Findings

Objective 1- To measure and estimate the brand image of ICICI prudential life insurance.

Findings

 Other than LIC, ICICI Prudential is the next preferred choice. Of about 40% respondents
agreed to it
 Koramangala has the highest level of awareness of ICICI Prudential, followed by
Malleswaram

Conclusions

 ICICI prudential is steadily growing in customers preference and choice which is a good
indication
 Also the brand image of ICICI Prudential has been pointed as the main reason for opting
the company hence effort should be to maintain this image.

Objective2- To study the brand image of the existing customers & the non-users or those
who stopped using the ICICI prudential life insurance products.

Findings

 70% of the total respondents agree that ICICI Prudential is a reliable company.30% feels
that ICICI is not reliable company.
 When it comes to the usage of ICICI Prudential products, Malleswaram records the
highest at about 67%, followed by Koramangala.
 59% of the total 120 respondents across the four places of Bangalore feel that the Brand
image of ICICI Prudential is the reason for opting
 17% feels that the Confidence in the service assured is their main reason.
 12.5% feels because of the assurance of High Returns is the reason for opting ICICI
Prudential.
Conclusions

 Also the brand image of ICICI Prudential has been pointed as the main reason for opting
the company hence effort should be to maintain this image

Objective 3- To carefully analyze the limitations in the service of the ICICI prudential life
insurance.

Findings

 70% of the total respondents feel that Insurance should provide more returns than just
risk cover, 25% of them agree, 5% feels that it does not matter.
 60% of the respondents invest their savings in Banks, 20% in Real estate, 15% in Share
market

Conclusions

 Areas located to the fringe of Bangalore like Peenya and Vidyaranapura has scored low
in terms of knowledge and usage of ICICI products and services. Hence there should be
focus on aggressive Rural Marketing Initiatives in these areas.
 Majority of the respondents feel Insurance should be more returns than just risk cover. So
there should be focused on framing policies which have competitive returns in order to
attract more customers.
Objective 4- To retain lost customers by adopting methods of reassuring superior quality
services and attracting new customers to this service.

Findings

 60% of the respondents invest their savings in Banks, 20% in Real estate, 15% in Share
market.

 29% of the respondents feel that service and assurance of high returns are the main
factors for opting ICICI Prudential products.

Conclusions

 Another very important finding is that Income as the main factor for less interest in
insurance. According to this it means People don’t feel the urge to invest in insurance
because of paying premiums which would limit their choice of consumption.

 Efforts should be undertaken to make them understand that investing in insurance

contains tax benefits not only in premium but also for the maturity benefit and that
majority of useless consumption is diverted to productive use in the long term.