A SUMMER TRAINING REPORT
HDFC Standard Life Insurance Company Ltd
CUSTOMER-BUYING BEHAVIOR WITH A FOCUS ON
Submitted in partial fulfillment of requirement of
MASTER OF BUSINESS ADMINISTRATION (MBA)
Your Roll No
Session: YYYY – YYYY
EXECUTIVE SUMMARY 06
INTRODUCTION TO THE INDUSTRY 07
INTRODUCTION TO THE COMPANY 20
RESEARCH METHODOLOGY 26
→ Objective of the Study
→ Scope of the Study
→ Significance of the Industry
→ Significance of the Research
→ Research Technique
→ Sampling Methodology
→ Sampling unit
→ Sampling Area
→ Sample Size
FACTS AND FINDINGS 32
DATA AND INTERPRETATION 34
CONCLUSION & RECOMMENDATIONS 54
First of fall I would like to thank the Management at HDFC Standard Life Insurance Company
Ltd Life Insurance co.for giving me the opportunity to do my two-month project training in their
esteemed organization. I am highly obliged to Mr. A.GANESH PANDIAN (Sales Development
Manager) for granting me to undertake my training at Ashok Nagar branch.
I express my thanks to all Sales Managers under whose able guidance and direction, I was able to
give shape to my training. Their constant review and excellent suggestions throughout the project
are highly commendable.
My heartfelt thanks go to all the executives who helped me gain knowledge about the actual
working and the processes involved in various departments
The liberalization of the Indian insurance sector has been the subject of much heated debate
for some years. The policy makers where in the catch 22 situation wherein for one they wanted
competition, development and growth of this insurance sector which is extremely essential for
channeling the investments in to the infrastructure sector. At the other end the policy makers had
the fears that the insurance premia, which are substantial, would seep out of the country; and
wanted to have a cautious approach of opening for foreign participation in the sector.
As one of the rare occurrences the entire debate was put on the back burner and the IRDA saw
the day of the light thanks to the maturing polity emerging consensus among factions of different
political parties. Though some changes and some restrictive clauses as regards to the foreign
participation were included the IRDA has opened the doors for the private entry into insurance.
Whether the insurer is old or new, private or public, expanding the market will present multitude
of challenges and opportunities. But the key issues, possible trends, opportunities and challenges
that insurance sector will have still remains under the realms of the possibilities and speculation.
What is the likely impact of opening up India’s insurance sector?
The large scale of operations, public sector bureaucracies and cumbersome procedures hampers
nationalized insurers. Therefore, potential private entrants expect to score in the areas of
customer service, speed and flexibility. They point out that their entry will mean better products
and choice for the consumer. The critics counter that the benefit will be slim, because new
players will concentrate on affluent, urban customers as foreign banks did until recently.
This seems to be a logical strategy. Start-up costs-such as those of setting up a conventional
distribution network-are large and high-end niches offer better returns. However, the middle-
market segment too has great potential. Since insurance is a volumes game. Therefore, private
insurers would be best served by a middle-market approach, targeting customer segments that are
In today’s corporate and competitive world, I find that insurance sector has the maximum growth
and potential as compared to the other sectors. Insurance has the maximum growth rate of 70-
80% while as FMCG sector has maximum 12-15% of growth rate. This growth potential attracts
me to enter in this sector and HDFC Standard Life Insurance Company Ltd has
given me the opportunity to work and get experience in highly competitive and enhancing sector.
• The success story of good market share of different market organizations depends
upon the availability of the product and services near to the customer, which can be
distributed through a distribution channel. In Insurance sector, distribution channel
includes only agents or agency holders of the company. If a company like RELIANCE
LIFE INSURANCE, TATA AIG, MAX etc have adequate agents in the market they can
capture big market as compared to the other companies.
Agents are the only way for a company of Insurance sector through which policies and benefits
of the company can be explained to the customer
INTRODUCTION TO THE INDUSTRY
THE HISTORY OF INDIAN INSURANCE INDUSTRY
In 1818 the British established the first insurance company in India in Calcutta, the Oriental Life
Insurance Company. First attempts at regulation of the industry were made with the introduction
of the Indian Life Assurance Companies Act in 1912. A number of amendments to this Act
were made until the Insurance Act was drawn up in 1938. Noteworthy features in the Act were
the power given to the Government to collect statistical information about the insured and the
high level of protection the Act gave to the public through regulation and control. When the Act
was changed in 1950, this meant far reaching changes in the industry. The extra requirements
included a statutory requirement of a certain level of equity capital, a ceiling on share holdings
in such companies to prevent dominant control (to protect the public from any adversarial
policies from one single party), stricter control on investments and, generally, much tighter
control. In 1956, the market contained 154 Indian and 16 foreign life insurance companies.
Business was heavily concentrated in urban areas and targeted the higher echelons of society.
“Unethical practices adopted by some of the players against the interests of the consumers” then
led the Indian government to nationalize the industry. In September 1956, nationalization was
completed, merging all these companies into the so-called Life Insurance Corporation (LIC). It
was felt that “nationalization has lent the industry fairness, solidity, growth and reach.”
Some of the important milestones in the life insurance business in India are:
1912: The Indian Life Assurance Companies Act enacted as the first statute to regulate the life
1928: The Indian Insurance Companies Act enacted to enable the government to collect
statistical information about both life and non-life insurance businesses.
1938: Earlier legislation consolidated and amended to by the Insurance Act with the objective of
protecting the interests of the insuring public.
1956: The market contained 154 Indian and 16 foreign life insurance companies.
The General Insurance industry in India dates back to the Industrial Revolution and the
subsequent increase in trade across the oceans in the 17th century. As for Life Insurance, the
British brought General Insurance to India, and a similar path was followed in the development
of this industry. A number of private companies were in existence for years and years until, in
1971, the Indian Government decided that the public interest would be served by nationalizing
the industry, merging all the 107 companies into four companies, depending on the sort of
business transacted (Marine, Fire, Miscellaneous). These were the National Insurance Company
Ltd., the Oriental Insurance Company Ltd., the New India Assurance Company Ltd., and the
United India Insurance Company Ltd. located in Calcutta, New Delhi, Bombay and Madras
respectively. The General Insurance Corporation (GIC) was set up in 1972 as a ‘holding’
company, having these four companies as its subsidiaries.
Some of the important milestones in the general insurance business in India are:
1907: The Indian Mercantile Insurance Ltd. set up, the first company to transact all classes of
general insurance business.
1957: General Insurance Council, a wing of the Insurance Association of India, frames a code
of conduct for ensuring fair conduct and sound business practices.
1968: The Insurance Act amended to regulate investments and set minimum solvency margins
and the Tariff Advisory Committee set up.
1972: The General Insurance Business (Nationalization) Act, 1972 nationalize the general
insurance business in India with effect from 1st January 1973. 107 insurers amalgamated and
grouped into four companies viz. the National Insurance Company Ltd., the New India
Assurance Company Ltd., the Oriental Insurance Company Ltd. and the United India
Insurance Company Ltd. GIC incorporated as a company.
MAJOR PLAYERS IN THE INSURANCE INDUSTRY IN INDIA
• Life Insurance Corporation of India (LIC)
Life Insurance Corporation of India (LIC) was established on 1 September 1956 to spread the
message of life insurance in the country and mobilise people’s savings for nation-building
activities. LIC with its central office in Mumbai and seven zonal offices at Mumbai, Calcutta,
Delhi, Chennai, Hyderabad, Kanpur and Bhopal, operates through 100 divisional offices in
important cities and 2,048 branch offices. LIC has 5.59 lakh active agents spread over the
The Corporation also transacts business abroad and has offices in Fiji, Mauritius and United
Kingdom. LIC is associated with joint ventures abroad in the field of insurance, namely, Ken-
India Assurance Company Limited, Nairobi; United Oriental Assurance Company Limited,
Kuala Lumpur; and Life Insurance Corporation (International), E.C. Bahrain. It has also entered
into an agreement with the Sun Life (UK) for marketing unit linked life insurance and pension
policies in U.K.
In 1995-96, LIC had a total income from premium and investments of $ 5 Billion while GIC
recorded a net premium of $ 1.3 Billion. During the last 15 years, LIC's income grew at a healthy
average of 10 per cent as against the industry's 6.7 per cent growth in the rest of Asia (3.4 per
cent in Europe, 1.4 per cent in the US).
LIC has even provided insurance cover to five million people living below the poverty line, with
50 per cent subsidy in the premium rates. LIC's claims settlement ratio at 95 per cent and GIC's
at 74 per cent are higher than that of global average of 40 per cent. Compounded annual growth
rate for Life insurance business has been 19.22 per cent per annum
• General Insurance Corporation of India (GIC)
The general insurance industry in India was nationalized and a government company known
as General Insurance Corporation of India (GIC) was formed by the Central Government in
November 1972. With effect from 1 January 1973 the erstwhile 107 Indian and foreign insurers
which were operating in the country prior to nationalization, were grouped into four operating
companies, namely, (i) National Insurance Company Limited; (ii) New India Assurance
Company Limited; (iii) Oriental Insurance Company Limited; and (iv) United India Insurance
Company Limited. (However, with effect from Dec'2000, these subsidiaries have been de-linked
from the parent company and made as independent insurance companies). All the above four
subsidiaries of GIC operate all over the country competing with one another and underwriting
various classes of general insurance business except for aviation insurance of national airlines
and crop insurance which is handled by the GIC.
Besides the domestic market, the industry is presently operating in 17 countries directly through
branches or agencies and in 14 countries through subsidiary and associate companies.
IN ADDITION TO ABOVE STATE INSURERS THE FOLLOWING HAVE BEEN
PERMITTED TO ENTER INTO INSURANCE BUSINESS: -
The introduction of private players in the industry has added to the colors in the dull industry.
The initiatives taken by the private players are very competitive and have given immense
competition to the on time monopoly of the market LIC. Since the advent of the private players
in the market the industry has seen new and innovative steps taken by the players in this sector.
The new players have improved the service quality of the insurance. As a result LIC down the
years have seen the declining phase in its career. The market share was distributed among the
private players. Though LIC still holds the 75% of the insurance sector but the upcoming natures
of these private players are enough to give more competition to LIC in the near future. LIC
market share has decreased from 95% (2002-03) to 82 %( 2004-05).
1. HDFC Standard Life Insurance Company Ltd.
HDFC Standard Life Insurance Company Ltd. is one of India’s leading private life insurance
companies, which offers a range of individual and group insurance solutions. It is a joint venture
between Housing Development Finance Corporation Limited (HDFC Ltd.), India’s leading
housing finance institution and The Standard Life Assurance Company, a leading provider of
financial services from the United Kingdom. Their cumulative premium income, including the
first year premiums and renewal premiums is Rs. 672.3 for the financial year, Apr-Nov 2005.
They have managed to cover over 11,00,000 individuals out of which over 3,40,000 lives have
been covered through our group business tie-ups.
2. Max New York Life Insurance Co. Ltd.
Max New York Life Insurance Company Limited is a joint venture that brings together two
large forces - Max India Limited, a multi-business corporate, together with New York Life
International, a global expert in life insurance. With their various Products and Riders, there
are more than 400 product combinations to choose from. They have a national presence with a
network of 57 offices in 37 cities across India.
3. ICICI Prudential Life Insurance Company Ltd.
ICICI Prudential Life Insurance Company is a joint venture between ICICI Bank, a premier
financial powerhouse and prudential plc, a leading international financial services group
headquartered in the United Kingdom. ICICI Prudential was amongst the first private sector
insurance companies to begin operations in December 2000 after receiving approval from
Insurance Regulatory Development Authority (IRDA). The company has a network of about
56,000 advisors; as well as 7 banc assurance and 150 corporate agent tie-ups.
4. Om Kotak Mahindra Life Insurance Co. Ltd.
Kotak Mahindra Old Mutual Life Insurance Ltd. is a joint venture between Kotak Mahindra
Bank Ltd. (KMBL), and Old Mutual plc.
5.Birla Sun Life Insurance Company Ltd.
Birla Sun Life Insurance Company is a joint venture between Aditya Birla Group and Sun Life
financial Services of Canada.
Ø Tata AIG Life Insurance Company Ltd.
Ø SBI Life Insurance Company Limited
Ø ING Vysya Life Insurance Company Private Limited
Ø Allianz Bajaj Life Insurance Company Ltd.
Ø Metlife India Insurance Company Pvt. Ltd.
Ø AMP SANMAR Assurance Company Ltd.
Ø Dabur CGU Life Insurance Company Pvt. Ltd.
1. Royal Sundaram Alliance Insurance Company Limited
The joint venture bringing together Royal & Sun Alliance Insurance and Sundaram Finance
Limited started its operations from March 2001. The company is Head Quartered at Chennai, and
has two Regional Offices, one at Mumbai and another one at New Delhi.
2. Bajaj Allianz General Insurance Company Limited
Bajaj Allianz General Insurance Company Limited is a joint venture between Bajaj Auto Limited
and Allianz AG of Germany. Both enjoy a reputation of expertise, stability and strength.
Bajaj Allianz General Insurance received the Insurance Regulatory and Development Authority
(IRDA) certificate of Registration (R3) on May 2nd, 2001 to conduct General Insurance business
(including Health Insurance business) in India. The Company has an authorized and paid up
capital of Rs 110 crores. Bajaj Auto holds 74% and the remaining 26% is held by Allianz, AG,
3. ICICI Lombard General Insurance Company Limited
ICICI Lombard General Insurance Company Limited is a joint venture between ICICI Bank
Limited and the US-based $ 26 billion Fairfax Financial Holdings Limited. ICICI Bank is
India's second largest bank, while Fairfax Financial Holdings is a diversified financial corporate
engaged in general insurance, reinsurance, insurance claims management and investment
Lombard Canada Ltd, a group company of Fairfax Financial Holdings Limited, is one of
Canada's oldest property and casualty insurers. ICICI Lombard General Insurance Company
received regulatory approvals to commence general insurance business in August 2001.
4. Cholamandalam General Insurance Company Ltd.
Cholamandalam MS General Insurance Company Limited (Chola-MS) is a joint venture of the
Murugappa Group & Mitsui Sumitomo.
Chola-MS commenced operations in October 2002 and has issued more than 1.4 lakh policies
in its first calendar year of operations. The company has a pan-Indian presence with offices in
Chennai, Hyderabad, Bangalore, Kochi, Coimbatore, Mumbai, Pune, Indore, Ahmedabad, Delhi,
Chandigarh, Kolkata and Vizag.
5. TATA AIG General Insurance Company Ltd.
Tata AIG General Insurance Company Ltd. is a joint venture company, formed from the Tata
Group and American International Group, Inc. (AIG). Tata AIG combines the strength and
integrity of the Tata Group with AIG's international expertise and financial strength. The Tata
Group holds 74 per cent stake in the two insurance ventures while AIG holds the balance 26 per
Tata AIG General Insurance Company, which started its operations in India on January 22, 2001,
offers the complete range of insurance for automobile, home, personal accident, travel, energy,
marine, property and casualty, as well as several specialized financial lines.
6. Reliance General Insurance Company Limited.
7. IFFCO Tokio General Insurance Co. Ltd
8. Export Credit Guarantee Corporation Ltd.
9. HDFC-Chubb General Insurance Co. Ltd.
Marketing of Insurance In India
Insurance is in a manner of speaking the last frontier in the financial sector to open. It is also a
sector, which leads to benefits across the full spectrum, from the individual who now have wider
choices, to the economy, which see increased savings, to the infrastructure sector, which can
look forward to long term funding being available. In an under-insured economy, newer channels
of distribution have to be utilized to intensify the reach of insurance both in urban and rural
markets. This will create huge employment opportunities not only within insurance companies
but also as agents and consultants of insurance companies.
Marketing Mix Policies
Different companies can choose to position themselves differently and hence the Marketing Mix
is different. However, there are certain common characteristics that one can cull out from the
possible strategies that companies adopt.
The development of flexible products to suit individual requirements is what will differentiate
the winners from the also-rans. The key to success is in providing insurance solutions, not
standardized insurance products. The concept of riders/optional benefits has already been a
huge innovation brought about by the new players, which has led to customization of products
for individual needs. However, companies may differentiate themselves on the basis of product
segments that they choose to focus on and excel in.
Different companies may however choose different channels and different geographies to focus
on. The channel options are - tied agency force, corporate agents and brokers and this is an area
where different companies will make different choices. Many companies like HDFC Standard
Life are focusing on all channels whereas companies like Max New York Life are focusing
on the tied agency force only. Customer interface will be a key challenge for life insurance
companies and includes every that interaction that the customer has with the company, such as
sales, new business underwriting, policy servicing, premium payments, claim processing and so
on. Technology can play a crucial role in delivering the highest standards of service set by the
company and it will be imperative for any serious player to excel in all of these.
Price is a relevant differentiator only in two segments - pure term insurance and in pure
annuities. Here too, service delivery and financial strength will need to be present at a minimum
acceptable level for price to be a relevant differentiator. In case of savings oriented products,
long-term returns generated are more relevant than just the price of the product. A focus on
generating good investment performance and keeping a tight control on costs help in generating
good long-term maturity value for customers. Norms have been laid down on all of these by
IRDA and adhering to these while delivering good returns will be a challenge.
Promotion and Advertising:
The level of demand is latent and will have to be activated considerably. The market needs to be
developed. Greater awareness of insurance and the need to have it as a protection tool rather than
as a tax planning measure needs to be appreciated by the Indian people. Various communication
tools including advertising, direct marketing and road shows contribute to all this and different
companies take different approaches on these.
Cashless settlement: One of the most defining and customer-friendly changes that we’ve seen
in recent years relates to the way claims settlements are made. The advent of the third-party
administrator (TPA) regime has facilitated the transition to the hugely convenient era of cashless
settlement of health and auto insurance claims. TPAs are entities who process claims on behalf
of insurers: the IRDA licenses them after it is satisfied that they have the financial strength, the
trained manpower, the infrastructure and the skills to undertake this activity.
Likewise, with auto insurance, the TPA ties up with garages and authorized service centers for
cashless settlement of auto insurance claims.
Lower premiums: The spirit of competition and the broadening of the risk experience of
insurance companies have contributed to a fall in premiums over the years. That’s because,
other things being equal, an insurer who covers the lives just of 10 people bears a higher risk
than an insurer who covers the lives of, say, 100 people. Further, a broader base will provide
greater efficiencies on costs such as distribution, management and claims. A broad basing of the
mortality experience, therefore, gives insurers the elbowroom to compete by lowering premiums,
and that trend is expected to continue.
Premium payment flexibility: Insurers have imparted certain flexibility to premium payment
options in order to address this concern. For instance, one now have the option to pay your
premiums upfront, which is then carried forward for the tenure of the policy. The yearly
premiums are drawn from the initial corpus. Insurers have also introduced the concept
of ‘automatic cover maintenance’ to protect your policy from lapsing owing to your omission to
pay your premium on time. Under this, in the event of your not paying the premium, the insurer
dips into your investment account to the extent of the premium. Of course, this comes with an in-
built drawback: your investment portion diminishes year on year to the extent of the amount paid
to cover your risk.
This can play a significant role for marketing in the Indian scenario. Since Internet users are
comparatively lesser than countries such as US, the offline mode will be preferred in India.
Although the distribution model is largely agent-based, wherever the customer is in contact with
the company, this factor can play a significant role in luring the customer.
The most important factor that materializes sales and maintains customer relationships on a
long-term basis is this factor. No matter what distribution strategy a company adopts, customer
relationship has to be taken care of in order to maintain the customer base on a long-term basis.
INTRODUCTION TO THE COMPANY
COMPANY PROFILE OF HDFC STANDARD LIFE
INSURANCE COMPANY LTD
ABOUT HDFC STANDARD LIFE INSURANCE
HDFC Standard Life Insurance Company Ltd. is one of India's leading private insurance
companies, which offers a range of individual and group insurance solutions. It is a joint venture
between Housing Development Finance Corporation Limited (HDFC Ltd.), India's leading
housing finance institution and a Group Company of the Standard Life, UK. HDFC as on
December 31, 2007 holds 72.38 per cent of equity in the joint venture.
HDFC STANDARD LIFE INSURANCE PARENTAGE
• HDFC is India leading housing finance institution and has helped build more
than 23, 00,000 houses since its incorporation in 1977.
• In Financial Year 2003-04 its assets under management crossed Rs. 36,000 Cr.
• As at March 31, 2004, outstanding deposits stood at Rs. 7,840 crores. The
depositor base now stands at around 1 million depositors.
• Rated AAA by CRISIL and ICRA for the 10th consecutive year
• Stable and experienced management
• High service standards
• Awarded The Economic Times Corporate Citizen of the year Award for its
long-standing commitment to community development.
• Presented the Dream Homeâ award for the best housing finance provider in 2004
at the third Annual Outlook Money Awards.
Standard Life Group (Standard Life plc and its subsidiaries)
• Standard Life Group (Standard Life plc and its subsidiaries)
• The Standard Life group has been looking after the financial needs of customers
for over 180 years
• It currently has a customer base of around 7 million people who rely on the
company for their insurance, pension, investment, banking and health-care needs
• Its investment manager currently administers Â£125 billion in assets
• It is a leading pensions provider in the UK, and is rated by Standard & Poor's
as 'strong' with a rating of A+ and as 'good' with a rating of A1 by Moody's
• Standard Life was awarded the 'Best Pension Provider' in 2004, 2005 and 2006
at the Money Marketing Awards, and it was voted a 5 star life and pensions
provider at the Financial Adviser Service Awards for the last 10 years running.
The '5 Star' accolade has also been awarded to Standard Life Investments for the
last 10 years, and to Standard Life Bank since its inception in 1998. Standard
Life Bank was awarded the 'Best Flexible Mortgage Lender' at the Mortgage
Magazine Awards in 2006
HDFC KEYS STRENGHS
AS A JOINT VENTURE OF LEADING FINANCIAL SERVICES GROUPS, HDFC STANDARD LIFE HAS
THE FINANCIAL EXPERTISE REQUIRED TO MANAGE YOUR LONG-TERM INVESTMENTS SAFELY AND
RANGE OF SOLUTIONS
WE HAVE A RANGE OF INDIVIDUAL AND GROUP SOLUTIONS, WHICH CAN BE EASILY CUSTOMISED
TO SPECIFIC NEEDS. OUR GROUP SOLUTIONS HAVE BEEN DESIGNED TO OFFER YOU COMPLETE
FLEXIBILITY COMBINED WITH A LOW CHARGING STRUCTURE.
TRACK RECORD SO FAR
OUR GROSS PREMIUM INCOME, FOR THE YEAR ENDING MARCH 31, 2008 STOOD AT RS. 4,859 CRORES
AND NEW BUSINESS PREMIUM INCOME STOOD AT RS. 2,685 CRORES.
THE COMPANY HAS COVERED OVER 9,59,000 LIVES YEAR ENDING MARCH 31, 2008.
'The most successful and admired life insurance company, which means that we are the most
trusted company, the easiest to deal with, offer the best value for money, and set the standards in
'The most obvious choice for all'.
Values that we observe while we work:
.People Care One for all and all for ones€
.Joy and Simplicity
Accolades and Recognition
.Rated by 'Business world' as 'India's Most Respected Private Life Insurance Company' in 2004.
.Rated as the "Best New Insurer - 2003" by Outlook Money magazine, India number 1 personal
BELOW ARE FEW OF THE PLANS THAT ARE OFFERED BY HDFC STANDARDS
INSURANCE PLANS AVAILABLE
We at HDFC Standard Life realize that not everyone has the same kind of needs. Keeping this in
mind, we have a varied range of Products that you can choose from to suit all your needs. These
will help secure your future as well as the future of your family.
You can protect your family against the loss of your income or the burden of a loan in the
event of your unfortunate demise, disability or sickness. These plans offer valuable peace of
mind at a small price.
Our Protection range includes our Term Assurance Plan & Loan Cover Term Assurance
Our Single Premium Whole Of Life plan is well suited to meet your long term investment
needs. We provide you with attractive long term returns through regular bonuses.
Our Pension Plans help you secure your financial independence even after retirement.
Our Pension range includes our Personal Pension Plan, Unit Linked Pension, Unit Linked
Our Savings Plans offer you flexible options to build savings for your future needs such as
buying a dream home or fulfilling your children immediate and future needs.
Our Savings range includes Endowment Assurance Plan, Unit Linked Endowment, Unit
Linked Endowment Plus, Unit Linked Endowment Plus II, Money Back, Unit Linked
Enhanced Life Protection II, Children's Plan, Unit Linked Young Star,
Unit Linked Young Star Plus, Unit Linked Young Star Plus II.
One-stop shop for employee-benefit solutions
HDFC Standard Life has the most comprehensive list of products for progressive employers who
wish to provide the best and most innovative employee benefit solutions to their employees. We
offer different products for different needs of employers ranging from term insurance plans for
pure protection to voluntary plans such as superannuation and leave encashment.
We now offer the following group products to our esteemed corporate clients:
Group Term Insurance
Group Variable Term Insurance
Group Unit-Linked Plan
An investment solution that provides funding vehicle to manage corpuses with Gratuity,
Defined Benefit or Defined Contribution Superannuation or Leave Encashment schemes
of your company
Also suitable for other employee benefit schemes such as salary saving schemes and
wealth management schemes
Development Insurance Plan
Development Insurance plan is an insurance plan which provides life cover to members of a
Development Agency for a term of one year. On the death of any member of the group insured
during the year of cover, a lump sum is paid to those member beneficiaries to help meet some of
the immediate financial needs following their loss.
Members of the development agency and their spouses with:
- Minimum age at the start of the policy 18 years last birthday
- Maximum age at the start of policy 50 years last birthday
Employees of the Development Agency are not eligible to join the group. The group to be
covered is only eligible if it contains more than 500 members.
The premium to be paid will be quoted per member in the group and will be the same for all
members of the group.
The premium can only be paid by the Development Agency as a single lump sum that includes
all premiums for the group to be covered. Cover will not start until the premium and all the
member information in our specified format has been received.
The premium rate is Rs. 25 per Rs. 10,000 of lump sum, per member.
On the death of each member covered by the policy during the year of cover a lump sum equal
to the sum assured will be paid to their beneficiaries or legal heirs. Where the death is as a
result of an accident, an additional lump sum will be paid equal to half the sum assured. There
are no benefits paid at the end of the year of cover and there is no surrender value available at
The role of the Development Agency
Due to the nature of the groups covered, HDFC Standard Life will be passing certain
administrative tasks onto the Development Agency. By passing on these tasks the premium
charged can be lower. These tasks would include:
Submission of member data in a specified computer format
Collection of premiums from group members
Recording changes in the details of group members
Disbursement of claim payments and the mortality rebate (if any) to group members
These tasks would be in addition to the usual duties of a policyholder such as:
Payment of premiums
Reporting of claims
Keeping policy holder information up to date
Training and support will be available to give guidance on how to complete the tasks
Since these additional tasks will impose a burden on the Development Agency, the
Development Agency may charge a Rs. 10 administration fee to their members.
Prohibition of rebates
Section 41 of the Insurance Act, 1938 states
No person shall allow or offer to allow, either directly or indirectly, as an inducement to
any person to take out or renew or continue an insurance in respect of any kind of risk
relating to lives or property in India, any rebate of the whole or part of the commission
payable or any rebate of the premium shown on the policy, nor shall any person taking
out or renewing or continuing a policy accept any rebate, except such rebate as may be
allowed in accordance with the published prospectus or tables of the insurer
If any person fails to comply with sub regulation (previous point) above, he shall be liable
to payment of a fine which may extend to rupees five hundred
TAX CAN YOU
Sec. 80C Across All income
33,990 saved on
All the life insurance
Sec. 80 CCC Across all income
33,990 saved on
All the pension plans.
Sec. 80 D* Across all income
3,399 saved on
All the health insurance
riders available with the
Rs. 33,990 under Sec. 80C and under Sec. 80 CCC , Rs.3,399 under
Sec. 80 D, calculated for a male with gross annual income
exceeding Rs. 10,00,000.
Sec. 10 (10)D Under Sec. 10(10D), the benefits you receive are completely tax-free,
subject to the conditions laid down therein.
To determine customer-buying behavior with a focus on market segmentation for HDFC
Standard Life Insurance.
• TITLE JUSTIFICATION:
The above title is self explanatory. The study deals mainly with studying the buying pattern
in the insurance industry with a special focus on HDFC Standard Life Insurance. The various
segments of the markets divided in terms of Insurance Needs, Age groups , Satisfaction levels
etc will also studied.
• To determine reasons behind opting for an insurance.
• To provide the company with information of customer's Insurance policy if they have any
and reasons for opting for that particular policies.
§ To know the most preferred policy.
• To determine customers perception towards private insurance companies and their
expectation form private insurance companies.
• To determine the feedback on services provided by any other insurance agent.
• To study the types of benefits provided by insurance services.
• To determine the use of Internet for valuable information and decision-making process.
SCOPE OF THE STUDY
A big boom has been witnessed in Insurance Industry in recent times. A large number of new
players have entered the market and are vying to gain market share in this rapidly improving
market. The study deals with HDFC Standard Life in focus and the various segments that it
caters to. The study then goes on to evaluate and analyse the findings so as to present a clear
picture of trends in the Insurance sector.
SIGNIFICANCE OF THE STUDY
SIGNIFICANCE TO THE INDUSTRY :
This is a limited study which takes into consideration the responses of 100 people. This data can
be explorated to take in the trends across the industry. The significance for the industry lies in
studying these trends that emerge from the study. It is a rapiddly changing and evolving sector.
People are only beginning to wake up to it’s vast possibilities. A study like this can attempt to
guide the future of the industry based on current trends.
SIGNIFICANE FOR THE RESEARCHER :
To facilitate and provide all the useful informtaion of the studt, the company, the insurance
industry and also provide marketing ways, methods of HDFC Standard Life insurance.
• EXPLORATORY & DISCRIPTIVE EXPERIMENTAL RESEARCH
The research is primarily both exploratory as well as descriptive in nature. The sources of
information are both primary & secondary.
A well-structured questionnaire was prepared and personal interviews were conducted to collect
the customer’s perception and buying behavior, through this questionnaire.
SamplingTechnique:Initially, a rough draft was prepared keeping in mind the objective of the
research. A pilot study was done in order to know the accuracy of the Questionnaire. The final
Questionnaire was arrived only after certain important changes were done. Thus my sampling
came out to be judemental and convinent
The respondants who were asked to fill out questionnaires are the sampling units. These
comprise of employees of MNCs, Govt. Employees, Self Employeds etc.
The sample size was restricted to only 100, which comprised of mainly peoples from different
regions of Chennai due to time constraints.
Sampling Area :
The area of the research was CHENNAI,TAMILNADU, INDIA.
LIMITATIONS OF THE RESEARCH
1. The research is confined to a certain parts of CHENNAI (MADRAS) and does not
necessarily shows a pattern applicable to all of Country.
2. Some respondents were reluctant to divulge personal information which can affect the
validity of all responses.
3. 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
FACTS & FINDINGS
1.As the people think that insurance is a tool to protect their family & a tax saving device. They
are aware of the fact & realizing its, importance. The company should try to expand & build up
its infrastructure because there is a large potential for insurance in India.
2.Company should come up with its branch in Chennai. With the objective and goals to meet the
demands & expectations of the public. Because the entrance of private players will increase the
competition and it would be a tough task to secure a good position in market.
3.Since HDFC STANDARD LIFE INSURANCE LTD is leading with several companies’
policies it should be easy for them to penetrate into the market and secure a good position if they
pay greater attention to the service part provided to their customer and thereby forming a long
and trusted relationship.
4.As seen from the survey that at present 70% of the customer are having insurance policy out of
which 87.5% of the customer are planning for new investments. So it can be a good potential for
the company and they should make an attempt to trap these customers.
5.43% of the customer is even ready to go for insurance if a service provider away from their
home is providing it. But intend they should provide good products and services. The company
should try to convince these customers and get them in its favor.
DATA ANALYSIS & INTERPRETATION
ØDATA GIVES PREFERENCE OF RESPONDENTS OF INSURANCE
L.I.C. 78 78
HDFC 2 2
ICICI PRUDENTIAL 10 10
SBI LIFE 7 7
TOTAL 100 100
Ø 78% of the people contacted prefer LIC policy to any other and therefore it is ranked no.1
by that percent of respondents.
Ø DATA GIVES BENEFITS OF INSURANCE PERCEIVED BY RESPONDENTS
Cover Future Uncertainty 55 55
Tax Deductions 20 20
Future Investment 25 25
TOTAL 100 100
Ø 55% of the respondents believe that covering future uncertainty is the biggest benefit of
an insurance policy.
Ø Whereas, 20% and 25% of them believe that the other benefits are Tax deduction and
future investments respectively
Ø DATA PROVIDES FEATURES OF INSURANCE POLICY THAT ATTRACTED
Money Back Guarantee 15 15
Larger Risk Coverance 37 37
Easy Access to Agents 7 7
Low Premium 30 30
Company’s Reputation 11 11
TOTAL 100 100
§ Majority of the respondent (37%) found Larger risk coverance as the most attracted
feature of the all.
Ø DATA PROVIDES NUMBER OF INSURANCE POLICY TYPE RESPONDENTS
POLICY TYPE NO. OF
LIFE POLICY 75 75
NON LIFE POLICY 25 25
BOTH 45 45
§ 75% of the respondents have Life Insurance Policy while 45% have both. (The % is
calculated out of 280 positive response)
Ø DATA GIVES PEOPLE PERCEPTION ABOUT INSURANCE
RESPONSE NO. OF
A saving tool 81 81%
A tax saving device 74 74%
A tool to protect your family 100 100%
• 81% of the respondents have perception of Insurance being a saving tool.
• And 74% of the respondents have perception of Insurance being a tax saving device.
• But 100% of the respondents are with the view that Insurance is a tool to protect your
Ø DATA SHOWS PEOPLES HAVING INSURANCE
RESPONSE NO. OF
Yes 70 70%
No 30 30%
• Of the sample size of 400 surveyed respondents 70% of the respondents are having
• 30% of the respondents are either not having any Insurance policy at present or their policy
is already matured.
• And at present 100% of the respondents are with the view that Insurance is a tool to protect
Ø DATA SHOWS BUYING PROCESS OF THE PEOPLE
BUYING PROCESS NO. OF
Customer approached Insurance
Total 100 100%
• 44.5% of the respondents approached the Insurance Company / Agent.
• Whereas, 55.5% of the respondents were approached by the Company /Agent.
Ø DATA SHOWS REASONS BEHIND FOR INSURANCE
RESPONSE NO. OF
Tax saving 80 80%
Saving / Investment 80 80.%
Family protection 100 100%
• 80.71% of the Respondents opted for Insurance for tax saving benefits.
• 80.71% of the Respondents opted for saving / Investments.
• But all of them, i.e. 100% of the respondents have opted for insurance for their family
ØDATA SHOWS SATISFACTION OF RESPONDENTS WITH RESPECT TO
RESPONSE NO. OF
Satisfied 60 60%
Not satisfied 40 40%
Not Responded 0 0.0%
Total 100 100%
• 60% of the respondents are more or less satisfied with their existing policy.
• 40% of the respondents are not satisfied with their existing policy.
• In this case all of those who have taken a policy have responded.
Ø DATA SHOWS SATISFACTION OF +RESPONDENTS WITH RESPECT TO
RESPONSE NO. OF
Satisfied 45 45%
Not satisfied 55 55%
Not Responded 0 0.0%
Total 100 100%
• 45% of the respondents are satisfied with their existing service agent.
• 55% of the respondents are not satisfied with their existing insurance agent.
• All of those who have taken a policy have responded.
Ø DATA SHOWS NUMBER OF RESPONDENTS PAYING TAX
RESPONSE NO. OF SHARE (%)
Paying tax 100 100%
Not paying tax - 0%
Total 100 100%
Of the sample size of 400 respondents, all the respondents are paying tax
Ø DATA SHOWS RESPONDENT’S INVESTMENTS FOR TAX SAVING
INVESTMENTS NO. OF
LIC 51 51%
NSC 33 33%
Bonds 32 32%
PPF 25 25%
PF 21 21%
EPF 11 11%
• 51% of the respondents save their tax by investing in LIC, which is the highest among all
Investment. This shows that most people for getting taxes benefits invest in LIC.
• 33.25% of the respondents do their tax saving by investing in NSC.
• 32.25% of the respondents to their tax saving by investing in bonds.
ØDATA SHOWS RESPONDENTS PERCEPTION ABOUT BEST FORM OF
INVESTMENT FOR SECURING THEIR FUTURE
Fixed Assets 75 75%
Bank deposits 11 11%
Jewellery 25 25%
Securities i.e. bonds, MFs 40. 40%
Shares 10 10%
Insurance 70 70%
• 75.25% of the respondents as with the view that Fixed Assets is the best form of investment
for securing their future.
• 70.5% of the respondents are with the perception that Insurance is the best form of
investment for securing their future, which is one of the highest and this shows that
insurance is an important key for securing your future.
ØDATA SHOWS WHAT PEOPLE INTENT TO GAIN FROM THEIR
RESPONSE NO. OF
Saving & Returns 100 100%
Security 90 90%
Tax benefits 71. 71.%
• 100% of the respondents intent to gain saving and returns from their investment.
• 90% of the respondent’s intent to gain security from their investments.
• Whereas, 71.75% of the respondent’s intent to gain tax benefits from their investments.
Ø DATA GIVES PEOPLE’S PERCEPTION ON APPROPRIATE AGE FOR BUYING
RESPONSE NO. OF RESPONDENTS SHARE (%)
After 25 years 29 29%
After 35 years 10 10%
After 45 years 0 0%
Anytime 60 60%
• 29% of the respondents are with the view that insurance should be bought after the age of 25
• 10.5% of the respondents are with the view that insurance should be buyed after the age of
• Whereas, 60.5% of the respondents are with the view that buying of insurance do not
have any thing to do with age i.e. there is no age limitations. It can be purchased any time
according to the need.
Ø DATA SHOWS PEOPLE OPINION ABOUT INDIAN INSURANCE COMPANIES
RESPONSE NO. OF
Rigid plans 67 67%
Non user friendly 29 29%
Unsatisfactory services 26 26%
Non Aggressive 35 35%
Satisfactory 24 24%
Good 10 10%
Very good 0 0%
• 67% of the respondents have the opinion that Indian Insurance Companies have Rigid plans.
• 29.5% feel that Indian Insurance companies are Non-user friendly.
• 26.5% feel that services of Indian Insurance companies are Unsatisfactory.
• 35.75% of the respondents are with the view that Indian Insurance companies are Non-
• 24% of the respondents feel that products and services of Indian Insurance companies is
• Whereas only 10.25% feel that it is Good enough.
• And according to the data, no single person has felt that it is very good.
Ø DATA SHOWS WHAT PEOPLE WOULD LOOK FOR IN AN INSURANCE
RESPONSE NO. OF
A trusted name 82 82%
Friendly service &
Good plans 81 81%
Accessibility 49 49%
• 82% customers look for a Trusted name in a company for insurance.
• 81.5% customers look for a good plan in a company for insurance.
• Friendly service & responsiveness and Accessibility are also important factors looked by
customers in a company.
Ø DATA SHOWS PEOPLE PLANNING FOR NEW INVESTMENTS
RESPONSE NO. OF
Planning 87 87%
Not planning 13 13%
Total 100 100%
• Only 12.5% of the customers contacted are not planning for new investments presently.
Whereas, 87.5% of the customers are still planning for new investments this can be a great
potential for Reliance Life Insurance to take them on their favor
Ø DATA SHOWS PEOPLE INTERESTED IN GOING FOR INSURANCE IF A
SERVICE PROVIDER AWAY FROM THE CITY OFFERS BETTER SERVICE &
RESPONSE NO. OF
Yes 43 43%
No 44 44%
Uncertain 13 13%
Total 100 100%
• The interested customers i.e. 43% are ready to go for insurance even away from a city
if services and products are worthwhile, which again is a good prospect (potential) for
Reliance Life Insurance to take them on their favor.
• As the people think that insurance is a tool to protect their family & a tax saving device.
They are aware of the fact & realizing its, importance. The company should try to expand &
build up its infrastructure because there is a large potential for insurance in India.
• Company should come up with its branch in Chennai. With the objective and goals to meet
the demands & expectations of the public. Because the entrance of private players will
increase the competition and it would be a tough task to secure a good position in market.
• Since HDFC Standard Life Insurance Company Ltd is leading with several companies’
policies it should be easy for them to penetrate into the market and secure a good position if
they pay greater attention to the service part provided to their customer and thereby forming
a long and trusted relationship.
• As seen from the survey that at present 70% of the customer are having insurance policy
out of which 87.5% of the customer are planning for new investments. So it can be a good
potential for the company and they should make an attempt to trap these customers.
43% of the customer is even ready to go for insurance if a service provider away from
their home is providing it. But intend they should provide good products and services. The
company should try to convince these customers and get them in its favor.
Our exhaustive research in the field of Life Insurance threw up some intresting trends which
can be seen in the above analysis. A general impression that we gathered during Data collection
was the immense awareness and knowledge among people about various companies and their
insurance products. 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 impressioned by the marketing and advertising campaigns of
insurance companies. A high penetration of print , radio and Television ad campaigns over the
years is beginning to have it’s impact now.
Another heartning trend was in terms of people viewing insurance as a tax saving and investment
instrument as much as a protective one. A very high number of respondants have opted for
insurance for such purposes and it shows how insurance companies ahve been successful to
attract public money in recent times.
The general satisfaction levels among public with regards to policy and agents still requires
improvement. But therein lies the oppurtunity for a relative new comer like HDFC Standard Life
Insurance Company Ltd . LIC has never been known for prompt service or customer oriented
methods and HDFC Standard Life can build on these factors.
1. BOOKS/MAGAZINES REFFERED:
Ø STUDY GUIDE- PRINCILES & PRACTICES OF LIFE / GENERALINSURANCE,
Ø Books published by INSURANCE INSTITUTE OF INDIA
Ø LIFE-INSURANCE, by Mc GILL
2. WEBSITES REFFERED:
3. REPORTS/ARTICLES REFFERED:
REPORT: ISSUES & CHALLENGES FACING THE INSURANCE INDUSTRY….
BRIEF PROFILE OF LIC, INDIA…Dec 2006.
REPORT: COPING WITH COMPETITION…Jan2007
1. ARE YOU EMPLOYED?
If YES, only then proceed
2. DO YOU HAVE ANY INSURANCE POLICY?
3. WHICH INSURANCE POLICY DO YOU HAVE?
LIFE NON-LIFE BOTH
4. WHICH CO’S INSURANCE POLICY YOU PREFER THE MOST?
c) SBI LIFE INSURANCE
d) ING VYSYA LIFE
e) RELIANCE LIFE INSURANCE
f) TATA AIG LIFE
g) ANY OTHER ________( Specify)
5. FOR HOW MANY YEARS DO YOU HAVE INSURANCE POLICY? (Please Tick)
a) <5Yrs b) 5-10 Yrs c) 10-15 Yrs d) Any Other______
6. WHAT DO YOU THINK ARE THE BENEFITS OF INSURANCE COVER?
a) COVER FUTURE UNCERTAINITY
b) TAX DEDUCTIONS
c) FUTURE INVESTMENT
d) ANY OTHER _________ (Specify)
7. WHICH FEATURE OF YOUR POLICY ATTRACTED YOU TO BUY IT?
a) LOW PREMIUM
b) LARGER RISK COVERANCE
c) MONEY BACK GUARNTEE
d) REPUTATION OF COMPANY
e) EASY ACCESS TO AGENTS
f) ANY OTHER _________ (Specify)
8. YOUR MONTHLY INCOME?
a)<4k b)4k-8k c)8k-12k d)12k-16k e)Other_____(Specify)
9. DO YOU REALLY THINK INSURANCE POLICY COVER IN TODAY’S SCENARIO IS
10. WHAT’S YOUR PERCEPTION ABOUT INSURANCE?
a) A SAVING TOOL
b) A TAX SAVING DEVICE
c) A TOOL TO PROTECT FUTURE
11. HOW HAS/WOULD YOU BOUGHT/BUY AN INSURANCE?
a) CUSTOMER APPROCHED INSURANCE COs
b) INSURANCE COs APPROCHED CUSTOMER
12. ARE YOU SATISFIED WITH THE POLICY?
a) SATISFIED SAVING TOOL
b) NOT SATISFIED
c) NOT RESPONDING
13. ARE YOU SATISFIED WITH THE SERVICE AGENT?
a) SATISFIED SAVING TOOL
b) NOT SATISFIED
c) NOT RESPONDING
14 DO YOU PAY TAXES?
15. WHERE HAVE YOU INVESTED FOR TAX SAVING?
16.WHICH IS THE BEST FORM OF INVESTMENTS?
a) FIXED ASSETS
b) BANK DEPOSITS
d) SECURITIES, i.e. Bonds, MFs
17. WHAT DO YOU INTENT TO GAIN FROM INVESTMENTS?
a) SAVING & RETURNS
c) TAX BENIFITS
18. WHAT’S THE RIGHT AGE TO BUY INSURANCE?
a) AFTER 25 Yrs
b) AFTER 35 Yrs
c) AFTER 45 Yrs
19.HOW WOULD YOU RATE INDIAN INSURANCE COs?
a) RIGID PLANS
b) NON-USER FRIENDLY
c) UNSATISFATORY SREVICES
g) VERY GOOD
20. WHAT WOULD YOU LOOK FOR IN AN INSURANCE COs?
a) A TRUSTED NAME
b) FRIENDLY SERVICE & RESPONSIVENESS
c) GOOD PLANS
21. ARE YOU PLANNING FOR NEW INVESTMENTS?
PLANNING NOT PLANING
22. WOULD YOU GO FOR INSURANCE IF A SERVICE PROVIDER AWAY FROM THE
CITY OFFERS BETTER SERVICE & PRODUCTS?