A Study on Policyholders’ Preference Towards Life Insurance Policies Offered at Kotak Mahindra Life Insurance Company

The project is undertaken at Kotak Mahindra life insurance company under the title “A Study On Policyholders’ Preference Towards life insurance at Kotak Life Insurance Company”. The study aims to analyze the preferences, perceptions and satisfaction levels of policyholders towards various life insurance plans offered by Kotak Mahindra. It focuses on identifying the factors that influence customers in selecting particular insurance plans such as brand reputation, premium benefits, claim settlement ratio and agent guidance. The data for the study were collected through structured questionnaires and analyzed using statistical tools such as percentage analysis, chi-square test, and correlation method. The study provides valuable insights into customer behaviour, satisfaction, and trust towards Kotak Mahindra Life Insurance. It also helps in understanding the role of agents, digital platforms and product features in influencing customer decisions. The finding of the study assist the company in improving service quality, strengthening brand loyalty and designing customer-centric insurance products that contribute to financial security and economic growth