CERTIFICATE

This is to certify that Mr. DHANUSH SR., Registration No. 1AY16MBA14. MBA stuc:lall
ACHARYA INSTITUTE OF TECHNOLOGY, Bang.alore, has successfully completed

FEDERAL LIFE INSURANCE PRODUCTS" in our organization for a period of Tbn:e

months from 15.01.2018 to 23.03.201 & with respect to MBA curriculum under my guidance and
supervision. During the project we found his talcing good interest in completing the project.

I wish him all the best in future endeavors and career.

For IDBI FEDERAL Life Insurance Company Ltd

 ACHARYA INSTITUTE
OF TECHNOLOGY
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Date: 25/05/2018

CERTIFICATE

This is to certify that Mr. Dhanush S R bearing USN 1AY16MBA14

1s a bonafide student of Master of Business Administration course of the

- Institute 2016-18 batch, affiliated to Visvesvaraya Technological University,

Belagavi. Project report on "A Study of Consumer Behavior in Relation to
IDBI Federal Life Insurance Products" is prepared by him under the
guidance of Prof. Archana Vijay in partial fulfillment of the requirements
for the award of the degree of Master of Business Administration,
Visvesvaraya Technological University, Belagavi, Karnataka.

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S-ifei:Mh<i\fettw ~ ~rtment
Signature of Internal Guide Department of MBA
Aeharya Institute of Technolog:
8oldevanaMH, Ba•galore-560 1L .

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 DECLARATION

I, DHANUSH S R, hereby declare that the Project Report entitled " A Study of Consumer
Behaviour in Relation to IDBI Federal Life Insurance Products" at IDBI Federal life
insurance co ltd Jaynagar Bangalore, prepared by me under the guidance of Prof. Archana
Vijay, faculty of MBA Department, Acharya Institute of Technology and external assistance
by Pramod Mohanty, cluster officer, IDBI Federal Jayanagar. I also declare that this Project
work is towards the partial fulfilment of the university Regulations for the award of degree of
Master of Business Administration by Visvesvaraya Technological University, Belgaum. I
have undergone a summer project for a period of Ten weeks. I further declare that this Project
is based on the original study undertaken by me and has not been submitted for the award of
any degree/diploma from any other University / Institution.

~ ;c; ·lL
Place: Bangalore
~ :::---
Signature of the Student

Date: 3 D { C ( l?
 ACKNOWLEDGEMENT

The Internship opportunity I had with IDBI Federal life Insrance co.ltd, was a great chance
for learning and professional development. Therefore, I consider myself as a very lucky
individual as I was provided with an opportunity to be a part of it.

It’s a pleasure to acknowledge with thanks to the people who guided me to complete this
Project successfully.

I express my sincere thanks to my external guide Pramod Mohanty, whose guidance and
encouragement helped me to complete my Project report successfully.

I’m thankful to my Internal guide Prof. Archana Vijay, Assistant Professor of MBA
Department, Acharya Institute of Technology, Bangalore, for his constant support, suggestion,
guidance and encouragement in carrying out this Project.

My sincere thanks to Dr. Nijaguna G, HOD - Department of MBA, Acharya Institute of

Technology, Bangalore, whose timely suggestions and encouragement supported me to
complete this Project.

Finally, I thank my parents and all my friends for helping me during the period of my Project
work.

Place:

Date:
 TABLE OF CONTENTS

Chapter No Titles Page

Numbers
ExecutiveSummary 1
1 Introduction
1.1 Introduction about the Internship Project report 2
1.2 Industry Profile 2
1.3 Company Profile 4
1.4 Vision, Mission and Value 7
1.5 Product / Service profile 8
1.6 SWOT Analysis 8
1.7 Financial Statement 10
1.8 Corporate Social Responsibility 12
2
2.1 Theoretical Background of the Study 14
2.2 Literature Review with Research Gap 15
3 Research Design
3.1 Statement of the Problem 21
3.2 Need for the Study 21
3.3 Objectives of the Study 21
3.4 Scope of the Study 21
3.5 Research Methodology 22
3.6 Limitations of the Study 23
4 Analysis and Interpretation
Data analysis and Interpretation 24
5 Findings, Conclusions and Suggestions
5.1 Summary of Findings 38
5.2 Suggestions 39
5.3 Conclusion 40
Bibliography
Annexure 42
 LIST OF TABLES AND GRAPHS

LIST OF TABLES

Table No. Particulars PageNo.

4.1 Table showing the Age of the respondents 24
4.2 Table showing the gender of the respondents 25
4.3 Table showing the occupation of the respondents 26
4.4 Table showing the source of information relating to Insurance 27
4.5 Table showing the Current insurance policy holder 29
4.6 Table showing the Current policy holders in various companies 31
4.7 Table showing the Driving Factors for the purchase of policy 32
4.8 Table showing the existing idbi federal policy holders 29 33

4.9 Table showing the why people not opting for IDBI Federal 34
4.10 Table showing the Suggestions to better our policies 35
4.11 Table showing the Suggestions to better operation of IDBI 36

LIST OF GRAPHS

Graph No. Particulars Page No.

4.1 Graph showing the Age of the respondents 25
4.2 Graph showing the gender of the respondents 25
4.3 Graph showing the occupation of the respondents 26
4.4 Graph showing the source of information relating to Insurance 27
4.5 Graph showing the Current insurance policy holder 29
4.6 Graph showing the Current policy holders in various companies 30
4.7 Graph showing the Driving Factors for the purchase of policy 31
4.8 Graph showing the existing idbi federal policy holders 33
4.9 Graph showing the why people not opting for IDBI Federal 34
 EXECUTIVESUMMARY

This is an attempt to know how the theories can be applied to practical situation. As a student of
MBA, it is a part of study for everyone to undergo Summer Project at some good institute or
organization. So for this purpose, I got the opportunity of doing my Internship program at IDBI
Federal Life Insurance co Ltd.

In the initial part of the Project report, the general information of the company has been
collected. Information is gathered through the primary and secondary source as well.

IDBI Fedral Life Insurance Co. ltd., is a joint venture between three monetary companies–
Development and Commercial Bank, IDBI Bank, India's private segment Bank, Federal Bank
and European back up plan Ageas (in the past Fedral).IDBI Fedral life Insurance Co. ltd. was
framed on March 2008. In this wander, IDBI Bank possesses 48% value while Federal Bank and
Ageas claim 26% value each. The Headquarters is situated in Mumbai, India.

As the main purpose of internship is to learn by working in practical environment and to apply
the knowledge acquired during the studies in a real world scenario in order to tackle the
problems using the knowledge and skill learned during the academic process.

This report also contains my perceptions about the employee’s satisfaction, motivation level and
the working environment of the organization.
 CHAPTER 1

INTRODUCTION

1.1 INTRODUCTION ABOUT THE INTERNSHIP PROJECT REPORT

Internship program main aim is to provide students to consolidate the theoretical foundation in
the form of practical experience. Internship helps to gain in depth knowledge about the particular
area of study and helps in developing the skills required to work in the particular field. The
Internship project work was for a period of 10 weeks i.e. from 15 January 2018 to 24 March
2018.
A major component of this experience is the formation of a professional attitude. The students
are likely to develop their personality skills and capacity to adapt and handle challenging
situations in the actual business world. Through the Internship program, we could be able to
acquire transferable skills such as communication skills, interpersonal skills, technical skills,
teamwork skills, management skills and problem-solving skills.

1.2 INDUSTRY PROFILE

The economic reformations started in early 1990 paved the movement for growth or broadening
the financial sector that paved a sustained period of growth in economy. The availability of
insurance industry was made for private players in 2000, and since then it saw a tremendous
growth over past 10 years with the entry of big global insurance companies. India is one among
the world’s most lively insurance markets with momentous potential and ability.

This sector plays a pivotal role in economic reformation of a country. It channelizes savings,
financial intermediaries, promoter to an investment, stabilization of financial market and an
effective management of risk tool. The life insurance renders pivotal role in providing risk
coverage, investment and tax planning benefits for individuals; the non-life insurance industry
provides risk coverage for assets. Health insurance and with pension system schemes are
primarily to protect an individual against uncertainty of life, and India, as the second-most
populated nation in the world, offers major potential factor for that type of cover. Furthermore,
fire and liabil1i1ty insurance are of essential or basic for corporation’s to protect infrastructural
projects and investment risks. Private insurance system directly complements social security

1
systems and adds value by matching risk with price element.

India is prone to natural catastrophes of one or other kind, the insurance cover to ease the
negative aspects of financial consequences of adverse events remains underdeveloped, leading to
significant uncapped possible in different segment of present market. The same holds right for all
pension and insurance relating to health, where the insurers can take a major part in minimizing
demand with supply gap. The major changes in both the national economic policy and insurance
regulation will uphold the prospects of this segment moving forward. Appropriate risk pricing is
the major impact tools for setting the appropriate incentives for the effective distribution of
resources, these features are the key to a country like India with fast developing economies

INDIAN INSURANCE INDUSTRY

The insurance companies, started their operations from 1818 and 1869, showcased the life of
Indians as subnormal and availed additional policy premiums up to 15 - 20 percentages. The
Bombay Mutual Life Assurance Society which was the first insurance company commenced its
business from 1870 to insure lives of Indians at normal policy premium rates. The Insurance Act,
1938 was the first complete legislation governing life and non-life insurance branches were
enacted to provide discipline state control over the present insurance business. This amended
insurance Act foresee into expenditures, investment and management of companies. By the mid-
1950’s there was around 154 Indian insurers, 16 foreign insurers, and included 75 provident
societies operating the business of life insurance in India. Insurance businesses rouse and with
this flourish paved the way for scams, irregularity and malpractices by scores of companies. As
an outcome to theses practices the government concluded by opting to nationalization of the life
insurance business in India. The Life Insurance Corporation of India (LIC) was set up in 1956.
The nationalization of life insurance was succeeded by general insurance in 1972.

2
1.3 COMPANY PROFILE
IDBI Fedral Life Insurance Co. ltd., is a joint venture between three monetary companies–
Development and Commercial Bank, IDBI Bank, India's private segment Bank, Federal Bank
and European back up plan Ageas (in the past Fedral).IDBI Fedral life Insurance Co. ltd. was
framed on March 2008. In this wander, IDBI Bank possesses 48% value while Federal Bank and
Ageas claim 26% value each. The Headquarters is situated in Mumbai, India

IDBI Bank ltd. keeps on being, since its origin, India's head mechanical improvement bank.
Made in l956 to help India's mechanical spine, IDBI Bank has since advanced into a powerhouse
of modern and retail fund.

Today, it is among India's principal business banks, with an extensive variety of creative items
and administrations, serving retail and corporate customers in all edges of the nation from 943
branches and l529 ATMs.

The Bank offers customers with a wider scope and exculated administrations including venture
financing, term loaning, working capital offices, rent fund, investment, advance syndication,
corporate warning administrations and lawful and specialized warning administrations to its
corporate customers and in addition home loans and individual advances to its retail customers.
As a major aspect of its improvement exercises, IDBI Bank have been pivotal in promoting the
advancement and innovating the key establishments engaged with India's money related part –,
for example, SEBI, NSE and NSDL.

Federal Bank is one of India's upfront driving private banks, with a prevailing nearness in major
territories of India. It has a well framed system of 708 branches and 749 ATMs stretched all over
India. The bank furnishes excess of four million retail customers with a wide assortment of
monetary items. Government Bank one among the primary wide Indian banks to have a totally
robotized and interconnected branch organizes, the Bank has an extensive variety of
administrations like Internet Banking, Mobile Banking, Tele Banking, and Any Where Banking,
charge cards, online bill instalment and call focus offices to offer round the clock managing an
account accommodation to its customers. The Bank has been a pioneer in giving imaginative
mechanical answers for its customers and the Bank has won a few honours and proposals. Fedral
is a worldwide protection assemble made out of AG Insurance, the general market pioneer

3
throughout everyday life and non-life coverage in Belgium, dispersing its protection items
through the system of BNP Paribas Fedral Bank and autonomous protection dealers, and Fedral
Insurance International with auxiliaries in the UK, France, Hong Kong, Luxembourg (Non-life),
Germany, Turkey, Russia and Ukraine, and joint ventures in Luxembourg (life), Portugal, China,
Malaysia, Thailand and India.

PLANS OFFERINGS:

 Term Plans
 Child Plans
 ULIP Plans
 Savings Plan s
 Retirement Plans
 Group Plans

1.4 VISION MISSION AND VALUES

VISION

To be the top most providers of wealth management, protection and retirement solutions that
compiles the needs of customers and sums up value to their lives.

MISSION

To constantly endeavour to upgrade client encounter through inventive item contributions,

committed relationship and better administration conveyance while endeavouring and interact
amongst our clients in both advantageous and practical manner. To be straightforward in
managing our clients and to act with uprightness. To contribute and assemble quality human
capital, keeping in mind the end goal to accomplish our main goal.

VALUES

Transparency: Communicating in crystal clear manner amongst Stakeholders and Partners.

4
Value to Customer: products and services offerings were customer receive value.

Systematic & Fulfilment of responsibility: It explains to be monetarily appealing, operational

include both clarity regarding to the claim.

Consumer-friendly: Advices both customers and stake holder

Non-Executive Director

ORGANIZATION STRUCTURE

5
1.5 Product Profile:
1. BONDSURANCE

Get sure payout against your investment with life insurance at IDBI federal bondsurance
+6scheme it is designed for consumers seeking for assured returns which would not get
affected by market conditions. It offers assured payouts on investment with life insurance
cover.

Investment of this plan comes under the eligibleity of deduction under sec 80C of the Income
Tax Act and the future maturity amount is set off to be tax-free under Sec 10(10D) of the Income
Tax Act.

If you are looking for a safe and steady approach to meet your dreams, you need a plan that will
give you steady and assured returns that are not dependent on market conditions. IDBI federal
Bondsurance Plan is the deal plan to beat the ups and down around you.

2. WEALTHSURANCE

Wealthsurance is designed for consolidate creation with protection security into one intense
budgetary arrangement. unsimiliar to the other venture choices, it enables customer to a
guaranteed that objectives of wealth creation and are accomplished even in case of genuine
illness and demise.

3. TERMSURANCE

Happiness & security for our family is something all of us strive to achieve. However, there
comes times when you have been asked for yourself - What if something was to happen to me?
What would happen to my loved ones? Have I secured my family financially is the answers no,
they don’t? Have to face life’s burdens? Different people have different needs and seek different
things from an insurance plan. Some look for a large cover option at a low cost, while others
look to seek premium at maturity of the policy. There are some who may want their plan to keep
in touch with inflation, while others may seek for a very flexible payment premium options.

4. INCOMESURANCE

It allows you to grow your Annual Income with each payment premium where some goals
cannot be left for a chance. Like educating your child, or planning for her marriage, or providing

6
financial security to a loved one, or making sure a very comfortable in terms of retirement
income. Or you may just want to ensure a future additional income stream.

5. RETIRESURANCE

This makes anything difficult to forecast the future but if consider with more of us having a
longer life, the possibility in terms of outliving with our savings could turn out to be a harsh
reality. In fact, you could easily spend almost20-25% of your life in retirement. This is the time
in your life when you will face the retirement challenge. As time goes by, your responsibilities
grow as well, increasing your expenses. Also its important not to forget the effect of inflation.
Inflation increases the cost of living.

6. LOANSURANCE

Loansurance can be referred to a cost-effective manner to assure the present outstanding debt are
settled at times of unfortunate event of death of policy insured member. This terminology
assurance scheme provides a cover for a person directly and liable for repayment of loan, as
stated by the benefit schedule.

1.7 SWOT Analysis

Strengths

a) Large pool of technically skilled manpower with in depth knowledge and understanding of the
market.

b) The company also provides the customers new products to distribute to various different needs
of unique different buyers.

c) Prompt and dedicated operations implemented to make a long-term career in the field.

d) Minimized management costs and administrative expenses.

e) IDBI Federal Life Insurance Company focuses on the vital distribution networking through its
promoters and advisory bodies.

f) Finance department motivates the organizational system to keep a track on the administration
cost and all the other expenses.

7
Weaknesses

a) Buyer service staffs must be provided training in relation to the dynamic human behaviour.

b) Product awareness is low in the market.

c) Low buyer confidence on the private players.

d) Centralization within the organizational structure, decisions pertaining to management are

taken by top stage of authority which formulates to a significant and unnecessary delays in
decisions.

e) A centralized administration system paves way to inequity with the instigation of more and
excessive regulations or the strict conformity to official norms which are moreover redundant or
bureaucratic and that hinder decision-making and delays work.

Opportunities

a) Insurable population: As per the IRDA only 10% of the human population is insured and
represent 30% of the insurable population. This provides us more than 300 million people, with
the potential to go for insurance, remain uninsured.

b) International companies will help in building world class expertise in local market by
introducing the best global practice.

c) Fast-track career framing opportunities regarding to an industry basis.

d) Research centres to formulate opportunities and for developing other techniques to implement
value- added services.

e) We can look through inflow of managerial and expertise of finance from the global leading
Insurance players. Further the burden of educating consumers will also be shared among many
players.

8
Threats

a) Big public sector insurance companies like Life Insurance Corporation (LIC) of India,
National Insurance Company Limited, New India Assurance Company Limited and United India
Insurance Company Limited. People trust and go to them more.

b) Legislation could impact and Great risk involved.

c) Very high competition prevailing in the industry.

d) Lack of formal infrastructural facility in rural areas would constrain investment

e) People generally opt short term investment schemes rather than going for insurance.

1.9 Financial Statement of Previous year

BALANCE SHEET ON FOR THE YEAR ENDED MARCH 31, 2017

Particulars FY 2016-17 FY 2015-16

Premium Income
- New Business Premium 793.55 588.40
- Renewal Premium 771.64 651.27
- Total Premium 1,565.19 1,239.67
New business annualized premium equivalent (APE) 434.09 338.12
Profit/ (loss) Before tax 52.06 15.28
Provision for tax - -
Profit / (loss)after tax 52.06 15.28
Sum assured in force 31,652 26,740
Assets under managements 6,090 4,893
Expense ratio (*) 16.37% 18.65%
(*) Expense ratio is calculated as operating cost to gross premium

1.10 Corporate Social Responsibility (CSR)

The Company’s CSR Policy frames the Company’s duties as a citizen of society and put up the
rules and mechanism for undertaking activities for welfare and sustainable development of the
large community. Corporate Social Responsibility is followed in its true spirit. The Company has

9
always been the leader of discharging its Corporate Social Responsibility (“CSR”) as a
responsible corporate citizen, chalking out multiple pioneering models on CSR and inclusion.

We have always believed that a business as a entity of society and economy, and plays an
important role in building the nation. The Company believes that the real measure of growth,
success and progress goes beyond balance sheets figures or dynamic economic indices. It is best
reflected in the difference that business and industry make to the lives of people in the society.
The Company being a dedicated corporate citizen tries to an advanced social well-being in local
communities. The Company believes that CSR is not just a liability or any charity or mere
donations but a way of going beyond business as usual, creating shared values and contributing
to social and environmental good. The Company takes its responsibility towards society very
critically, as it believes that growth of the Company is directly linked with the society where the
operations are taken place. The actions of the business and community are highly inter-
dependent.

The Company’s CSR contribution focuses to extend its help in different segments of our society.
The Company’s objective is to take an active part so as to support socio-economical000
development in the areas where it operates and enable number of individuals to participate in it
and benefit in their social and economic up gradations. This is reciprocated on the only belief
that the growth and forward development are positive only when the results turn out be in wider
access of opportunities and promotes to benefit a broader segments of society.

By our small contribution we tried to touch base with different section of the society which
includes children facing lack of immunization; adolescents suffering from anaemia; cancer
patients; building facilities at hospital or ambitious young kids to support best of the training in
sports which otherwise is not accessible to them.

Children are the future of the world and hence, nothing can come parallel to their safety and
balanced nourishment and care. With this thought, we have focused on providing our helping
hand to ensure immunization among children below age of 5 years; reducing prevalence of
anaemia amongst children and adolescents; and to cover the cost of medicines, make available
affordable/subsidized accommodation for the cancer patients and attendants during the treatment
& cost of food and supplements in Mumbai.

10
Concern for their health and hygiene has prompted us to support program initiated by SAGA
Charitable Trust to make contribution to “Training Lives to Save Lives” as mission to create
“Social Doctors” by training non-medical persons. By way of our contribution, Trust was helped
in procuring certain specific Trauma Care equipments/mobile Van and Laptops/ Computer etc. to
generate reports/records etc.

Apart from focusing on health issues, the Company also took ‘Sports’ as serious field which can
help the upcoming bright and deserving talents to go ahead, make their career and make the
Country proud. Sports is taken up as one of the fields for contribution; since the Country lacks in
world class sports facilities and it has been out of reach to the poor section of the society, despite
having the talent and willingness. The Company extended its help to such children who cannot
afford the fees associated with sports but are bright and talented.

The CSR Committee approved the activities and monitored the progress of projects/activities
taken up by the Company on regular basis. The Company made CSR contribution to five Trusts
viz. Apnalaya, V Care, Dilip Vengsarkar Foundation, The Voluntary Health Services and Saga
Charitable Trust to carry out different CSR activities. The Company been provided to spend the
mandatory 2% of the average netprofits of immediately preceding 3 years on various CSR
activities.

These projects are in line with the statutory requirements under the Companies Act, 2013, and
CSR Policy of the Company. Details of the CSR projects undertaken, their monitoring,
Information pertaining on the implementing agencies, amounts spent and the requisite
Responsibility Statement are given under the CSR report which is annexed and derivates to be
the part of this Directors’ Report.

11
 CHAPTER 2

CONCEPTUAL BACKGROUND AND LITERATURE REVIEW

2.1 Theoretical background of the study

Consumer Behaviour

Consumer behaviour can be referred to as the process of a customer to buy or regret a product or
services based on choice and preferences and the external environmental factors which have an
effect on buying behaviour.

2.2 Literature Review with research gap

· DOS and others. (1993). He considered the verifiable association between IT spending and
execution measure, for instance, advantage or financial specialist. It was found that there is
colossal association between IT spending and the measure of advantage, which infers
spending on information development of the thing.

· Koann, Christian, Daniel Von Felten, Schmid Mrjam. (2004). Open care about office
organization. Survey of this work is to make open awareness of pilot testing framework and
reputation of business workplaces (FM) organization as a division. It was the arrangement
and execution of the national outline that delegate district of masses to choose the level of
open care and the reputation of the Service of outside Issues. The results give out and out
various pictures and give an idea of eagerness for understanding a collection of mouth.

· Hoyer, Masenis. (2008). Mirrors the general decisions of customer usage with respect to
the possession and use of items and endeavors, works out, experiences, people and
contemplations through the units of (human) fundamental administration direct (additional
minutes).

· Kotler and Armstrong. (2004). The lead of the customer insinuates buying behavior of
unmistakable customer individuals and families that buy items and endeavors for singular
use. All these end buyers get together to compensate the customer advertise.

12
·Ashfaq Ahmed and Bashsir Rubina. Investigate the level of learning of the client and
decisions to use the clients in the Islamic sparing cash Administration. This examination
investigates the level of customer data about the things and organizations offered by Islamic
bank to evaluate the decision to use organizations to customer in Pakistan, a country with a
Muslim masses of pretty much 98%. Its point is to think about Ville Promoting model with
respect to Islamic dealing with a record is picked urban groups in Pakistan.

·Peter F Drucker (1988) was fitting to state. "It is purchaser who makes sense of what it is
to work. What does the purchaser think, what he sees as "regard" is fundamental what makes
sense of what is working and what it produces and in case it will flourish. "The affirmation of
the criticalness of usage even in the early periods in which Adam Smith (1776) determined
that "use is the principle outrageous end of all creation".

·Hanzaa, Kambez haydarzadeh, Yazd and Ronakmirzaa. (1986) Class check affect,
stamp care and cost on two essential issue of customer lead, the customer and estimation of
their points. This paper check factors that impact customer direct and regard objectives use
auto buying conduct. The makers give an overall structure to the estimation of the customer
model and test with the expanded regard things. In perspective of the speculative beginning
of officially attempted test structure and drivers, 268 automobiles (206) electronic and
evaluated factors were contemplated.

·Barnes, Bradley Morris + DS. (2001) Nature of mindfulness investigates through inward
promoting: An exploratory examination between French associations and medium sizes
English associations. The reports assembles the delayed consequence of exploratory
examination is a bit of research program planned to investigate the importance and
essentialness of inside publicizing as a framework to upgrade quality inside the medium-
sized association. Current composition tends to highlight firm size as an internal promoting
variable and total quality organization factors.

·Schiffman and Cannock. (1978). Buyer lead is the direct showed up by purchasers in the
sweep for things, organizations, contemplations, pick up, use and evaluate that they would

13
 like to address their issues. "For this circumstance, the use of the term" appraisal "by
Schiffman and Cannock with respect to the repurchase. Because of the central purchase of
the primary appraisal of the client mind in conclusion gathering or thing. Purchaser direct is
related with the online purchase.

Talent-Runnels, assessed the writing for educating and learning on the web, "Exploration
comes about demonstrates a negative relationship between's the effect scores and teacher
assessments. The more understudy experienced specialized issues, the lower they evaluated
their teachers, exhibiting a requirement for specialized help for the courses.

…They (Davidson – Shivers, Tanner, and Muilenberg(2000) “found that talks gave an
immediate, prompt condition for reactions, though listserv reactions were postponed however
more engaged and intentional. This specialist contemplated that in offbeat discourses,
understudies had more opportunity to consider their reactions and that the expanded
reasoning time enhanced the profundity and nature of responses.

…Berge (1999) called attention to that the instructional plan, instead of the conveyance
framework (email talk sessions, listserv, and so forth), influences the nature of online
discourses, and discovering that happens… basic to understanding on the web training is to
understand that they include a continuum from instructor trotted to understudy jogged
cooperation… ."
 Rooney, 1995
Brand Equity as defined by Rooney is a combination of assets and liabilities associated to a
brand that increases or decreases the value of product or service provided to a consumer.
Though a lot of other factors can contribute to the value and image of the brand for example
awareness, recognition and recall.

 Farquhar, 1991
Brand Equity have had a lot of different perspectives like the financial based perspective,
customer based perspective and combined perspectives. Brand equity’s first perspective have
been from the point of view of financial market where the asset value is appraised.

14
 Harridge & Quinton, 2012
It was estimated by Harridge and Quinton that through social mediamore than 400 billion
impressions where created by consumers about products and services in 2011.
Approximately one-quarter of 400 billion impressions were created because of online
advertising pf all forms. Those media impressions allowed people to learn and about those
products.

 Barnes, Bradley Morris, 2001

Nature of awareness explores into advertising: The reports gather the byproduct of
exploratory examination is a part of research program projected to explore the importance of
advertising as a way to improve quality in a medium sized company.

 Moise, 2011

Numerous advertisers trust that the association ought to forcefully advance just a single
preferred standpoint in the market concerned and interpersonal organizations in the online
condition enables them to seem more alluring to shoppers, the association can investigate the
manner by which the objective market has offered an explanation to past correspondence and
perceive the channels to which the partner bunches had the best reaction.

 Kaplan, 2010
Examines the possibility of online networking being the highest point of the arrangement for
business officials. To settle on a firm beneficial chiefs, and additionally advisors are
attempting to recognize modes for it through utilization of different online networking. They
likewise set forward an unmistakable comprehension of what the expression "Online
networking" precisely implies. Finally, they have given with 10 bits of direction for
associations which have chosen to utilize Social Media.

 Keller, 2003
A powerful brand awareness offers consumers many access points into the brand by drawing
them through a combination of functional and emotional qualities.

15
 Webster, 2000
A good brand awareness will make a consumer more inclined towards repurchase from that
particular store or brand and will a positive word of mouth to other people they interact.
These actually facilitate instore actions related to sales of the product and services with the
brand. A strong brand may also shows that manufacturer providing the products will be more
dedicated to the in-store promotions.

 Ranaweera & Prabhu, 2003

Whether online marketing campaigns will be effective in short term and long term is most of
the time an unanswerable estimate. Online marketing is often difficult to implement
effectively and measure properly.

 Bhagwat & Goutam, 2013

The duo states that social media is connecting users in ways where they can share
information and a lot of other items with other active users. Their study have found that
Facebook is the leading Social media networking site. It also showed that social media sites
are growing and are providing services to the people as well as businessmen and companies.
Their reputation in short time have shot up as a result of the requirements of the people.

 Trusov, Bucklin and Pauwels, 2009

According to the trio, most of the activities that take place on social media marketing are just
a little more than experimental, or simply about visions than metrics.

 Mangold & Faulds, 2009

In their investigation indicated web-based social networking as another mixture component
of advancement blend. They emphatically set forward that advanced promoting ought to
incorporate social media as a special apparatus while creating and actualizing their Integrated
Marketing Correspondence systems. As Social media apparatuses achieves a vast mass of
gathering of people, the supervisors must mull over buyer dialogs in a way that is depended
with the association's central goal and execution objectives.

16
 Li & Bernoff, 2008
Illustrated with help of 25 cases in the matter of how association can build raise their
showcase information, make salary, spare subsidizes and systematize their workers utilizing
"social advancements". Such associations take after a "groundswell" show, like that of a
wave that scopes markets. They likewise feature on the significance of seeing how new
connections are made in online networking.

 Geers & Ferguson, 2011

Examined the utilization of twitter for advancement and marking utilizing a content
investigation. They utilized a strategic and key model of media advancement to look at the
Twitter destinations of 488 nearby TV channels in the United States. One finding of their
investigation was that news stories were the most generally happening things on the locales
and furthermore found that, in any case, stations that offered news things likewise only from
time to time advanced their normal broadcasts. In any case, different things in this class, for
example, challenge promos, breaking news, or solicitations for client connection did not
happen numerous a times. They close their examination by saying that generally speaking,
stations did not turn out to utilize Twitter to guide watchers to the station's on-air
programming.

 Kapferer, 1986
A brand is a combination of aspects, it is both tangible and intangible, it is visible and also
invisible under some economically viable conditions for a company.

 Edosomwan, 2011
Portray online networking as a reality that has changed the interface and correspondence of
people everywhere throughout the world. They have completed a subjective report by
portraying the highlights and how online networking has developed after some time. They
have too talked about CyWorld, Facebook, Lunar Storm, YouTube, Twitter and MySpace.
They additionally talk about the best circumstances where online networking can be utilized
viz., to impart appropriately between the administration and the representative, to influence
representatives to work proficiently in groups and to share thoughts, and so on.

17
 Guba & Lincoln, 1991
Many marketers wants to tick the social media box in the process and show how innovative
and cutting edge they are, while the primary forces of their campaign remain surrounded in
traditional media.

 Bajpai & Pandey, 2012

Inspects how popular advertising as an idea denotes its place through person to person
communication locales. They have taken Facebook for their investigation. They have
obviously set forward that those immediate advertisers with keen methodologies for
Facebook condition will taste achievement. They additionally feature upon the offers gave by
Facebook for mark advertisers and presume that there are numerous things left to learn and
advertisers are still in the beginning times.

 Jati & Mohanti, 2012

Emphasized on the current development and patterns in the Social Systems administration
Media, for which the nearness of advertisers in web-based social networking is need of great
importance. They concentrated on the significance of Social Media Marketing to be a pivotal
component for building organization's image and to get achievement. In this article, they
have given ten proposals for most ideal elective choice for the organizations that have a
tendency to be working in a worldwide domain and furthermore feature on the Reuters'
online networking proposals.

 Castronovo & Huang, 2012

In their examination had portrayed the part of web-based social networking as anelective
showcasing correspondence display. The primary motivation behind their paper was to
diagram WOM Marketing, online networking and elective advertising correspondences as
would be prudent parts of incorporated advertising correspondences. Furthermore, they have
likewise created an incorporated elective advertising correspondence applied model that can
be utilized by mechanical professionals to help them in understanding their promoting goals

18
viz., increment deals, increment customer mindfulness; and increment shopper steadfastness,
where in all the unique segments of the model could be coordinated to synergize and make
progress.

19
 CHAPTER 3

RESEARCH DESIGN

3.1 Statement of the Problem.

“To study the characteristics of consumer in relation to buying behaviour of life Insurance
products”

3.2 Need for study

There is a rapid increase in purchase of life insurance products over the past decade and
tremendously rapid advancement in promotional activities in terms of advertisements. There are
varieties of policies offered and it is the responsibility of the company to understand consumer’s
behaviour so as to create and retain customers to achieve their future goals and objectives.

3.3 Objectives of the Study.

The main objective of this project is to study the consumer behavior and various reactions of
customers with reference to IDBI Federal Life Insurance Co. Ltd. And suggest ways to improve
its marketing efforts.

1. To study the trends in life insurance market

2. To study the profile of IDBI Federal’s customers.
3. To study the investors‟ behavior with respect to IDBI Federal Life Insurance.
4. To analyze the investors‟ perception about IDBI Federal.

3.4 Scope of the Study.

The scope of the study is to find out the effectiveness and quality of the life insurance
products which influence consumer buying behaviour and help to improve further so as to
meet the requirements and objectives of both customer and company.

20
3.5 Research Methodology.
Methodology clarifies techniques used for gathering data to the steps which are as following:

 Type of Research.
Descriptive Research

Descriptive research design has been used. It is evidence based research design where
quantifiable information is gathered and used for statistical inference (SI) on target population
through data analysis.

 Data collection.
 Primary Data:
The information gathered or collected is through the interactions and discussions
with general public.
Instrument used: Questionnaire

 Secondary Data:
The data which is readily available on public source like articles, reports, and
websites and company magazines.
Instrument used: company website, report and articles.

3.6 Sampling
Sampling Design: Simple Random Sampling
Sampling Frame: General Public
Time Period; 72 Days
Sample Size: 100

21
3.7 Limitations of Study:

1. The study was conducted in KARNATAKA, Bangalore; hence the results can be biased
and hence not exactly accurate.
2. The survey was conducted on 100 respondents due to time constraint.
3. The survey includes more number of responses of people within the age group below 30.
Hence, the study may be biased, as, at that age, income is less and people take life
insurance lightly.
4. Some of the information was kept confidential

22
 CHAPTER 4

ANALYSIS AND INTERPRETATION

4.1 Table showing Age of respondents

AGE No of Respondents % of respondents

18 – 30 years 60 60%

30 – 45 years 26 26%

45 – 50 years 10 10%

Above 50 years 4 4%

Total 100 100%

Interpretation:

Analysis: Age distribution class was categories in to three classes.60% represented the age
categories of 18-35 years. 26% represented the age categories of 30-45 years. 10% represented
the age categories of 45-50 and 4% of them above 50 years.

23
 4.1 Chart showing Age of respondents

70

60

50

40

30

20

10

0
18-30 30-45 45-50 50 above

Analysis: we can see a major spike in the age group of 18-30 when compared to other age
groups.

4.2 Table showing Gender of the Respondents

Gender No of resp. % of resp.

Male 60 60%
Female 40 40%

Interpretation: In this research male representatives were 60% while the female representatives
were 40.

24
 4.2 Chart showing Gender of the respondents

70

60

50

40

30

20

10

0
Male Female

Analysis: The male respondents are more in number when compared to female audiemnces.

4.3 Table showing occupation of the respondents

Occupation No of resp. % of resp.

Employees 25 25%

Professionals 06 6%

Home makers 06 6%

Students 48 48%

Self employed 15 15%

25
 Interpretation: the following shows the occupation of the selected response and we can
see that there are more number of students (48%) followed by employees and other
occupation.

4.3 chart showing occupation of the respondents

15%

25%

Employees
professionals
home makers
6% students
self emplyed
6%
48%

Analysis: As per the above chart we can say majority of respondents to be students. Because the
age group of the respondents were also in between 18-30.

26
 4.3 Table showing Source of information regarding insurance product
Source of info No of resp. % of respondents

Internet 28 28%

Radio 5 5%

Family and Friends 22 22%

T.V 32 32%

Agents 21 21%

Newspaper 12 12%

Interpretation: this table denotes the source of information which leads to the purchase of the
insurance products. The number of information passed through television media is 32% and
another major influence is internet with percentage of 28.

27
 4.4 chart showing source of information regarding insurance products

35

30

25

20

15

10

0
Internet Radio Family and T.V Agents Newspapers
Friends

Analysis: 32% respondents expressed their primary information source of insurance to television.

28
 4.5 Table showing Current Insurance Policy holders

Policy holders No. of Resp. % of Resp.

Yes 62 62%

No 38 38%

Interpretation: the above table represent the number of current policy holders among 100
respondents. The persons with policy are currently 62% when compared to non policy holders
are 38%

4.4 Chart showing current Policy Holders

Analysis:
Though we can
see a major part
of people going
for insurance still
there is
Yes
38% not having a
insurance policy
in hand.

No

4.6 C
hart showing
Reason For
people Not
Opting For
0 10 20 30 40 50 60 70 Insurance

29
 • Non profitable
55% returns

• Affordability
25%

• No Interest In
20% Purchasing

Analysis: It’s clear from the above chart people are more attracted for profitable
investments. There is almost equal trend with affordability and lack of interest.

30
 4.5 Table showing Current policies in Various companies

Companies No of resp. % of resp.

LIC 45 45%
SBI Life 5 3%
BJAJAJ ALLIANCE 2 2%
ICICI Prudential 2 2%
AVIVA 6 6%
IDBI Federal 2 2%
TATA AIG 2 2%

Interpretation: the above table shows the number of respondents who already have a current
policy in various insurance companies. The number of respondents opting for LIC is 45 where as
the other companies have an average of 3-5 policies.

4.6 Chart showing current policies in various companies

2 2

LIC
2
SBI LIFE
2
TATA AIG
BAJAJ ALLIANZ
5
ICICI PRUDENTIAL
AVIVA
IDBI FEDERAL
45

31
 Analysis: It is clear that LIC remains to be the market with impressive margin and IDBI
Federal is having 2% share in the selected data size.

4.6 Table showing Driving Factors for the purchase of policy

Medium No. Of resp. %of of resp
Ads and Promotion 20 20
Self Desire 15 15
Motivation From agents 25 25
Brand Image 40 40

Interpretation: The above table represents the various mediums that drive an individual for the
purchase of policies. We can see that brand image is the primary factor with respondents opting
up to40%.

4.7 Chart showing Driving Factors for the purchase of policy

20

40 Ads and Promotion

Self Desire

15 Motivation from agents

Brand Image

25

32
Analysis: On an average people have chosen brand image as their driving force for purchasing an
insurance policy.

4.8 Table showing existing idbi federal policy holders

Policy holders No of rep. %of rep.

yes 2 2%
No 98 98%

Interpretation:

4.9 Chart showing existing idbi federal policy Holders

2%

Yes
No

98%

Analysis There is only 2% of the selected population can be seen opting of idbi federal product.

33
 4.9 Table showing why people not opting for IDBI Federal

Reasons No of resp. % of resp.

Already have policy 40 40%
Lack of information 23 23%
Unsuitable financial condition 17 17%
Better returns in other policies 20 20%

Interpretation

4.10 Chart showing why people not opting for IDBI Federal

Better returns in other Policies

Unsuitable financial condition At the

moment

Lack of information

Already have a Policy currently

0 5 10 15 20 25 30 35 40 45

34
Analysis: As the above chart suggest people are having currently a policy against them forming
the major reason behind not opting for IDBI Federal.

4.10 Table showing Suggestions to better our policies

Sl.no Suggestions No. of respondent

1 Reduction in premium 33
amount

2 Monthly payment Must be 42

made available

3 Others 25

35
4.11 Table showing Suggestions to better operation of IDBI

Sl.no Suggestions No. of respondent

1 New policies with 28

productive Schemes

2 Promotional activities 55

3 More branches 17

36
 CHAPTER 5

FINDINGS, CONCLUSION AND SUGGESTIONS

5.1 Summary of Findings

1. The number of people with the age group between 18 to 30 is more and showed low
interest towards getting their life insured. They are under an assumption that they remain
hail and healthy without taking risk into equation.
2. People are mostly interested non pure life insurance, as they prefer insurance as an
investment.
3. People prefer schemes with less years of payment term.
4. Another main reason which drives people into insurance is to avoid tax benefits.
5. LIC remains to be the market leader in the insurance market.
6. Customer tends to prefer payments through online so as to avoid wastage of time.
7. Monthly premium are preferred more against annual payments
8. Television advertisements are the major influence in buying decision of a life insurance
policy.
9. Brand image can be highlighted in buying decision of the customer.
10. A limited reach of IDBI products can be seen against other players in the market.

37
5.2 Conclusion

As there is completion in every sector changes in economies of scale regarding to consumer

expectations. The insurance sector has bought in these unique aspects such as customer
education and vast changes in the role and responsibility of the intermediaries to the distribution
channel. In respect to the life insurance people are driven to the purchase of policies based on the
following reasons such as

 Savings

 Investments

 Securing of life

The main challenge faced by the insurance company is to motivate the customer and promote
sales. The introduction of private players has paved in a new wave in insurance by stretching the
market both in terms of quality and quantity. With the effective norms and regulations of IRDAI
we can say the insurance industry is booming with information by providing all the info without
disclosure to customers and enhancing consumer buying behavior.

38
5.3 Suggestions

1. Targeting young age group between 18-30 is essential.

2. Various new and innovative plans must be introduced with less policy period

3. We have seen television is the major influencers of customers, our advertisements and
promotions should be on that media.

4. Group insurance policies must be introduced as the 2nd most influencers are family and
friends.

5. Our connectivity needs to be made more through social media (instagram, Facebook, Twitter,
and YouTube campaigns)

6. Policies with different range of premium must be made available.

7. Increase in distribution channel must be made meet different kinds of customers.

8. Innovative and effective advertisements with detailed information of policies should be made
in crisp format.

9. Targeting the entire market is more suitable.

10. Launching of an app for mobile users effective is a must as per the future trend.

39
 BIBILOGRAPHY

ANNEXURE

QUESTIONNAIRE

A Study of Consumer Behavior in Relation to IDBI Federal Life Insurance

Products.
Dear respondent,

This questionnaire is aimed at understanding your perception about Idbi federal insurance
products .Your response will be dealt with strict confidentiality and it will be used only for
academic purpose. Thank you for spending your valuable time to fill this questionnaire.

1. Name:

2. Gender

Male Female

3. Age Group

a) Below 30

b) 31 to 45 years

c) 46 to 50 years

d) 50 and above

40
4. Occupation

a) Employee

b) Professional

c) Student

d) Self employed

e) Home maker

5. How did you come to know about Life Insurance Policies?

a) Newspaper

b) Agents

c) Television

d) Internet

e) Friends/ Family

f) Radio

6. Do you currently have an Insurance Policy?

a) Yes

b) No

7. If No, why not?

a) Not a productive investment

b) Affordability

c) Lack of knowledge

41
 8. If Yes, which company’s?

a) LIC

b) ICICI Prudential

c) Bajaj Allianz

d) HDFC Standard

e) TATA AIG

f) SBI Life

g) Aviva

h) Kotak Mahindra

I) IDBI Federal

j) Others

9. What prompted you to buy Policy from that Company?

a) Brand Image

b) Past Record of Performance

c) My Friends/ acquaintances have bought from there

d) Agents convinced me to buy

e) Impressed by ads/ promotion of the company

f) Desire to try out new company

10. Are you a customer of IDBI Federal life?

a) Yes

b) No

42
11. If Not, what is the reason behind it?

a) I get better returns in other policies

b) I already have 1 or more policies and i am satisfied with them

c) I am not in the financial condition to invest right now

12. If Yes, what suggestions would you like give for better products?

a) Minimum premium amount should be less

b) Monthly premium payment option should be available

c) Other (specify.................................................)

13. What do you like about IDBI Federal’s policy?

a) It gives me good returns

b) It is short term

c) Tax benefits are good

d) Other (specify.............................)

43
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46
 ACHARYA INSTITUTE OF TECNOLOGY

DEPARTMENT OF l\IBA

ACHARYA
INSTITUTES INTERNSHIP WEEKLY REPORT (1AY16MBA14)

Name of the Student: Dhanush S R

Internal Guide: Prof. Archana Vij ay

USN No: 1AY16M.BA14

Specialization: Marketing and Finance

Title of the Project: A Study of Consumer Behavior in Relation to IDBI Federal

Life Insurance Products.

Co~pany Name: IDBI FEDERAL LIFE INSURANCE CO. LTD

Week \Vork undertaken External Internal

guide guide
si nature si nature
15-1-20 18 to Introduction about IDBI Federal and its
20- 1-2018
o eration
h 2- J-20 18 to Learning different operations and products
27- 1-20 18
1------+--
of IDBI Federal
29·1·2018 t0 Orientation and gathering information
03 2 2108
· • about the owth of the com an
f 19-J-20 1s to Final report preparation and submission
L 24-3-20 18

f~ r~
Department of MBA
.A.r;harya Institute of Technolog,
,.. Jldevanah!H, Ba111galore-560 1O,