Consumer behavior & Customer Satisfaction towards ICICI Prud.doc

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

Dr. VINEET KAUSHIK

Assist. Professor

SUBMITTED BY

VEDIKA SRIVASTAVA

Roll No.:1301001

Dewan V S Institute of ManagementBy-Pass Road, Partapur, Meerut-250103

1

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

2

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 Hon’ble 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

3

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

4

CONTENTS

1. Preface 2

2. Introduction 6

3. Objective of the study 14

4. Research methodology 15

5. Data analysis and interpretation 18

6. conclusion 37

7. Limitations 38

8. Recommendations to company: 39

9. Questionnaire 41

10. Bibliography 45

5

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.

6

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

7

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

8

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.

10

CONCEPTUAL BACKGROUND

Satisfaction is defined as . . .

“A person’s feeling of pleasure or disappointment resulting from comparing a product’s

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 customers’s perceived benefits (economic,

functional and psychological) and the resources (momentary, time, effort, psychological)

used to obtain those benefits.

Customer satisfaction: Customer satisfaction is the individual’s perception of the

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

11

Motivation: The processes that account for an individual’s 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 marketer’s control, including consumers and organizations

willingness to try new products, personal influences and the characteristics of the new

products or innovations

12

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.

13

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 people’s 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.

14

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.

15

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

16

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.

17

DATA ANALYSIS AND INTERPRETATION

1. Age of the respondents

PARTICTULARS NO.OF.RESPONDENT PERCENTAGE

Less than 25 11 11%

25 - 35 40 40%

35 - 45 20 20%

Above 45 29 29%

TOTAL 100 100

18

0

20

40

60

80

100

Lessthan 25

25 - 35 35 - 45 Above45

TOTAL

Age of the Respondents

NO.OF.RESPONDENT PERCENTAGE

19

ANALYSIS:

From the survey it was found that amongst 100 respondents

a) 11% of the respondents are less than 25 years old.b) 40% of the respondents are between 25 and 35 years of age.c) 20% of the respondents are between 35 and 45 years of age.d) 29% of the respondents are more than 45 years of age.

2. Qualification of the respondents.

PARTICUALR NO.OF.RESPONDENT PERCENTAGE

Graduate 52 52%

Post Graduate 29 29%

Diploma 8 8%

Other discipline 11 11%

TOTAL 100 100%

0

20

40

60

80

100

NO.OF.RESPONDENT

PERCENTAGE

Qualification of the Respondents

Graduate Post Graduate Diploma

Other discipline TOTAL

20

3) Occupation of the respondents

PARTICULARS NO.OF.RESPONDENT PERCENTAGE

Business man 34 34%

Professionals 18 18%

Job holders 37 37%

Others 11 11%

TOTAL 100 100%

21

ANALYSIS:


a) 52% of the respondents were graduateb) 29% of the respondents were post graduatec) 8% of the respondents were diplomad) 10% of the respondents were other discipline

0

20

40

60

80

100

NO.OF.RESPONDENT

Occupation of the Respondents

Business man Professionals Job holdersOthers TOTAL

22

ANALYSIS:


a) 34% of the respondents are businessmen.b) 18% of the respondents are professionals.c) 37% of the respondents are job holders.d) 11% of the respondents are background.

4) Average annual income of respondents.


Up to 1 lakh 33 33%

1 lakh - 3 lakh 43 43%

3 lakh - 5 lakh 20 20%

5 lakh & above 4 4%

TOTAL 100 100%

23

0

20

40

60

80

100

NO.OF.RESPONDENT

Average annual income of respondents.

Up to 1 lakh1 lakh - 3 lakh

3 lakh - 5 lakh5 lakh & aboveTOTAL

24

ANALYSIS:


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

5) Family size of respondents


Below 5 members 50 50%

5 - 10 members 32 32%

Above 10 members 28 28%

TOTAL 100 100%

FAMILY SIZE

50%

32%

28%

below 5 members5- 10 memberabove 10 member

25

6) According to life insurance is.


Risk Coverage 10 10%

Tax Savings 3 3%

Good return 4 4%

Security 3 3%

All the above 80 80%

TOTAL 100 100%

26

ANANLYSIS:


a) 50% of the respondents are below 5 members.b) 32% of the respondents are between 5 to 10 members.c) 28% of the respondents are above 10 members.

0

20

40

60

80

100

NO.OF.RESPONDENT

Life Insurance is

Risk Coverage Tax Savings Good returnSecurity All the above TOTAL

27

ANALYSIS:


a) 10% of the respondents say risk coverage.b) 3% of the respondents say tax savings.c) 4% of the respondents say good returns.d) 3% of the respondents say financial security.e) 80% of the respondents say all of the above.

7) Awareness of ICICI Prudential life insurance


Yes 17 17%

No 83 83%

TOTAL 100 100%

0

20

40

60

80

100

NO.OF.RESPONDENT

Awareness of ICICI Pru

Yes No TOTAL

8) Awareness regarding insurance.

28

ANALYSIS:


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


Yes 2 2%

No 98 98%

TOTAL 100 100%

0102030405060708090

100

Yes No TOTAL

INSURANCE AWARENESS

NO.OF.RESPONDENT

PERCENTAGE

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

29

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.


Invest gain plan 41 41%

Unit gain plan 36 36%

Child gain plan 8 8%

Whole life plan 15 15%

Pension plan No No

TOTAL 100 100%

30

INSURANCE PLANS OF ICICI PRUDENTIAL

41%

36%

8%

15%

Invest gain plan Unit gain planChild gain planWhole life planPension plan

ANALYSIS:


a) 41% of the respondents are under invest gain planb) 36% of the respondents are under unit gain planc) 8% of the respondents are child gain pland) 15% of the respondents are whole life plan

e) No body under pension plan

10) % of respondents benefits of choosing the particular products


Risk coverage 60 60%

Additional benefit 20 20%

Maturity date 12 12%

Sum Assured 8 8%

TOTAL 100 100%

31

0102030405060708090

100

1 2

Benefits of Particular Products

Risk coverage

Additional benefitMaturity dateSum Assured

TOTAL

32

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 familyc) 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 NO.OF.RESPONDENT PERCENTAGE

Liquidity 35 35%

Lapsation 20 20%

Unable to decide premium 19 19%

High risk coverage 14 14%

Fixed Term 12 12%

TOTAL 100 100%

33

0

20

40

60

80

100

NO.OF.RESPONDENT

Disadvantages in Insurance Plans

Liquidity Lapsation

Unable to decide premium High risk coverage

Fixed Term TOTAL

34

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

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

PARTICUALRS NO.OF.RESPONDENT PERCENTAGE

Recurring Deposit 40 40%

Equity Fund 25 25%

Balanced Fund 10 10%

Mutual Fund 11 11%

Debt Fund 5 5%

Cash Fund 9 9%

TOTAL 100 100%

35

INVESTMENT AVENUES

40%

25%

10%

11%

5% 9%

R.DEquity

Balanced fundMutual FundDebt Fund

Cash Fund

36

ANALYSIS:

From the survey it was found amongst 100 respondents

a) 40% of respondents say that they want to invest in R.Db) 25% of respondents say that they want to invest in equity c) 10% of respondents say that they want to invest in balanced fundd) 11% of respondents say that they want to invest in mutual funde) 5% of respondents say that they want to invest in debt marketf) 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.

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.

37

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.

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:

38

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

insurance industry. So it’s 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

39

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 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 doesn’t 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

40

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.

1. Name _________________________________

2. Address _________________________________

_________________________________

_________________________________

3. Age

a. Less than 25 c. 35-45

b. 25 – 35 d. 45 and above

4. Qualification

a. Graduate c. Diploma

b. Postgraduate d. Other discipline

5. Occupation

a. Business c. Job holder

41

b. Professional d. Other

6. What is your average annual income?

a. Up to 1 lakh

b. 1 lakh to 3 lakhs

c. 3 lakhs to 5 lakhs

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

42

If yes

9. Which are in these?

a. Unit gain plan

b. Invest gain plan

c. Whole life plan

d. Children plan

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

43

Unable to decide the sum assured

High risk coverage at high premiums

Other disadvantages

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

44

BIBLIOGRAPHY

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

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

IRDA Journal

ICICI Prudential Company magazines

Newspaper and Business magazines

WEBSITES

www.iciciprulife.com

www.google.co.in/indian insurance industry

www.irdaindia.org

45

http://www.irdaindia.org/

http://www.google.co.in/indian%20insurance%20industry

http://www.iciciprulife.com/

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Consumer behavior & Customer Satisfaction towards ICICI Prud.doc