AN ANALYSIS OF THE BRAND IMAGE OF ING VYSYA LIFE INSURANCE AMONG ITS

CUSTOMERS

(study conducted for Bangalore)

Project Report Submitted In Partial Fulfillment Of The Requirements Two Year Post Graduate

Diploma In Business Administration

BY

(Debasree Paul)
Under the Guidance of
(Prof. Ranita)

Mount Carmel Institute Of Management

Bangalore 560052
2009
 Objectives of the study

1) To study the reasons why people buy insurance

products from ING Vysya Life Insurance

2) To study the popularity of the brand ING Vysya Life

Insurance

4)To study the level of satisfaction among its customers

 Scope of study

The study was conducted in Bangalore city during

the period 2nd April to 2nd June,2009 . It was

conducted to assess the brand image of ING

Vysya Life Insurance among its customers.

 Limitations

• The study was restricted to Bangalore , so the views and

responses of customers outside Bangalore cannot be known

• Time constraint was there so the data collected was limited

and so the conclusions made from the interviews cannot be

taken to be same for all the customers

• Data provided by the customers is assumed to true, so it

cannot be fully relied upon.

 Tools and Techniques

The study carried out was an exploratory one . The data

collected was from both from primary and secondary
sources .

Primary data collected through personal interview conducted for

random customers, questionnaire distribution among the
customers , telephonic interview.

Secondary data collected from the information available in the

company, as well as from the internet and books
 Summary of findings
1) The company has customers mainly in the middle age group i.e; 30-50

2) Most respondents invested amounts in the range of Rs.10,000-30,000

3) Main reason for investing in ING Vysya Life Insurance is found to be for the

unique and suitable schemes offered

4) The popularity of the brand is found to be average.

5) Highest rated Insurance company found to be LIC in terms of its brand

image

6) Quality of the service and customer care are rated to be average by most

customers
 Conclusions
It can be concluded that the company has developed a positive brand image

in the Indian markets as well

The company though new in India have established its image by the quality of

services and it has now established itself in various cities in India.

The company has build its image in the market by the years of faithful service

that it provided since the time it entered India, also its brand image is build

by its innovative policies and also by exhibiting ethical behavior and

also advertisement has helped the company in building strong image.

 Suggestions
1) Brand image can be improved by adopting better strategies and techniques

of marketing

2) Policies can be designed based on customer’s needs and demand

3) Improvement in the quality of service and customer care and advertisement

4) The company can conduct programs in the cities it has newly entered , so as

to spread awareness among the people and develop its image

5) the company can do a market survey in order to determine the needs of

different age groups , that will help in targeting the appropriate scheme to

the right age group .