In today’s market there are many no of insurance companies, which are not up to, the expectations in terms of sales. At present every insurance company will focus on increasing the sales, but no one will concentrate on customer satisfaction. There are few companies, which are leading the market with their brand image. ICICI is one of the leading insurance companies in private sector with brand image of ICICI. The customer develops a set of brand belief about where each brand stands on each attributes or factors. A set of belief about a brand makes up the brand image. The customer brand image will vary with further experience has filtered by the effects of selective perception, selective distortion and selective retention. [From various products of ICICI i.e. Banking, Loans, Mutual funds, General and Life insurance, web trade, the consumer can make up the brand image of ICICI based on the services provided by the above said sections.Actually this project deals with the measuring of Brand image of ICICI prudential Life Insurance in the terms of customers‘ satisfaction. The methodology adopted to achieve the above task is as follows.
The respondents are divided as the present customers, lost customers and the non-customers of ICICI prudential life insurance company. The study includes the measure of satisfaction levels of the customers. It also aim at the estimation of going back of lost customers. The research of the non-customers of ICICI Prudential was aimed at measuring the inclination of them towards ICICI.
The basic objective of this study is study to estimate the measuring brand image of ICICI prudential life insurance. The estimation of brand image includes the existing customers , the non-users of the ICICI prudential life insurance. The survey of the present customers of ICICI prudential life insurance is carried out to estimate the levels of their satisfaction with regard to the service of the ICICI prudential life insurance .ad also to analyze the shortcoming in the service of the ICICI prudential life insurance, because the satisfactory levels of the customers using ICICI prudential life insurance will reflect whether they continue to use or not. The survey of the people, who never used the service of ICICI Prudential life insurance helps us to unhide the reasons for not using it. Hence measuring brand image of ICICI prudential life insurance, is basically measured from two different points , retaining present customers ,attracting Lost customers by assuring quality services and attracting new customers this service and in expanding its market.