A study on customers opinion towards brand positioning and competitiveness of ICICI lombard general insurance in comparison with other brands

Abstract

This paper titled as “A study on customers’ opinion towards brand positioning and competitiveness of ICICI Lombard General Insurance Company in comparison with other brands” concentrates on identifying its position, competitiveness, qualities and shortcomings of the organization’s insurance schemes, customer’s perception, his/her awareness etc. The sample size for this research is 242. The sort of research utilized in this study is distinct. Primary information has been obtained from the customers of different insurance companies by the method of organized undisguised poll. Further, the secondary information has been gotten from the official sites of ICICI Lombard General Insurance and different organizations so as to make a comparative study. Certain statistical tools have been utilized for getting the correct inference. The findings presented on this paper have been obtained based on the research conducted (i.e.descriptive manner). From that, it has been identified that there is an increased need of having a general insurance cover, an advanced reputation relished by ICICI Lombard general insurance agency and the importance to have a vehicle and medical coverage by the vast majority of respondents. Plus, there are a few proposals to allow changes in the insurance premium, to carry forward the timeliness in the settlement of claim, and to propose extra plans & give more recognition in regards to the insurance products. From the study, we conclude that the ICICI Lombard General Insurance Company being far better when compared to its industrial rivals and with it has high developing prospects in the upcoming years.