A SUMMER TRAINING REPORT ON

ROLE OF CONSUMER BUYING BEHAVIOUR IN SETTING & PREPARING MARKETING STRATEGY

KOTAK MAHINDRA OLD MUTUAL LIFE INSURANCE

Submitted In the Partial Fulfillment for the Award of the Degree

Of MASTER OF BUSINESS ADMINISTRATION Submitted to : Department of Management HCTM, Kaithal

Submitted by: Shilpa Goel Roll No. 1710121 Uni. Roll. No.__ MBA 3rd Sem.
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Declaration

This project titled

ROLE OF CONSUMER BUYING BEHAVIOUR INSETTING

& PREPARING MARKETING STRATEGY b ei n g s u bm i t t e d by me i n t h e

p a r t i a l fu l f i l l m e n t o f r e qu i r e m e n t s fo r t h e awa r d o f Ma s t er Of Bu s i n e s s Ad m i n i s t r a t i o n d egr e e fr o m Har y a n a In s t i t u t e of Ma n a g e m e n t a n d T e c h n o l o gy , af f i l i a t e d t o Ku r u ks h e t r a Uni ve r s i t y Ku r u ks h e t e r a

S h i l p a Go e l MB A

To whom it may concern

This is to certify that the summer training report on role of customer behavior in preparing and setting market strategy, done by MS. Shilpa Goel Roll No. 1710121 is a bonafide work carried out by him/her under my guidance. To the best of my knowledge and belief, the matter embodied in this report has not been submitted in our college earlier for award of any degree or diploma

Date :

Name & Signature of Faculty Guide

ACKNOWLEDGEMENT

At the outset, I would like to thank the staff of KOTAK MAHINDRA BANK for giving me the approval and co-operating me in my project and as well as giving me guidance in the problems faced.

A heart felt thank to the many respondents surveyed whose ideas, critical i n s i g h t s a n d s u g g e s t i o n s h a v e b e e n i n v a l u a b l e i n t h e p r ep a r a t i o n o f t h i s report.

Contents

Certificates Acknowledgements List of Tables/Graphs/Abbreviations

Chapter No. Page No.

Particulars

Ch-1

Introduction

Ch-2

Companys Profile

Ch-3

Research Methodology

3.1 Data Collection 3.2 Sampling Design 3.3 Sample Size 3.4 Objectives of the study

3.5 Significance 3.6 Limitations of the study

Ch-4

Data Analysis and Interpretation

Ch-5

Findings & Suggestions

Bibliography/References

Annexure (i) (ii) Questionnaire Schedule

CHAPTER- 1

INTRODUCTION
The story of insurance is probably as old as the story of mankind. Tendency of a human being to secure themselves against loss and disaster has been from the starting of world. They sought to avert the evil consequences of fire and flood and loss of life and were willing to make some sort of sacrifice in order to achieve security. Though the concept of insurance is largely a development of the recent past, particularly after the industrial era past few centuries yet its beginnings date back almost 6000 years as per records. Functions of insurance:

Provide Protection: The primary function of insurance is to provide protection against future risk, accidents and uncertainty. Insurance cannot check the happening of risk, but can certainly provide for the losses of risk. Insurance is actually a protection against economic loss, by sharing the risk with others. Collective bearing of risk: Insurance is an instrument to share the financial loss of few among many others. Insurance is a mean by which few losses are shared among larger number of people. All the insured contribute the premiums towards a fund and out of which the persons exposed to a particular risk is paid. Assessment of risk: Insurance determines the probable volume of risk by evaluating various factors that give rise to risk. Risk is the basis for determining the premium rate also. Provide certainty: Insurance is a device, which helps to change from uncertainty to certainty. Insurance is device whereby the uncertain risks may be made more certain. Small capital to cover larger risk: Insurance relieves the businessmen from security investments, by paying small amount of premium against larger risks and uncertainty. Contributes towards the development of industries: Insurance provides development opportunity to those larger industries having more risks in their setting up. Even the financial institutions may be prepared to give credit to sick industrial units which have insured their assets including plant and machinery. Means of savings and investment: Insurance serves as savings and investment, insurance is a compulsory way of savings and it restricts the unnecessary expenses by the insured's For the purpose of availing income-tax exemptions also, people invest in insurance.

Source of earning foreign exchange: Insurance is an international business. The country can earn foreign exchange by way of issue of marine insurance policies and various other ways. Risk free trade: Insurance promotes exports insurance, which makes the foreign trade risk free with the help of different types of policies under marine insurance cover.

Insurance is divided into two basic zones: General Insurance Life insurance

GENERAL INSURANCE Insurance of the non life assets are called general insurance, this includes loss of asset against water, fire, earthquake etc. With the opening up of the Indian Market in Insurance sector for private players, in General Insurance the monopoly of the general Insurance public sectors companies has been broken. With the entrance of the new private player market innovative technique has been introduced to capture the market. General Insurance is a sector which alone has many type of insurance coverage in it like Fire Insurance, Marine Insurance, motor Insurance, Liability Insurance, Engineering Insurance etc. The Non Life Insurers: National Insurance Co. Ltd New Indian Assurance Co. Ltd Oriental Insurance Co. Ltd United India Insurance Co. Ltd Tata AIG General Insurance Co. Ltd Bajaj Allianz General Insurance Co. Ltd IFFCO Tokio General Insurance Co. Ltd ICICI Lombard General Insurance Co. Ltd Reliance General Insurance Co. Ltd Royal Sundaram Alliance Insurance Co. Ltd

Bharti Axa General Insurance HDFC Chub

LIFE INSURANCE Life insurance is a contract under which the insurer (Insurance Company) in Consideration of a premium paid undertakes to pay a fixed sum of money on the death of the insured or on the expiry of a specified period of time, whichever is earlier. In case of life insurance, the payment for life insurance policy is certain. The Event insured against is sure to happen only the time of its happening is not known. So life insurance is known as Life Assurance. The subject matter of insurance is life of human being. Life insurance provides risk coverage to the life of a person. On death of the person insurance offers protection against loss of income and compensate the titleholders of the policy. Roles of Life Insurance

Life insurance as an investment: Insurance products yield more than any other investment instruments and it also provides added incentives or bonus offered by insurance companies. Life insurance as risk cover: Insurance is all about risk cover and protection of life. Insurance provides a unique sense of security that no other form of invest can provide. Life insurance as tax planning: Insurance serves as an excellent tax saving mechanism too.

Importance of Life Insurance

Protection against untimely death: Life insurance provides protection to the dependents of the life insured and the family of the assured in case of his untimely death. The dependents or family members get a fixed sum of money in case of death of the assured. Saving for old age: After retirement the earning capacity of a person reduces. Life insurance enables a person to enjoy peace of mind and a sense of security in his/her old age. Promotion of savings: Life insurance encourages people to save money compulsorily. When life policy is taken, the assured is to pay premiums regularly to keep the policy in force and he cannot get back the premiums, only surrender value can be returned to him. In case of surrender of policy, the policyholder gets the surrendered value only after the expiry of duration of the policy. Initiates investments: Life Insurance Corporation encourages and mobilizes the public savings and channelizes the same in various investments for the economic development of
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the country. Life insurance is an important tool for the mobilization and investment of small savings.

Credit worthiness: Life insurance policy can be used as a security to raise loans. It improves the credit worthiness of business. Social Security: Life insurance is important for the society as a whole also. Life insurance enables a person to provide for education and marriage of children and for construction of house. It helps a person to make financial base for future. Tax Benefit: Under the Income Tax Act, premium paid is allowed as a deduction from the total income under section 80C.

INDIAN INSURANCE INDUSTRY

HISTORY: Life insurance came to India from England in 1818 when oriental life insurance company started in Calcutta by Europeans. After this many insurance companies had been started in India. But these companies were looking after only the needs of European community established in India. Indian people were not being insured by these companies. First Indian life insurance company came as Bombay mutual life insurance assurance. Second company was Bharat insurance company came in 1896. After this the united India in Madras, national Indian and national insurance in Calcutta and the co-operative assurance in Lahore were established in 1906. To regulate Indian insurance business first insurance act came in 1912 as life insurance company act and provident fund act. These acts consist of premium rates tables and periodical valuations of companies. In the first two decade of 20th century many life insurance companies were started. So the insurance act came in 1938 to governing life and non life insurance companies and to provide strict state control. In 1956 the life insurance business in India was nationalized. In 1956 life insurance corporation of India (LIC) was created to spreading life insurance much more widely particularly in rural areas. In that year LIC had 5 zonal offices, 33 divisional offices and 212 branch offices. In 1957 the business of LIC of sum assured of 200crores, 1000crores in 1970, and 7000crores in 1986.

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Changing perception of Indian customers: Indian Insurance consumers are like Indian Voters, they are soft but when time is right and ripe, they demand and seek necessary changes. De-tariff of many Insurance Products are the reflection of changing aspirations and growing demand of Indian consumers. For historical years, Indian consumers were at receiving end. Insurance Product was underwritten and was practically forced onto consumers on a Take-it-As-it-basis. All that got changed with passage of IRDA act in 1999. New insurance companies have come into existence leading to open competition and hence better products for customers. Indian customers have become very sensitive to Coverage / Premium as well as the Products (read Risk Solution), that is given to them. There are not ready to accept any product, no matter even if that is coming from the market leader, should that product is not serving the purpose. A case in point is ULIP Product / Group Life and Credit Life in Life Insurance segment and Travel / Family Floater Health and Liability Insurance in the Non-life segment are new age Avatar. The new products are constantly being demanded by Indian consumers, which is putting huge pressures on Insurance companies (Read Risk Under-writers) and Brokers to respond. Customers are looking at Insurance for covering Pure Risk now which I have covered in my next section. Another good reason why we are seeing quick changes in the buying behavior of Insurance from mere Investment to risk mitigation is the cost of Replacement of Goods (ROG) or Cost of Services (COS). Now Indian customers are aware of insurance industry and insurance products provided by companies. They have become more sensitive. They would not accept any type of insurance product unless it fulfills their requirements and needs. In historic days customers looking at insurance products as a life cover which can provide security against any unacceptable events, but now customers look at insurance products as an investment as well as life cover. So todays customers wants good return from the insurance companies. The Indian customers forms the pivot of each companys strategy.

Table 1
Investment of Indian household savings (as a % in different sector) BANK DEPOSITS CORP. BANKS SHARES AND DEBENTURES MUTUAL FUNDS NBFCS
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39 2 1 2 3

GOVT. BONDS INSURANCE PF/ RETIRE FUNDS CURRENCY

13 13 21 6

DISTRIBUTION OF INSURANCE PRODUCTS

Insurance has to be sold the world over. The Touch point with the ultimate customer is the distributor or the producer and the role played by them in insurance markets is critical. It is the distributor who makes the difference in terms of the quality of advice for choice of product, servicing of policy post sale and settlement of claims. In the Indian market, with their distinct cultural and social ethics, these conditions will play a major role in shaping the distribution channels and their effectiveness. In today's scenario, insurance companies must move from selling insurance to marketing an essential financial product. The distributors have to become trusted financial advisors for the clients and trusted business associates for the insurance Companies. Challenges for insurance companies and intermediaries in India Building faith about company in the mind of clients. Building personal credibility with the clients.

Different distribution channels in India: A multi-channel strategy is better suited for the Indian market. Indian insurance market is a combination of multiple markets. Each of the markets requires a different approach. Apart from geographical spread the socio-cultural and economic segmentation of the market is very wide, exhibiting different traits and needs. Different multi-distribution channels in India are as follows:

Agents: Agents are the primary channel for distribution of insurance. The public and private sector insurance companies have their branches in almost all parts of the country and have attracted local people to become their agents. Today's insurance agent has to know which product will appeal to the customer, and also know his competitor's products to be an effective salesman who can sell his company, the product, and himself to the customer. To the average customer, every new company is the same. Perceptions about the public sector companies are also cemented in his mind. So an insurance agent can play an important role to create a good image of company. Banks: Banks in India are all pervasive, especially the public sector banks. Many insurance companies are selling their products through banks. Companies which are bank
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owned, they are selling their products through their parent bank. The public sector banks, with their vast branch networks, are helpful to insurance companies. This channel of selling insurance is known as Bank assurance.

Table 4
INSURANCE COMPANY ICICI Prudential ASSOCIATE BANKS ICICI Bank, Bank of India, Citibank, Allahabad Bank, Federal Bank, South Indian Bank, Punjab and Maharashtra Cooperative Bank State Bank of India Deutsche Bank, Citibank, Bank of Rajasthan, Andhra Bank Vysya Bank ABN Amro Bank, Canara Bank HDFC Bank, Union Bank, Indian Bank Karnataka Bank, J&K Bank Source: Hindu Business Line, January 08, 2007

SBI Life Birla Sun Life ING Vysya Bank Aviva Life Insurance HDFC Standard Life Met Life

Brokers: Now a days different financial institution are selling insurance. These financial institutions are known as brokers. They are taking some underwriting charges from the insurance companies to sell their insurance products. Corporate agents: Corporate agency is a cross selling type of channel. Insurance companies tie-up with business houses in other industries to sell insurance either to their employees or their customers. Insurance industry, during the past 2 years has witnessed a number of such strategic tie-ups and alliances. Corporate agents have become a major force to reckon with in distributing insurance products. Such as- Bajaj Allianz tied up with Maruti Udyog and Ford for auto insurance and Tata AIG life has tied up with Tata tea, Khaitans Williamson major and bridge foundation for selling rural policies. Internet: In this technological world internet is also a channel of selling insurance. This can be as direct marketing.

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EFFECTIVE MARKETING STRATEGIES FOR INSURANCE PRODUCTS

Now the Indian consumer is knowledgeable and sensitive. Consumers are increasingly more aware and are actively managing their financial affairs. People are increasingly looking not just at products, but at integrated financial solutions that can offer stability of returns along with total protection. In view of this, the insurance managers need to understand more about the details that go into the introduction of insurance products to make it attractive in this competitive market. So now days an insurance manager requires leadership, commitment, creativity, and flexibility. "Every family in every village in the country should feel safe and secure". This vision alone will help to bring the new ideas to the insurance manager. Financial, marketing and human resource polices of the corporations influence the unit mangers to make decisions. Performance of insurance company depends on the effectiveness of such policies. Insurance corporations formulate and revise these policies from time to time to ensure that the performance of the managers is best for the organization. In the competitive market, insurance companies are being forced to adopt a strictly professional approach in marketing. The insurance companies face the challenge of changing the uninspiring public image of the industry. Some of the important marketing elements are Marketing mix. The importance of relationship. Positioning. Value addition. Segmentation. Branding. Insuring service quality. Effective pricing. Customer satisfaction research.

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The growth of insurance sector is governed largely by factors external to it. The following factors influence the market and demand of product Government policies. Growth in population. Changing age profile. Income wise distribution of the population. Level of insurance awareness. The pricing of the policies. The economic climate of the country. The aversion to risk. Social and political features of the country. Growth scenario in the world.

Different companies adopt different approaches in their marketing strategies. One approach is focus upon product quality which can give confidence in the mind of customers that they are offered by best featured products. And other approach is focusing on customers needs, which involve a heavy investment in developing relationships with policyholders. Under this approach customer can expect a range of products and service offered to him. Third approach is market segmentation under which the population can be divided into several homogeneous products and groups, the effort should be tie clients to the company by customized combination of coverage, easy payment plans, risk management advice, and convenient and quick claim handling. An insurance product can be classified into three phases: Core product: In insurance industry the core product is the policy that provides protection to the customers. Expected product: Because of competition customers start to expect more from an insurance product. Then insurance companies provide some tangible attributes in their product to differentiate from competitors, such as Brand Some additional features in existing product By providing instruction manual with the policy Augmented product: An insurance company can provide different types of services to differentiate their products Post sales services.
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Branches in different places for customers. Customer complaint management. Payment option convenient to customers.

The entry of private players and their foreign partners has given domestic players a tough time, because the opening up of the sector has not brought in only foreign players, but also professional techniques and technologies. The present scene in India is such that everyone is trying to put in the best efforts. There are marketing strategies more for survival than growth. But the most important gift of privatization is the introduction of customer-oriented services. Utmost care is being taken to maximize customer satisfaction. Success of an insurance company depends on four important functions:

Identification of markets: Identification of markets means need to understand the trends in culture and businesses constantly, through conducting research and analysis. Insurance companies can take this job on their own or assign it to an external agency. Relying on an external agency can be risky due to the questionable loyalty of the agents. Assessment of risks (of the insured and the insurance corporation) and estimation of losses: Efficiency of actuaries and assessors of the insurance policies in fixing premiums and settling claims is foremost an important area for achieving overall efficiency in operations. The quality of assessing the risk and estimation of losses has the largest claim on the performance of an insurance company. Well trained, experienced and expert hands are needed for the operations. Penetration into and exploitation of markets: Market penetration or exploitation of a company can be identified with the growth in number of policies in each type of insurance, growth rate in earnings or turnover, companys market share, increase in number of branches and divisions etc. Efforts of the company as a whole and that of the divisions and branches are assessed to measure the effectiveness.

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CHAPTER - 2

COMPANY PROFILE (About Kotak Mahindra Old Mutual Life Insurance)

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Kotak Mahindra is in business since 1985 as a partnership between Uday Kotak and Mr. Mahindra, and insurance part of their business came into existence in the year 2001. Out of one billion
population of India 315 million people are estimated to be insurable

Evolution of Insurance business in Kotak Mahindra business is like this:-

Table 3
YEAR 1985 1986 1990 1991 1992 1995 1997 1998 2001 2003 Old Mutual Plc Goldman Sachs Ford Credit SIGNIFICANT CHANGES BUSINESS DEVELOPMENT Trade Finance Corporate Finance Car Finance Investment Banking Brokerage and Distribution Commercial Vehicle Consumer Finance Mutual Fund Life Insurance Bank

KMOM- The Partnership and Lineage A 26% - 74% Joint Venture Between

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As stated above Kotak Mahindra Life Insurance has Joint venture with Old Mutual plc. Old Mutual Plc is the 12th largest Insurance Company in the world. It has its base of over 4 million life assurance policyholders. It has one of the best Payouts among insurers in the world. It has one of the best Solvency Ratios among insurers in the world. A FTSE 100 financial services group and ranks as a Fortune Global 500 company.The Old Mutual group manages in excess of 239 billion pounds in funds (Dec10). The company is 160 years old and has prominent presence in the United States and the United Kingdom. Now the question arises that why for the business in India of life insurance Kotak Mahindra chose Old Mutual plc and vice versa. Features of Kotak Mahindra and Old Mutual plc at a glance:

Table 4
KOTAK MAHINDRA Brand Equity Branch Network Entrepreneur Employees Knowledge of Indian Market Access to customer base Distribution Associates OLD MUTUAL plc Domain Knowledge Technology Product Innovation Training Expertise Global Perspectives System and Process Multi Channel Working System Kotak Mahindra Old Mutual Life Insurance Ltd is a 74:26 joint venture between Kotak Mahindra Bank Ltd., its affiliates and Old Mutual plc. A Company that combines its international strengths and local advantages to offer its customers a wide range of innovative life insurance products, helping them take important financial decisions at every stage in life and stay financially independent. The company covers over 3 million lives and is one of the fastest growing insurance companies in India. Established in 1985, the Kotak Mahindra Group is one of India's leading financial services institutions. In February 2003, Kotak Mahindra Finance Ltd. (KMFL), the group's flagship company, received the banking license
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f r o m t h e R e s e r v e B a n k o f I n d i a ( R B I ) . Wi t h t h i s , K M F L b e c a m e t h e f i r s t non-banking finance company in India to become a bank - Kotak Mahindra Bank Ltd. The Kotak Mahindra Group has a consolidated net worth of approximately US$ 2.5 billion as on June 30, 2011. The Group offers a wide range of financial services that encompass every sphere of life. From c o m m e r c i a l b a n k i n g , t o s t o c k b r o k i n g, m u t u a l f u n d s , l i f e i n s u r a n c e a n d investment banking, the Group caters to the diverse financial needs of i n d i v i d u a l s a n d t h e c o r p o r a t e s e c t o r . Th e G r o u p h a s a w i d e d i s t r i b u t i o n n e t w o r k t h r o u gh b r a n c h e s a n d f r a n c h i s e e s a c r o s s I n d i a , a n d i n t e r n a t i o n a l offices in London, New York, California, Dubai, Abu Dhabi, Bahrain, Mauritius and Singapore Old Mutual

O l d M u t u a l p l c i s a n i n t e r n a t i o n a l l o n g- t e r m s a v i n g s , p r o t e c t i o n a n d investment Group. Originating in South Africa in 1845, the Group provides life assurance, asset management, banking and general insurance to more than 15 million customers in Europe, the Americas, Africa and Asia. Old M u t u a l p l c i s l i s t e d o n t h e L o n d o n S t o c k E x c h a n g e a n d t h e J o h a n n es b u r g Stock Exchange, among others. In the year ended 31 December 2010, the Group reported adjusted operating profit before tax of 1.5 billion (on an IFRS basis) and had 309 billion of funds under management, from core operations.

Structure of Kotak Life Insurance

Managing Director: GAURANG SHAH FO: G.MURALIDHAR Vice President (Training and Management Development): ARUN PATIL Vice President (HR): SUGATTA DUTTA Vice President (Distribution Development and Planning) : KAMLESH VORA
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Appointed Actuary : JOHN BRYCE

Its hierarchy in Kotak Life Insurance is like this: MANAGI NG DIRECTO R

CFO

SALES HEAD

MARKETI NG HEAD

HR & ADMIN.

APPOINT ED ACTUARY

CIO

TRAININ G HEAD

HIERARCHY OF KOTAK MAHINDRA OLD MUTUAL LIFE INSURANCE LIMITED (KAITHAL BRANCH)

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REGIONAL MANAGER

AREA MANAGER

BRANCH OPERATIONS INCHARGE OPERATION EXECUTIVE ASST. SALES MANAGER

SALES MANAGER

OPERATIONS

LIFE ADVISOR

If we look at the status of Kotak Life Insurances market share in comparison of other private company in comparison of premium earned:-

Table 5

No. 1 2 3 4 5 6 7 Bajaj Allianz ICICI Prudential HDFC Standard Life SBI Life Birla Sun Life Tata AIG Max New York

INSURER

Market Share (%) 7.56 7.35 2.87 2.31 1.89 1.29 1.23
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8 9 10 11 12 13 14 15

Aviva Kotak Mahindra Old Mutual ING Vysya Reliance Life Met Life Sahara Life Shriram Life LIC

1.14 1.11 0.79 0.54 0.40 0.06 0.03 72.4

PRODUCTS

Term Plans Kotak Term Assurance Plan Kotak Preferred Term Plan

Endowment Plans Kotak Endowment Plan Kotak Money Back Plan Kotak Child Advantage Plan Kotak Capital Multiplier Plan Kotak Retirement Income Plan Kotak Premium Return Plan

Unit Linked Plans Kotak Retirement Income Plan (Unit Linked) Kotak Safe Investment Plan II Kotak Flexi Plan
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 Group Rural

Kotak Easy Growth Plan Kotak Privilege Assurance Plan

Employee Benefits Kotak Term Group Plan Kotak Credit-Term Group Plan Kotak Complete Cover Group Plan Kotak Gratuity Group Plan Kotak Superannuation Group Plan

Kotak Gramin Bima Yojna

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CHAPTER - 3

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What is research methodology?

Research methodology is a way to systematically solve the research problem. It may be understood as a science of studying how research is done scientifically. In it we study the various steps that are generally adopted by a researcher in studying his research problem along with the logic behind them. It is necessary for the researcher to know not only the research methods/techniques but also the methodology. Researchers not only need to know how to develop certain indices or tests, how to calculate the mean, the mode, the median or the standard deviation or chi-square, how to apply particular research techniques, but they also need to know which of these methods or techniques, are relevant and which are not, and what would they mean and indicate and why. Researchers also need to understand the assumptions underlying various techniques and they need to know the criteriaby which they can decide that certain techniques and procedures will be applicable to certain problems and others will not. All this means that it is necessary for the researcher to design his methodology for his problem as the same may differ from problem to problem. For example, an architect, who designs a building, has to consciously evaluate the basis of his decisions, i.e., he has to evaluate whyand on what basis he selects particular size, number and location of doors, windows and ventilators, uses particular materials and not others and the like. Similarly, in research the scientist has to expose the research decisions to evaluation before they are implemented. He has to specify very clearly and precisely what decisions he selects and why he selects them so that they can be evaluated by others also

RESEARCH METHODOLOGY
3.1 COLLECTION OF DATA

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Secondary Data: It was collected from internal sources. The secondary data was collected on the basis of organizational file, official records, news papers, magazines, management books, preserved information in the companys database and website of the company. Primary data: Individual respondents, Chartered Accountants, Tax Consultants, Insurance Agents, Auto loan providers were personally visited and interviewed. They were the main source of Primary data. The method of collection of primary data was direct personal interview through a structured questionnaire. DATA COLLECTION INSTRUMENT DEVELOPMENT The mode of collection of data is based on Survey Method and Field Activity. Primary data collection is based on personal interview. I have prepared the questionnaire according to the necessity of the data to be collected. 3.2SAMPLING Design Since it is not possible to study whole population, it is necessary to obtain representative samples from the population to understand its characteristics.

Sample Units: Individual respondents for studying Customer Buying Behaviour and Market Segmentation, selected randomly from HUDA sector 20. Sample Technique: Random Sampling Research Instrument: Structured Questionnaire

3.3SAMPLE SIZE 100 respondents

3.4OBJECTIVES The objectives of the present study are as following:

To find out the factors affecting customer buying behaviour. To find out consumer opinion of life insurance policy. To evaluate the market strategy of Kotak life insurance policy.

3.5Significance of the study

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Control over investment and operating costs: Control over resources such as men, machines, and materials at each level of the organization provides measures of efficiency of a unit as well as the organization. Investment control and expense control are dealt separately and the effectiveness of managements decisions at various levels is to be assessed separately.

To find best prospects: Allocating marketing strategies against market potential. Estimating potential for specific products within local markets. Identifying high opportunity areas. Measuring agency performance relative to market potential. Optimizing your agency network against market potential.

Attributes to develop marketing strategies: Channel data: - Useful to know future buying preferences, learning about products and purchase channels. Consumer attitudes. Consumption data: - Useful to evaluate annual premiums, number of annuities owned, value of annuities, and with which company the current policy is held.

Effective Strategies for Insurance Agents: Learn how to construct a mental image for success. Learn how to find a proper perspective and how to turn off all the signals that cause people not to buy from you. Learn how to get and set more appointments. Learn how to convert a new lead into sales. Learn how to act when you meet a client for the first time. Learn how the order in which you explain the types of policies can double your income.

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Take Easy steps to avoid delays in issuing policies

3.6LIMITATIONS OF THE STUDY The research is confined to certain parts of kaithal and does not necessarily show a pattern applicable to all of country. Some respondents were reluctant to divulge personal information which can affect the validity of all responses. In a rapidly changing industry, analysis on one day or in one segment can change very quickly. The environmental changes are vital to be considered in order to assimilate the findings.

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CHAPTER- 4

DATA ANALYSIS
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For ROLE OF CUSTOMER BUYING BEHAVIOUR IN PREPARING AND SETTING MARKET STRATEGY

If we talk the growth of Insurance industrys private players in recent years, the data will reflect:-

Graph 1

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Graph 2

No. of Respondents Holding Kotak Life Insurance Policy:

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Graph 3 3

Graph 4

Graph 5
35

Graph 6

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Graph 7

DATA ANALYSIS RECRUITMENT OF LIFE INSURANCE ADVISORS FOR KOTAK LIFE INSURANCE, KAITHAL

Graph 8

37

Graph 9

38

Graph 10

Graph 11

39

Graph 12

Graph 13
40

Graph 14

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CHAPTER - 5

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FINDING AND SUGGESTIONS

Networking is needed to be made broad as the number of branches with Kotak Life Insurance is only 75 and only 7 states are touched by the company so, there is a huge untapped market available for Kotak Life. Marketing in terms of the media via advertisements on Television to small commercials on FM, hoardings and signage etc. has to be made because there were respondents who havent even heard about Kotak Life Insurance. Awareness camp for sub-urban area should be focused. State and Central Government employees should be targeted because of reasons like: They dont have Life Insurance cover other than that provided by their respective employers and LIC. Most of them are underinsured. They have a stable source of income and social security. Kotak Life Insurance recruits its advisors mainly through personal reference, through advertisement and through walk-in interviews. They must also recruit them though placement agencies on trial basis. Kotak Life Insurance must build its reputation by focusing on service quality. Better service quality. Better service quality may be in the form: Issuing policy in time. Providing claims in time. Making customers aware about their status of policy.

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CONCLUSIONS
During the data collected, it has been found that people have great awareness about various companies but a lot more has to be done, especially by smaller companies like Kotak Life Insurance to establish their market presence. People are beginning to look beyond LIC for their insurance needs and are willing to trust private players with their hard earned money. People in general have been influenced by the marketing activities of insurance companies. A high penetration of print, radio and TV ad campaigns over the years is beginning to have its impact now. Another important trend was in terms of people viewing insurance as a tax saving and investment instrument as much as protective one. The general satisfaction levels among public with regards to policy and agents still requires improvement. Here lies the opportunity for a relatively new comer like Kotak Life Insurance. LIC has never been known for prompt service or customer oriented methods but Kotak Life Insurance can build its reputation based on these factors.

CUSTOMER BUYING BEHAVIOUR QUESTIONNAIRE

Dear Sir/Madam, I am a MBA student of HCTM, , and presently doing a market survey on Customer Buying Behaviour with a focus on Market Segmentation for Life Insurance Products. I request you to kindly furnish information on the questionnaire below. I assure you that your identity shall not be disclosed and the data shall be used only for academic purpose.
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QUESTIONNAIRE

Q 1) Do you have any life insurance policy? YES b) NO

Q 2) Are you aware about the Life Insurance products or will prefer to purchase the Life Insurance products of (mark ): LIC ICICI Prudential Life Insurance HDFC Standard Life Insurance SBI Life Insurance Kotak Life Insurance TATA AIG Life Insurance

Reliance Life Insurance

Q3) Which companys insurance policy do you have?

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_____________________________________________________________ ______

Q4) Term of your insurance policy? < 5 years

b) 5 10 years d) any other_______________

c) 10 20 years

Q5) What do you think are the benefits of Life Insurance? Covers future uncertainty Tax Savings Investments Comprehensive investment and risk coverage instrument

Q6) Which feature of Life Insurance policy will you consider while buying? Money Back Guarantee Larger Risk Coverage Low Premium
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Companys Credibility

Easy Access to Agents

Q7) How have you bought / would buy a Life Insurance policy? Customer approaching insurance company / agent Insurance company / agent approaching the customer

Q8) Are you satisfied with your Life Insurance policy? o a) Highly Satisfied o c) Not So Satisfied Responding b) Satisfied d) Not

Q9) According to you, what is the right age to buy insurance?

o

a) < 25 years years

b) 25 35 d) > 45 years

o c) 35- 45 years Anytime

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Q10)What type of KOTAK Life Insurance Products have you purchase?

P Protection Plans

Childrens Plans

Retirement Plans

Savings & Investment Plans

Health Plans

Q11) Are you satisfied with these Products?

o o o o

Yes No

Q12) How will you rate the Products of KOTAK Life Insurance?

Excellent

Very Good Bad

Good

Q13)What is the responses of the agents?

48

Excellent Good

Very Good Bad

Q14)What do you think regarding the personal attention by the by the agents of KOTAK Life Insurance towards the customers?

Excellent Good

Very Good Bad

Q15)What do you think about the returns of different plans of KOTAK Life Insurance?

Excellent Good

Very Good Bad

Q16)How will you rate the after sale facilities provided by the KOTAK Life Insurance?

Excellent

Very Good
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Good

Bad

Q17)Are you satisfied with the KOTAK Life Insurance agency/dealer? Yes No

Q18)Are you satisfied with the different plans of KOTAK Life Insurance? Yes No

Q19)How will you rate the overall plans of KOTAK Life Insurance?

Excellent Good

Very Good Bad

Q20)Do you think that KOTAK Life Insurance is preferred because of its returns?

Yes

No

Respondents Profile (Optional):

NAME:
50

AGE: GENDER: EDUCATIONAL QUALIFICATION: PROFESSION:

(Business,

Professional,

Service,

Any Other)

ANNUAL HOUSEHOLD INCOME

o (<2 lakhs,

2-5 lakhs,

5-10 lakhs,

>10 lakhs)

LIFE INSURANCE ADVISORS QUESTIONNAIRE Dear Sir/Madam, I am a MBA student of HCTM , and presently doing Market Research on LIFE INSURANCE ADVISORS for KOTAK LIFE INSURANCE, kaithal. It is requested to kindly furnish the following information:

Name: _____________________________________ _______________ Address (For ______________________________________

Age:

correspondence):

_____________________________________________________________ _

Contact Nos. ___________________________________________________

E mail: _________________________________________________________

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QUESTIONNAIRE Q1) Educational Qualification Undergraduate Graduate Post Graduate

Q2) Number of years are you in kaithal Less than 5 years More than 5 years

Q3) Occupation Business Profession Service

Any _____________________________________________________

Other

(Please mention below the type of business/ profession you are in, in case of service please mention your organisation name and designation)

_____________________________________________________________ ____

52

Q4) Your annual household income < 2 lakhs 2 5 lakhs 5 10 lakhs > 10 lakhs

Q5) What is your perception about insurance sector? Laborious & Lucrative Laborious but not Rewarding Easy & Rewarding Easy but not Rewarding No Idea

Q6) Are you aware of KOTAK LIFE INSURANCE? Yes No

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Q7) Are you associated with any insurance company as Life Insurance Advisor? Yes No If yes please specify company____________________________________ Are you satisfied with __________________ the company, if so, reasons which thereof:

_____________________________________________________________ __

Q8) Would you like to avail a business opportunity with KOTAK LIFE INSURANCE? Yes No

Q9)How much time can you spare for this business opportunity?
a)

Few hours daily holidays

b) Weekends and

c) Cannot commit specific time schedule

54

Bibliography:-

Date

Time

1.Money Outlook, JULY 2011 edition 2. Marketing Management, Kotler & Keller 3. Principles of Life Assurance, IC-23 4. Practice of Life Assurance, IC-02 5. IC-33 6. IRDA Annual Report, 2009-2010

Aug. 10,2011 Aug. 10,2011 Aug. 12,2011 Aug. 15,2011 Aug. 20,2011 Aug. 23,2011

9.00 A.M. 1.00 P.M. 5.00 P.M. 5.30 P.M. 3.00 P.M. 2.00 P.M.

Webliography:1. www.irdaindia.org 2.30 P.M. 2. www.sify.com

3.00 P.M. 55

Aug.11,2011
Aug.12,2011

3. www.insuranceworld.com
1.00 P.M.

Aug.13,2011

4 . www.findarticles.com
5.00 P.M.

Aug. 14,2011

5. www.kotaklife.com
2.00 P.M.

AUG. 15,2011

Other sources:1. The Economic Times 2. Blogs by admin

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