A MAJOR PROJECT ON

CONSUMER PERCEPTION TOWARDS

SAHARA INDIA CO-OPERATIVE SOCIETY

SUBMITTED TO
BHAI PARMANAND INSTITUTE OF BUSINESS STUDIES
GOVERNMENT OF NCT OF DELHI, DELHI-110092

[AFFILIATED TO GURU GOBIND SINGH INDRAPRASTHA

UNIVERSITY, DELHI]

IN PARTIAL FULFILLMENT OF
BACHELORS OF BUSINESS ADMINISTRATION [BBA]-[2013-2016]

Guided by:
Submitted by:
Mrs. Harvinder Kaur
PAWAN
(HOD, BBA Dept)
01411401711

BHAI PARMANAND INSTITUTE OF BUSINESS STUDIES

AFFILIATED TO GURU GOBIND SINGH, INDRAPRASTHA UNIVERSITY
GOVERNMENT OF NCT OF DELHI, DELHI-110092
DELHI

ACKNOWLEDGEMENT
I am thankful to my Project Guide MRS.HARVINDER KAUR of my institute,
for their continued guidance and invaluable support. Working on my project
was a constant learning experience with all sweat and tear which was its
due but not without being richly stimulating experience of lifetime.

I express my sincere gratitude to my Project Guide for their able guidance,

continuous support and cooperation throughout my project, without which
the present work would have not been possible.
The successful progression of this project also give me the opportunity to
acknowledge and appreciate my library staff that provided me much needed
stimulating suggestions and encouragement in order to steer this project
towards completion.
PAWAN SAKLANI
01411401713
BBA, 6th
SEMESTER

TABLE OF CONTENT
SLIDE NUMBER

TITLE

1.

COVER SLIDE

2.

ACKNOWLEDGMENT

4.

OBJECTIVE OF THE STUDY

5.

RESEARCH METHODOLOGY

12.

LITERATURE REVIEW

13.

INDUSTRY PROFILE

21.

COMPANY PROFILE

23.

DATA ANALYSIS

41.

FINDINGS

42.

SUGGESTION &
RECOMMENDATIONS

43.

LIMITATION

44.

CONCLUSION

45.

BIBLIOGRAPHY

OBJECTIVES

Primary objective
To study the consumer perception towards Sahara India cooperative society.
To examine the factors affecting towards life insurance
policy.
Secondary objective
Impact of promotion and advertisement on consumers of
Sahara
To examine the different category of the life insurance
policy that attracts the consumer.
Impact of price on the consumer of Sahara.

RESEARCH METHODOLOGY
O Research is an art of scientific investigation.

The Advanced Learners Dictionary of

Current English has given the meaning of
research as a careful investigation or
inquiry especially through search for new
facts in any branch of knowledge.
O This research study is ofCONSUMER
PERCEPTION TOWARDS SAHARA INDIA
CO-OPERATIVE SOCIETY in Delhi. It
utilizes both primary and secondary data.

RESEARCH DESIGN

Acase study(orcase report) is a descriptive,

exploratory or explanatory analysis of a person, group
or event. An explanatory case study is used to explore
causation in order to find underlying principles.
Aresearch designis a systematic plan to study a
scientific problem.
Exploratory research is usually conducted when the
researcher does not know much about the problems
and needs additional information or more recent
information.
The research is primarily exploratory research in
nature. The sources of information are both primary
& secondary.

 Collection of feedbacks/questionnaire from

customers.
Survey on the topic.
To study the nature of the customers

RESEARCH PROBLEMS


SAMPLING TECHNIQUES
Non-probability sampling is a sampling technique

where the samples are gathered in a process that

does not give all the individuals in the population
equal chances of being selected.
Non probability sampling (In which each element in
the population does not have an equal chance of
getting selected.) Under this we used the QUOTA
sampling as we did our survey in the college
because this way we finished our research on time.
Sampling is done through questionnaire and
online help.

SAMPLE UNITS
College Students
Family and Neighbour
SAMPLE SIZE
268 responds were taken as sample.
METHODS
Direct interview with Questionnaire.

DATA COLLECTION SOURCES

A-

PRIMARY DATA Such data is first hand and original in

nature
For my research I had use questionnaire

B- SECONDARY DATA-

It is basically second hand data.

Online information through
internet.

DATA COLLECTION TOOLS

Questionnaires
Internet
Feedbacks

Literature Review: CONSUMER

PERCEPTIONsatisfying the needs and desires of

the consumer
Consumer perception as a process is
defined as an evaluation between what
was received and what was expected

INDUSTRY PROFILE
The Sahara Pariwars latest foray is in the field of Life
Insurance. The Pariwars life insurance company
Sahara India Life Insurance Company Ltd. has been
granted license by the insurance regulator the IRDA
on 6th February 2004. With this approval Sahara
India Life Insurance Company Ltd. becomes the first
wholly and purely Indian company, without any foreign
collaboration to enter the Indian Life insurance market.
The launch is with an initial paid up capital of 157
crores. The Chairman of the company is Shri
Subrata Roy Sahara who is also the Chairman of
Sahara Pariwar

Organizational Structure of Sahara India

Life Insurance Corporation Ltd.

Market share and position- A competitive

analysis was done following is the list of some
leading competitors of Sahara India life
insurance.
Leading competitors of Sahara India life
insurance Corporation limitedLife Insurance Corporation Limited
Exide Life Insurance
HDFC Standard Life Insurance
Bharti AXA Life Insurance

 Birla

Sun Life Insurance

Bajaj Allianz life insurance
Aviva life insurance
ICICI prudential life insurance

Position

Market share of Life insurance company

Life insurance corporation limited

Market Share
(%)
79.65

Birla sun life insurance

1.05

Bharti AXA life insurance

0.89

Aviva life insurance

0.95

Bajaj Allianz life insurance

4.19

HDFC standard life insurance

1.81

Exide life insurance

2.77

ICICI prudential life insurance

5.73

Sahara Life Insurance Company ltd.

0.03

*Company Mission
*To make life easier
*To create value and make a difference
*To adopt sustainable practice for a better world
*To help people mitigate risks of life, accident, health,

and money at all stages and under all circumstances

*To be transparent in the way we deal with our
customers and to act with integrity.
*To invest in and build quality human capital in order to
achieve our mission.

Company Vision
Effectively balance current needs and future

opportunities
Consistently outperform competitors in revenue
growth, profitability and total return
To be a leader and role model in a broad based and
integrated financial services business.
To be the leading provider of wealth management,
protection and retirement solutions that meets the
needs of our customers and adds value to their lives.
To be the most admired life Insurance company by
securing the financial future of our customers.

Product Range of Sahara India Life

Insurance Company
Unit

Linked Plan-This unit linked plan is a

unique single premium ULIP that provides you
to protect gains made through your funds
invested in the equity markets from its volatility
and risk coverage.
Pension Plans- Insurer will give pension after
retirement.
Money Back Plans- It provides you a lumsum
amount after a specified period of time.
Group Insurance Plans-This product provides
the term insurance cover as well the opportunity
to avail the benefit of market appreciation on the
savings portion of premium.

SWOT ANALYSIS OF SAHARA INDIA LIFE

INSURANCE COMPANY
WEAKNESS

STRENGTHS

1. Network of 25000 advisors 1. Lack of innovation plans as they

are

across India

comparatively

new

in

the

insurance

2. Brand Sahara is one of the

most stable names in India
3.

State

of

Art

Actuarial

2.

Lack

of

infrastructure

compared to bigger insurance players

IT 3. Lack of advertising causing low

Infrastructure

brand visibility

4. Skilled Workforce

4. High loan rates are possible

5. Experienced business units

as

5.Competitive market
6. Small business units

6. Barriers of market entry

7.

Monetary

provided

7.

Investments

assistance development.

in

research

&

OPPORTUNITY

THREAT

1. New products and services 1.

2. Growing economy
3.

Growth

rate

Fluctuating

economy

scenarios
and 2. Entry of new NBFCs in the

Profitability

sector

4. New markets

competition

5. Global markets

3. Financial capacity

6.

Income

level

is

at

a 4.Unexpected problems

constant level increase

7. High earning urban youth
looking
options.

for

increasing

investment

COMPANY PROFILE
Sahara India Pariwar is a major entity on the corporate scene having
diversified business interests that include Finance, Infrastructure
& Housing, Media & Entertainment, Consumer Merchandise
Retail Venture, Manufacturing and Information Technology.
The company has an estimatedmarket capitalizationofUS$25.94
billion as of March 2011.
The group is a major promoter of sports in India and wasthe main
sponsor of theIndia national cricket team.
The company owns a 42.5% stake in Formula One'sForce India
Formula 1 teamand also sponsorsIndia national field hockey
team in more recent times

* Geographical Location of Sahara India Pariwar

DATA ANALYSIS & INTERPRETATION

1- In which company you have invested?
Sahara( )
Post office Saving( )
LIC of India ( )

In which company you

have invested?

PERCENTAGE

LIC of India

122

53%

Post office Saving

76

33%

Sahara

32

14%

Grand Total

230

100%

In which company you have invested?

LIC of India

Post office Saving

Sahara

14%

33%

53%

Interpretation:- About 14% of people have

invested in Sahara company, 33% are interested
in post office saving, 53% interested in LIC of
India.

2-.WHAT % OF YOUR SAVINGS WOULD YOU LIKE

TO INVEST IN SAHARA INDIA CO. ANNUALLY?

Nothing ( )
Up to 20% ( )
21 % -30% ( )
31%- above ( )

What % of your savings would

you like to invest in Sahara
India Co. Annually?

PERCENTAGE

21 % -30%

94

35%

31%- above

14

5%

Nothing

82

31%

Up to 20%

77

29%

Grand Total

267

100%

What % of your savings would you like to invest in Sahara India Co. Annually?
21 % -30%

31%- above

29%

Up to 20%

35%

31%

Nothing

5%

Interpretation:- 31% of surveyed people do

not like to invest in Sahara company at all, 35%
of people would like to invest 21%-30%,5% of
people like to invest above 31%- above,and29%
of people like to invest upto 20%.

3-WHICH POLICY HAVE YOU

TAKEN FROM SAHARA INDIA CO.?

Pension plan ( )

Children plan ( )

Protection plan ( )

Investment plan ( )

Unit Link ( )

Which policy have you taken

from Sahara India Co.?

PERCENTAGE

Children plan

58

22%

Investment plan

65

24%

Pension plan

44

16%

Protection plan

86

32%

Unit Link

14

5%

Grand Total

267

100%

Which policy have you taken from Sahara India Co.?

Children plan

Investment plan

Pension plan

5%

Protection plan

Unit Link

22%

32%
24%
16%

Interpretation:- About 16% of the respondents

have taken pension plans, 22% invested in
children plan, 32% invested in protection plan,
24% invested in investment plan, 5% in unit link.

4-SPECIFY THE REASON FOR

INVESTING IN SAHARA INDIA CO.?

Service ( )
Saving ( )
Tax benefit ( )
Return on investment ( )

Specify the reason for investing

in Sahara India Co.?

PERCENTAGE

Return on investment

60

23%

Saving

82

31%

Service

59

22%

Tax benefit

63

24%

Grand Total

264

100%

Specify the reason for investing in Sahara India Co.?

Return on investment

24%

22%

Saving

Service

Tax benefit

23%

31%

Interpretation:- About 22% of the surveyed respondents say that

the reason for their investment in Sahara is for the purpose of
services, 31% say for the savings, 24% of them say that they have
invested for tax benefits, 23% have invested for return on investment,

5-. HOW DID YOU COME TO KNOW ABOUT

SAHARA INDIA CO. ?

Periodicals ( )
Family & Friends ( )
Financial Consultant ( )
Advertisement ( )

How did you come to know

about Sahara India Co. ?

PERCENTAGE

Advertisement

74

28%

Family & Friends

81

30%

Financial Consultant

89

33%

Periodicals

23

9%

Grand Total

267

100%

How did you come to know about Sahara India Co. ?

Advertisement

Family & Friends

Financial Consultant

Periodicals

9%
28%
33%

30%

Interpretation:- 9% of the surveyed respondents have

came to know about sahara Co. from periodicals, 30%
came to know from family & friends, 33% from financial
consultants & 28% from advertisement.

6-WHO INFLUENCES YOU, WHILE MAKING

PURCHASE DECISION (COMPANY / POLICY
DECISION)?

Friends & Colleague ( )

Family & Relatives ( )
Financial Consultants ( )
Advertisements ( )

Who influences you, while

making purchase decision
(Company / policy
decision)?

PERCENTAGE

Advertisements

76

29%

Family & Relatives

76

29%

Financial Consultants

52

20%

Friends & Colleague

59

22%

Grand Total

263

100%

Who influences you, while making purchase decision (Company / policy decision)?
Advertisements Family & Relatives Financial Consultants Friends & Colleague

22%

29%

20%
29%

Interpretation:- 51% of the surveyed respondents sat that

they have been influenced by their friends & colleagues,
10% are influences by family & relatives, 29% from
financial consultants & 15% from advertisement.

7-WOULD YOU LIKE TO RECOMMEND

SAHARA INDIA CO TO OTHERS?

a) Yes ( )

b) No ( )

Count Would you like to

recommend Sahara India Co
to others?

PERCENTAGE

No

199

75%

Yes

68

25%

Grand Total

267

100%

Count Would you like to recommend Sahara India Co to others?

No

Yes

25%

75%

Interpretation:- 25% of the surveyed respondents

would like to recommend Sahara company to others, &
rest 75% would not tell others about this company.

8-IT IS EASY TO INVEST IN

SAHARA INDIA CO ?

Strongly agree ( )
Agree ( )
Neither agree nor disagree ( )
Disagree ( )
Strongly disagree ( )
It is easy to invest in Sahara
India Co ?

PERCENTAGE

Agree

47

18%

Disagree

139

52%

Neither agree nor disagree

45

17%

Strongly agree

20

7%

Strongly disagree

16

6%

Grand Total

267

100%

It is easy to invest in Sahara India Co ?

Agree

Disagree

Strongly agree

Strongly disagree

7%

Neither agree nor disagree

6%

18%

17%

52%

Interpretation:- 7% strongly agree that it is easy to invest

in Sahara Company, 18% are just agreed to it, 17% are
neutral to this answer, 52% disagree to this & 6% of the
respondents strongly disagree that it not easy to invest in
sahara co.

9. SAHARA INDIA CO MAINTAINS GOOD RELATION

WITH CUSTOMER (AFTER SALES SERVICE).

Strongly agree ( )
Agree ( )
Neither agree nor disagree ( )
Disagree ( )
Strongly disagree ( )

Agree
Disagree

Sahara India Co maintains

good relation with Customer
(after sales service).
65
111

PERCENTAGE
24%
42%

Neither agree nor disagree

Strongly agree
Strongly disagree

34
46
11

13%
17%
4%

Grand Total

267

100%

Sahara India Co maintains good relation with Customer (after sales service).
Agree

Disagree

Neither agree nor disagree

Strongly agree

Strongly disagree

4%

24%

17%

13%

42%

Interpretation:- 17% of respondents say that they are strongly agree

that Sahara co. maintains good relationship with customers, 24% are
just agree to this, 13% are neutral to this answer, 42% of the
respondents are disagree that sahara co. doesnt maintain good
relationship with customers, & 4% are strongly disagree to this answer.

FINDINGS

Sahara India Financial Corporation Ltd. gives sound attention

in solving each and every query of investor.
I also found that they use different strategy to attract and
motivate the customers.
I found they have very good plans and policies to motivate
the customer.
Sahara India has very good sales force, which handles the
customer easily.
Operation Department gives equal importance to each
customer whether client is big or small investor.
The employee of Sahara India very punctual and dedicated
toward their work. They are customer oriented and believe
in providing customer satisfaction to their investment.
They know if they provided proper customer care service to
the investor it will help in maintain long term relationship
which will help in increasing the sale and growth of the
company.

SUGGESTION

The company should make new plans for the

customers so that it could facilitate & attract
new customers.
The company should try to diversify into more
areas to capture a large amount of population.
The company should try to maintain good
relation with the customers. These above
stated reasons are there in which the Sahara
India Life Insurance Corporation Ltd. is lacking
behind & through my personal thoughts it is
doing very well in all other areas and I have
learnt a lot from this project.

LIMITATIONS OF THE STUDY

Lack in the quality of plans as per the

comparison what other insurance companies
are offering.
The loan rates are increasing with the
competitive environment and high investment
in research & Development.
Lack of innovative plans as they are
comparatively new in the insurance industry.
Lack of infrastructure as compared to bigger
insurance players.
Lack of advertising causing low brand visibility.

CONCLUSION

After my study & making of the project on

sales of financial products of Sahara India life
insurance corporation limited. I have
realized that the company Sahara India
Pariwar is lacking behind in some of the key
areas with no doubt that it has done very
good in some of the business in the past 10
years.

BIBLIOGRAPHY
Books
Kothari, C.R Research Methodology, new International (P) Ltd,
new Delhi
Kotler, Koshi Jha (2009), Marketing Management, 13 Edition
Pearson education
Kotler Armstrong, Agnihotri & Haque (2010)- Principles of
Marketing, a south Asian perspective, 13 th edition, Pearson
Education.
Magazines
Sahara Time E-magazine
Aalami Sahara Magazine
Web Links
https://en.wikipedia.org/wiki/Sahara_India_Pariwar
https
://www.google.co.in/#q=competitors+of+sahara+india+pariwar