Customers’ Perception towards the Products of Birla Sun Life Insurance Company: A Study on Jorhat District of Assam

Periodic Research (P: ISSN No. 2231-0045 RNI No. UPBIL/2012/55438 VOL.-IV, ISSUE-II, November-2015 E: ISSN No. 2349-9435)


Abstract

 Sarat Borah 

Head & Associate Professor, Deptt. of Business Management, CKB Commerce College, Jorhat, Assam

Pranjal Bezborah

 Professor, Deptt. of Commerce, Dibrugarh University, Dibrugarh, Assam

Perception is dynamic and it is affected by various factors. Perception of customers has also changed about the service quality, various products, offering etc. Service industry particularly private insurance companies want to know the perception of their customers so that they can fulfil the demand of the customers. The objective of this paper is to study customers‟ perception, preference and level of satisfaction towards the products and services of Birla Sun Life Insurance Company Limited. Convenience sampling technique is used to select the respondents for the primary data collection and sample of 50 customers have been selected for the study. The findings of the study are that most of the respondent‟s perception is positive towards the Birla Sun Life insurance company.

for full paper please visit below link :

http://www.socialresearchfoundation.com/upoadreserchpapers/2/80/1601191047481st%20english.pdf

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