Abstract
This research endeavors to conduct an in-depth examination of life insurance offerings at ICICI Prudential Life Insurance, a prominent player in the insurance industry. With life insurance being a critical component of financial planning, this study aims to explore customer perceptions, satisfaction levels, and industry dynamics to provide a comprehensive understanding of ICICI Prudential's position in the market. Utilizing a mixed-methods approach, this research combines qualitative insights gathered through customer interviews and focus group discussions with quantitative surveys to analyze and compare various aspects of life insurance offerings at ICICI Prudential. The qualitative aspect seeks to uncover nuanced perspectives on customer experiences, while quantitative analysis aims to identify trends, correlations, and statistical significance. The study will explore the range of life insurance products offered by ICICI Prudential, including term insurance, endowment plans, and unit-linked insurance plans (ULIPs). It will assess customer satisfaction levels regarding policy features, premium affordability, claim settlement processes, and overall service quality. Furthermore, the research will investigate industry dynamics, including market trends, regulatory influences, and competitive positioning, to provide a holistic view of ICICI Prudential Life Insurance within the broader insurance landscape. The findings from this research are expected to offer valuable insights for insurance professionals, policymakers, and customers alike. By understanding customer perceptions and industry dynamics, ICICI Prudential can refine its strategies, enhance customer satisfaction, and contribute to the ongoing development of the life insurance sector. This study serves as a foundation for informed decision-making and future research within the realm of life insurance at ICICI Prudential Life Insurance.
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