A Study on Customer Perception Regarding Marketing Strategies Adopted by HDFC Life Insurance

Life insurance is one of the most difficult products to sell. Though one might debate its long-term benefits, in today's materialistic society, customers are becoming increasingly careful about their investments and the returns they receive. Customers were made aware of several features of a life insurance product and their individual opinions regarding the policy in this study. The different features of a life insurance plan might be explained in terms of their relevance to policyholders. The study aims to understand the view point of customers regarding marketing strategies so as to know its effectiveness for devising the appropriate one in days to come. Keywords: Marketing Strategies, Insurance, Customer人寿保险是最难推广的产品品类之一。尽管人们可能会就其长期保障效益展开讨论，但在当下物质主义盛行的社会中，消费者对自身投资及所获收益愈发审慎。本研究向消费者介绍了某款人寿保险产品的多项特征，并收集了他们针对该保单的个人看法。人寿保险计划的各项特征，可结合其与保单持有人的关联性进行阐释。本研究旨在了解消费者对市场营销策略的看法，以此明晰现有策略的有效性，以便未来制定适配的营销方案。关键词：市场营销策略、保险、消费者