OBJECTIVE OF THE STUDY1) To determine customer buying behavior with focus on market segmentation for ICICI PRUDENTIAL LIFE INSURANCE.2) The study deals mainly with studying the buying pattern in the insurance industry with a special focus on ICICI PRUDENTIAL LIFE INSURANCE.3) The various segments of the market divided in terms of insurance of insurance needs age groups, satisfaction levels etc. are also studied.4) To find out the whether people were really aware of life insurance.