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EXECUTIVE SUMMARY
In todays corporate and competitive world, I find that insurance sector has the maximum growth
and potential as compared to the other sectors. The main purpose of the study is to find the
customer buying behavior for Life Insurance of INGvysya Life Insurance Company in Hubli
region which has been done and will help the company to make the marketing strategy for the
different segments. The study which has been made during this project will help the company to
make strategies for this region and emphasize on their weaker areas. The Brand Image of various
companies will be known. The company can find out where their competitor stands in the minds
of the people. Research has been done by primary data collection, and primary data has been
collected by meeting with the people in Hubli region. Data collection has been done through by
giving structured questionnaire. This study will be based on sampling. This is a descriptive
study.
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CHAPTER I: INTRODUCTION
1.1 The Theme
Understanding consumers needs and paying attention to customer service a security for life
for things you insuring of consumer buying behaviour for life Insurance.
1.2 Introduction
Before business can develop marketing strategies, they must understand what factors
influence buyers behavior and how they make purchase decisions to satisfy their needs and
wants. Buyers are moved by a complex set of deep and subtle emotions. Their behavior result
from deeply held values and attitudes their perception of the world and their place in it.
There are also several stages through which the consumer exhibit before deciding to purchase
goods or services. These include 5 steps which are: problem or need recognition, information
search, alternative evaluation, purchase and post-purchase evaluation.
1.3 The Background of the Current Work
Insurance is in a manner of speaking the last frontier in the financial sector to open. It is
also a sector, which leads to benefits across the full spectrum, from the individual who now
have wider choices, to the economy, which see increased savings, to the infrastructure sector,
which can look forward to long term funding being available. In an under-insured economy,
newer channels of distribution have to be utilized to intensify the reach of insurance both in
urban and rural markets. This will create huge employment opportunities not only within
insurance companies but also as agents and consultants of insurance companies.
1.4 Objectives of the Work
1.6 Methodology
The methodology of this project is first conducted the market survey which will be possible
only through questionnaire design. For finding of customer perception I meet lot of customers
personally and by phone as well as by interviewing them. For doing market survey I selected the
Hubli region as my target.
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Profile:
ING has gained recognition for its integrated approach of banking, insurance and asset
management. Furthermore, the company differentiates itself from other financial service
providers by successfully establishing life insurance companies in countries with emerging
economies, such as Korea, Taiwan, Hungary, Poland, Mexico and Chile. Another specialization
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ING Vysya Bank Ltd., is an entity formed with the coming together of erstwhile, Vysya Bank
Ltd, a premier bank in the Indian Private Sector and a global financial powerhouse, ING of
Dutch origin, during Oct 2002. The origin of the erstwhile Vysya Bank was pretty humble. It
was in the year 1930 that a team of visionaries came together to found a bank that would extend
a helping hand to those who weren't privileged enough to enjoy banking services.
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In terms of pure numbers, the performance over the decades can better be appreciated from the
following table:
Year NetworthDeposits Advances Profits Outlets
1940
0.001
0.400
0.400
0.001
1950
1.40
5.30
3.80
0.09
16
1960
1.60
20.10
13.50
0.13
19
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11.50
1414.30
813.70
1.13
228
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88
1990
162.10
8509.40
4584.80
50.35
319
481
484
483
456
523
536
200610196.70133352.50102315.20
90.6
562
200711101.90 154185.70119761.70
889.0
626
200814260.00204980.00146500.00 1569.00
677
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Corporate Objective:
At ING Life, we strongly believe that as life is different at every stage, life insurance must offer
flexibility and choice to go with that stage. We are fully prepared and committed to guide you
on insurance products and services through our well-trained advisors, backed by competent
marketing and customer services, in the best possible way.It is our aim to become one of the top
private life insurance companies in India and to become a cornerstone of INGs integrated
financial services business in India.
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REGIONAL
VICE PRESIDENT
DIRECTOR-
DIRECTOR-
REGIONAL
VICE PRESIDENT
REGIONAL
VICE PRESIDENT
REGIONAL
VICE PRESIDENT
AREA MANAGER
AREA MANAGER
BRANCH MANAGER
HUB/SPOKE LOCATION
FINANCIAL
ADVISORS
SALES
MANAGER
SALES
MANAGER
SALES
MANAGER
SENIOR SALES
MANAGER
GROUP SALES
MANAGER
ASSISTANT
SM
AGENCY
SM
AREA
MANAGER
SENIOR BM
AGENCY
MANAGER
AREA
MANAGER
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Mission To set the standard in helping our customers manage their financial future.
PARTNERS
ING Group:
ING is a global financial institution of Dutch origin offering banking, insurance and asset
management to over 85 million private, corporate and institutional clients in over 50 countries.
With a diverse workforce of approximately 130,000 people, ING comprises a broad spectrum of
prominent companies that increasingly serve their clients under the ING brand.
Strategy:
Our strategy is more relevant to consumers than ever before. Their fundamental needs with
regard to saving, investing and preparing for retirement have not changedin fact, the crisis has
reinforced the basic need to save. It has also highlighted the value of simplicity and transparency,
which are two important aspects of our goal to create an easier experience. More than ever, our
stakeholders want a financial partner they can trust. Given the nature of our business, its our
responsibility to shield our customers from market risks and reduce the volatility of our earnings
for shareholders. As a result, we will put even more emphasis on the way that we manage our
risks, capital and costs.
Responsibility:
ING strives to be a good citizen. Ethical, social and environmental considerations play an
integral part in our business decisions. ING is committed to playing an active role as a
community sponsor. It does this through a wide range of local sponsorships and through its
global Chances for Children initiative, which provides access to primary education to
underprivileged children in developing countries who would otherwise not have the chance to
attend school.
BELOW ARE FEW OF THE PLANS THAT ARE OFFERED BY ING VYSYA LIFE
INSURANCE
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Conclusions
Our exhaustive research in the field of Life Insurance threw up some interesting trends which
can be seen in the above analysis. A general impression that we gathered during Data collection
was the immense awareness and knowledge among people about various companies and their
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Launched the most innovative product across the Asia Pacific region Zoom
Investment Pac. Awarded as the Most Innovative Product by AAM.
ING CUB Fund ranked among the Worlds 100 top performing equity funds in 2007
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ING Domestic Opportunities Fund awarded with 5 star rating by Value Research.
ING Income Fund-STP ranked a 5 star fund in the category of open ended debt-short
term for 3 year period ending 2007.
Rated among Top 200 Brands in India for press coverage in 2007 and ranked No. 7 in
the asset management space ahead of all other MNCs.
Executed Asias first, largest and the most prestigious event that the Indian Asset
Management Industry has ever witnessed ING GLOBAL INVESTMENT
MARATHON. This was an ideal place for ING IM Indias existing & prospective
clients to meet IIM global portfolio specialists from US, Europe and Asia.
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COMPANYS NAME
ING VYSYA
ICICI PRUDENTIAL
SBI LIFE INSURANCE
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NO.OF
RESPONDENT
SHARE (%)
19
19
18
18
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20
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19
100
19
100
ANY OTHER
TOTAL
INTERPRETATION
44% of the people contacted to prefer LIC policy to any other and therefore it is ranked
no.1 by that percent of respondents.
19% of the people contacted to prefer ING Vysya companys policies.
18% of the people contacted to prefer SBI Life Insurance companys policies.
19% of the people contacted to prefer any other policies of the companies.
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NO.OF
RESPONDENTS
SHARE (%)
54
54
Tax Deductions
25
25
Future Investment
21
100
21
100
TOTAL
INTERPRETATION
54% of the respondents believe that covering future uncertainty is the biggest benefit of
an insurance policy.
25% of them believe that the other benefits are Tax deduction.
Whereas, 21% of them believe that other benefits are future investment.
Data gives people perception about Insurance.
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NO. OF
RESPONDENTS
SHARE (%)
A saving tool
31
31
42
42
27
27
100
100
Total
INTERPRETATION
31% of the respondents have perception of Insurance being a saving tool.
And 42% of the respondents have perception of Insurance being a tax saving device.
But 27% of the respondents have perception of Insurance is a tool to protect your family.
Data shows buying process of the people.
BUYING PROCESS
NO. OF
RESPONDENTS
SHARE (%)
28
28
72
72
Total
100
100
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INTERPRETATION:
28% of the respondents approached the after seeing the add in (T.V/Paper)
Whereas, 72% of the respondents were approached by the Insurance advisor approached
customer.
NO. OF
RESPONDENTS
SHARE (%)
Low premium
68
68
12
12
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100
100
INTERPRETATION:
68% of the Respondents are attracted for Money back guarantee.
9% of the Respondents are attracted for high risk coverage.
12% of the respondents are attracted for reputation of the company.
And 11% of the respondents are attracted for agents beliefs.
Data shows satisfaction of respondents with to policy
RESPONSE
NO. OF
RESPONDENTS
SHARE (%)
Satisfied
82
82
Not satisfied
18
18
Not Responded
100
100
Total
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INTERPRETATION:
82% of the respondents are more or less satisfied with their existing policy.
18% of the respondents are not satisfied with their existing policy.
In this case all of those who have taken a policy have responded.
NO. OF
RESPONDENTS
SHARE (%)
Satisfied
65
65
Not satisfied
34
34
Not Responded
100
100
Total
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INTERPRETATION:
65% of the respondents are satisfied with their existing service agent.
34% of the respondents are not satisfied with their service agent.
And 1% who has not responded.
SHARE (%)
After 25 years
NO. OF
RESPONDENTS
55
After 35 years
After 45 years
Anytime
43
43
Total
100
100
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INTERPRETATION:
55% of the respondents are with the view that insurance should be bought after the age of 25
years.
Whereas, 43% of the respondents are with the view that buying of insurance do not have any
thing to do with age i.e. there is no age limitations. It can be purchased any time according
to the need.
And 1% of the respondents are with the view that insurance should be bought after 35 and
45 years of age.
Data shows people opinion about Indian Insurance companies.
RESPONSE
NO. OF
RESPONDENTS
22
SHARE (%)
Unsatisfactory services
Non Aggressive
18
18
Rigid plans
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38
38
Very good
100
100
Total
INTERPRETATION:
22% of the respondents have the opinion that Indian Insurance Companies have rigid plans.
18% of the respondents are with the view that Indian Insurance companies are Nonaggressive.
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11% of the respondents feel that products and services of Indian Insurance companies is
Satisfactory.
And according to the data, only single person has felt that it is very good.
A trusted name
Friendly
service
responsiveness
&
Good plans
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NO. OF
RESPONDENT
S
35
SHARE (%)
61
61
35
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100
100
INTERPRETATION:
Data shows people interested in going for Insurance if Insurance Company away from
your city & offers better services & products.
RESPONSE
SHARE (%)
Yes
NO. OF
RESPONDENTS
46
No
24
24
Uncertain
30
30
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100
100
INTERPRETATION:
The interested customers i.e. 46% are ready to go for insurance even away from a city if
services and products.
24% of the customer is not ready to go for insurance away from a city.
ING VYSYA
after 35
20
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after 45
0
any
time
0
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SBI LIFE
INSURANCE
L.I.C
10
10
20
20
RELIANCE
LIFE
INSURANCE
TATA AIG
LIFE
20
ANY OTHER
TOTAL
100
Cover
Future
Uncertainty
30
after 35
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after 45
any
time
40
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Tax
Deductions
Future
Investment
TOTAL
10
10
10
100
A
saving
tool
30
after 35
0
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0
any
time
0
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tax
10
30
10
20
A tool to
protect your
family
TOTAL
100
after 35
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20
50
100
Insurance
advisor
approached
customer
TOTAL
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after 35
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10
30
40
10
10
0
100
High
risk
coverage
Money back
guarantee
Reputation
of
the
company
Agents
Conviction
TOTAL
after 35
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10
0
50
0
0
0
0
0
50
Not
Responded
TOTAL
any
after 25 after 35 after 45 time
50
0
0
50
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0
100
Not
Responded
TOTAL
after 35
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10
10
10
20
0
1
0
0
0
0
0
4
user
Unsatisfactory
services
Non
Aggressive
Satisfactory
Good
Very good
TOTAL
100
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after 35
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30
50
20
Friendly
service
&
responsiveness
Good plans
Accessibility
TOTAL
100
10. Data shows people interested in going for Insurance if Insurance Company away
from your city & offers better services & products.
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after 35
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30
10
0
0
0
0
10
10
10
30
100
TOTAL
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38% feel that it is good enough it means they should provide good policy to people
which should help there future as savings etc.
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Suggestion:
The survey is important tool as clear perception of people about the product can be estimated and
known. The need levels of the people regarding the insurance product been observed through
survey. It was very useful in knowing about the requirements of the people.
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for them to penetrate into the market and secure a good position if they pay
greater attention to the service part provided to their customer and thereby forming a long and
trusted relationship.
REFERENCES
Appendix A: 1.Business Research Methodology, INDIAN EDITION (7e) by William G.
Zikmund.
2. Marketing Management, eleventh edition by Philip Kotler.
Appendix B:
Appendix C:
WWW.inglife.co.in
WWW.money.cnn.com
WWW.insuranceinstituteofindia.com
WWW.insurance.com
WWW.economywatch.com
Company Broachers
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QUESTIONNAIRE
Dear Sir/Madam
Name:
Location:
Occupation:
1.
2.
( )
General
( )
Both
( )
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3.
( )
b) ICICIPRUDENTIAL
( )
( )
d) L.I.C
( )
( )
( )
g) ANY OTHER
4.
(Specify)
For how many years form you would like to Insurance courage?
a) <5Yrs
b) 5-10 Yrs
5.
6.
( )
b) Tax deduction
( )
c) Future investment
d) Any other
( )
(Specify)
( )
( )
( )
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( )
e) Agents conviction
f) Any other
7.
( )
(Specify)
8.
Do you really think the necessity Insurance policy cover in todays scenario?
a) Very essential
( )
b) Essential
( )
c) Partially
( )
d) Not required
( )
9.
( )
( )
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( )
11.
( )
( )
12.
13.
( )
b) Not satisfied
( )
c) Not responding
( )
( )
b) Not satisfied
( )
c) Not responding
( )
Which is the best form of investments? (Give the rating No.1 as the most
Preferred And No.6 last preferred among these)
a) Insurance
b) Bank deposits
c) Jewellery
d) Securities (Bonds, M.Fs)
e) Shares
f) Fixed assets
14.
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a) After25 Yrs
( )
b) After 35 Yrs
c) After 45 Yrs
15.
( )
d) Any time
( )
How would you rate private life Insurance companies compare to L.I.C?
a) Rigid plans
16.
( )
( )
b) Non-user friendly
( )
c) Unsatisfactory services
( )
d) Non-aggressive
( )
e) Satisfactory
( )
f) Good
( )
g) Very good
( )
( )
17.
( )
c) Good plans
( )
d) Accessibility
( )
Would you go for Insurance if Insurance company away from your city &
Offers better services & products?
a) Yes
( )
b) No
( )
c) Uncertain
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