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RESEARCH PROJECT REPORT

CONSUMER BEHAVIOUR & CUSTOMER SATISFACTUON


A Research project report submitted in partial fulfillment for the award
of the diploma
POST GRADUATE DIPLOMA IN MANAGEMENT
(Approved by AICTE, New Delhi)
(2013-2015)

SUPERVISOR

SUBMITTED BY

Dr. VINEET KAUSHIK

VEDIKA SRIVASTAVA

Assist. Professor

Roll No.:1301001

Dewan V S Institute of Management


By-Pass Road, Partapur, Meerut-250103

PREFACE
Theoretical knowledge is not sufficient to the professional field. So to overcome the
limitation of theoretical knowledge, we PGDM students have to work on research project.
The research project report gives us real picture of professional setup of organizational
behavior.
It also gives opportunity to PGDM student to use their theoretical knowledge and check
their relevance gain.
The confidence for all this required putting conceptual, analytical and creative skills to
test for all this, I have done my research project on Consumer behavior &
customer satisfaction.
All these inputs will help us when we embark upon a career and a manager in a similar
organization.

VEDIKA SRIVASTAVA

ACKNOWLEDGEMENT
My first regards are to God, the Almighty, who has enabled me to move on this
righteous path. I am extremely grateful and indebted to Mr. ABHAY SHARMA for
pursuing me to under go this research under his proper guidance, giving me
invaluable experiences. His constant encouragement and inspirations have been
instrumental for me the completion of this research.
I am also thankful to the officers, employees and customers of (ICICI Prudential Life
Insurance Company Ltd.) who helped me in very much in gathering informations related
to my research.
I do not have words to express my respect to Our Honble Director Col. Dr. Naresh
Kumar Goyal, HOD Dr. Rahul Bhardwaj, my parents Mrs. . & Mr.
. , my brother/ Sister .. & my wife .
who helped me a lot during this research work.

VEDIKA SRIVASTAVA

DECLARATION
I hereby declare that the research project report, titled CONSUMER BEHAVIOUR &
CUSTOMER SATISFACTION is my original work, the report is based on
the data collected by me during the research time.

VEDIKA SRIVASTAVA

CONTENTS
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.

Preface
Introduction
Objective of the study
Research methodology
Data analysis and interpretation
conclusion
Limitations
Recommendations to company:
Questionnaire
Bibliography

2
6
14
15
18
37
38
39
41
45

INTRODUCTION
Life insurance is a form of insurance that pays monetary proceeds upon the death of the
insured covered in the policy. Essentially, a life insurance policy is a contract between the
named insured and the insurance company wherein the insurance company agrees to pay
an agreed upon sum of money to the insured's named beneficiary so long as the insured's
premiums are current.

With a large population and the untapped market area of this population insurance
happens to be a very big opportunity in India. Today it stands as a business growing at the
rate of 15-20% annually. Together with banking services, it adds about 7 percent to the
countries GDP. In spite of all this growth statistics of the penetration of the insurance in
the country is very poor. Nearly 80% of Indian populations are without life insurance
cover and the health insurance. This is an indicator that growth potential for the insurance
sector is immense in India.

It was due to this immense growth that the regulations were introduced in the insurance
sector and in continuation Malhotra Committee was constituted by the government in
1993 to examine the various aspects of the industry. The key element of the reform
process was participation of overseas insurance companies with 26% capital. Creating a
more competitive financial system suitable for the requirements of the economy was the
main idea behind this reform.

Since then the insurance industry has gone through many changes. The liberalization of
the industry the insurance industry has never looked back and today stand as one of the
most competitive and exploring industry in India. The entry of the private players and the
increased use of the new distribution are in the limelight today. The use of new
distribution techniques and the IT tools has increased the scope of the industry in the
longer run.
Insurance is the business of providing protection against financial aspects of risk, such as
those to property, life health and legal liability. It is one method of a greater concept
known as risk management which is the need to mange uncertainty on account of
exposure to loss, injury, disadvantage or destruction.
Insurance is the method of spreading and transfer of risk. The fortunate many who are
exposed to some or similar risk shares loss of the unfortunate. Insurance does not protect
the assets but only compensates the economic or financial loss.
In insurance the insured makes payment called premiums to an insurer, and in return is
able to claim a payment from the insurer if the insured suffers a defined type of loss. This
relationship is usually drawn up in a formal legal contract.
Insurance companies also earn investment profits, because they have the use of the
premium money from the time they receive it until the time they need it to pay claims.
This money is called the float. When the investments of float are successful they may
earn large profits, even if the insurance company pays out in claims every penny received
as premiums. In fact, most insurance companies pay out more money than they receive in
premiums. The excess amount that they pay to policyholders is the cost of float. An

insurance company will profit if they invest the money at a greater return than their cost
of float.
An insurance contract or policy will set out in detail the exact circumstances under which
a benefit payment will be made and the amount of the premiums.
Classification of insurance
The insurance industry in India can broadly classified in two parts. They are.
1) Life insurance.
2) Non-life (general) insurance.

1) Life insurance:
Life insurance can be defined as life insurance provides a sum of money if the person
who is insured dies while the policy is in effect.
In 1818 British introduced to India, with the establishment of the oriental life insurance
company in Calcutta. The first Indian owned Life Insurance Company; the Bombay
mutual life assurance society was set up in 1870.the life insurance act, 1912 was the first
statuary measure to regulate the life insurance business in India. In 1983, the earlier
legislation was consolidated and amended by the insurance act, 1938, with
comprehensive provisions for detailed effective control over insurance. The union
government had opened the insurance sector for private participation in 1999, also
allowing the private companies to have foreign equity up to 26%. Following the opening
up of the insurance sector, 12 private sector companies have entered the life insurance

business.
Benefits of life insurance
Life insurance encourages saving and forces thrift.
It is superior to a traditional savings vehicle.
It helps to achieve the purpose of life assured.
It can be enchased and facilitates quick borrowing.
It provides valuable tax relief.
Thus insurance is found to be very useful in the lives of the person both in short term and
long term.
Fundamental principles of life insurance contract;
1) Principle of almost good faith:
A positive duty to voluntary disclose, accurately and fully, all facts, material to the risk
being proposed whether requested or not.
2) Principle of insurable interest:
Relationships with the subject matter (a person) which is recognized in law and gives
legal right to insure that person.
2) Non-life (general) Insurance:
Triton insurance co. ltd was the first general insurance company to be established in India
in 1850, whose shares were mainly held by the British. The first general insurance
company to be set up by an Indian was Indian mercantile insurance co. Ltd., which was
stabilized in 1907 . there emerged many a player on the Indian scene thereafter.
9

The general insurance business was nationalized after the promulgation of General
Insurance Corporation (GIC) OF India undertook the post-nationalization general
insurance business.

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CONCEPTUAL BACKGROUND

Satisfaction is defined as . . .

A persons feeling of pleasure or disappointment resulting from comparing a products


perceived performance (or outcome) in relation to his or her expectations.
Customer Satisfaction can be defined as supplying or gratifying all wants or wishes,
fulfilling conditions or desires, or the state of the mind anything that makes a customer
feel pleased or contented.

Consumer Behavior:
Consumer behavior is defined as the behavior that consumers display in searching for,
purchasing, using, evaluating and disposing of products and services that they expect will
satisfy their needs.
The study of the processes involved when individuals or groups select, purchase, use, or
dispose of products, services ideas, or experiences to satisfy needs and desires

Customer value: The ratio between the customerss perceived benefits (economic,
functional and psychological) and the resources (momentary, time, effort, psychological)
used to obtain those benefits.

Customer satisfaction: Customer satisfaction is the individuals perception of the


performance of the product or service in relation to his or her expectations.

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Motivation: The processes that account for an individuals intensity, direction, and
persistence of effort toward attaining a goal.

Personality can be described ad the psychological characteristics that both determine and
reflect how person responds to his or her environment.

Perception is defined as the process by which an individual selects, organizes, and


interprets stimuli into a meaningful and coherent picture of the world.

Consumer learning is the process by which individuals acquire the purchase and
consumption knowledge and experience they apply to future related behavior.

THE CONSUMER ADOPTION PROCESS


The consumer adoption process is the process by which customers learn about new
products, try them, and adopt or reject them. Today many marketers are targeting heavy
users and early adopters of new products recognizing that specific media can reach both
groups and tend to be opinion leaders. The consumer adoption process is influenced by
many factors beyond the marketers control, including consumers and organizations
willingness to try new products, personal influences and the characteristics of the new
products or innovations

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STAGES OF ADOPTION PROCESS


An innovation refers to any good, service, or idea. That is perceived by someone as new.
The idea may have long history, but it is an innovation to the person who sees it as new.
Innovation takes time to spread through the special system. The consumer adoption
process focuses on the mental process through which an individual passes from first
hearing about an innovation to final adoption. Adopters of new products have moved
through the following five stages.

1. AWARENESS: The consumer becomes aware of the innovation but lacks


information about it.
2. INTEREST: The consumer is stimulated to see the information about the
innovation.
3. EVALUATION: The Consumer considers whether to try the innovation or not.
4. TRIAL: The consumer tries the innovation to improve his estimate of its value.
5. ADOPTION: The consumer decides to make full and regular use of the
innovation.

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OBJECTIVE OF THE STUDY


For every problem there is a research. As all the researches are based on some
and my study is also based upon some objective and these are as follows.
1. To understand the insurance business and products of ICICI Prudential life
insurance co ltd.
2. To find out the peoples perception about life insurance.
3. To find out whether people were really aware of life insurance.
4. To find out how people think about private life insurance.
5. To find out what respondents expect from life insurance.
6. To understand Consumer buying behavior
7. To come out with conclusion and suggestions based on the analysis
and the Interpretation of data.

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RESEARCH METHODOLOGY
Research in common parlance refers to a search for knowledge. One can also
define research as a scientific and systematic search for pertinent information on
a specific topic.
The word research has been derived from French word Researcher means to
search.
FRANCIES RUMMER defined Research: It is a careful inquiry or examination
to discover new information or relationship and to expand or verify existing
knowledge.
Research is the solution of the problem, whether created or already generated.
When research is done, some new out come, so that the problem (created or
generated) to be solved.

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RESEARCH DESIGN:
Research Design is the conceptual structure within which research is conducted.
It constitutes the blueprint for collection, measurement and analysis of data. The
design used for carrying out this research is

Descriptive.

DATA TYPE: In this research the type of data collection is

Primary data

Secondary data

DATA SOURCE: The sources of collection of secondary data are:

Questionnaire

Books

Websites

Magazine

Brochure

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SAMPLING PLAN:
It is very difficult to collect information from every member of a population .As
time and costs are the major limitation that the researcher faces.

A sample of 100 was taken the sample size of 100 individuals were selected on
the basis of convenient sampling technique. The individuals were selected in the
random manner to form sample and data were collected from them for the
research study.

ANALYSIS AND INTERPRETATION:


Data collection through questionnaire and personnel interview resulted in
availability of the desired information but these were useless until there were
analyzed. Various steps required for this purpose were editing, coding and
tabulating. Tabulating refers to bringing together similar data and compiling them
in an accurate and meaningful manner. The data collected by questionnaire was
analyzed, interpreted with the help of table, bar chart and pie chart.

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DATA ANALYSIS AND INTERPRETATION

1. Age of the respondents

PARTICTULARS
Less than 25
25 - 35
35 - 45
Above 45
TOTAL

NO.OF.RESPONDENT
11
40
20
29
100

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PERCENTAGE
11%
40%
20%
29%
100

ANALYSIS:
From the survey it was found that amongst 100 respondents
a)
b)
c)
d)

11% of the respondents are less than 25 years old.


40% of the respondents are between 25 and 35 years of age.
20% of the respondents are between 35 and 45 years of age.
29% of the respondents are more than 45 years of age.

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2. Qualification of the respondents.

PARTICUALR
Graduate
Post Graduate
Diploma
Other discipline
TOTAL

NO.OF.RESPONDENT
52
29
8
11
100

PERCENTAGE
52%
29%
8%
11%
100%

ANALYSIS:
From the survey it was found that amongst 100 respondents
a)
b)
c)
d)

52% of the respondents were graduate


20
29% of the respondents were post graduate
8% of the respondents were diploma
10% of the respondents were other discipline

3) Occupation of the respondents

PARTICULARS
Business man
Professionals
Job holders
Others
TOTAL

NO.OF.RESPONDENT
34
18
37
11
100

21

PERCENTAGE
34%
18%
37%
11%
100%

ANALYSIS:
From the survey it was found that amongst 100 respondents
a)
b)
c)
d)

34% of the respondents are businessmen.


18% of the respondents are professionals.
37% of the respondents are job holders.
11% of the respondents are background.

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4) Average annual income of respondents.

PARTICULARS
Up to 1 lakh
1 lakh - 3 lakh
3 lakh - 5 lakh
5 lakh & above
TOTAL

NO.OF.RESPONDENT
33
43
20
4
100

23

PERCENTAGE
33%
43%
20%
4%
100%

ANALYSIS:
From the survey it was found that amongst 100 respondents
a) 33% of the respondents have an average annual income up to 1
lakh
b) 43% of the respondents have an average annual income from 1
lakh to 3 lakh
c) 20% of the respondents have an average annual income from 3
lakh to 5 lakh
d) 4% of the respondents have an average annual income above 5
lakh

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5) Family size of respondents

PARTICULARS
Below 5 members
5 - 10 members
Above 10 members
TOTAL

NO.OF.RESPONDENT
50
32
28
100

PERCENTAGE
50%
32%
28%
100%

ANANLYSIS:
From the survey it was found that amongst 100 respondents
a) 50% of the respondents are25below 5 members.
b) 32% of the respondents are between 5 to 10 members.
c) 28% of the respondents are above 10 members.

6) According to life insurance is.

PARTICULARS
Risk Coverage
Tax Savings
Good return

Security
All the above
TOTAL

NO.OF.RESPONDENT
10
3
4

3
80
100

PERCENTAGE
10%
3%
4%

3%
80%
100%

26

ANALYSIS:
From the survey it was found that amongst 100 respondents
a)
b)
c)
d)
e)

10% of the respondents say risk coverage.


3% of the respondents say tax savings.
4% of the respondents say good returns.
3% of the respondents say financial security.
80% of the respondents say all of the above.

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7) Awareness of ICICI Prudential life insurance


PARTICULARS

NO.OF.RESPONDENT

PERCENTAGE

Yes
No

17
83

17%
83%

TOTAL

100

100%

ANALYSIS:
From the survey it was found that amongst 100 respondents
a) 83% of the respondents say that they are aware of ICICI
Prudential life insurance co.
b) 17% of the say that they are unaware of ICICI Prudential life
insurance co

8) Awareness regarding insurance.

PARTICULARS

NO.OF.RESPONDENT
28

PERCENTAGE

Yes
No
TOTAL

2
98
100

2%
98%
100%

ANALYSIS:
From the survey it was found that amongst 100 respondents
a) 98% of the respondents say that they are aware of insurance.
b) Only 2% are unaware of insurance.

9) % of respondents who are under different plans of ICICI Prudential life insurance co.

PARTICULARS
Invest gain plan
Unit gain plan
Child gain plan
Whole life plan
Pension plan
TOTAL

NO.OF.RESPONDENT
41
36
8
15
No
100

PERCENTAGE
41%
36%
8%
15%
No
100%

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INSURANCE PLANS OF ICICI PRUDENTIAL


15%
8%

41%

36%

ANALYSIS:
From the survey it was found that amongst 100 respondents
a)
b)
c)
d)
e)

41% of the respondents are under invest gain plan


36% of the respondents are under unit gain plan
8% of the respondents are child gain plan
15% of the respondents are whole life plan
No body under pension plan

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Invest gain plan


Unit gain plan
Child gain plan
Whole life plan
Pension plan

10)

% of respondents benefits of choosing the particular products

PARTICULARS
Risk coverage
Additional benefit
Maturity date
Sum Assured
TOTAL

NO.OF.RESPONDENT
60
20
12
8
100

31

PERCENTAGE
60%
20%
12%
8%
100%

ANALYSIS:
a) 36% of the respondents say that a benefit of choosing the particular
Product is for Safety of life.
b) 20% of the respondents say that a benefit of choosing the particular
products is for additional benefit to family
c) 12% of the respondents say that a benefit of choosing the particular
products is for maturity date
d) 8% of the respondents say that a benefit of choosing the particular
products is for sum assured

11)

% of disadvantages in insurance plan

PARTICUALRS
Liquidity
Lapsation
Unable to decide premium
High risk coverage
Fixed Term
TOTAL

NO.OF.RESPONDENT
35
20
19
14
12
100

32

PERCENTAGE
35%
20%
19%
14%
12%
100%

ANALYSIS:
From the survey it was found that amongst 100 respondents
a) 35% of the respondents say that disadvantages in insurance
plan are liquidity.
b) 20% of the respondents say that disadvantages in insurance
plan are lapsation.
c) 19% of the respondents say that disadvantages in insurance
plan is unable decide premium.
d) 14% of the respondents say that disadvantages in insurance
plan are high risk coverage at high premium.
e) 12% of the respondents say that disadvantages in insurance
plan is fixed term

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12)

% of respondents who want to invest in these different avenues.

PARTICUALRS
Recurring Deposit
Equity Fund
Balanced Fund
Mutual Fund
Debt Fund
Cash Fund
TOTAL

NO.OF.RESPONDENT
40
25
10
11
5
9
100

34

PERCENTAGE
40%
25%
10%
11%
5%
9%
100%

ANALYSIS:
From the survey it was found amongst 100 respondents
a)
b)
c)
d)
e)
f)

40% of respondents say that they want to invest in R.D


25% of respondents say that they want to invest in equity
10% of respondents say that they want to invest in balanced fund
11% of respondents say that they want to invest in mutual fund
5% of respondents say that they want to invest in debt market
9% of respondents say that they want to invest in cash

CONCLUSION
Every study and project needs to be concluded. Hence, the study conducted in ICICI
Prudential helped me to know some thing about its product, working environment of the
company, rules and regulations to be followed in the company, how to handle the work
pressure. I got the maximum exposure because personally I met the customer and I have
also sold some of the insurance products this gave us the confidence to how to work and
helped us to apply the theoretical knowledge to the practical job, because practical
exposure differs significantly From text book knowledge.

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ICICI Prudential is performing fantastically well in the Indian insurance industry


and is the No. 1 private player among the 19 other private life insurance players.
Topic: Consumer behavior & customer satisfaction is one of the important terminologies
in the insurance sector.

However, still now there is huge untapped market for insurance in India. Now as the
ICICI Prudential has the brand name in market, the company should come with new
plans at lower premium and huge tax benefits. The company should use their SWOT we
should make use of its strengths of high quality products. They should promote their
product throughout the country and target specific group or class for each plans or policy,
which satisfy the consumer needs and provide fully satisfaction.

LIMITATIONS
On an analysis and evaluation of the data collected from the respondents the
following limitations were found.

Total 100 respondents have been approached out of which 75 are the potential
respondents who have shown interest for investment and finance plan

Above 20% of respondents are shown interest for investment and financial plan

About 33.33% of respondents are not interest to give their personal records.
36

About 12.67% of respondents have already been covered by other insurance


companies.

About 10% of respondents have given invalid records.

About 10% of respondents are newly employed or trainees.

About 10% of respondents interested for investment plan after knowing ICICI
PRUDENTIAL LIFE INSURANCE products.

RECOMMENDATIONS TO COMPANY:

Since ICICI Prudential Life Insurance co. ltd is the largest in terms of FDI invested, in
terms of work force, in terms of market share, in terms of no. of customers. All these
positive stands of the company place at the number one position. On second aspect
whatever amount of money ICICI Prudential save, can be used to increase the no. of
policies, which will helpful to increase the market share of the company. Since the
customers think about the companies in the industry, when they invest money in the life
37

insurance industry. So its necessary to increase the market share of the company. There
are some recommendations.

Open some more branches in semi urban and rural area.


ICICI Prudential has almost its branches in urban area or metros. So in order to
increase the no. of customer, ICICI Prudential should increase the approach
towards potential customers. For that it has to increase the branches in the semi
urban cities like C, D grade cities. And the rural marketing is the best option for
ICICI Prudential to increase its base in the market

Improve customer services.


In order to take the advantage of being industry leader in private sector, ICICI
Prudential has to improve its customer services. According to my experience in
the company, a good number of customers forget to pay their premium at time so
it causes a big loss to the company. ICICI Prudential has already collaborated with
the ICICI bank for its Bancassurance facility and then can include another feature
in it. ICICI bank can offer a bank account with the life insurance policy in which
an ATM card will be provided. This card will have all the information regarding
the policy as like future premium payment dates, payment made, money value of
the policy at that date, value of the unit linked plan and all other information what
the customer want. This will help the customer to pay premium on time and save
their losses. This will be mutually helpful for both sister companies, ICICI bank

38

will get new account and ICICI prudential will be able to more efficient services
to their customers.

Bring some unit linked life insurance plans in the market.


Being a market leader doesnt ensure the leadership in the future. Since after
increment in FDI from 26% to 49% all player will have the opportunity to capture
the market share. So in order to maintain its position ICICI Prudential should
-Introduce some new market linked insurance plan, which will give a competitive
advantage to the ICICI Prudential against its competitors.

Trained the financial advisors more efficiently.


In the changed scenario, more efficient training will be needed, so ICICI
Prudential should provide good and efficient training to their financial advisors.
Because they are the one who interact directly with the customers. So good
training will give them the right way to deal with the potential customers.

QUESTIONNAIRE
Dear Sir/Madam,
I am a student of DEWAN VS. INSTITUTE OF MANAGEMENT, MEERUT conducting
a

marketing

survey

on

CONSUMER

BEHAVIOUR

AND

CUSTOMER

SATISFACTION of ICICI Prudential LIFE INSURANCE, IN Meerut, U.P.. I request


you to fill this questionnaire & I assure that this data will be used only for study purpose
& it will be kept confidential.
39

1.

Name

2.

Address

_________________________________

_________________________________
_________________________________
_________________________________

3.

Age

a. Less than 25
b. 25 35

c. 35-45
d. 45 and above

4. Qualification

5.

6.

a. Graduate

c. Diploma

b. Postgraduate

d. Other discipline

Occupation
a. Business

c. Job holder

b. Professional

d. Other

What is your average annual income?


a. Up to 1 lakh
b. 1 lakh to 3 lakhs
c. 3 lakhs to 5 lakhs
40

d. 5 lakhs and more

7. Your family size


a.

Below 5 members

b. 5 10 members
c. Above 10 members

7.

According to you life insurance is,


a. A tax saving plan
b. A saving scheme with good return
c. A financial security for the family
d. Risk coverage
e. All the above

8.

Have you taken any life insurance product of ICICI Prudential Life insurance?
YES

NO

If yes
9.

Which are in these?


a.

Unit gain plan

b. Invest gain plan


c. Whole life plan
d. Children plan
41

e. Pension plan
f. Others __________________

10. Are you aware of the benefits in your policy?


Yes

No

If yes what are they?


Sum assured
Additional benefits
Maturity date
Risk coverage

11. According to you what are the disadvantages in an insurance plan?


Lapsation
Liquidity
Fixed term
Unable to decide your premium
Unable to decide the sum assured
High risk coverage at high premiums
Other disadvantages

42

12. In which of the following would you like to invest?


Equity fund
Debt fund
Balanced fund
Cash fund
Mutual fund
Recurring deposits

13. Any suggestion for ICICI Prudential Life Insurance


______________________________________________________
______________________________________________________

Thank you for sparing your valuable time

BIBLIOGRAPHY

Marketing Management by Philip Kotler, Pearson Education 2nd ed.

Consumer Behavior by Leon G.Schiffman, Prentice-Hall India 8th ed.


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IRDA Journal

ICICI Prudential Company magazines

Newspaper and Business magazines

WEBSITES
www.iciciprulife.com
www.google.co.in/indian insurance industry
www.irdaindia.org

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