian. The Act was an important landmark in history of Insurance.
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This Act was passed in 1938 and was brought into force from 151 July 1939, the Act has been amended a number of times, the most important amendments being made in 1950 and 1968.

Insurance Services:
Until 1999, insurance services were provided in the country by two monolithic public sector organizations, namely Life Insurance Corporations (LIC) and General Insurance Corporation (GIC) and its four subsidiaries. In order to improve the quality of insurance services in the country, the Malhotra Committee (1993) had recommended a comprehensive framework of reform in the insurance sector. The insurance sector/industry in the country is poised to emerge in response to the follow-up action on the recommendations of the Committee. The main elements of the framework are the Insurance Act, 1938, Insurance Regulatory and Development Authority Act, 1999, and the regulations framed under it by the Insurance Regulatory and Development Authority (IRDA).

INSURANCE REGULATORY AND DEVELOPMENT AUTHORITY (IRDA)

Following the recommendations of the Malhotra Committee, pending the enactment of a comprehensive legislation on January 23, 1996, the Government of India to regulate the insurance sector approved the setting up of the interim Insurance Regulatory Authority'(IRA) that would replace the controller of Insurance (COI) and be and be under the over all control of the Ministry of Finance. It had been entrusted with the task of preparing a comprehensive

legislation to establish a statutory, autonomous IRA on the pattern of the Securities and Exchange Board of India (SEBI).
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Insurance Regulatory and Development Authority (IRDA) Act 1999

In order to provide better insurance cover to citizens and to augment the now of long-term sources of financing infrastructure, the government reiterated its announcement of 1996 in its budget LIFE INSURANCE speech, 1998, to open up the insurance sector and also set up a statutory IRDA. The IRDA Act was enacted in 1999 to provide for the establishment of IRDA to protect the interests of policy holders, to regulate, promote and ensure orderly growth of the industry and for matters connected therewith! incidental thereto and also to amend the Insurance Act, 1938, the LIC Act, 1956, and the General Insurance Business (Nationalization) Act, 1972.

Composition of IRDA:
The IRDA would consist of a chairperson and not more than nine members of whom not more than five would be full time members, to be appointed by the government from amongst persons of ability, integrity and standing who have knowledge experience of life insurance/general insurance/ actuarial service, finance / economics / law / accountancy / administration / any other Discipline which in the opinion of the government would be useful to it. Between the chairperson and the full-time directors, at least one person each is required to have knowledge/experience of life, general insurance or actual science respectively.

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Duties/Powers/Functions of IRDA: Duties:

The duty of the IRDA is to regulate, promote and ensure orderly growth of the insurance and reinsurance businesses.

Powers and Functions:

The powers and functions of IRDA, inter-alia, are stated below: (a) Issue to the applicant a certificate of registration; to renew, modify, withdraw, suspend or cancel such registration; Preference in registration to be given to companies providing with health insurance.

(b) Protection of the interests of policyholders in matters concerning assigning of policy, nomination by policy- holders, Insurable interest, settlement of insurance claim. Surrender value of policy, and other terms and conditions of contracts of insurance.

(c) Specifying requisite qualifications and practical training for insurance intermediaries and agents.

(d) Specifying the code of conduct for surveyors and loss assessors.

(e) Promoting efficiency in the conduct of insurance business

(f) Promoting and regulating professional organizations connected with the insurance and reinsurance business; levying Fees and levying fees and other charges for carrying out the purposes of the insurable IRDA Act.
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(g) Calling for information from, undertaking inspection of, conducting enquiries and investigations, including audit of Insurers insurance, intermediaries and other organizations connected with the Insurance business.

(h) Control and regulation of the rates, terms and conditions that may be offered by insurers in respect of general insurance Business not so controlled and regulated by the Tariff Advisory Committee under Section 64 of the Insurance Act, 1938.

(i) Specifying the form and manner in which books of account would be maintained and statement of accounts rendered by Insurers and insurance intermediaries.

(j) Supervising the functioning of the Tariff Advisory Committee.

(k) Regulating investment of funds by Insurance companies; regulating maintenance of margin of solvency

(l) Adjudication of disputes between insurers and intermediaries or insurance intermediaries. (m) Specifying the percentage of premium income of the insurer to finance schemes for promoting and regulating professional organizations referred to above.

(n)

Specifying the percentage of life insurance and general insurance business to be

undertaken by the insurer in the rural or social sector

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ULIP RECENT TRENDS

Consumers continued to put in money in their existing unit linked insurance plans (ULIPs) expecting better returns from the stock market as the Indian economy recovers. Premium collection from renewal of ULIPs jumped 44 percent during the first three months of the current fiscal over the year-ago period even as the insurance sector has been seeing a slowdown. The industry collected Rs 12,698 crore as renewal premium for ULIPs during the April-June period this fiscal, against Rs 8,793 crore in the corresponding period last year, as per estimates of the Life Insurance Council of India, the industry body of 22 life insurance companies in India.

The high growth in renewal premium for ULIP has come about at a time when the overall insurance industry has seen a slowdown in growth in terms of new premium collection. Moreover, sale of new ULIP products has actually dipped by about 10 percent during the period. This implies even though new consumers are still wary of putting in money in ULIPs fearing volatility in stock market, old ULIP customers are putting in more money.

Total gross premium underwritten by the general insurance industry up to July was Rs 11,682.61 crore against Rs 10,938 crore in the corresponding period in the previous year,an increase of almost 7percent.

Bigger private players like ICICI Lombard (-18.30 percent), Bajaj Allianz (-12.61 percent) and Tata AIG (-7.79 percent) all continued to post negative growth in gross premium underwritten
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Key challenges faced by private insurers:

The key challenges which all private insurers will face in the coming months are in the areas of product innovation, managing investment, distribution, and customer service and expense control. Some of these are briefly discussed here: Life Insurance in India has traditionally been distributed through the agency .channel. The limiting factor for private insurers will be the extensive and expensive distribution structure required for reaching through this segment. Distribution will be a key determinant of successor all insurance companies. The new entrants cannot expect to match the extensive distribution network of LIC (of over 7 lakh agents) of these only a small proportion is meaningfully productive. Since there were no requirements relating to training and passing of an examination both of which are now required, recruitment was inexpensive and rather casual. The LIC did not mind even if a large part of its agency force remained inactive and/or unproductive. This is not the case now. Agents have to be trained for 100 hours and they have to pass an examination. It is estimated that by the time an agent is licensed and becomes productive. Because of this insurers cannot afford to have many non-productive agents. Professionalism is already emerging and this will strengthen the market. The alternative channels such as banks and other institutions are slowly emerging. It is to be hoped that a variety of channels will emerge in due course as a result of liberalization of this sector.

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Intermediaries and direct marketing:

Though the agency channel will definitely remain as the dominant distribution channel, alternative channels like corporate agencies, brokers and Bank assurance will play a meaningful role in distribution. Private insurers are also engaging in direct marketing to high net worth individuals through channels like work site marketing, a relatively in expensive and easy launch potential distribution channel. New entrants will constantly explore avenues to Increase the number of distribution channels through a variety of distribution patterns, given the dynamic customer profile.

Rural and Social insurance:

As per the IRDA regulations, all insurers have an obligation to fulfill in the rural and social sectors. This obligation is expressed as a percentage of total policy sales in the rural sector and number of lives insured in the socially weaker sections of society to the total.

The rural obligations are to sell specific percentages of policies to the rural sector (as defined in the regulations) 5 per cent in first year, 7.5 percent in second year, and up to 15 per cent in fifth year. In the social sector, insurers are required to insure a specific number of lives insurers are required to insure a specific number of lives (as defined in the regulations): 5,000 in first year, 7,500 in second and up to 20,000 lives in fifth year and beyond.
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In there areas, local partnerships established by private players matter. Some of them have roped in the village or pinhead heads to comply with the rural obligations. Some private insurers have tied up with non-governmental organizations to satisfy the social obligations. It is expected that these rigorous requirements will help increase insurance penetration and provided the much-needed insurance protection to the two segments that constitute a large percentage of the population. In short, it is expected that insurance will gradually cease to be a mere urban phenomenon.

Customer service:
In this competitive scenario, a key difference in gaining a winning edge will be the customer service provided by the insurers, be it in terms of quality of advice given by the distribution of settlement of claims.

For the first time in four decades the customer is really the focus and companies are vying with one another to perform to very transparent and tight benchmarks of service.

It is significant that the IRDA has brought out regulations that prescribe service standards and parameters. These policyholder protection Regulations are comprehensive they ensure transparency and accuracy, fix responsibility on insurance companies for several areas involving customer service etc. This piece of legislation is seen as a landmark is India.

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Role of technology:
In the present competitive environment technology win play a definite role in achieving a competitive edge. Technology win play an increasing role in aiding design and administering of insurance products as well as in building and maintaining long term customer relationships.

Future opportunities:
Opening up of the pensions sector Considerable discussions have taken place on this subject. Only 11 per cent of the working population is protected by some form of retirement benefits.

In view of the above challenges the present topic is taken up for the project work.

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COMPANY PROFILE
Bajaj Allianz Life Insurance Company Limited

Bajaj Allianz Life Insurance Co. Ltd. is a joint venture between two leading conglomerates-, Bajaj Auto, one of the biggest 2 and 3 wheeler manufacturers in the world and Allianz AG, one of the world's largest Insurance companies.

Bajaj Allianz Life Insurance

1 Is the fastest growing private life insurance company in India 2 Currently has over 3,00,000 satisfied customers 3 We have customer care centers in 155 cities with 28000 Insurance Consultant providing the finest customer service. 4 One of India's leading private life insurance companies Bajaj Allianz today has a network of 42 offices spread across the length and breadth of the country. From Surat to Siliguri and Jammu to Thiruvananthapuram, all the offices are interconnected with the Head Office at Pune.

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A Partnership Based on Synergy

Bajaj Allianz General Insurance Company offers technical excellence in all areas of General and Health Insurance as well as Risk Management. This partnership successfully combines Bajaj Auto's indepth understanding of the local market and extensive distribution network with the global experience and technical expertise of the Allianz Group. As a registered Indian Insurance Company and a capital base of Rs. 110 crores, the company is

5 Fully licensed to underwrite all lines of general insurance business including health

6 With management control by AllianzAG

Why prefer Bajaj Allianz? The Bajaj Allianz Difference 7 Business strategy aligned to clients needs and trends in Indian and global economy / industry 8 Internationally experienced core team, majority with local background 9 Fast, decentralized decision making 10 Long-term commitment to market and clients

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Trust
At Bajaj Allianz, we realize that you seek an insurer whom you can trust. Bajaj Auto Limited is trusted name for over 55 years in the Indian market and Allianz AG has over 110 years of global experience in financial services. Together we are committed to provide you with time tested and trusted financial solutions that provide you all the Security you need for your investments. And more... Underwriting Philosophy Our underwriting philosophy focuses on: 11 Understanding the customer's needs 12 Underwriting what we understand 13 Meeting the customer's requirements 14 Ensuring optimal coverage at lowest cost

Claims Philosophy
The Bajaj Allianz team follows a service that aims at taking the anxiety out of claims processing. We pride ourselves on a friendly and open approach. We are focused towards providing you a hassle free and speedy claims processing. Our claims philosophy is to:

15 Be flexible and settle fast 16 Ensure no claim file to be seen by more than 3 people 17 Check processes regularly against the global Allianz OPEX (Operational Excellence) methodologys 18 Sold over million since inception.

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Customer Orientation
At Bajaj Allianz, our guiding principles are customer service and client satisfaction. All our efforts are directed towards understanding the culture, social environment and individual insurance requirements - so that we can cater to all your varied needs.

Experienced and Expert Servicing Team

A team of experienced people who understand Indian risks and are supported by the necessary international expertise required to analyze and assess them drives us. Service engineers located in every major city.

Superior Technology
19 In order to ensure speedy and accurate processing of your needs, we have established world class technology, with renowned insurance software, which networks all our offices and in term diaries 20 Using the Web, policies can be issued from any office across the country for retail products 21 Unique, user friendly software developed to make the process of issue of policies and claims settlement simpler (e.g. online insurance of marine policy certificate)

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Unique Forms of Risk Cover.

22 Special PA cover for Amamath Yatris 23 Housing loan cover for people, who are suddenly unemployed 24 Film insurance 25 Event management cover 26 Sports& Entertainment Insurance Package

Risk Management- Our Expertise

Our service methodology is tried. Tested and Proven the world over and involves: 27 Risk identification: Inspections 28 Risk analysis: Portfolio review and gap analysis 29 Risk retention 30 Risk Transfer: To an insurer as well as reinsure (as required) 31 Creation of need based products 32 Ongoing dialogue and proactively

Allianz AG, Germany

Allianz AG is in the business of General (Property & Casualty) Insurance; Life & health insurance and Asset Management and has been in operation for over 110 years. Allianz is one of the largest global composite insurance with operations in over 70 countries. Further, the Group provides Risk Management and Loss Prevention Services. Allianz has insured most of the world's largest infrastructure projects (including Hong Kong Airport and Channel Tunnel between UK and France), further Allianz insures the majority of the fortune 500 companies, besides being a large industrial insurer, Allianz has a substantial portfolio in the commercial and personal lines sector, using a wide variety of innovative Distribution channels.
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Allianz AG has the following to offer Bajaj Allianz General Insurance Company Ltd Set up and running of General insurance operations 33 New and improved international products 34 One of the world's leading insurance companies 35 More than 700 subsidiaries and 2 lakhs employees in over 70 countries worldwide 36 Provides insurance to almost half the Fortune 500 companies 37 Technology

Bajaj Allianz- A new way of savings in India

Earning returns on investment - Unit Linked Products: Modern life insurance products have evolved form purely protection products to mature investment instruments. Private life insurers have launched Unit Linked products that offer customers returns comparable to other financial products available in the market. Unit Linked products are designed to directly link investments returns to the performance of the fund. The policyholder therefore gets the benefit of a rise in the market. Compares to a traditional insurance product, investment in a Unit Linked product offers more transparency. Investor can regularly track the returns of their investment as companies provide daily Net Asset Value (NA V) listening in the financial dailies. Further, professional fund managers managing the funds invest prudently by ensuring that there is not much exposure to equity. Companies also offer different fund options to suit the varied needs of the customers. The advantages of having different funds options are that a person has the flexibility to choose the fund depending on his risk appetite. Moreover, With changing needs, the investments in funds can also be altered.
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Our core values: 38 Customer delight the guiding principle 39 Ensuring world class solutions & services 40 Offering customized products 41 Transparent benefits

BAJAJ ALLIANZ CORE VALUES

Core Values / Principles Baja Allianz life insurance co. Pan India net work Wide range of Products to suit your needs Decentralized organization struc41 refer increase response and service levels All CCCs networked with state of art IT systems Highest standard of customer service & simplified claims process in the industry Toll free number to answer all your queries, accessible from anywhere in the Country- Call Now 1600 225858

Network coverage Over 1500 Sales Team Managers 160 cities and growing 31 insurance care

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Bane assurance Pioneered the phenomenon in India One of our core focus areas tie- ups with large national & pvt. Sector bank Standard Chartered Bank Syndicate Bank Centurion Bank Expanding reach also through tie-ups with largest banks Exclusive life insurance products MRTA & Credit shield. Products customized to suit specific need of banks.

The above diagram represent Bajaj Allianz provide services and interest more than customer need.

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REVIEW OF LITERATURE
SERVICE MARKETING MIX The traditional concept of the marketing mix comprising of product, price, promotion and place was developed largely on the basis of empirical work undertaken in relation to manufacturing industry. Service marketing mix have tended to concentrate attention on the conceptual development of a mix as response service features rather than as a result of extensive empirical observation of the practice of marketing management. Hence, the service marketing mix should include a fifth P namely people to acknowledge the important role played by individuals in the provision of services. This additional element incorporates not just personnel involved in direct communication with customers; it also includes operational personnel and the customer groups

In a service marketing mix is clearly a result of the intangibility, inseparability & heterogeneity of most services. There have been some questions raised concerning the need to incorporate these additional elements. In principle, each of the three Ps can be incorporated within the existing framework of product, price, promotion and place, particularly if we recognize the importance of the augmented product rather than the simple core or service generic product. Physical evidence & the characteristics of individuals involved in the provision of the service can be encompassed within product & promotional issues, while the importance attached to processes can easily be seen as falling with in the limit of service distribution. This line of thought can be developed such that people, processes and physical evidence are seen more generally as themes that should be emphasized with the service marketing mix. .

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DEFINITION OF SERVICE MARKETING MIX

Neil Borden, while quoting from an article of James Colleton, wrote that a marketer is viewed as a decider, or a mixer of ingredients who plans various means of competition. If a marketer was a mixer of ingredients, what he designed was a marketing mix. Each element of the mix be consistent with the others so that a coherent message is conveyed to the target market. The mix is concerned with communicating an overall offer to the target market and it is therefore essential that each element of the mix is giving the same signal to consumers. The planning of an efficient and effective marketing mix is facilitated through marketing research. The following are the marketing mix components in service marketing:

1. Product. 2. Pricing. 3. Promotion. 4. Place. 5. People. 6. Physical evidence. 7. Process.

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PRODUCT
The product here refers to the service offering. Although service products are essentially intangible, there are certain physical characteristics which consumers will assess in their evaluation of the product choice. They are;

1. Attractiveness of the offering in terms of physical features, suitability of climate etc. 2. Facilities available and associated levels of quality. 3. Accessibility in terms of ease of getting there for the potential consumer. The service offering needs to be looked at carefully to ensure that it meets customer needs as closely as possible. The range of services offered may require extended or updating in response to en developments within the market. Even though the service products are intangible, the firms are trying to make their offering more tangible thereby they can increase their recognition amongst the target buying group and can enhance the value of the offering. In the process of managing the service offering, product planning and development play an important role in the marketing programme of a service industry. Management can use a systematic producer to determine; what service will be offered, what will be the length and breath of the service mix

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PRICING
Pricing in service industry is fairly complex issue because the price eventually paid by the consumer may be made up from the price charged by various independent services provides say, a package tour. Variations in the level of demand cause further complications in pricing, due to seasonality. Pricing policy decisions will be directed by strategic objectives. If the objective is market penetration then price must be set very competitively to appeal to the largest possible number of potential consumer. While determining the prices of services, some of the characteristic of service and government regulation must be bare in mind. In spite of all this, the basic methods of price determination now used for services are generally the same as those of goods. Prices to services are determined on (a) cost basis or (b) competition basis (c) demand basis. Many of the pricing policies are applicable to service marketing like, discounts & allowances, skimming and penetration, one price & flexible pricing, price VS non-price completion etc. (The above mentioned aspects are discussed in detail in chapter-6 of this book.

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PROMOTION
Promotion is third of the conventional 4Ps. Once a suitable product has been designed, a promotion strategy must be used to build an image and reputation, to differentiate each from their competitors, to generate interest and knowledge, to attract new customers and to generate customer loyalty. Service marketers must learn to name optimum use of promotion ads a tool. The promotion decisions of a firm must be taken as the basis of the nature of the service product, competitive scenario and buyer behavior.

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OBJECTIVES OF PROMOTION

Objective of promotion is very important to recognize that promotion or marketing communications, generally, may not always be aimed at the potential consumer or end user of the product or service. In many business areas it is necessary to design promotional programmers aimed at channel customers to complement end-user promotions. There are a number of promotional tools available in services marketing which can be combined to create effective promotional programmers. Before deciding the tools for promotion, it is important to focus on the following.

(a) (b) (c) (d) (e)

Identification of segments. A unique selling proposition. Well defined target audience. Use of media and media scheduling to reach audiences. Monitoring and evaluation of promotional effectiveness.

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PROMOTIONAL TOOLS
The objectives of advertising in the service firms has been identified. They are: The services providers have to create an understanding of the firm in the minds of the customers by describing the firms services, activities and its area of expertise.

The service providers have to create a positive image for the firm.

The service providers have to build a strong sense of identification with the customers by converting his needs, values and attitudes.

The service providers have to create a positive background for the sales people to sell the services by providing all relevant information about the firm.

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PERSONAL SELLING
Personal selling is essential when developing close relationships between the buyers & sellers.

PLACE
Traditionally most services have been sold directly from producer to consumer. Middlemen are not used as service cannot be separated from the seller or when the services is created and marketed simultaneously. The most important decision element in the distribution strategy relates to the issue of location of the service so as to attract the maximum number of consumers. Location decisions are important in professional services or retail financial services because many clients use convenience as a key factor, which enables the customer to walk-in to make an appointment for an eye test or for legal advice or where there is regular and frequent contact. Location may be less important for highly complex or specialist services where the service provides may actually visit the client to perform the service in any case, thus making accessibility and availability is more important than physical location. Different distribution strategy may be selected to reflect the companys overall objective. Even the firms in the same area of marketing operation may not have the same distribution strategy. The other decision variable in the distribution strategy is how to provide the service to a maximum number of customers in the most effective manner.

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FRANCHISING
A slowing number of services are now distributed through a fast emerging channel management called franchising. Franchising is the granting another person or institution to exploit a trade name, trade mark or product in return for lump-sum payment or for royalty. This kind of franchising is widely used in services sector where some kind of homogeneity is possible.

INTEGRATED SERVICE SYSTEM

The other recent trend in distribution of services is that of integrated service system. In this system the service provides offer additional related services to the customers

PEOPLE
The people component reflects the important role played by individual In the provision of services. People are also an important element in the specification of the marketing mix. Customers will often not see anything tangible for their expenditure and the material benefits from many products. As a consequence, the purchase decision is affected by the degree of trust a consumer associates with an organizations and in turn is heavily influenced by the individual who actually makes the initial contact with the consumer and carries out the sale. Indeed, the people component of a service marketing mix is most commonly associated with personal selling, although, it overlaps with both promotion & distribution. People constitute an important dimension in the management of services in their role both as performances of services (service personnel) and as customers
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SERVICE PERSONEL
Service personnel play an important role in an organization which provides services. The behavior and attitude of the personnel providing services will have influence, on the customers overall perception of the service and can distinguish between two actual service rendered and the human element involved in it.

CUSTOMERS
Customers are a source of influencing other customers by word-of-mouth. In the case of professionals like doctors, lawyers, one satisfied customer will lead to a chain reaction, bringing in number of other customers. True, the service provides should ensure complete satisfaction of the existing customers.

PHYSICAL EVIDENCE
Physical evidence is one more marketing mix available to the service providers. The service firms must consciously make efforts to manage the physical evidence associated with their services. The need for physical evidence within the marketing mix arises directly from the typically intangible nature of the service.

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TYPES OF PHYSICAL EVIDENCE

Physical evidence is generally recognized that physical evidence can be subdivided into two components; 1. Peripheral evidence 2. Essential or dominant evidence.

1. PERIPHERAL EVIDENCE
.

Which can be possessed by the consumer but has little independent value. For

example a cheque book issued by the bank, Cinema tickets, stationary, notepads etc. no matter how small and trivial, they do have an impact on customer perceptions about the nature of service.

2. ESSENTIAL OR DOMINANT EVIDENCE

The essential evidence are the ones which continue a dominant part of service facilities, which cannot be possessed by the consumer but has independent value. For example a bank branch, car, air crafts in airlines, hotel building, campus of a university etc.

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PROCESS
This is the seventh component of marketing mix. In a service organization, the system by which the target audience receives delivery of the service constitutes the process. In other words, the process by which the service is produced and delivered to the ultimate customers is critical to success of service operation. The process of delivery function which can be compared with that of operations management implies the conversion of input into output. But in service organizations there is no clear cut input or output. Rather it is the process of adding value or utility to system inputs to create output which are useful to the customers.

KINDS OF DELIVERY PROCESS

Service can be described on the basis of types of processes used in the delivery of the services. There are three kinds of delivery processes that are applicable in case of service products. They are:

Line operations. Job shop operations. Intermittent operations.

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1.LINE OPERATIONS
In the line operations, the consumer moves through logically arranged operations which are arranged in a sequence. It is also called assembly line. In a self service restaurants or fast food restaurants, departmental stores, the customers starts purchasing the items he needs and pays for them at the exit.

2.JOB SHOP OPERATIONS

The job-shop process is appropriate for customized delivery of services. When the consumers require a combination of services using different sequences, the job-shop type of operation is more useful. For example, regular restaurants repair shops, management consultants, hospitals and educational institutions.

3. INTERMITTENT OPERATIONS
Intermittent process is useful when the type of service is rarely repeated. For example, firms offering consultancy for projects and advertising, use this kind of delivery system since each project or advertising campaign requires a unique set of input factors. Thus the marketer has to lay great stress on all the elements of marketing mix to achieve a harmonious blend which fulfills the customers want-satisfaction.

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SUMMARY
Marketing mix refers to the blend of ideas, concepts and features which marketing management puts together to best appeal to their target market segments. Traditionally, the marketing mix comprises of four elements; product, price, promotion and place. The marketing mix provide a bridge between marketing strategy and marketing tactics. In the services marketing the traditional marketing mix has been extended by more 3ps i.e. people, physically evidence and process. All the 7ps are discussed in this chapter. A detailed discussed on each mix is focused in separate chapters.

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DATA ANALYSIS & INTERPRETATION Alternate channels

The strategic Alliances group at Bajaj Allianz focus on Group insurance and Corporate Agency network. Corporate agents & Brokers A Constantly growing nationwide network of corporate agents and brokers

A decentralized, dedicated team of professionals to recruit, develop and support corporate agents and brokers group business

A growing product range to meet generic and specific needs of various groups.

Some of them are Group Term Life, Group Gratuity Superannuation. Group.

MRTA, GTL in lieu of EDLI, among many others.

A dedicated team to ensure nothing but the best in service delivery Financial Services Consultants

A set of expert financial advisors comprehensive financial planning needs of high net worth clients Products designed to suit your needTable - 1

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The respondents respective age Age Groups (in years) 25 26-35 36-45 46-55 Above 55 Source: Primary Data No. of Respondents 66 42 31 7 4 Percentage 43% 28% 21% 5% 3%

Inference: In 150 people of the survey, the no. of respondents in the age group were 43%, of which 28% people were between 26 years & 35 years. 21% people were between 36 years & 45 years. 5% people were between 46 years & 55 years and 3% people were below in the age >55.

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FIGURE - 1 The respondents respective age

2%

5%
21%

44%

28%

25

26-35

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Table - 2 The occupation of the respondents under age group of 25 years old Occupation Business Service Professional Students Others Source: Primary Data No. of Respondents 7 5 33 20 1 Percentage 11% 7% 50% 30% 2%

Inference: Among 66 people under the age-group 25 years old, the no. of respondents in the field of business were 11%, of respondents in the field of service were 7%, the category of 50% respondents were in the field of professionals, No. of

respondents in the student category were 30% and 2% respondent belongs to other category.

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FIGURE - 2 The occupation of the respondents under age group of 25 years old

1% 11% 30% 8%

50%

Business

Service

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TABLE - 3 The Awareness of respondents about the Insurance under the age category of 25 years. Those were Professionals Awareness (Professionals) Low Medium High Total Source: Primary Data Inference: The table 61 % of the respondents in the age category of 25 years has got low-awareness, 36% of the respondents has got medium awareness 3 %. No. of Respondents 20 12 1 33 Percentage 61% 36% 3% 100%

49

FIGURE - 3 The Awareness of respondents about the Insurance under the age category of 25 years. Those were Professionals

3%

36%

61%

Low

Medium

High

50

TABLE - 4 The awareness by respondents about insurance under the category of 25 years. Those were business people Awareness (Business People) Low Medium High Total Source: Primary Data Inference: The above table 57% of the respondents in the age category of 25 years has got low-awareness, 43% of the respondents has got medium awareness about the insurance. No. of Respondents 4 3 0 7 Percentage 57% 43% 0% 100%

51

FIGURE - 4 The awareness by respondents about insurance under the category of 25 years. Those were business people

0%

43% 57%

Low

Medium

High

52

TABLE - 5 The Awareness of Respondents about insurance under the age category of 25 years. Those were service people Awareness (Service People) Low Medium High Total Source: Primary Data Inference: The above table 20% of the respondents in the age category of 25 years has got low-awareness, 60% of the respondents has got medium awareness and rest of the respondents has got high awareness in the Insurance. No. of Respondents 1 3 1 5 Percentage 20% 60% 20% 100%

53

FIGURE - 5 The Awareness of Respondents about insurance under the age category of 25 years. Those were service people

20%

20%

60%
Low Medium High

54

TABLE - 6 The awareness of respondents about the insurance under the age category of below 25 years. Those were students Awareness (Service People) Low Medium High Total Source: Primary Data Inference: The Table shows that 90% of the respondents under the age category of below 25 years, has got low-awareness 10% of the respondents has got medium awareness and No respondents were in the high awareness. No. of Respondents 18 2 0 20 Percentage 90% 10% 0% 100%

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FIGURE - 6 The awareness of respondents about the insurance under the age category of below 25 years. Those were students

0% 10%

90%

Low

Medium

High

56

TABLE - 7 The awareness of respondents about insurance under the age category of below 25 years. Those were others category Awareness (Others) Low Medium High Total Source: Primary Data No. of Respondents 1 0 0 1 Percentage 100% 0% 0% 100%

Inference: The above table 100% of the respondents in the age category of 25 years has got low-awareness about the insurance.

57

FIGURE - 7 The awareness of respondents about insurance under the age category of below 25 years. Those were others category

0%

100%

Low

Medium

High

58

TABLE - 8 The awareness of respondents about the insurance under the age category of below 25 years Awareness (Below 25 years) Low Medium High Total Source: Primary Data Inference: The table shows that 67% of the respondents are below 25 years has got low awareness, 30% of people has got medium awareness and rest of people has got high level of awareness about the insurance. No. of Respondents 44 20 2 66 Percentage 67% 30% 3% 100%

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FIGURE - 8 The awareness of respondents about the insurance under the age category of below 25 years

5% 39%

56%

Low

Medium

High

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TABLE - 9 The Awareness of respondents about the Insurance under the age category of 26-35. Those were business people Awareness Low Medium High Total Source: Primary Data Inference: The table shows that 14% of the respondents are below 26-35 years has got low awareness, 72% of people has got medium awareness and 14% of people has got high level of awareness about the insurance. No. of Respondents 2 10 2 14 Percentage 14% 72% 14% 100%

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FIGURE - 9 The Awareness of respondents about the Insurance under the age category of 26-35. Those were business people

14%

14%

72%
Low Medium High

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TABLE - 10 The awareness of respondents about the insurance under the age category of 26-35. Those were service people Awareness Low Medium High Total Source: Primary Data Inference: The table shows that 14% of the respondents are below 26-35 years has got low awareness, 72% of people has got medium awareness and 14% of people has got high level of awareness about the insurance. No. of Respondents 2 4 1 7 Percentage 29% 57% 14% 100%

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FIGURE - 10 The awareness of respondents about the insurance under the age category of 26-35. Those were service people

14% 29%

57%

Low

Medium

High

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TABLE - 11 The awareness of respondents about insurance under the age category of 2635. Those were professionals Awareness Low Medium High Total Source: Primary Data Inference: The table shows that 21 % of the respondents are below 26-35 years has got low awareness, 79% of people has got medium awareness. No. of Respondents 3 11 0 14 Percentage 21% 79% 0% 100%

65

FIGURE - 11 The awareness of respondents about insurance under the age category of 2635. Those were professionals

0% 21%

79%

Low

Medium

High

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TABLE - 12 The awareness of respondents about the insurance under the age category 26-35. Those were others Awareness Low Medium High Total Source: Primary Data Inference: The table shows that 83% of the respondents are below 26-35 years has got low awareness, 17% of people has got medium awareness about the Insurance. No. of Respondents 5 1 0 6 Percentage 83% 17% 0% 100%

67

FIGURE - 12 The awareness of respondents about the insurance under the age category 26-35. Those were others

0% 17%

83%

Low

Medium

High

68

TABLE - 13 The awareness of respondents about the insurance under the age category of 26-35. Those were students Awareness Low Medium High Total No. of Respondents 1 0 0 1 Percentage 100% 0% 0% 100%

The awareness of respondents about the insurance under the age category 26-35 Awareness Low Medium High Total Source: Primary Data Inference: The table shows that 38% of the respondents are below 26-35 years has got low awareness, 55% of people has got medium awareness and 7% of people has got high level of awareness about the insurance. No. of Respondents 16 23 3 42 Percentage 38% 55% 7% 100%

69

FIGURE - 13 The awareness of respondents about the insurance under the age category of 26-35. Those were students

7% 38%

55%

Low

Medium

High

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AWARENESS OF RESPONDENTS 36-45 TABLE - 14 The awareness of respondents about the Insurance under the category of 3645. Those were Business People Awareness Low Medium High Total Source: Primary Data No. of Respondents 2 3 2 7 Percentage 29% 42% 29% 100%

Inference: The table shows that 29% of the respondents are below 36-45 years has got low awareness, 42% of people has got medium awareness and 29% of people has got high level of awareness about the insurance.

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FIGURE - 14 The awareness of respondents about the Insurance under the category of 3645. Those were Business People

29%

28%

43%
Low Medium High

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TABLE 15 The awareness of respondents about the insurance under the age category of 36-45. Those were professionals Awareness Low Medium High Total Source: Primary Data No. of Respondents 6 13 2 21 Percentage 29% 61% 10% 100%

Inference: The table shows that 29% of the respondents are below 36-45 years has got low awareness, 61 of people has got medium awareness and 10% of people has got high level of awareness about the Insurance.

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FIGURE 15 The awareness of respondents about the insurance under the age category of 36-45. Those were professionals

9%
29%

62%

Low

Medium

High

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TABLE-16 The awareness of respondents about the insurance under the age category of 36-45. Those were Service People Awareness Low Medium High Total Source: Primary Data Inference: The table shows that 50% of the respondents are below 36-45 years has got medium awareness and 50% of people has got high level of awareness about the insurance. No. of Respondents 0 1 1 2 Percentage 0% 50% 50% 100%

75

FIGURE -16 The awareness of respondents about the insurance under the age category of 36-45. Those were Service People

0%

50%

50%

Low

Medium

High

76

TABLE - 17 The awareness of respondents about the insurance under the age category of 36-45. Those were Others Awareness Low Medium High Total No. of Respondents 0 0 1 1 Percentage 0% 0% 100% 100%

The awareness of respondents about the insurance under the age category of 36-45 Awareness Low Medium High Total Source: Primary Data No. of Respondents 8 17 6 31 Percentage 26% 55% 19% 100%

Inference: The table shows that 25% of people in between 36 to 45 years has got low awareness, 55% of the people has got medium awareness and rest of the people has got high awareness about the insurance

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FIGURE - 17 The awareness of respondents about the insurance under the age category of 36-45. Those were Others

19%

26%

55%

Low

Medium

High

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AWARENESS OF RESPONDENTS 46-55

TABLE - 18 The awareness of respondents about the Insurance under the category of 46-55. Those were Business People Awareness Low Medium High Total Source: Primary Data No. of Respondents 0 1 1 2 Percentage 0% 50% 50% 100%

Inference: The table shows that 50% of the respondents are below 46-55 years has got medium awareness and 50-10 of people has got high level of awareness about the insurance.

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FIGURE - 18 The awareness of respondents about the Insurance under the category of 46-55. Those were Business People

0%

50%

50%

Low

Medium

High

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TABLE - 19 The awareness of respondents about the insurance under the age category of 46-55. Those were Service People Awareness Low Medium High Total No. of Respondents 0 0 2 2 Percentage 0% 0% 100% 100%

The table shows that 100% of the respondents are below 46-55 years has got high awareness about the insurance.

The awareness of respondents about the insurance under the age category of 46-55. Those were professionals Awareness Low Medium High Total Source: Primary Data Inference: The table shows that 67% of the respondents are below 26-35 years has got medium awareness and 33% of people has got high level of awareness about the
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No. of Respondents 0 2 1 3

Percentage 0% 67% 33% 100%

insurance. FIGURE - 19 The awareness of respondents about the insurance under the age category of 46-55. Those were Service People

0%

33%

67%

Low

Medium

High

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TABLE - 20 The awareness of respondents about the insurance under the age category of 46-55 Awareness Low Medium High Total No. of Respondents 0 3 4 7 Percentage 0% 43% 57% 100%

Awareness level No. of Respondents Percentage Source: Primary Data

Low 0 0

Medium 3

High 4

Total 7 100%

42.85% 57.15%

Inference: The table shows that 43 % of people in between 46-55 years has got medium awareness, and rest of the people has got high (57% ) awareness about the insurance.

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FIGURE - 20 The awareness of respondents about the insurance under the age category of 46-55

0%

43%
57%

Low

Medium

High

84

TABLE - 21 The awareness of respondents about Insurance under the age category above 55 years. Those were Business People Awareness Low Medium High Total No. of Respondents 0 0 2 2 Percentage 0% 0% 100% 100%

The table shows that 100% of the respondents are above 55 years has got high awareness about the insurance. The Awareness of respondents about the Insurance under the age category above 55 years. Those were professionals Awareness Low Medium High Total Source: Primary Data Inference: The table shows that 50% of the respondents are above 55 years has got medium awareness and 50% of people has got high level of awareness about the insurance.
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No. of Respondents 0 1 1 2

Percentage 0% 50% 50% 100%

FIGURE - 21 The awareness of respondents about Insurance under the age category above 55 years. Those were Business People

0%

50%

50%

Low

Medium

High

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TABLE-22 The awareness of respondents about the insurance under the age category of above 55 years Awareness Low Medium High Total Source: Primary Data Inference : The table shows that 75 % of the respondents are 55 years old has high awareness about the insurance. 25% of the people are 55 years old has Medium awareness about the insurance. No. of Respondents 0 1 3 4 Percentage 0% 25% 75% 100%

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FIGURE - 22 The awareness of respondents about the insurance under the age category of above 55 years

0%

25%

75%

Low

Medium

High

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FINDINGS
1. The study is dominated by respondents who are in the age group of below 25

2. The findings related to awareness of respondents business people under the age category at below 25 years. Reveals that the majority of the business people and having low awareness about incurrence

3. The findings related to awareness of respondents service under the people age category at below 25 years. Reveals that the majority of the service people and having medium awareness about incurrence 4. The findings related to awareness of respondents business people under the age category at below 26-35 years. Reveals that the total majority of the people and having medium awareness about incurrence

5. The findings related to awareness of respondents under thee age category of 26-35 years revels that majority of service people having medium awareness about insurance

6. The findings related to awareness of respondents under thee age category of 26-35 years revels that majority of the professionals awareness about insurance having medium

7. The findings related to awareness of respondents under thee age group of 26-35 years revels that majority of the student respondent one having low awareness about insurance
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SUGGESTIONS
1. The study has revealed that 57% of the consumers have no awareness regarding insurance products offered by both public and private sector companies. This group is the prospective customers for the insurance products. Hence my strong belief is the insurance industry should take the appropriate steps to bring awareness.

2. The study has revealed that 38% of the consumers have little/no awareness regarding insurance products offered by both public and private sector companies. This group is the prospective customers for the insurance products. Hence my strong belief is the insurance industry should take the appropriate steps to bring awareness.

3. The study has revealed the 25% of the consumer have little/no awareness regarding insurance products offered by both private and public sector companies. This group is the prospective customers for the insurance products. Hence my strong belief is the insurance industry should take the appropriate steps to bring awareness.

4. The study has revealed that 43% of the consumers have medium awareness regarding insurance products offered by the both private and public companies. This group is the prospective customers for the insurance products. Hence, my strong belief is the insurance industry should take the appropriate steps to bring high awareness.

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CONCLUSION
The project deals in bringing awareness of prudential insurance among different categories of people such as service people, businessmen and professionals. The service people above the age 46 as well as businessmen were more aware of the insurance. Even the professionals were aware of the insurance. But the business men below 25 years and students were not much aware of the insurance, there is a medium awareness of insurance among the people who were between 26-45.80 the companies need to need employ qualified agents who clearly explain the people and bring awareness the prudential insurance.

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QUESTIONNAIRE
BAJAJ ALLIANZ LIFE INSURANCE at Guntur I am A. Jaya Chandu studying M.B.A in Acharya Nagarjuna University, Guntur, as per our course curriculum I have to do project as a part of MBA Course. I kindly respect you to fill this questionnaire. Yours sincerely, A. Jaya Chandu Name Sex : :

Qualification: Experience : Department : 1. In Bajaj Allianz life insurance bank the respondents belongs to which age? a) < 25 b) 26-35 c) 46-55 d) 36-45 e) >55

2. Which occupation belongs to the respondents under the age group of 25 years only old? a) business d)professionals b) service e) students c) house wife f) others

3. The professional respondents under age group of 25 years belongs to which category? a) low b) medium c) high

4. The business people respondents under age group of 25 years belongs to which category? a) low b) medium c) high
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5. The business people respondents under age group of 25 years belongs to which category? a) low b) medium c) high

6. Which category belongs to the students respondents under the age category of below 25 years? a) low b) medium c) high

7. The other respondents under age group of 25 years belongs to which category? a) low b) medium c) high

8. The respondents under age group of 25 years belongs to which category? a) low b) medium c) high

9. Which category belongs to the business people respondents under the age category of below 26-35 years? a) low b) medium c) high

10.The service people respondents under age group of 26-35 years belongs to which category? a) low b) medium c) high

11.The professional respondents under age group of 26-35 years belongs to which category? a) low b) medium c) high

12.Which category belongs to the other respondents under the age category of below 26-35 years? a) low b) medium c) high

13.Which category belongs to the respondents under the age category of below 2635 years? a) low b) medium c) high

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14.The business people respondents under age group of 36-45 years belongs to which category? a) low b) medium c) high

15.Which category belongs to the professional respondents under the age category of below 36-45 years? a) low b) medium c) high

16.Which category belongs to the service people respondents under the age category of below 36-45 years? a) low b) medium c) high

17.The respondents under age group of 36-45 years belongs to which category? a) low b) medium c) high

18.Which category belongs to the business people respondents under the age category of below 46-55 years? a) low b) medium c) high

19.The professional respondents under age group of 46-55 years belongs to which category? a) low b) medium c) high

20.The respondents under age group of 46-55 years belongs to which category? a) low b) medium c) high

21.The professional respondents under age group of above 55 years belongs to which category? a) low b) medium c) high

22.Which category belongs to the respondents under the age category of above 55 years? a) low b) medium c) high

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BIBLIOGRAPHY
SNO 1 2 3 4 5 6 BOOK NAME Marketing management Marketing research Marketing research Statically method Quantitative techniques Quantitative methods in Business AUTHOR Philip Kotler Boyd D.D.Sharma S.P.Gupta C.B.Kothari R.Senapathy PUBLISHER Hal 1996 Richard D.Irwan 1994 AITBJ 2002 Sultan Chand 2002 New age 2004 New age 2002

BAJAJ Allianz Life Insurance Co. Ltd. Annual reports, Sale Book, Brouchers and Leaflets.

Web Sites: www.bajajallianzlife.co.in www.google.com

Articles: Business World Business Today

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