marketing reaserch on consumer satisfaction of bajaj allianz life insurance company
TRANSCRIPT
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Submitted BY
AJIT KUMAR NAIK Regd. No. : 508/09
Roll No. : 10MBA 00
DDCE, SAMBALPUR UNIVERSITY
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GUIDE CERTIFICATE
This is to certify that project report entitled Marketing Reaserch On Consumer
Satisfaction Of Ba a A!!ian" #ife Insurance Com$an%& is a bonafide work
done by A it 'umar (aik with Enroll No ) *+,-+. under my guidance and
supervision. This report is submitted to DDCE/ Sam0a!$ur Uni1ersit% in partial
fulfillment of the award of degree of Master Of Business A2ministration .
Samir Mishra
Facu!t% Gui2e
(ICE/ TA#C3ER
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AC'(O4#EDGEME(T
I take pleasure in presenting my Project Report which has laid emphasis on
Marketing Reaserch On Consumer Satisfaction Of Ba a A!!ian" #ife
Insurance Com$an%&5
!y sincere thanks and gratitude to our respected "ead of the #epartment for
giving me this opportunity to do this project.
!y special thanks to our respected placement officer for helping me.
$ery special thanks to Marketing Manager Ba a A!!ian" #ife Insurance
Com$an% #t2 my project guide for his help and guidance rendered in
completing this project without which this project would not have been possible.
I thank to my faculty guide who always encouraged me for this project.
%ast but not least I would like to thank my parents for their continuous support.
A it 'umar (aik
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DEC#ARATIO(
I here by declare that this project report entitled Marketing Reaserch On
Consumer Satisfaction Of Ba a A!!ian" #ife Insurance Com$an%& has been
prepared by me for the fulfillment of the re&uirement for the award of #egree of
Master of Business A2ministration un2er DDCE/ Sam0a!$ur Uni1ersit%5
I also declare that this project is a result of my own effort and that it has not
been submitted to any other university for the award of any #egree or #iploma.
A it 'umar (aik
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TO WHOM SO EVER IT MAY CONCERNTO WHOM SO EVER IT MAY CONCERN
This is to certify that the project titled Marketing Reaserch On
Consumer Satisfaction Of Ba a A!!ian" #ife Insurance
Com$an%& is an original piece of worked done by A it
'umar (aik and is submitted in the partial fulfillment of
!aster 'f (usiness )dministration. This Project project has
been carried out under my guidance and supervision.
I am pleased to record here that his performance during the project was
e*tremely satisfactory.
I wish his all +uccess in future endeavors.
Marketing Manager
Ba a A!!ian" #ife InsuranceCom$an% #t25
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CHAPTER-1
Introduction
Meaning
Stages
Objective
Importance
CHAPTER-
Compan! Pro"#e
Products
CHAPTER-$
Objective o% t&e Stud!
Met&odo#og!
'imitation
CHAPTER-(
)ata Ana#!sis
CHAPTER-*
+uestionnaire
CHAPTER-,
Conc#usion
ib#iograp&!
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Introduction Meaning Stages Objective Importance
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MARK!TIN" R!S!AR#$
Introduction
T&e principa# tas. o% mar.eting management is to %u#"## t&e aspirations
o% t&e consumers/ It is t&us imperative to understand 0&at t&e
consumers 0ant &o0 t&e! ma.e t&e various c&oice decisions or 0&at
are t&eir sources o% in%ormation and in2uence process etc/ as suc&3
mar.eting researc& is t&e %unction 0&ic& provides t&e necessar! in
%ormations about t&e consumer to t&e mar.eter/ In t&e process an
organi4ation can identi%! ne0 opportunities in t&e mar.et eva#uateand monitor mar.eting actions and in genera#3 evo#ve better
mar.eting programme to serve t&e interests o% t&e consumer/ T&us
mar.eting researc& acts t&e #in. bet0een t&e consumer and t&e
mar.eter/
Marketing researc Meaning
Mar.eting researc& in de"ned as t&e objective and %orma# process o%
co##ecting in%ormation ana#!ses t&e resu#ts and communicates t&e
"ndings and t&eir imp#ications in terms o% mar.eting actions/
Mar.eting researc& is a s!stematic co##ection and ana#!sis o%
in%ormation t&at u#timate#! used in evo#ving some mar.eting
decisions/
Mar.eting researc& s&ou#d be conducted %or speci"c issues/ Second#!/
It must ensure objectivit! in ever! step/ 5ina##!3 stud! "ndings must
&e#p t&e manager in t&e decision ma.ing/ Mar.eting researc& is t&e
%unction t&at #in.s t&e consumer 0it& t&e organi4ation t&roug&
in%ormation/ It invo#ves s!stematic and objective searc& %or and
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ana#!sis o% in%ormation t&at can be used %or evo#ving some mar.eting
decisions/
Stages in t e Marketing researc !rocess
Mar.eting researc& e6ercise ma! ta.e man! %orms but s!stematic
in7uir! is %eature common to a## suc& %orms/ eing a s!stematic
in7uir! it re7uires care%u# p#anning o% t&e order#! investigation process/
T&oug& it is an oversimp#i"cation to assume t&at a## researc&
processes 0ou#d necessari#! %o##o0 a given se7uence3 mar.eting
researc& o%ten %o##o0s a genera#i4ed pattern 0&ic& can be bro.endo0n and studied as se7uentia# stages/
Stages8
1) )e"ning t&e Prob#em
2) Statement o% researc& objectives
3) P#anning a researc& design/
4) P#anning a samp#e
5) Co##ecting t&e data
6) Ana#!4ing t&e )ata
7) 5ormu#ating Conc#usion
8) Preparing 9 Presenting t&e Report/
De"ning t e Pro#$e%&
C#ear prob#em de"nition is i% crucia# importance in mar.eting researc&
as in terms o% bot& time and mone! researc& is a cost#! process/
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0&o#e popu#ation/ T&e "rst samp#ing 7uestion t&at needs to be as.ed
is 0&o is to be samp#ed3 0&ic& %o##o0 %rom 0&o is t&e target
popu#ation/ )e"ning t&e popu#ation ma! not be as simp#e as it seems/
5or e6amp#e3 i% !ou are interested in "nding t&e association bet0eensavings and #oans/ =ou ma! surve! t&e peop#e 0&o a#read! &ave
accounts and t&e se#ected samp#e 0i## not represent potentia#
customers/
)ata Co##ection8
T&e data co##ection process %o##o0s t&e %ormu#ation o% researc& design
inc#uding t&e samp#ing p#an/ )ata 0&ic& can be secondar! on primar!
can be co##ected using variet! o% too#s/ T&ese too#s are c#assi"ed intot0o broad categories3 t&e observation met&ods and t&e
communication met&ods3 a## o% 0&ic& &ave t&eir in&erent advantages
and disadvantages/
Data Processing and Ana$+sis&
Once t&e data &as boon co##ected it &as to be converted to a %ormat
t&at 0i## suggest ans0ers to t&e prob#em identi"ed in t&e "rst step/
)ata processing begins 0it& t&e editing o% data and coding/ Editing
invo#ves inspecting t&e data co##ection %orms %or commission3 #egibi#it!
and consistenc! in c#assi"cation/
T&e ru#es %or categori4ing3 recording and trans%erring t&e data to data
storage media are ca##ed codes/ T&is coding process %aci#ities t&e
annua# or computer tabu#ation/ I% computer ana#!sis is being used/ T&e
data can be .e!-punc&ed and veri"ed/
Ana#!sis represents t&e app#ication o% #ogic to t&e understanding o%
data co##ected about t&e subject/ In its simp#est %orms3 ana#!sis ma!
invo#ve determination o% consistent patterns and summari4ing o%
appropriate detai#s/
or%u$ating Conc$usion, !re!aring - Presenting t e Re!ort
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T&e "na# stage in t&e researc& process is t&at o% interpreting t&e
in%ormation and dra0ing conc#usion %or use in manageria# decisions/
T&e researc& report s&ou#d e:ective#! communicate t&e researc&
"ndings and need not necessari#! inc#ude comp#icated statementabout t&e tec&nica# aspect o% t&e stud! and researc& met&ods/
SC(PE ( MAR.ETIN/ RESEARC0 UNCTI(N
Mar.eting researc& is carried out to assess t&e impact o% past
mar.eting actions/ Some researc& is done to understand t&e
competitive3 tec&no#ogica#3 socia#3 economic3 cu#tura#3 po#itica#3 or #ega#environments o% t&e mar.et/
Anot&er 0a! o% #oo.ing at t&e %unction o% mar.eting researc& is to #oo.
at t&e particu#ar decision area 0&ere researc& resu#ts are used/
I< Sa#es Ana#!sis
Muc& researc& is done in t&e %o##o0ing areas 0&ic& are broad#!
re%erred as sa#es ana#!sis/
Measurement o% mar.et potentia#>demand projection
)etermination o% mar.et c&aracteristics
Mar.et s&are estimation
Studies o% business trends/
II< In %act3 some o% t&e more detai#ed studies to be carried out undert&eboard ambit o% sa#es ana#!sis cou#d be as %o##o0s/
T&e t!pes o% consumers t&at constitute t&e potentia# mar.et/
T&e si4e and #ocation o% t&e mar.et/
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T&e gro0t& and concentration o% t&e mar.et over certain
period o% time/
T&e major strategies o% #eading competitors 0it& respect to
price3 o:erings distribution etc/
T&e purc&ase &abits o% .e! mar.et segments/
?&at is t&e pattern o% pre-purc&ase de#iberations made b! t&e
consumers@
?&o are invo#ved in t&e decision ma.ing@
?&at are t&e ro#e o% di:erent members in t&e decision
ma.ing@
Ho0 does t&e product "t into t&e consumer s #i%e st!#es@
;Operation i% it is an industria# product