ad effectiveness and performance - life insurance dec 2007
TRANSCRIPT
Ad Momentux
Table of Content Introduction .................................................................................1 Methodology .................................................................................2 Ads Tested ...................................................................................6 Detailed Findings Ads Overall Performance ................................................................ 10 Ad Performance on the 3 Key Sub Measures.......................................... 12 Perceptual Map – Ad Effectiveness..................................................... 15 Most Recalled Ads ........................................................................ 16 Sources of Top of Mind Recall .......................................................... 18 Correct Brand Identification (with ad) ................................................ 19 Correct Slogan Identification (with ad) ............................................... 20 Ad Seen or Heard Before ................................................................ 21 Ad Performance on 11 Individual Parameters........................................ 22 Demographic Profile of Respondents .................................................. 33 Socio Economic Profile................................................................... 41 Economic Profile.......................................................................... 44 Current Usage of Brand (All Respondents)............................................ 47 Appendix Tables .......................................................................... 48 Segment Wise Tables .................................................................... 61
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Introduction The advertiser and the ad agency are often in sync on the objectives of an ad, but they are rarely seen to agree on its achievements. The disagreement is often about how to really measure the success of any ad. While the advertiser invariably tends to evaluate the ad from the ‘sales’ and ‘what did it do for the brand’ angle, the ad agency often latch on to the ‘recall’ and ‘popularity’ of the ad itself. Therefore, any comprehensive and widely acceptable measurement of ‘effectiveness’ of an ad would undoubtedly need to take both the angles into account. In isolation neither will make an appropriate measure of effectiveness of an ad. So what really makes an ad effective? And how does one define and measure the ‘effectiveness’ of an ad? We at JuxtConsult have managed to put together a fairly comprehensive framework for defining an ‘effective’ ad and after spending two exhaustive years in market research have also been able to put together a highly practical framework to measure it as well. Equipped with a practically workable model, we decided to measure the effectiveness of an ad at two distinct levels:
At the overall ‘ad clutter’ level, among all the ads that a consumer is bombarded day-in and day-out. Because this is how the consumers receive and react to ads in real life.
At the category ‘ad clutter’ level, among the ads that compete
directly for consumer share in specific product/service categories. The first level effectiveness of an ad (across all kind of ads) has been captured and reported in a monitor called Ad Box OfficeTM that tracks and ranks the ads on their total ‘Ad Connect Quotient’. It represents the combined effect of the creative appeal, message connect and brand building impact of the ad. It tells you if your ad is ‘standing out’ in the daily ad clutter and ‘connecting’ with the consumers. The second level effectiveness of an ad (among competitive ads in the category) has been captured and reported in a separate monitor called Ad MomentuxTM that tracks category’s current and intended user ratings of individual ads through ‘live ad’ tests. These ratings are used in calculating the ‘Ad Momentum’ of the ad, a measure that represents the ‘audience mass’ the ad is generating is favor of the brand in the category. It tells you if your ad is generating sufficient ‘consumer mass’ in the category for the brand to compete well.
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Methodology The JuxtConsult ad effectiveness measurement model
The premise of the JuxtConsult ad effectiveness measuring model is a reasonably simple one - successful advertising is defined by its effectiveness in ‘connecting’ with the intended consumers and creating a ‘preference’ for the brand. And the real creativity of an ad is in doing so is and ‘outstanding’ and ‘relevant’ way. Accordingly, any comprehensive measure of the effectiveness of an ad must take into account its: Noticeability and memorability (recall)
Appeal and likeability
Relevance and persuasiveness
Brand differentiation and brand preference building
The JuxtConsult Ad Effectiveness Measurement Model
Was the ad noticed?
Was the ad understood?
Did the ad appeal?
Was the message relevant?
Did it help build brand preference?
The Measures
Ad Recall
Message comprehension
Message believability
Originality/Distinctiveness
Likeability
Audience Identification
Message relevance
Brand Differentiation
Brand Inclination
Brand Empathy
Impact on Brand Image
Brand Consideration
The Ad – Consumer Interaction Points
The Ad Effectiveness Criteria
Noticeability
Relatability
Connectivity
Relevance
Brand preference
©
© Copyright JuxtConsult
The JuxtConsult Ad Effectiveness Measurement Model
Was the ad noticed?
Was the ad understood?
Did the ad appeal?
Was the message relevant?
Did it help build brand preference?
The Measures
Ad Recall
Message comprehension
Message believability
Originality/Distinctiveness
Likeability
Audience Identification
Message relevance
Brand Differentiation
Brand Inclination
Brand Empathy
Impact on Brand Image
Brand Consideration
The Ad – Consumer Interaction Points
The Ad Effectiveness Criteria
Noticeability
Relatability
Connectivity
Relevance
Brand preference
©
© Copyright JuxtConsult
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The Derived Measures
Message Connect
Brand Impact
Ad Appeal How much is the ad noticed and appeals
How much is the ad understood, related to and convinces
How much is the ad contributing in creating brand preference
Ad Appeal Index
Ad Persuasion Index
Brand Impact Index
Ad ConnectTM Total impact created by the ad among the consumersAd Connect Quotient
Ad MomentuxTM Ad Momentum Index Consumer mass generated by the ad for the brand
The first level effectiveness of an ad (across all kind of ads) has been reported in Ad Box OfficeTM that tracks and ranks the ads on their total ‘Ad Connect Quotient’. The Ad Connect Quotient (adCQ) of an ad is
Measuring & Rating Schema
Message Connect Brand Impact
RecallLikeabilityOriginality
Audience Identification
Ad Appeal
Ad noticed and appeals Ad is understood, relatable and convinces Ad creates brand preference
Brand DifferentiationBrand Inclination / Impression
Image ImpactEmpathy Created
Brand Consideration
ComprehensibilityRelevance
Persuasiveness / Believability
Consumer Connect Brand Connect
Ad Connect Quotient
Superhit Me-tooAd Ratings Measuring Overall Ad Impact
Ad-Box-Office Ad Momentux
Ad Mass, Creative Impact, Brand Impact, Ad Momentum
Ad Appeal Index Ad Persuasion Index Brand Impact Index
©
© Copyright JuxtConsult
Measuring & Rating Schema
Message Connect Brand Impact
RecallLikeabilityOriginality
Audience Identification
Ad Appeal
Ad noticed and appeals Ad is understood, relatable and convinces Ad creates brand preference
Brand DifferentiationBrand Inclination / Impression
Image ImpactEmpathy Created
Brand Consideration
ComprehensibilityRelevance
Persuasiveness / Believability
Consumer Connect Brand Connect
Ad Connect Quotient
Superhit Me-tooAd Ratings Measuring Overall Ad Impact
Ad-Box-Office Ad Momentux
Ad Mass, Creative Impact, Brand Impact, Ad Momentum
Ad Appeal Index Ad Persuasion Index Brand Impact Index
©
© Copyright JuxtConsult
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calculated based on the audience votes for the ad on all the 12 distinct parameters that go to define the effectiveness of an ad as per our model. It represents the combined effect of the creative appeal, message connect and brand building impact of the ad. The second level effectiveness of an ad (among competitive ads in the category) is reported in Ad MomentuxTM that tracks category’s current and intended user ratings of individual ads on the 12 parameters through ‘live ad’ tests. These ratings are used in calculating the ‘Ad Momentum’ of the ad, a measure that represents the ‘consumer mass’ the ad is generating is favor of the brand in the category.
Survey methodology
The sampling for the Ad Box Office survey has been kept at a very large 10,000 plus non-panel based urban consumers who are surveyed online. The online surveys are conducted using a leading generic portal (e-mailers) as well as Google Ad Sense (contextual search ads). The online survey is conducted using an e-questionnaire segmented into three sections. A response format of ‘clicking’ a single or multiple options among the various given options is used for most questions. For each of these questions it is also possible for a respondent to answer ‘none’ or ‘any other’. However, all recall based answers are collected ‘unprompted’ and respondents are asked to type in the ad/slogan/name of the brand in a ‘text box’ provided for the purpose. For the category level ratings of ads (Ad Momentux Report), respondents are shown the most recent ad of one of the brand tested on ‘live’ basis (whether TVC, Print Ad, etc.). Ads from a product/service category are shown to only those respondents who were current or intended users (in next 6 months) of that category. To ensure a statistically healthy representation and calculation of the ratings for each brand reported in the Ad Momentux Report, a sample quota of 120 responses per ad (brand) has been fixed. To enlist complete and sincere responses, an incentive of a significant cash prize is announced to be given to one randomly selected respondent at the end of the each monthly survey. The online questionnaire has been pre-tested and also timed to take approximately 15-20 minutes for a respondent to complete depending on the speed of comprehension and answering of the questions. The questionnaire has been structured and designed to reduce the level of ‘respondent fatigue’ to an extent that is practically possible. For Novemer 2007 Ad Momentux Life Insurance survey, over 1,177 unduplicated and clean responses were collected from the online survey campaign in about 3 weeks time. The collected data was then made representative of the urban Indian population by using appropriate 'demographic multipliers’ using highly authentic Govt. of India population statistics. The weights were derived using 5 highly lifecycle, lifestyle and market consumption relevant demographic parameters – gender, age, SEC, town class and region.
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The end result is that the findings possibly represents the ‘voice’ of over 107 million urban Indian current and intended users of life insurance services covering almost all SEC, age, income and town classes. The findings represent and effectively cover life insurance consumers from all relevant SEC groups, all age groups above 12 years, all income groups and all types of town classes (right down to 20,000 population size level towns). Table 1: Life Insurance user population representation of the study’s sample data for October-December 2007 quarter
Demographic Attributes
Ad Momentux Study Respondent
Profile (Sample –1,177)
JuxtConsult India Online 2007
Representation (Sample – 7,089)
Male 68% 83% Gender
Female 33% 17%
Below 13 years Not included NA
13-18 years 6% 8%
19-24 years 25% 30%
25-35 years 39% 40%
36-45 years 21% 14%
46-55 years 8% 6%
Age Distribution
Above 55 years 2% 2%
SEC - A 19% 30%
SEC – B 32% 32%
SEC - C 29% 20%
SEC - D 10% 12%
Socio-economic
Classification
SEC - E 10% 6%
Up to 1 Lakh 25% 10%
1-5 Lakhs 24% 15%
5-30 Lakhs 25% 26%
City Type
(Population Size)
Above 30 Lakhs 25% 49%
North 20% 21%
East 9% 12%
South 30% 41%
Region-wise
Distribution
West 40% 26%
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Ads Overall Performance Table 2: Ad Momentux Index
Brands Relative Index Ad Momentum Share (%)
LIC 100% 48%
ICICI Prudential Life 46% 22%
Bajaj Allianz 19% 9%
Max New York Life 13% 6%
HDFC Standard Life 12% 6%
Aviva Life 9% 4%
SBI Life 4% 2%
Bharti Axa 4% 2%
ING Vysya Life 1% 0.5%
Met Life 0.6% 0.3%
Base: 1,177
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Table 3: Ad Connect Quotient
Brands Relative Index
Bajaj Allianz 100%
Aviva Life 96%
ICICI Prudential Life 95%
HDFC Standard Life 95%
Bharti Axa 81%
ING Vysya Life 74%
Max New York Life 74%
SBI Life 81%
Met Life 74%
LIC Jeevan Tarang 74%
Base: 1,177
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Ad Performance on the 3 Key Sub Measures Table 4: Ad Appeal Index
Brands Ad Appeal* Relative Index
HDFC Standard Life 100%
Aviva Life 100%
Bajaj Allianz 100%
ICICI Prudential Life 87%
Bharti Axa 86%
SBI Life 78%
ING Vysya Life 76%
Max New York Life 86%
LIC Jeevan Tarang 78%
Met Life 76%
Base: 1,177
* Measures the creative appeal of the ad, how much is the ad able to stand apart, get noticed and appeal (Ad Appeal Index = Ad Recall + Likeability + Originality + Audience Identity Connect)
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Table 5: Ad Persuasion Index
Brands Ad Persuasion† Relative Index
Bajaj Allianz 100%
Aviva Life 93%
HDFC Standard Life 92%
Bharti Axa 91%
ICICI Prudential Life 78%
Max New York Life 72%
ING Vysya Life 70%
SBI Life 78%
Met Life 72%
LIC Jeevan Tarang 70%
Base: 1,177
† Measures how much the ad is really understood and made ‘sense’ to the audiences as consumers and not just as viewers (Ad Persuasion Index = Ease of Comprehension + Message Relevance + Message Believability)
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Table 6: Brand Impact Index
Brands Brand Impact‡ Relative Index
Bajaj Allianz 100%
Aviva Life 96%
ICICI Prudential Life 95%
Bharti Axa 94%
HDFC Standard Life 78%
ING Vysya Life 74%
Max New York Life 74%
SBI Life 78%
Met Life 74%
LIC Jeevan Tarang 74%
Base: 1,177
‡ Measures how much the ad not only differentiates the brand in the consumers minds but also how much preference does it generates for the brand in consumer’s hearts and minds (Brand Impact Index = Brand Differentiation + Inclination in favor of the Brand + Empathy Created for the Brand + Impact on Brand’s quality image perception + Stimulation of Brand Consideration)
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Perceptual Map – Ad Effectiveness
.3.2.1-.0-.1-.2-.3
.2
.1
-.2
Attr
ibut
e
Brand
SBI Life
HDFC Standard Life
0.0
-.1 Brand Impact
Ad Appeal
Met Life
LIC Jeevan Tarang
ING VysyaICICI Prudential
Bharti AxaAviva
Message ConnectMax New York LifeBajaj Allianz
.3.2.1-.0-.1-.2-.3
.2
.1
-.2
Attr
ibut
e
Brand
SBI Life
HDFC Standard Life
0.0
-.1 Brand Impact
Ad Appeal
Met Life
LIC Jeevan Tarang
ING VysyaICICI Prudential
Bharti AxaAviva
Message ConnectMax New York LifeBajaj Allianz
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Most Recalled Ads Table 7: Top of mind ad recall
Rank Brands TOM Ad Recall
1 LIC 50%
2 ICICI Prudential Life 17%
3 Bajaj Allianz 7%
4 Max New York Life 6%
5 HDFC Standard Life 5%
6 Aviva Life 4%
7 Tata AIG 4%
8 SBI Life 2%
9 Bharti Axa 2%
10 ING Vysya Life 0.5%
11 Met Life 0.3%
12 Others 3%
Base: 1,120
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Table 8: Spontaneous ad recall (3 recalls)
Rank Brands Spontaneous ad recall
1 LIC 70%
2 ICICI Prudential Life 41%
3 Tata AIG 21%
4 Bajaj Allianz 21%
5 HDFC Standard Life 17%
6 Aviva Life 13%
7 Max New York Life 13%
8 SBI Life 4%
9 Bharti Axa 3%
10 ING Vysya Life 3%
11 Met Life 3%
12 Others 7%
Base: 1,120
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Sources of Top of Mind Recall Chart 1: Mediums that TOM ad recall is attributed to
Base: 1,120
46%
28% 26%15% 14% 12% 8% 4%
85%
0%
20%
40%
60%
80%
100%
Overall
TV NewspaperMagazine InternetRadio Outdoor (Hoarding/Kiosk, etc)In-shop (Poster, Leaflet, etc) Direct mailerDont clearly remember
OND '07
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Correct Brand Identification (with ad) Table 9: Ads correctly identified with the brand
Brands ICICI Prudential Aviva Life Bajaj Allianz Bharti Axa HDFC Standard Max New York LIC Jeevan Tarang ING Vysya SBI Life Met Life
Correct Brand Identification 62% 57% 55% 54% 52% 48% 39% 35% 32% 18%
Incorrect Brand Identification 33% 18% 37% 34% 42% 48% 45% 59% 45% 66%
Unsure 4% 25% 8% 11% 6% 4% 16% 6% 23% 16%
Base: 1,177
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Correct Slogan Identification (with ad) Table 10: Ad slogans correctly identified with the brand
Rank Brands Aviva 1 Aviva 2 Bajaj Allianz Bharti Axa HDFC Standard ICICI Prudential ING Vysya LIC Jeevan Tarang Max New York Met Life SBI Life
1 Be life confident 1% 16% 21% 54% 1% 10% 8% 9% 5% 15% 15%
2 Have you .. today? 0.6% 16% 0.1% 1% 0.1% 0.2% 0.8% 0.5% 9% 18% 0.1%
3 Jaisi zarurat waisa Insurance 37% 0.8% 55% 5% 3% 0.3% 7% 11% 0.2% 1% 3%
4 Jeete raho 0.3% 14% 0.8% 6% 0.8% 62% 7% 1% 4% 4% 6%
5 Kal Par Control 47% 9% 3% 13% 2% 3% 11% 5% 3% 9% 8%
6 Mera Farz 0.3% 0.2% 0.0% 2% 4% 0.0% 35% 0.0% 0.4% 4% 0.5%
7 Niyamit amdani aur jeevan 0.2% 0.1% 0.3% 0.0% 0.1% 0.2% 0.0% 39% 0.3% 1% 0.0%
8 Sar Utha Ke Jiyo 0.0% 6% 0.0% 2% 52% 0.7% 0.3% 6% 0.0% 23% 6%
9 With Us, You're Sure 0.2% 3% 0.1% 0.0% 1% 0.0% 0.0% 0.1% 1% 0.0% 32%
10 Your Partner For Life 1% 3% 6% 0.7% 6% 9% 17% 3% 48% 4% 2%
Base: 1,177
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86%
52%71% 74%
87%71% 65% 72%
58%47%
67%
7%
14%
12% 9%
8%
16% 21% 12%20%
8%
4%45%
30%23%16%14%14%5%
18%17%34%
7%
0%
20%
40%
60%
80%
100%
Aviva Life Aviva Life 2 BajajAllianz
Bharti Axa HDFCStandard
Life
ICICIPrudential
Life
ING VysyaLife
LIC JeevanTarang
Max NewYork Life
Met Life SBI Life
Yes May be NoOND '07
Ad Seen or Heard Before Chart 2: Viewership recall of ad
Base: 1,177
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Ad Performance on 11 Individual Parameters Table 11: Most liked ads
Rank Brands Average score4
1 SBI Life 4.5
2 Aviva Life 1 4.4
3 HDFC Standard Life 4.3
4 LIC Jeevan Tarang 4.2
5 Bharti Axa 4.1
6 ICICI Prudential Life 4.0
7 Met Life 4.0
8 Aviva Life 2 3.8
9 ING Vysya Life 3.7
10 Max New York Life 3.7
11 Bajaj Allianz 3.3
Base: 1,177
4 Average score (rating) has been taken and calculated on a scale of 5
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Table 12: Ads perceived as most original
Rank Brands Average Score5
1 Aviva Life 1 4.5
2 SBI Life 4.4
3 HDFC Standard Life 4.3
4 ING Vysya Life 4.3
5 Bharti Axa 4.2
6 ICICI Prudential Life 4.1
7 LIC Jeevan Tarang 4.1
8 Aviva Life 2 4.0
9 Bajaj Allianz 4.0
10 Met Life 4.0
11 Max New York Life 3.8
Base: 1,177
5 Average score (rating) has been taken and calculated on a scale of 5
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Table 13: Ads most identified with
Rank Brands Average Score6
1 HDFC Standard Life 4.2
2 SBI Life 4.2
3 Bajaj Allianz 4.0
4 ICICI Prudential Life 4.0
5 ING Vysya Life 4.0
6 LIC Jeevan Tarang 3.8
7 Max New York Life 3.8
8 Aviva Life 2 3.7
9 Aviva Life 1 3.6
10 Met Life 3.6
11 Bharti Axa 3.4
Base: 1,177
6 Average score (rating) has been taken and calculated on a scale of 5
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Table 14: Ads most easily understood
Rank Brands Average Score7
1 SBI Life 4.9
2 HDFC Standard Life 4.8
3 Aviva Life 1 4.7
4 ING Vysya Life 4.5
5 Bajaj Allianz 4.4
6 Bharti Axa 4.4
7 ICICI Prudential Life 4.4
8 LIC Jeevan Tarang 4.4
9 Max New York Life 4.4
10 Met Life 4.4
11 Aviva Life 2 4.0
Base: 1,177
7Average score (rating) has been taken and calcul ated on a scale of 5
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Table 15: Ads perceived as most relevant (to current needs)
Rank Brands Average Score8
1 Bajaj Allianz 4.2
2 Aviva Life 1 4.1
3 Aviva Life 2 4.1
4 HDFC Standard Life 4.0
5 LIC Jeevan Tarang 4.0
6 Bharti Axa 3.9
7 ING Vysya Life 3.9
8 Max New York Life 3.9
9 Met Life 3.9
10 ICICI Prudential Life 3.8
11 SBI Life 3.4
Base: 1,177
8 Average score (rating) has been taken and calcul ated on a scale of 5
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Table 16: Most convincing (believable) ads
Rank Brands Average Score9
1 HDFC Standard Life 4.8
2 SBI Life 4.7
3 Aviva Life 1 4.5
4 Bharti Axa 4.4
5 ING Vysya Life 4.4
6 Bajaj Allianz 4.3
7 Met Life 4.3
8 ICICI Prudential Life 4.2
9 LIC Jeevan Tarang 4.2
10 Aviva Life 2 4.1
11 Max New York Life 4.1
Base: 1,177
9 Average score (rating) has been taken and calcul ated on a scale of 5
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Table 17: Ads differentiating the brand the most
Rank Brands Average Score10
1 ING Vysya Life 4.2
2 Aviva Life 1 4.1
3 HDFC Standard Life 4.1
4 Met Life 4.1
5 Bajaj Allianz 4.0
6 Bharti Axa 4.0
7 LIC Jeevan Tarang 4.0
8 Max New York Life 4.0
9 Aviva Life 2 3.9
10 ICICI Prudential Life 3.9
11 SBI Life 3.7
Base: 1,177
10 Average score (rating) has been taken and calcul ated on a scale of 5
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Table 18: Ads creating most positive brand impression
Rank Brands Average Score11
1 ICICI Prudential Life 4.3
2 SBI Life 4.3
3 Aviva Life 1 4.2
4 Bharti Axa 4.2
5 HDFC Standard Life 4.2
6 LIC Jeevan Tarang 4.2
7 ING Vysya Life 4.1
8 Met Life 3.9
9 Aviva Life 2 3.8
10 Max New York Life 3.8
11 Bajaj Allianz 3.7
Base: 1,177
11 Average score (rating) has been taken and calcul ated on a scale of 5
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Table 19: Ads enhancing brand quality perceptions the most
Rank Brands Average Score12
1 HDFC Standard Life 4.4
2 SBI Life 4.4
3 Aviva Life 1 4.3
4 Bajaj Allianz 4.3
5 LIC Jeevan Tarang 4.3
6 Aviva Life 2 4.2
7 ICICI Prudential Life 4.2
8 Met Life 4.2
9 Bharti Axa 4.1
10 ING Vysya Life 4.1
11 Max New York Life 4.1
Base: 1,177
12 Average score (rating) has been taken and calcul ated on a scale of 5
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Table 20: Most emotionally connecting ads
Rank Brands Average Score13
1 ING Vysya Life 4.5
2 Aviva Life 1 4.3
3 HDFC Standard Life 4.2
4 SBI Life 4.2
5 Aviva Life 2 4.1
6 Bajaj Allianz 4.0
7 Bharti Axa 4.0
8 ICICI Prudential Life 4.0
9 LIC Jeevan Tarang 4.0
10 Max New York Life 3.8
11 Met Life 3.8
Base: 1,177
13 Average score (rating) has been taken and calcul ated on a scale of 5
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Table 21: Ads creating brand consideration the most (building brand preferences)
Rank Brands Average Score14
1 Aviva Life 1 3.9
2 ICICI Prudential Life 3.9
3 ING Vysya Life 3.9
4 HDFC Standard Life 3.8
5 Bajaj Allianz 3.7
6 Met Life 3.7
7 LIC Jeevan Tarang 3.6
8 Aviva Life 2 3.4
9 Bharti Axa 3.4
10 Max New York Life 3.2
11 SBI Life 3.2
Base: 1,177
14 Average score (rating) has been taken and calcul ated on a scale of 5
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Demographic Profile of Respondents Chart 3: Gender breakup
Base: 1,177
68%
33%
0%
20%
40%
60%
80%
100%
Overall
Male FemaleOND '07
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Demographic Profile of Respondents Chart 4: Age group distribution of respondents
Base: 1,177
6%
21%
8%
2%
25%
39%
0%
20%
40%
Overall
13-18 years 19-24 years 25-35 years36-45 years 46-55 years Above 55 years
OND '07
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Chart 5: City class - by population size
Base: 1,177
OND '07
25% 24% 25%25%
0%
20%
40%
Overall
Upto 1 Lakh 1-5 Lakhs 5-30 Lakhs Avove 30 Lakhs
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Chart 6: City class - by market size
Base: 1,177
OND '07
27%
11%7%
0%
10%
20%
30%
40%
50%
Overall
Metro Urban uptowns Emerging Towns Others
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Table 22: Top 10 cities
Rank Cities Overall
1 Mumbai 12%
2 Delhi 9%
3 Bangalore 8%
4 Chennai 5%
5 Hyderabad 4%
6 Pune 4%
7 Kolkata 3%
8 Secunderabad 2%
9 Visakhapatnam 1%
10 Lucknow 1%
Base: 1,177
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Chart 7: Region-wise break-ups
Base: 1,177
OND '07
20%
9%
40%
30%
0%
10%
20%
30%
40%
50%
Overall
North East South West
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Native Language of Respondents
Table 23: Top 10 languages
Rank Languages Overall
1 HIndi 24%
2 Marathi 19%
3 Tamil 8%
4 Telugu 7%
5 Kannada 7%
6 Malayalam 6%
7 Gujarati 6%
8 Bengali 5%
9 Urdu 4%
10 English 3%
Base: 1,177
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Socio Economic Profile Chart 8: Socio economic classification
Base: 1,177
OND '07
19%
32%
10% 10%
29%
0%
10%
20%
30%
40%
Overall
SEC - A SEC - B SEC - C SEC - D SEC - E
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Chart 9: Socio economic classification
Base: 1,177
OND '07
12%
22%19%
47%
0%
10%
20%
30%
40%
50%
Overall
Up to SSC/HSC College but not GraduateGraduate & above-general stream Graduate & above-professional
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Chart 10: Occupational breakup
Base: 1,177
OND '07
21%
7%
13%
4%
14%
34%
7%
0%
10%
20%
30%
40%
Overall
Jr level salaried emp Sr level salaried emp Self Employed BusinessmenStudent Housewife Others
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Economic Profile Chart 11: Monthly family income
Base: 1,177
47%
34%
12%
7%
0%
20%
40%
60%
Overall
Upto Rs. 10K 10-30K 30-50K Above 50K
OND '07
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Chart 12: Most expensive vehicle owned by the household
Base: 1,177
16%
30%
7%
0%
10%
20%
30%
40%
Overall
2 Wheeler 4 Wheeler Others Don't own a vehicle
OND '07
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Chart 13: Ownership of credit cards (individually)
Base: 1,177
69%
31%
0%
20%
40%
60%
80%
Overall
Don't own a credit card Own a Credit CardOND '07
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Current Usage of Brand (All Respondents) Table 24: Brands currently used by respondents
Rank Brands % Respondents
1 LIC 69%
2 ICICI Prudential Life 10%
3 Bajaj Allianz 8%
4 HDFC Standard Life 5%
5 Tata AIG 5%
6 Aviva Life 4%
7 Max New York Life 3%
8 SBI Life 2%
9 Met Life 0.7%
10 ING Vysya Life 0.6%
11 Bharti Axa 0.4%
12 Others 0.2%
Base: 893
49
Table 1: Likeability rating of the ads
Likeability Absolutely love the ad
Like it very much
Neither hate it nor like it
Don't like it much
Absolutely hate the ad TOP2 BOTTOM2
Aviva Life 1 58% 32% 5% 5% 0.3% 90% 5%
Aviva Life 2 24% 34% 41% 1% 0.7% 57% 2%
Bajaj Allianz 14% 36% 15% 34% 1% 50% 35%
Bharti Axa 29% 54% 15% 2% 0.1% 83% 2%
HDFC Standard Life 53% 30% 10% 7% 0.0% 83% 7%
ICICI Prudential Life 38% 44% 8% 0.9% 9% 82% 10%
ING Vysya Life 25% 45% 16% 2% 12% 70% 14%
LIC Jeevan Tarang 43% 41% 12% 2% 3% 83% 5%
Max New York Life 12% 51% 36% 2% 0.0% 63% 2%
Met Life 42% 24% 27% 3% 4% 66% 7%
SBI Life 61% 28% 10% 1% 0.5% 88% 2%
50
Table 2: Audience identification rating of the ads
Audience Identification
Its just made for
me
I somewhat relate to what is said in the
ad
I can't make out if the ad is meant for
me or not
I don't really relate to what is
said in the ad
It is definitely not for me TOP2 BOTTOM2
Aviva Life 1 9% 65% 13% 5% 8% 74% 13%
Aviva Life 2 33% 45% 3% 2% 18% 78% 20%
Bajaj Allianz 23% 63% 7% 3% 5% 86% 8%
Bharti Axa 18% 45% 13% 7% 17% 63% 24%
HDFC Standard Life 31% 64% 4% 0.8% 0.4% 95% 1%
ICICI Prudential Life 34% 47% 13% 2% 4% 81% 7%
ING Vysya Life 29% 53% 8% 8% 3% 82% 11%
LIC Jeevan Tarang 23% 58% 5% 7% 7% 81% 14%
Max New York Life 8% 74% 13% 4% 0.9% 82% 5%
Met Life 14% 61% 5% 14% 7% 75% 20%
SBI Life 44% 45% 2% 3% 6% 89% 9%
51
Table 3: Origanility rating of the ads
Origanility It is highly original & unique
It is only somewhat original & unique
I can't say for sure
It is a fairly usual & ordinary ad
It is an utterly common & ordinary
ad TOP2 BOTTOM2
Aviva Life 1 60% 28% 11% 0.5% 0.0% 89% 0.5%
Aviva Life 2 43% 18% 36% 1% 2% 61% 3%
Bajaj Allianz 38% 33% 25% 3% 2% 71% 4%
Bharti Axa 51% 22% 26% 1% 0.1% 73% 1%
HDFC Standard Life 58% 23% 15% 2% 2% 81% 4%
ICICI Prudential Life 43% 32% 17% 8% 0.9% 75% 9%
ING Vysya Life 62% 16% 12% 9% 0.8% 78% 10%
LIC Jeevan Tarang 47% 32% 16% 0.8% 5% 78% 6%
Max New York Life 35% 23% 33% 3% 7% 58% 9%
Met Life 38% 33% 24% 5% 0.7% 71% 5%
SBI Life 66% 15% 10% 10% 0.0% 81% 10%
52
Table 4: Comprehensibility rating of the ads
Comprehensibility Clearly &
easily understood it
More or less got
the idea
Not too sure if I understood it
correctly
Don't think I understood what
the ad meant
It definitely & absolutely went
over my head TOP2 BOTTOM2
Aviva Life 1 79% 18% 3% 0.2% 0.2% 96% 0.3%
Aviva Life 2 60% 16% 1% 7% 16% 76% 23%
Bajaj Allianz 53% 39% 3% 5% 0.8% 92% 6%
Bharti Axa 58% 33% 0.4% 6% 2% 91% 9%
HDFC Standard Life 86% 10% 2% 2% 0.8% 96% 3%
ICICI Prudential Life 67% 17% 9% 7% 0.0% 84% 7%
ING Vysya Life 63% 27% 9% 0.2% 1% 90% 1%
LIC Jeevan Tarang 65% 18% 9% 5% 3% 83% 8%
Max New York Life 62% 27% 1% 10% 0.4% 89% 10%
Met Life 66% 21% 5% 3% 5% 87% 8%
SBI Life 94% 4% 0.2% 0.0% 2% 98% 2%
53
Table 5: Persuasiveness/believability rating of the ads
Persuasiveness/ Believability
Absolutely convinced about the
brands claimed
Find it more or less
believable
Can't decide whether to
believe or not
Really don't believe whats said, can't be
trusted
Find it absolutely unconvincing &
unbelievable TOP2 BOTTOM2
Aviva Life 1 65% 23% 11% 0.3% 0.2% 88% 0.5%
Aviva Life 2 42% 25% 32% 0.7% 0.6% 67% 1%
Bajaj Allianz 47% 42% 7% 0.8% 3% 89% 4%
Bharti Axa 52% 34% 13% 0.6% 0.8% 86% 2%
HDFC Standard Life 81% 17% 3% 0.1% 0.0% 97% 0.1%
ICICI Prudential Life 52% 33% 0.2% 14% 2% 85% 15%
ING Vysya Life 56% 31% 12% 0.5% 0.2% 87% 0.7%
LIC Jeevan Tarang 51% 24% 19% 5% 2% 75% 7%
Max New York Life 32% 49% 17% 2% 0.0% 81% 2%
Met Life 51% 30% 14% 5% 0.6% 80% 5%
SBI Life 74% 22% 2% 0.3% 2% 96% 2%
54
Table 6: Brand inclination rating of the ads
Brand Inclination Fallen in love with the brand
Created a soft spot for the
brand
Didn't create any impression/likeness
towards brand
Dislike the brand after
seeing the ad
Absolutely hate the
brand now TOP2 BOTTOM2
Aviva Life 1 39% 41% 19% 0.2% 0.6% 80% 0.8%
Aviva Life 2 14% 51% 35% 0.7% 0.0% 65% 0.7%
Bajaj Allianz 13% 54% 28% 4% 0.7% 67% 5%
Bharti Axa 28% 61% 10% 1% 0.0% 89% 1%
HDFC Standard Life 27% 68% 5% 0.0% 0.1% 95% 0.1%
ICICI Prudential Life 50% 37% 8% 0.0% 5% 87% 5%
ING Vysya Life 27% 60% 13% 0.0% 0.5% 86% 0.5%
LIC Jeevan Tarang 38% 49% 13% 0.3% 0.0% 87% 0.3%
Max New York Life 13% 61% 25% 0.1% 1% 74% 1%
Met Life 23% 56% 14% 3% 3% 80% 6%
SBI Life 35% 61% 4% 0.0% 0.0% 96% 0.0%
55
Table 7: Empathy rating of the ads
Empathy Created Ad really touched me very deeply &
emotionally
It tickled me positively
It left me cold, didn't trigger any
emotion
I found ad fairly
depressing
I found the ad absolutely repulsive
TOP2 BOTTOM2
Aviva Life 1 53% 27% 12% 8% 0.0% 80% 8%
Aviva Life 2 37% 35% 25% 2% 1% 72% 3%
Bajaj Allianz 23% 61% 11% 1% 4% 84% 6%
Bharti Axa 27% 58% 7% 6% 2% 86% 8%
HDFC Standard Life 43% 47% 4% 6% 0.8% 89% 7%
ICICI Prudential Life 24% 63% 1% 12% 0.0% 86% 12%
ING Vysya Life 59% 32% 7% 0.4% 2% 91% 2%
LIC Jeevan Tarang 40% 32% 19% 8% 0.1% 73% 8%
Max New York Life 19% 51% 21% 9% 0.1% 69% 10%
Met Life 19% 62% 6% 9% 4% 81% 13%
SBI Life 43% 40% 14% 2% 0.4% 83% 3%
56
Table 8: Brand differentiation rating of the ads
Brand Differentiation
I see the brand as highly diff.
from its competition
I see the brand as somewhat diff.
from its competition
Can't say anything
with surety
I hardly see the brand as diff.
from its competition
I don't see the brand as diff. from its competition at
all
TOP2 BOTTOM2
Aviva Life 1 45% 32% 13% 9% 0.4% 78% 9%
Aviva Life 2 37% 21% 41% 0.5% 0.3% 58% 0.7%
Bajaj Allianz 34% 45% 15% 3% 4% 79% 7%
Bharti Axa 31% 41% 26% 1% 1% 72% 2%
HDFC Standard Life 43% 32% 20% 3% 2% 75% 5%
ICICI Prudential Life 45% 17% 24% 13% 1% 62% 14%
ING Vysya Life 50% 26% 20% 0.6% 3% 77% 3%
LIC Jeevan Tarang 30% 45% 22% 1% 3% 75% 4%
Max New York Life 30% 41% 27% 2% 0.3% 71% 3%
Met Life 44% 25% 29% 0.9% 1% 69% 2%
SBI Life 42% 28% 4% 4% 21% 70% 25%
57
Table 9: Message Relevance rating of the ads
Message Relevance
Precisely reflects my
current need & is highly
relevant
Somewhat reflects my
current need & is relevant
Can' say anything
with surety
Hardly reflects my current need
& is not very relevant
Doesn't reflect my current need at all & highly irrelevant
TOP2 BOTTOM2
Aviva Life 1 52% 14% 29% 2% 3% 66% 5%
Aviva Life 2 41% 29% 29% 0.5% 0.0% 70% 0.5%
Bajaj Allianz 41% 46% 9% 3% 2% 87% 5%
Bharti Axa 33% 26% 38% 3% 0.4% 59% 3%
HDFC Standard Life 45% 21% 26% 3% 5% 66% 8%
ICICI Prudential Life 17% 50% 31% 0.4% 2% 67% 3%
ING Vysya Life 40% 25% 27% 2% 7% 65% 8%
LIC Jeevan Tarang 46% 25% 16% 6% 7% 71% 13%
Max New York Life 22% 52% 24% 2% 0.2% 74% 2%
Met Life 38% 25% 31% 6% 0.2% 63% 7%
SBI Life 30% 32% 13% 6% 21% 61% 26%
58
Table 10: Image impact rating of the ads
Image Impact
Dramatically improved the
image of brand in my eyes
Marginally improved the image of the
brand in my eyes
Didn't improve the image of the brand in
my eyes at all
Marginally deteriorated the
image of the brand in my eyes
Dramatically deteriorated the
image of the brand in my eyes
TOP2 BOTTOM2
Aviva Life 1 46% 36% 18% 0.3% 0.0% 82% 0.3%
Aviva Life 2 43% 34% 23% 0.0% 0.0% 77% 0.0%
Bajaj Allianz 38% 51% 9% 0.5% 0.7% 90% 1%
Bharti Axa 44% 41% 6% 0.7% 8% 85% 9%
HDFC Standard Life 48% 48% 2% 0.0% 2% 96% 2%
ICICI Prudential Life 55% 27% 9% 7% 2% 82% 10%
ING Vysya Life 41% 41% 10% 6% 2% 82% 8%
LIC Jeevan Tarang 54% 34% 3% 7% 2% 87% 9%
Max New York Life 22% 62% 15% 0.3% 0.4% 84% 0.6%
Met Life 43% 39% 14% 2% 1% 82% 4%
SBI Life 60% 26% 11% 0.4% 2% 86% 3%
59
Table 11: Brand preference creation rating of the ads
Brand Preference Creation
Most certainly buy this brand
only
Most certainly try out this brand as
well
May try out this brand
Unlikely to try out this brand
Most certainly not buy this brand at all TOP2 BOTTOM2
Aviva Life 1 51% 7% 26% 17% 0.0% 57% 17%
Aviva Life 2 31% 20% 27% 7% 15% 51% 22%
Bajaj Allianz 29% 16% 47% 7% 0.9% 45% 8%
Bharti Axa 19% 26% 36% 12% 7% 45% 18%
HDFC Standard Life 32% 16% 50% 1% 0.8% 48% 2%
ICICI Prudential Life 18% 51% 31% 0.4% 0.0% 69% 0.4%
ING Vysya Life 34% 29% 36% 2% 0.0% 62% 2%
LIC Jeevan Tarang 27% 17% 48% 5% 3% 44% 8%
Max New York Life 14% 14% 59% 3% 9% 29% 13%
Met Life 25% 32% 34% 8% 0.6% 57% 9%
SBI Life 19% 28% 28% 0.9% 24% 47% 25%
60
Table 12: Elements liked in the ad
Elements Liked In The Ad Aviva Life Insurance
Aviva Life 2 Insurance
Bajaj Allianz
Bharti Axa
HDFC Standard Life Insurance
ICICI Prudential Life Insurance
ING Vysya Life
LIC Jeevan Tarang Life Insurance
Max New York Life Insurance
Met Life
SBI Life
Message is highly relevant for me 55% 43% 36% 38% 39% 61% 34% 42% 39% 54% 37%
Ad conveys the message in a very interesting way 37% 59% 27% 56% 57% 43% 53% 44% 58% 47% 71%
Benefit offered by the brand is appealing 21% 29% 28% 25% 56% 24% 45% 44% 30% 60% 56%
Idea is very differet, original & unique 27% 15% 55% 29% 52% 31% 60% 50% 35% 63% 72%
Models/actors used are my favorites
29% 6% 2% 16% 17% 7% 19% 13% 12% 11% 20%
Love background music/jingle in the ad 23% 15% 11% 20% 36% 17% 18% 21% 49% 29% 22%
Ad completely involves me 18% 19% 5% 20% 25% 23% 35% 15% 18% 16% 49%
Not applicable 5% 0.0% 4% 0.2% 0.7% 0.0% 0.0% 0.0% 3% 2% 10%
62
Table 13: Likeability
Male Female 13-18 19-24 25-35 36-45 46-55 >55 years
LIC Jeevan Tarang Policy
ICICI Prudential
Bharti Axa Bajaj Allianz
LIC Jeevan Tarang
ICICI Prudential
LIC Jeevan Tarang
HDFC Standard
ICICI Prudential Life Insurance
Bajaj Allianz
Max New York Life Bharti Axa ICICI
Prudential LIC Jeevan
Tarang Aviva Life Insurance
LIC Jeevan Tarang
Aviva Life Insurance
Max New York Life
HDFC Standard
ICICI Prudential
Aviva Life Insurance
HDFC Standard
Max New York Life
ICICI Prudential
HDFC Standard Life Insurance Tata AIG Met Life
Insurance Max New York Life
SBI Life Insurance
Max New York Life
SBI Life Insurance
Aviva Life Insurance
Bharti Axa LIC Jeevan
LIC Jeevan Tarang
HDFC Standard Bharti Axa Aviva Life
Insurance ICICI
Prudential Max New York Life
SBI Life Insurance Bharti Axa Aviva Life Insurance
LIC Jeevan Tarang
HDFC Standard Tata AIG HDFC
Standard Bajaj
Allianz
Max New York Life Insurance
SBI Life Insurance
Bajaj Allianz
Aviva Life Insurance Tata AIG SBI Life
Insurance Bajaj
Allianz SBI Life
Insurance
ING Vysya Life Insurance
Aviva Life Insurance - ING Vysya
Life Bajaj
Allianz Bharti Axa ING Vysya Life -
Bajaj Allianz HDFC Standard - Met Life
Insurance ING Vysya
Life Bajaj
Allianz Met Life
Insurance -
Met Life Insurance ING Vysya Life
- SBI Life Insurance
Max New York Life
ING Vysya Life
Bharti Axa -
Tata AIG Met Life - Tata AIG Met Life Met Life - -
63
Table 14: Likeability
Sec-A SEC-B SEC-C SEC-D SEC-E Two wheeler Four wheeler
Don't own any vehicle
LIC Jeevan Tarang Policy
ICICI Prudential
LIC Jeevan Tarang Policy
ICICI Prudential
ING Vysya Life
ICICI Prudential
HDFC Standard Life Bharti Axa
ICICI Prudential Life Insurance
LIC Jeevan Tarang
Aviva Life Insurance Bharti Axa Aviva Life
Insurance LIC Jeevan
Tarang Policy Aviva Life Insurance
LIC Jeevan Tarang Policy
SBI Life Insurance Max New York Life Bharti Axa Met Life
Insurance LIC Jeevan
Tarang Policy Aviva Life Insurance
LIC Jeevan Tarang Policy Bajaj Allianz
HDFC Standard Life Insurance
Bajaj Allianz
SBI Life Insurance
LIC Jeevan Tarang Policy
Max New York Life
SBI Life Insurance
Max New York Life
ICICI Prudential
Bharti Axa HDFC Standard
HDFC Standard Life Bajaj Allianz Bajaj Allianz HDFC
Standard Life ICICI
Prudential Tata AIG
Aviva Life Insurance
Aviva Life Insurance Tata AIG Tata AIG Bharti Axa Bharti Axa SBI Life
Insurance Max New York Life
Max New York Life Insurance Bharti Axa Max New
York Life SBI Life
Insurance ICICI
Prudential Bajaj Allianz Bajaj Allianz Met Life Insurance
Bajaj Allianz SBI Life Insurance
ICICI Prudential
HDFC Standard Life Tata AIG ING Vysya
Life ING Vysya
Life Aviva Life Insurance
ING Vysya Life Insurance
ING Vysya Life Bajaj Allianz Max New
York Life HDFC
Standard Life Max New York Life Bharti Axa SBI Life
Insurance
Met Life Insurance Met Life Insurance
ING Vysya Life
Aviva Life Insurance
Met Life Insurance Tata AIG Met Life
Insurance ING Vysya
Life
Tata AIG Tata AIG Met Life Insurance - - Met Life
Insurance Tata AIG HDFC Standard Life
64
Table 15: Likeability
North East South West Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Above 10 Lakhs
Aviva Life Insurance
LIC Jeevan Tarang Policy
LIC Jeevan Tarang Policy
ICICI Prudential
ICICI Prudential
ICICI Prudential
ICICI Prudential
LIC Jeevan Tarang Policy
HDFC Standard Life Insurance
Aviva Life Insurance
Max New York Life
LIC Jeevan Tarang Policy
LIC Jeevan Tarang Policy Bharti Axa Bharti Axa HDFC
Standard Life
SBI Life Insurance ICICI Prudential Bharti Axa Bharti Axa Aviva Life
Insurance SBI Life
Insurance LIC Jeevan
Tarang Policy Aviva Life Insurance
LIC Jeevan Tarang Policy
HDFC Standard Life
ICICI Prudential
SBI Life Insurance
ING Vysya Life
Max New York Life
HDFC Standard Life Bajaj Allianz
Bajaj Allianz ING Vysya Life Tata AIG Bajaj Allianz Bharti Axa LIC Jeevan
Tarang Policy SBI Life
Insurance ICICI
Prudential
ICICI Prudential Life Insurance
Met Life Insurance Bajaj Allianz Max New
York Life Bajaj Allianz Bajaj Allianz Aviva Life Insurance
Max New York Life
Met Life Insurance Max New York Life
ING Vysya Life
HDFC Standard Life
Max New York Life
Aviva Life Insurance Bajaj Allianz Tata AIG
ING Vysya Life Insurance Bharti Axa HDFC
Standard Life Aviva Life Insurance
SBI Life Insurance
HDFC Standard Life
ING Vysya Life
SBI Life Insurance
Bharti Axa SBI Life Insurance
Aviva Life Insurance
ING Vysya Liferance Tata AIG Tata AIG Met Life
Insurance Bharti Axa
Max New York Life Insurance Bajaj Allianz Met Life
Insurance Met Life
Insurance HDFC
Standard Life ING Vysya
Life Max New York Life
Met Life Insurance
Tata AIG - SBI Life Tata AIG Met Life Met Life - ING Vysya
65
Table 16: Audience identification
Male Female 13-18 years 19-24 years 25-35 years 36-45 years 46-55 years >55 years
LIC Jeevan Tarang Policy
ICICI Prudential Bharti Axa Bajaj Allianz Aviva Life
Insurance Bajaj Allianz LIC Jeevan Tarang Policy
HDFC Standard Life
ICICI Prudential Life Insurance
Max New York Life
Max New York Life
LIC Jeevan Tarang Policy
LIC Jeevan Tarang Policy
ICICI Prudential
ICICI Prudential
LIC Jeevan Tarang Policy
HDFC Standard Life Insurance Bajaj Allianz ICICI
Prudential HDFC
Standard Life SBI Life
Insurance HDFC
Standard Life Max New York Life
ICICI Prudential
Aviva Life Insurance
LIC Jeevan Tarang Policy
HDFC Standard Life
ICICI Prudential
ICICI Prudential
LIC Jeevan Tarang Policy Tata AIG Max New
York Life
Bajaj Allianz Aviva Life Insurance
LIC Jeevan Tarang Policy
Met Life Insurance
Max New York Life
Aviva Life Insurance
HDFC Standard Life
Aviva Life Insurance
SBI Life Insurance Bharti Axa Bajaj Allianz Max New York Life Bharti Axa Met Life
Insurance SBI Life
Insurance SBI Life
Insurance
Bharti Axa Met Life Insurance
Met Life Insurance
Aviva Life Insurance
HDFC Standard Life
SBI Life Insurance Bajaj Allianz -
Max New York Life Insurance Tata AIG Aviva Life
Insurance Bharti Axa Tata AIG Max New York Life
Aviva Life Insurance -
ING Vysya Life Insurance
SBI Life Insurance - ING Vysya
Life Bajaj Allianz Bharti Axa Bharti Axa -
Met Life Insurance HDFC Standard Life - SBI Life
Insurance ING Vysya
Life ING Vysya
Life ING Vysya
Life -
Tata AIG ING Vysya - Tata AIG Met Life Tata AIG Met Life -
66
Table 17: Audience identification
Sec-A SEC-B SEC-C SEC-D SEC-E Two wheeler Four wheeler
Don't own any vehicle
LIC Jeevan Tarang Policy
ICICI Prudential
Aviva Life Insurance Bajaj Allianz ING Vysya
Life ICICI
Prudential HDFC
Standard Life Bharti Axa
SBI Life Insurance LIC Jeevan Tarang Policy
HDFC Standard Life
ICICI Prudential
ICICI Prudential
LIC Jeevan Tarang Policy
Aviva Life Insurance
ICICI Prudential
ICICI Prudential Life Insurance
Max New York Life Bajaj Allianz Bharti Axa LIC Jeevan
Tarang Policy HDFC
Standard Life LIC Jeevan
Tarang Policy Met Life
Insurance
HDFC Standard Life Insurance Bajaj Allianz LIC Jeevan
Tarang Policy LIC Jeevan
Tarang Policy Max New York Life
Aviva Life Insurance
Max New York Life
Max New York Life
Met Life Insurance HDFC Standard Life
SBI Life Insurance
Met Life Insurance
Aviva Life Insurance
SBI Life Insurance
ICICI Prudential
LIC Jeevan Tarang Policy
Max New York Life Insurance
Aviva Life Insurance
ICICI Prudential Tata AIG Bajaj Allianz Bajaj Allianz SBI Life
Insurance Bajaj Allianz
Aviva Life Insurance Bharti Axa Bharti Axa SBI Life
Insurance Bharti Axa ING Vysya Life Tata AIG Aviva Life
Insurance
Bharti Axa SBI Life Insurance Tata AIG HDFC
Standard Life Tata AIG Max New York Life Bajaj Allianz Tata AIG
Bajaj Allianz ING Vysya Life
Met Life Insurance
Aviva Life Insurance
Met Life Insurance Bharti Axa ING Vysya
Life SBI Life
Insurance
ING Vysya Life Insurance Tata AIG Max New
York Life Max New York Life
HDFC Standard Life Tata AIG Bharti Axa HDFC
Standard Life
Tata AIG Met Life Insurance
ING Vysya Life - - Met Life
Insurance Met Life
Insurance ING Vysya
Life
67
Table 18: Audience identification
North East South West Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Above 10 Lakhs
Aviva Life Insurance
ICICI Prudential
LIC Jeevan Tarang Policy
ICICI Prudential
ICICI Prudential Bajaj Allianz Bharti Axa LIC Jeevan
Tarang Policy
HDFC Standard Life Insurance
LIC Jeevan Tarang Policy
ICICI Prudential Bajaj Allianz LIC Jeevan
Tarang Policy ICICI
Prudential LIC Jeevan
Tarang Policy HDFC
Standard Life
SBI Life Insurance Aviva Life Insurance
Max New York Life
LIC Jeevan Tarang Policy
Max New York Life
SBI Life Insurance
SBI Life Insurance
Aviva Life Insurance
Bajaj Allianz HDFC Standard Life Bharti Axa Max New
York Life ING Vysya
Life Max New York Life
ICICI Prudential Bajaj Allianz
LIC Jeevan Tarang Policy
ING Vysya Life Bajaj Allianz SBI Life
Insurance Aviva Life Insurance Bharti Axa HDFC
Standard Life Max New York Life
ICICI Prudential Life Insurance Met Life Tata AIG Bharti Axa Bharti Axa Met Life Bajaj Allianz ICICI
Prudential
Max New York Life Insurance
Max New York Life
HDFC Standard Life
Met Life Insurance Bajaj Allianz LIC Jeevan
Tarang Policy Aviva Life Insurance Tata AIG
Met Life Insurance Bharti Axa ING Vysya Life
HDFC Standard Life
Met Life Insurance
HDFC Standard Life
ING Vysya Life
SBI Life Insurance
ING Vysya Life SBI Life Aviva Life Aviva Life Tata AIG Aviva Life Met Life Met Life
Bharti Axa Bajaj Allianz Met Life Insurance Tata AIG SBI Life
Insurance ING Vysya
Life Max New York Life
ING Vysya Life
Tata AIG - SBI Life Insurance
ING Vysya Life
HDFC Standard Life
Tata AIG - Bharti Axa
68
Table 19: Origanility
Male Female 13-18 years 19-24 years 25-35 years 36-45 years 46-55 years >55 years
LIC Jeevan Tarang Policy
ICICI Prudential
Max New York Life Bajaj Allianz LIC Jeevan
Tarang Policy ICICI
Prudential LIC Jeevan
Tarang Policy HDFC
Standard Life
Aviva Life Insurance
Bajaj Allianz Bharti Axa LIC Jeevan
Tarang Policy Aviva Life Insurance Bajaj Allianz Aviva Life
Insurance LIC Jeevan
Tarang Policy
HDFC Standard Life Insurance
Max New York Life
ICICI Prudential Bharti Axa SBI Life
Insurance LIC Jeevan
Tarang Policy Max New York Life
ICICI Prudential
ICICI Prudential Life Insurance
LIC Jeevan Tarang
HDFC Standard Life
HDFC Standard Life
ICICI Prudential
Max New York Life
SBI Life Insurance
Max New York Life
Bajaj Allianz Tata AIG LIC Jeevan Tarang Policy
Met Life Insurance Bharti Axa SBI Life
Insurance Bajaj Allianz Aviva Life Insurance
Bharti Axa Bharti Axa Bajaj Allianz Max New York Life
HDFC Standard Life
HDFC Standard Life
HDFC Standard Life Bajaj Allianz
SBI Life Insurance SBI Life Insurance
Met Life Insurance
Aviva Life Insurance Tata AIG Aviva Life
Insurance ICICI
Prudential Bharti Axa
Max New York Life Insurance
Aviva Life Insurance
Aviva Life Insurance
ING Vysya Life Bajaj Allianz ING Vysya
Life Bharti Axa SBI Life Insurance
ING Vysya Life Insurance
Met Life Insurance - ICICI
Prudential ING Vysya
Life Bharti Axa ING Vysya Life -
Met Life Insurance HDFC Standard - SBI Life
Insurance Max New York Life Tata AIG Met Life
Insurance -
Tata AIG ING Vysya Life - Tata AIG Met Life
Insurance Met Life
Insurance Tata AIG -
69
Table 20: Origanility
Sec-A SEC-B SEC-C SEC-D SEC-E Two wheeler Four wheeler
Don't own any vehicle
LIC Jeevan Tarang Policy
ICICI Prudential
LIC Jeevan Tarang Policy
ICICI Prudential
ICICI Prudential
ICICI Prudential
Aviva Life Insurance
LIC Jeevan Tarang Policy
SBI Life Insurance LIC Jeevan Tarang Policy
Aviva Life Insurance Tata AIG Aviva Life
Insurance LIC Jeevan
Tarang Policy HDFC
Standard Life Bharti Axa
ICICI Prudential Life Insurance Bajaj Allianz Bharti Axa Bajaj Allianz ING Vysya SBI Life
Insurance Max New York Life Bajaj Allianz
HDFC Standard Life Insurance
Max New York Life Bajaj Allianz Met Life
Insurance Max New York Life
Aviva Life Insurance
LIC Jeevan Tarang Policy
ICICI Prudential
Max New York Life Insurance
HDFC Standard Life
SBI Life Insurance
SBI Life Insurance
LIC Jeevan Tarang Policy
HDFC Standard Life
SBI Life Insurance
Met Life Insurance
Aviva Life Insurance
Aviva Life Insurance Tata AIG LIC Jeevan
Tarang Policy Bajaj Allianz Bajaj Allianz ICICI Prudential
Max New York Life
Bajaj Allianz Bharti Axa HDFC Standard Life
HDFC Standard Life Bharti Axa Bharti Axa Bajaj Allianz Tata AIG
Bharti Axa ING Vysya Life
Max New York Life
Aviva Life Insurance
HDFC Standard Life
ING Vysya Life
ING Vysya Life
Aviva Life Insurance
ING Vysya Life Insurance
SBI Life Insurance
Met Life Insurance Bharti Axa Met Life
Insurance Max New York Life Bharti Axa SBI Life
Insurance
Met Life Insurance Met Life Insurance
ICICI Prudential - Tata AIG Tata AIG Met Life
Insurance ING Vysya
Life
Tata AIG - ING Vysya Life - - Met Life
Insurance Tata AIG HDFC Standard Life
70
Table 21: Origanility
North East South West Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Above 10 Lakhs
Aviva Life Insurance
LIC Jeevan Tarang
LIC Jeevan Tarang Policy
ICICI Prudential
ICICI Prudential Bajaj Allianz Bharti Axa LIC Jeevan
Tarang Policy
SBI Life Insurance Aviva Life Insurance
Max New York Life Bajaj Allianz LIC Jeevan
Tarang Policy ICICI
Prudential ICICI
Prudential Aviva Life Insurance
HDFC Standard Life Insurance
ICICI Prudential
ICICI Prudential
LIC Jeevan Tarang Policy
ING Vysya Life Bharti Axa SBI Life
Insurance HDFC
Standard Life
Bajaj Allianz HDFC Standard Bajaj Allianz Bharti Axa Aviva Life
Insurance SBI Life
Insurance LIC Jeevan
Tarang Policy Bajaj Allianz
ICICI Prudential Life Insurance
Met Life Insurance Tata AIG SBI Life
Insurance Bajaj Allianz Max New York Life
HDFC Standard Life
Max New York Life
LIC Jeevan Tarang Policy
Max New York Life Bharti Axa Max New
York Life Max New York Life
LIC Jeevan Tarang Policy
Aviva Life Insurance Tata AIG
Met Life Insurance ING Vysya Life
ING Vysya Life
HDFC Standard Life
SBI Life Insurance
Met Life Insurance Bajaj Allianz ICICI
Prudential
Max New York Life Bharti Axa Aviva Life Aviva Life Bharti Axa Aviva Life ING Vysya SBI Life
Bharti Axa SBI Life Insurance
Met Life Insurance
Met Life Insurance
HDFC Standard Life
HDFC Standard Life
Met Life Insurance
Met Life Insurance
Tata AIG Bajaj Allianz
HDFC Standard Life
ING Vysya Life
Met Life Insurance Tata AIG Tata AIG Bharti Axa
ING Vysya Life Insurance - SBI Life
Insurance Tata AIG Tata AIG ING Vysya Life
Max New York Life
ING Vysya Life
71
Table 22: Comprehensibility
Male Female 13-18 years 19-24 years 25-35 years 36-45 years 46-55 years >55 years
LIC Jeevan Tarang Policy
Max New York Life Bharti Axa Bajaj Allianz LIC Jeevan
Tarang Policy Bajaj Allianz LIC Jeevan Tarang Policy
HDFC Standard Life
ICICI Prudential Life Insurance
ICICI Prudential
Max New York Life Bharti Axa ICICI
Prudential ICICI
Prudential Aviva Life Insurance
LIC Jeevan Tarang Policy
Aviva Life Insurance Bajaj Allianz ICICI
Prudential HDFC
Standard Life Aviva Life Insurance
LIC Jeevan Tarang Policy
Max New York Life
ICICI Prudential
HDFC Standard Life Insurance
Aviva Life Insurance
LIC Jeevan Tarang Policy
ICICI Prudential
SBI Life Insurance
HDFC Standard Life Tata AIG Max New
York Life
Bajaj Allianz LIC Jeevan Tarang Policy
HDFC Standard Life
LIC Jeevan Tarang Policy
Max New York Life
Aviva Life Insurance
HDFC Standard Life
Aviva Life Insurance
Bharti Axa Tata AIG Bajaj Allianz Met Life Insurance Bharti Axa Max New
York Life Bajaj Allianz Bajaj Allianz
SBI Life Insurance Bharti Axa Met Life Insurance
Max New York Life
HDFC Standard Life
SBI Life Insurance
SBI Life Insurance Bharti Axa
Max New York Life Insurance
Met Life Insurance
Aviva Life Insurance
Aviva Life Insurance
ING Vysya Life
ING Vysya Life
ICICI Prudential
SBI Life Insurance
ING Vysya Life Insurance
SBI Life Insurance - ING Vysya
Life Tata AIG Bharti Axa Bharti Axa -
Met Life Insurance HDFC Standard Life - SBI Life
Insurance Bajaj Allianz Tata AIG ING Vysya Life -
Tata AIG ING Vysya - Tata AIG Met Life Met Life Met Life -
72
Table 23: Comprehensibility
Sec-A SEC-B SEC-C SEC-D SEC-E Two wheeler Four wheeler
Don't own any vehicle
LIC Jeevan Tarang Policy
ICICI Prudential
LIC Jeevan Tarang Policy
ICICI Prudential
Aviva Life Insurance
ICICI Prudential
Aviva Life Insurance Bharti Axa
ICICI Prudential Life Insurance
LIC Jeevan Tarang Policy
Aviva Life Insurance Bajaj Allianz ING Vysya
Life LIC Jeevan
Tarang Policy HDFC
Standard Life LIC Jeevan
Tarang Policy
SBI Life Insurance Max New York Life
HDFC Standard Life
Met Life Insurance
ICICI Prudential
Aviva Life Insurance
Max New York Life
Max New York Life
Max New York Life Insurance Bajaj Allianz Bajaj Allianz Bharti Axa Max New
York Life HDFC
Standard Life LIC Jeevan
Tarang Policy ICICI
Prudential
HDFC Standard Life Insurance
HDFC Standard Bharti Axa LIC Jeevan
Tarang Policy Bharti Axa SBI Life Insurance
ICICI Prudential Bajaj Allianz
Aviva Life Aviva Life SBI Life Tata AIG Bajaj Allianz Bajaj Allianz SBI Life Met Life
Bajaj Allianz Bharti Axa Tata AIG SBI Life Insurance
Tata AIG ING Vysya Life
Bajaj Allianz Aviva Life Insurance
Bharti Axa ING Vysya Life
Max New York Life
HDFC Standard Life
LIC Jeevan Tarang Policy Bharti Axa Met Life
Insurance Tata AIG
ING Vysya Life Insurance
SBI Life Insurance
ICICI Prudential
Max New York Life
Met Life Insurance
Max New York Life Tata AIG
ING Vysya Life
Insurance
Met Life Insurance Met Life Insurance
Met Life Insurance
Aviva Life Insurance
HDFC Standard Life Tata AIG Bharti Axa SBI Life
Insurance
Tata AIG Tata AIG ING Vysya Life - - Met Life
Insurance ING Vysya
Life HDFC
Standard Life
73
Table 24: Comprehensibility
North East South West Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Above 10 Lakhs
Aviva Life Insurance
LIC Jeevan Tarang Policy
LIC Jeevan Tarang Policy
ICICI Prudential
ICICI Prudential Bajaj Allianz Bharti Axa LIC Jeevan
Tarang Policy
HDFC Standard Life Insurance
Aviva Life Insurance
Max New York Life Bajaj Allianz LIC Jeevan
Tarang Policy ICICI
Prudential ICICI
Prudential Aviva Life Insurance
SBI Life Insurance ICICI Prudential
ICICI Prudential Bharti Axa
Max New York Life Insurance
Bharti Axa LIC Jeevan Tarang Policy
HDFC Standard Life
Bajaj Allianz Met Life Insurance Bharti Axa LIC Jeevan
Tarang Policy Aviva Life Insurance
Max New York Life
SBI Life Insurance Bajaj Allianz
LIC Jeevan Tarang Policy
HDFC Standard Life Bajaj Allianz Max New
York Life ING Vysya
Life SBI Life
Insurance HDFC
Standard Life ICICI
Prudential
Met Life Insurance ING Vysya Life
ING Vysya Life
SBI Life Insurance Bharti Axa LIC Jeevan
Tarang Policy Aviva Life Insurance
Max New York Life
ICICI Prudential Life Insurance
Max New York Life Tata AIG HDFC
Standard Life Bajaj Allianz Met Life Insurance Bajaj Allianz Tata AIG
Max New York Life Insurance Bharti Axa HDFC
Standard Life Aviva Life Insurance Tata AIG HDFC
Standard Life Met Life
Insurance Met Life
Insurance
ING Vysya Life Insurance
SBI Life Insurance
Aviva Life Insurance Tata AIG SBI Life
Insurance Aviva Life Insurance
ING Vysya Life
ING Vysya Life
Bharti Axa Bajaj Allianz Met Life Insurance
ING Vysya Life
HDFC Standard Life
ING Vysya Life Tata AIG SBI Life
Insurance
Tata AIG - SBI Life Insurance
Met Life Insurance
Met Life Insurance - Max New
York Life Bharti Axa
74
Table 25: Persuasiveness/ believability
Male Female 13-18 years 19-24 years 25-35 years 36-45 years 46-55 years >55 years
LIC Jeevan Tarang Policy
ICICI Prudential Bharti Axa Bajaj Allianz LIC Jeevan
Tarang Policy ICICI
Prudential LIC Jeevan
Tarang Policy HDFC
Standard Life
ICICI Prudential Life Insurance
Max New York Life
Max New York Life Bharti Axa ICICI
Prudential Bajaj Allianz Aviva Life Insurance
LIC Jeevan Tarang Policy
HDFC Standard Life Insurance Bajaj Allianz ICICI
Prudential LIC Jeevan
Tarang Policy Aviva Life Insurance
LIC Jeevan Tarang Policy Tata AIG ICICI
Prudential
Bajaj Allianz LIC Jeevan Tarang Policy
LIC Jeevan Tarang Policy
ICICI Prudential
SBI Life Insurance
HDFC Standard Life
Max New York Life
Max New York Life
Aviva Life Insurance
Aviva Life Insurance
HDFC Standard Life
Met Life Insurance
Max New York Life
Max New York Life
HDFC Standard Life
Aviva Life Insurance
Bharti Axa Tata AIG Bajaj Allianz HDFC Standard Life Bharti Axa SBI Life
Insurance Bajaj Allianz Bajaj Allianz
SBI Life Insurance Bharti Axa Met Life Insurance
Max New York Life
HDFC Standard Life
Aviva Life Insurance
SBI Life Insurance
SBI Life Insurance
Max New York Life Insurance
SBI Life Insurance - Aviva Life
Insurance Tata AIG ING Vysya Life
ICICI Prudential -
ING Vysya Life Insurance
Met Life Insurance - ING Vysya
Life Bajaj Allianz Bharti Axa Bharti Axa -
Met Life Insurance HDFC Standard Life - Tata AIG ING Vysya
Life Tata AIG ING Vysya Life -
Tata AIG ING Vysya Life - SBI Life
Insurance Met Life
Insurance Met Life
Insurance Met Life
Insurance -
75
Table 26: Persuasiveness/ believability
Sec-A SEC-B SEC-C SEC-D SEC-E Two wheeler Four wheeler
Don't own any vehicle
LIC Jeevan Tarang Policy
ICICI Prudential
LIC Jeevan Tarang Policy
ICICI Prudential
Aviva Life Insurance
ICICI Prudential
Aviva Life Insurance Bharti Axa
SBI Life Insurance LIC Jeevan Tarang Policy Bajaj Allianz Bajaj Allianz ING Vysya
Life LIC Jeevan
Tarang Policy HDFC
Standard Life LIC Jeevan
Tarang Policy
ICICI Prudential Life Insurance
Max New York Life Bharti Axa Met Life
Insurance ICICI
Prudential Aviva Life Insurance
Max New York Life
Max New York Life
HDFC Standard Life Insurance
HDFC Standard Life
Aviva Life Insurance
LIC Jeevan Tarang Policy
LIC Jeevan Tarang Policy
SBI Life Insurance
LIC Jeevan Tarang Policy
ICICI Prudential
Max New York Life Insurance Bajaj Allianz SBI Life
Insurance Tata AIG Max New York Life
HDFC Standard Life
ICICI Prudential Bajaj Allianz
Bajaj Allianz Bharti Axa HDFC Standard Life Bharti Axa Bajaj Allianz Bajaj Allianz SBI Life
Insurance Met Life
Insurance
Bharti Axa Aviva Life Insurance Tata AIG SBI Life
Insurance Bharti Axa ING Vysya Life Bajaj Allianz Tata AIG
Aviva Life Insurance
ING Vysya Life
Max New York Life
HDFC Standard Life
Met Life Insurance Bharti Axa Tata AIG Aviva Life
Insurance
ING Vysya Life Insurance
SBI Life Insurance
ICICI Prudential
Aviva Life Insurance Tata AIG Max New
York Life Bharti Axa SBI Life Insurance
Met Life Insurance Tata AIG Met Life Insurance Max New - Tata AIG ING Vysya
Life HDFC
Standard Life
Tata AIG Met Life ING Vysya - - Met Life Met Life ING Vysya
76
Table 27: Persuasiveness/ believability
North East South West Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Above 10 Lakhs
Aviva Life Insurance
LIC Jeevan Tarang Policy
LIC Jeevan Tarang Policy
ICICI Prudential
ICICI Prudential Bajaj Allianz ICICI
Prudential LIC Jeevan
Tarang Policy
HDFC Standard Life Insurance
Aviva Life Insurance
Max New York Life Bajaj Allianz LIC Jeevan
Tarang Policy ICICI
Prudential Bharti Axa HDFC Standard Life
SBI Life Insurance ICICI Prudential
ICICI Prudential Bharti Axa Max New
York Life Bharti Axa LIC Jeevan Tarang Policy
Aviva Life Insurance
LIC Jeevan Tarang Policy
Met Life Insurance Bharti Axa LIC Jeevan
Tarang Policy Aviva Life Insurance
SBI Life Insurance
SBI Life Insurance
ICICI Prudential
Bajaj Allianz HDFC Standard Life Bajaj Allianz Max New
York Life Bharti Axa Max New York Life
HDFC Standard Life Bajaj Allianz
ICICI Prudential Life Insurance
Max New York Life Tata AIG SBI Life
Insurance ING Vysya
Life LIC Jeevan
Tarang Policy Bajaj Allianz Max New York Life
Met Life Insurance Bharti Axa ING Vysya Life
HDFC Standard Life Bajaj Allianz Met Life
Insurance Aviva Life Insurance Tata AIG
ING Vysya Life Insurance
ING Vysya Life
Aviva Life Insurance
Aviva Life Insurance
SBI Life Insurance
HDFC Standard Life
ING Vysya Life
Met Life Insurance
Max New York Life Insurance
SBI Life Insurance
HDFC Standard Life Tata AIG Tata AIG Aviva Life
Insurance Met Life
Insurance ING Vysya
Life
Bharti Axa Bajaj Allianz Met Life Insurance
Met Life Insurance
HDFC Standard Life Tata AIG Max New
York Life SBI Life
Insurance
77
Table 28: Brand inclination
Male Female 13-18 years 19-24 years 25-35 years 36-45 years 46-55 years >55 years
LIC Jeevan Tarang Policy
ICICI Prudential Bharti Axa Bajaj Allianz LIC Jeevan
Tarang Policy ICICI
Prudential LIC Jeevan
Tarang Policy HDFC
Standard Life
ICICI Prudential Life Insurance Bajaj Allianz Max New
York Life Bharti Axa ICICI Prudential
LIC Jeevan Tarang Policy
ICICI Prudential
LIC Jeevan Tarang Policy
HDFC Standard Life Insurance
Max New York Life
ICICI Prudential
HDFC Standard Life
Aviva Life Insurance
HDFC Standard Life
Aviva Life Insurance
ICICI Prudential
Aviva Life Insurance
LIC Jeevan Tarang Policy
HDFC Standard Life
LIC Jeevan Tarang Policy
SBI Life Insurance Bajaj Allianz Tata AIG Max New
York Life
Bharti Axa Aviva Life Insurance Bajaj Allianz ICICI
Prudential Bharti Axa Max New York Life
Max New York Life
Aviva Life Insurance
SBI Life Insurance Met Life Insurance
LIC Jeevan Tarang Policy
Max New York Life
HDFC Standard Life
Met Life Insurance
SBI Life Insurance Bajaj Allianz
Max New York Life Insurance Bharti Axa Met Life
Insurance Met Life
Insurance Tata AIG SBI Life Insurance Bajaj Allianz Bharti Axa
Bajaj Allianz SBI Life Insurance - Aviva Life
Insurance ING Vysya
Life Aviva Life Insurance
HDFC Standard Life
SBI Life Insurance
ING Vysya Life Insurance Tata AIG - ING Vysya
Life Bajaj Allianz ING Vysya Life
ING Vysya Life -
Met Life Insurance HDFC Standard Life - SBI Life
Insurance Max New York Life Bharti Axa Met Life
Insurance -
Tata AIG ING Vysya - Tata AIG Met Life Tata AIG Bharti Axa -
78
Table 29: Brand inclination
Sec-A SEC-B SEC-C SEC-D SEC-E Two wheeler Four wheeler
Don't own any vehicle
LIC Jeevan Tarang Policy
ICICI Prudential
LIC Jeevan Tarang Policy
ICICI Prudential
Aviva Life Insurance
ICICI Prudential
HDFC Standard Life Bharti Axa
SBI Life Insurance LIC Jeevan Tarang Policy
HDFC Standard Life Bajaj Allianz ING Vysya
Life LIC Jeevan
Tarang Policy Aviva Life Insurance
LIC Jeevan Tarang Policy
ICICI Prudential Life Insurance
Max New York Life
Aviva Life Insurance Bharti Axa ICICI
Prudential Aviva Life Insurance
LIC Jeevan Tarang Policy
ICICI Prudential
Met Life Insurance HDFC Standard Life Bharti Axa LIC Jeevan
Tarang Policy Max New York Life
HDFC Standard Life
Max New York Life
Met Life Insurance
HDFC Standard Life Insurance Bajaj Allianz SBI Life
Insurance Tata AIG Bharti Axa SBI Life Insurance
SBI Life Insurance Bajaj Allianz
Max New York Life Insurance
Aviva Life Insurance
ICICI Prudential
Met Life Insurance Bajaj Allianz Bajaj Allianz ICICI
Prudential Max New York Life
Bharti Axa Bharti Axa Max New York Life
SBI Life Insurance
LIC Jeevan Tarang Policy
ING Vysya Life Bajaj Allianz Aviva Life
Insurance
Bajaj Allianz SBI Life Insurance
Met Life Insurance
HDFC Standard Life
Met Life Insurance Bharti Axa Tata AIG Tata AIG
Aviva Life Insurance
ING Vysya Life Tata AIG Max New
York Life HDFC
Standard Life Max New York Life
ING Vysya Life
SBI Life Insurance
ING Vysya Life Insurance Tata AIG Bajaj Allianz Aviva Life
Insurance Tata AIG Tata AIG Met Life Insurance
HDFC Standard Life
Tata AIG Met Life Insurance
ING Vysya Life - - Met Life
Insurance Bharti Axa ING Vysya Life
79
Table 30: Brand inclination
North East South West Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Above 10 Lakhs
Aviva Life Insurance
LIC Jeevan Tarang Policy
LIC Jeevan Tarang Policy
ICICI Prudential
ICICI Prudential
ICICI Prudential
ICICI Prudential
LIC Jeevan Tarang Policy
HDFC Standard Life Insurance
ICICI Prudential
Max New York Life Bharti Axa LIC Jeevan
Tarang Policy Bharti Axa Bharti Axa HDFC Standard Life
SBI Life Insurance Aviva Life Insurance
ICICI Prudential
LIC Jeevan Tarang Policy
Aviva Life Insurance
Max New York Life
LIC Jeevan Tarang Policy
Aviva Life Insurance
LIC Jeevan Tarang Policy
HDFC Standard Life Bharti Axa Bajaj Allianz Bharti Axa Bajaj Allianz SBI Life
Insurance ICICI
Prudential
Bajaj Allianz Met Life Insurance Bajaj Allianz SBI Life
Insurance ING Vysya
Life SBI Life
Insurance HDFC
Standard Life Max New York Life
ICICI Prudential Life Insurance
ING Vysya Life
ING Vysya Life
Max New York Life Bajaj Allianz LIC Jeevan
Tarang Policy Aviva Life Bajaj Allianz
Met Life Insurance Bharti Axa Tata AIG HDFC Standard Life
Met Life Insurance
Aviva Life Insurance Bajaj Allianz Tata AIG
ING Vysya Life Insurance
Max New York Life
HDFC Standard Life
Met Life Insurance
Max New York Life
Met Life Insurance
Met Life Insurance
Met Life Insurance
Max New York Life Insurance
SBI Life Insurance
Aviva Life Insurance
Aviva Life Insurance
SBI Life Insurance
HDFC Standard Life
ING Vysya Life
SBI Life Insurance
Bharti Axa Bajaj Allianz Met Life Insurance Tata AIG Tata AIG ING Vysya
Life Max New York Life
ING Vysya Life
80
Table 31: Empathy created
Male Female 13-18 years 19-24 years 25-35 years 36-45 years 46-55 years >55 years
LIC Jeevan Tarang Policy
ICICI Prudential Bharti Axa Bharti Axa LIC Jeevan
Tarang Policy Bajaj Allianz LIC Jeevan Tarang Policy
HDFC Standard Life
ICICI Prudential Life Insurance Bajaj Allianz Max New
York Life Bajaj Allianz ICICI Prudential
ICICI Prudential Tata AIG LIC Jeevan
Tarang Policy
Bajaj Allianz Max New York Life Bajaj Allianz Met Life
Insurance Aviva Life Insurance
HDFC Standard Life
Max New York Life
ICICI Prudential
Life HDFC Standard Life
Insurance Aviva Life Insurance
ICICI Prudential
LIC Jeevan Tarang Policy
SBI Life Insurance
LIC Jeevan Tarang Policy
HDFC Standard Life
Max New York Life
Bharti Axa LIC Jeevan Tarang Policy
LIC Jeevan Tarang Policy
Max New York Life Bharti Axa Aviva Life
Insurance Bajaj Allianz Aviva Life Insurance
Aviva Life Insurance Tata AIG HDFC
Standard Life HDFC
Standard Life HDFC
Standard Life Max New York Life
SBI Life Insurance Bajaj Allianz
SBI Life Insurance Bharti Axa Met Life Insurance
Aviva Life Insurance Tata AIG SBI Life
Insurance ICICI
Prudential SBI Life
Insurance
Max New York Life Insurance
SBI Life Insurance
Aviva Life Insurance
ICICI Prudential Bajaj Allianz Bharti Axa Aviva Life
Insurance -
ING Vysya Life Insurance
Met Life Insurance - ING Vysya
Life ING Vysya
Life Tata AIG ING Vysya Life -
Met Life Insurance HDFC Standard Life - SBI Life
Insurance Max New York Life
ING Vysya Life
Met Life Insurance -
Tata AIG ING Vysya Life - Tata AIG Met Life
Insurance Met Life
Insurance Bharti Axa -
81
Table 32: Empathy created
Sec-A SEC-B SEC-C SEC-D SEC-E Two wheeler Four wheeler
Don't own any vehicle
LIC Jeevan Tarang Policy
ICICI Prudential
Aviva Life Insurance
ICICI Prudential
Aviva Life Insurance
ICICI Prudential
HDFC Standard Life Bharti Axa
SBI Life Insurance LIC Jeevan Tarang Policy Bharti Axa Bajaj Allianz ING Vysya
Life LIC Jeevan
Tarang Policy Max New York Life
LIC Jeevan Tarang Policy
ICICI Prudential Life Insurance
Max New York Life
LIC Jeevan Tarang Policy Bharti Axa Bajaj Allianz Aviva Life
Insurance LIC Jeevan
Tarang Policy ICICI
Prudential
HDFC Standard Life Insurance Bajaj Allianz Bajaj Allianz LIC Jeevan
Tarang Policy ICICI
Prudential SBI Life
Insurance Aviva Life Insurance Bajaj Allianz
Max New York Life Insurance
HDFC Standard Life
SBI Life Insurance Tata AIG Max New
York Life HDFC
Standard Life ICICI
Prudential Met Life
Insurance
Bajaj Allianz Bharti Axa HDFC Standard Life
Met Life Insurance
LIC Jeevan Tarang Policy Bajaj Allianz SBI Life
Insurance Aviva Life Insurance
Aviva Life Insurance
Aviva Life Insurance Tata AIG SBI Life
Insurance Bharti Axa Bharti Axa Bajaj Allianz Max New York Life
Bharti Axa SBI Life Insurance
Max New York Life
HDFC Standard Life
Met Life Insurance
Max New York Life Tata AIG Tata AIG
ING Vysya Life Insurance
ING Vysya Life
Met Life Insurance
Max New York Life Tata AIG ING Vysya
Life ING Vysya
Life SBI Life
Insurance
Met Life Insurance Tata AIG ICICI Prudential
Aviva Life Insurance - Tata AIG Bharti Axa ING Vysya
Life
Tata AIG Met Life Insurance
ING Vysya Life - - Met Life
Insurance Met Life
Insurance HDFC
Standard Life
82
Table 33: Empathy created
North East South West Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Above 10 Lakhs
Aviva Life Insurance
LIC Jeevan Tarang Policy
LIC Jeevan Tarang Policy
ICICI Prudential
ICICI Prudential Bajaj Allianz ICICI
Prudential LIC Jeevan
Tarang Policy
HDFC Standard Life Insurance
Aviva Life Insurance
Max New York Life Bajaj Allianz LIC Jeevan
Tarang Policy ICICI
Prudential Bharti Axa Aviva Life Insurance
SBI Life Insurance ICICI Prudential
ICICI Prudential Bharti Axa Bajaj Allianz Bharti Axa SBI Life
Insurance HDFC
Standard Life
Bajaj Allianz Met Life Insurance Bharti Axa LIC Jeevan
Tarang Policy Aviva Life Insurance
Max New York Life
LIC Jeevan Tarang Policy
Max New York Life
LIC Jeevan Tarang Policy
HDFC Standard Life Bajaj Allianz SBI Life
Insurance ING Vysya
Life SBI Life
Insurance HDFC
Standard Life ICICI
Prudential
ICICI Prudential Life Insurance
Max New York Life Tata AIG Max New
York Life Bharti Axa LIC Jeevan Tarang Policy
Aviva Life Insurance Bajaj Allianz
Met Life Insurance ING Vysya Life
ING Vysya Life
HDFC Standard Life
Max New York Life
Met Life Insurance Bajaj Allianz Tata AIG
ING Vysya Life Insurance Bharti Axa Aviva Life
Insurance Aviva Life Insurance
SBI Life Insurance
HDFC Standard Life
ING Vysya Life
Met Life Insurance
Max New York Life Insurance
SBI Life Insurance
HDFC Standard Life Tata AIG Tata AIG Aviva Life
Insurance Met Life
Insurance SBI Life
Insurance
Bharti Axa Bajaj Allianz Met Life Insurance
Met Life Insurance
HDFC Standard Life Tata AIG Max New
York Life Bharti Axa
Tata AIG - SBI Life Insurance
ING Vysya Life
Met Life Insurance
ING Vysya Life Tata AIG ING Vysya
Life
83
Table 34: Brand differentiation
Male Female 13-18 years 19-24 years 25-35 years 36-45 years 46-55 years >55 years
LIC Jeevan Tarang Policy
ICICI Prudential Bharti Axa Bajaj Allianz Aviva Life
Insurance Bajaj Allianz LIC Jeevan Tarang Policy
HDFC Standard Life
ICICI Prudential Life Insurance Bajaj Allianz Max New
York Life LIC Jeevan
Tarang Policy LIC Jeevan
Tarang Policy ICICI
Prudential Aviva Life Insurance
LIC Jeevan Tarang Policy
Aviva Life Insurance
Max New York Life
ICICI Prudential
HDFC Standard Life
ICICI Prudential
LIC Jeevan Tarang Policy
Max New York Life
ICICI Prudential
Bajaj Allianz Met Life Insurance
HDFC Standard Life
Max New York Life Bharti Axa Met Life
Insurance Bajaj Allianz Max New York Life
HDFC Standard Life Insurance
LIC Jeevan Tarang Policy
Met Life Insurance
ICICI Prudential
SBI Life Insurance
Max New York Life
SBI Life Insurance
Aviva Life Insurance
Bharti Axa Bharti Axa Bajaj Allianz Aviva Life Insurance Tata AIG SBI Life
Insurance ICICI
Prudential Bajaj Allianz
Max New York Life Insurance Tata AIG LIC Jeevan
Tarang Policy Met Life
Insurance HDFC
Standard Life Aviva Life Insurance
HDFC Standard Life -
ING Vysya Life Insurance
SBI Life Insurance - Bharti Axa Bajaj Allianz HDFC
Standard Life ING Vysya -
SBI Life Insurance Aviva Life Insurance - ING Vysya
Life ING Vysya
Life ING Vysya
Life Met Life
Insurance -
Met Life Insurance HDFC Standard Life - SBI Life
Insurance Max New York Life Bharti Axa Bharti Axa -
Tata AIG ING Vysya - Tata AIG Met Life Tata AIG Tata AIG -
84
Table 35: Brand differentiation
Sec-A SEC-B SEC-C SEC-D SEC-E Two wheeler Four wheeler
Don't own any vehicle
LIC Jeevan Tarang Policy
ICICI Prudential
LIC Jeevan Tarang Policy Bajaj Allianz ING Vysya
Life ICICI
Prudential Aviva Life Insurance
LIC Jeevan Tarang Policy
SBI Life Insurance LIC Jeevan Tarang Policy
Aviva Life Insurance
ICICI Prudential
ICICI Prudential
LIC Jeevan Tarang Policy
LIC Jeevan Tarang Policy Bharti Axa
ICICI Prudential Life Insurance
Max New York Life Bajaj Allianz Bharti Axa Aviva Life
Insurance Aviva Life Insurance
Max New York Life
Met Life Insurance
Met Life Insurance Bajaj Allianz HDFC Standard Life Tata AIG Max New
York Life Bajaj Allianz HDFC Standard Life Bajaj Allianz
Max New York Life Insurance
Aviva Life Insurance Bharti Axa SBI Life
Insurance Bharti Axa HDFC Standard Life
SBI Life Insurance
ICICI Prudential
HDFC Standard Life Insurance
HDFC Standard Life
Max New York Life
HDFC Standard Life Bajaj Allianz ING Vysya
Life ICICI
Prudential Max New York Life
Aviva Life Insurance Bharti Axa ICICI
Prudential LIC Jeevan
Tarang Policy LIC Jeevan
Tarang Policy SBI Life
Insurance Met Life
Insurance Aviva Life Insurance
Bajaj Allianz ING Vysya Life
Met Life Insurance
Met Life Insurance
Met Life Insurance Bharti Axa Bajaj Allianz Tata AIG
Bharti Axa SBI Life Insurance Tata AIG Aviva Life
Insurance Tata AIG Max New York Life ING Vysya SBI Life
ING Vysya Life Insurance
Met Life Insurance
SBI Life Insurance
Max New York Life - Tata AIG Bharti Axa HDFC Sta
Tata AIG Tata AIG - - - Met Life Insurance Tata AIG ING Vysya
Life
85
Table 36: Brand differentiation
North East South West Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Above 10 Lakhs
Aviva Life Insurance
LIC Jeevan Tarang Policy
LIC Jeevan Tarang Policy
ICICI Prudential
ICICI Prudential Bajaj Allianz Bharti Axa LIC Jeevan
Tarang Policy
SBI Life Insurance Aviva Life Insurance
Max New York Life Bajaj Allianz LIC Jeevan
Tarang Policy ICICI
Prudential LIC Jeevan
Tarang Policy Aviva Life Insurance
HDFC Standard Life Insurance
ICICI Prudential
ICICI Prudential
LIC Jeevan Tarang Policy
Aviva Life Insurance
Max New York Life
SBI Life Insurance
HDFC Standard Life
Bajaj Allianz Met Life Insurance Bharti Axa Bharti Axa Bharti Axa Bharti Axa ICICI
Prudential Bajaj Allianz
LIC Jeevan Tarang Policy
Max New York Life Bajaj Allianz Max New
York Life ING Vysya
Life LIC Jeevan
Tarang Policy HDFC
Standard Life ICICI
Prudential
ICICI Prudential Life Insurance
ING Vysya Life
ING Vysya Life
Met Life Insurance Bajaj Allianz Met Life
Insurance Aviva Life Insurance
Max New York Life
Met Life Insurance HDFC Standard Life Tata AIG HDFC
Standard Life Max New York Life
SBI Life Insurance Bajaj Allianz Tata AIG
ING Vysya Life Insurance Bharti Axa Aviva Life
Insurance Aviva Life Insurance
Met Life Insurance
Aviva Life Insurance
ING Vysya Life
SBI Life Insurance
Max New York Life Insurance Bajaj Allianz Met Life
Insurance SBI Life
Insurance SBI Life
Insurance HDFC
Standard Life Met Life
Insurance Met Life
Insurance
Bharti Axa SBI Life Insurance
HDFC Standard Life
ING Vysya Life
HDFC Standard Life
ING Vysya Life Tata AIG ING Vysya
Life
Tata AIG - SBI Life Insurance Tata AIG Tata AIG - Max New
York Life Bharti Axa
86
Table 37: Message relevance
Male Female 13-18 years 19-24 years 25-35 years 36-45 years 46-55 years >55 years
LIC Jeevan Tarang Policy
ICICI Prudential Bharti Axa Bajaj Allianz LIC Jeevan
Tarang Policy Bajaj Allianz LIC Jeevan Tarang Policy
HDFC Standard Life
ICICI Prudential Life Insurance
Max New York Life
Max New York Life
Aviva Life Insurance
ICICI Prudential
ICICI Prudential
Max New York Life
LIC Jeevan Tarang Policy
Bajaj Allianz Bajaj Allianz ICICI Prudential
LIC Jeevan Tarang Policy
Aviva Life Insurance
Aviva Life Insurance Tata AIG Max New
York Life
Aviva Life Insurance
LIC Jeevan Tarang Policy
LIC Jeevan Tarang Policy
ICICI Prudential
Max New York Life
LIC Jeevan Tarang Policy
HDFC Standard Life
Aviva Life Insurance
Bharti Axa Aviva Life Insurance
HDFC Standard Life
Met Life Insurance
SBI Life Insurance
Max New York Life
SBI Life Insurance Bajaj Allianz
HDFC Standard Life Insurance
SBI Life Insurance Bajaj Allianz Max New
York Life Bharti Axa SBI Life Insurance Bajaj Allianz ICICI
Prudential
Max New York Life Insurance Bharti Axa Met Life
Insurance ING Vysya
Life Bajaj Allianz HDFC Standard Life
ICICI Prudential
SBI Life Insurance
SBI Life Insurance Tata AIG - Bharti Axa HDFC Standard Life
ING Vysya Life
Aviva Life Insurance -
ING Vysya Life Insurance
Met Life Insurance - SBI Life
Insurance Tata AIG Bharti Axa ING Vysya Life -
Met Life Insurance ING Vysya Life - HDFC
Standard Life ING Vysya
Life Met Life
Insurance Bharti Axa -
Tata AIG HDFC Standard Life - Tata AIG Met Life
Insurance - - -
87
Table 38: Message relevance
Sec-A SEC-B SEC-C SEC-D SEC-E Two wheeler
Four wheeler
Don't own any vehicle
LIC Jeevan Tarang Policy
LIC Jeevan Tarang Policy
Aviva Life Insurance
ICICI Prudential
ICICI Prudential
ICICI Prudential
Max New York Life
LIC Jeevan Tarang Policy
ICICI Prudential Life Insurance
ICICI Prudential Bajaj Allianz Bajaj Allianz Aviva Life
Insurance LIC Jeevan
Tarang Policy LIC Jeevan
Tarang Policy Max New York Life
SBI Life Insurance Max New York Life
LIC Jeevan Tarang Policy Bharti Axa ING Vysya
Life Bajaj Allianz HDFC Standard Life Bajaj Allianz
Max New York Life Insurance Bajaj Allianz Bharti Axa SBI Life
Insurance Max New York Life
Aviva Life Insurance
Aviva Life Insurance
ICICI Prudential
HDFC Standard Life Insurance
HDFC Standard Life
ICICI Prudential
HDFC Standard Life
LIC Jeevan Tarang Policy
SBI Life Insurance
ICICI Prudential Bharti Axa
Aviva Life Insurance
Aviva Life Insurance Tata AIG LIC Jeevan
Tarang Policy Bajaj Allianz ING Vysya Life
SBI Life Insurance
Aviva Life Insurance
Bajaj Allianz Bharti Axa SBI Life Met Life Bharti Axa Bharti Axa Tata AIG Met Life
Bharti Axa SBI Life Insurance
Met Life Insurance
Aviva Life Insurance
Met Life Insurance
Max New York Life Bajaj Allianz SBI Life
Insurance
ING Vysya Life Insurance
ING Vysya Life
Max New York Life Tata AIG Tata AIG HDFC
Standard Life ING Vysya
Life HDFC
Standard Life
Met Life Insurance Tata AIG HDFC Standard Life
Max New York Life - Tata AIG Bharti Axa ING Vysya
Life
Tata AIG Met Life ING Vysya - - Met Life Met Life Tata AIG
88
Table 39: Message relevance
North East South West Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Above 10 Lakhs
Aviva Life Insurance
LIC Jeevan Tarang
LIC Jeevan Tarang
ICICI Prudential
ICICI Prudential Bajaj Allianz ICICI
Prudential LIC Jeevan
Tarang
SBI Life Insurance Aviva Life Insurance
Max New York Life Bajaj Allianz LIC Jeevan
Tarang ICICI
Prudential Bharti Axa Aviva Life Insurance
Bajaj Allianz ICICI Prudential
ICICI Prudential
LIC Jeevan Tarang
Max New York Life
Max New York Life
LIC Jeevan Tarang Bajaj Allianz
HDFC Standard Life Insurance
ING Vysya Life Bharti Axa Max New
York Life Bajaj Allianz Bharti Axa SBI Life Insurance
Max New York Life
LIC Jeevan Tarang Policy
Max New York Life Bajaj Allianz Bharti Axa ING Vysya
Life LIC Jeevan
Tarang HDFC
Standard HDFC
Standard
ICICI Prudential Life Insurance
HDFC Standard
ING Vysya Life
HDFC Standard
SBI Life Insurance
Aviva Life Insurance Bajaj Allianz ICICI
Prudential
Max New York Life Bharti Axa Tata AIG Aviva Life Tata AIG SBI Life Aviva Life SBI Life
Met Life Insurance Met Life Aviva Life SBI Life Bharti Axa Met Life Tata AIG Bharti Axa
Bharti Axa SBI Life Insurance
Met Life Insurance
Met Life Insurance
Aviva Life Insurance
HDFC Standard
Met Life Insurance
ING Vysya Life
ING Vysya Life Insurance Bajaj Allianz HDFC
Standard Tata AIG HDFC Standard
ING Vysya Life
Max New York Life Tata AIG
89
Table 40: Image impact
Male Female 13-18 years 19-24 years 25-35 years 36-45 years 46-55 years >55 years
LIC Jeevan Tarang Policy
Max New York Life Insurance Bharti Axa Bajaj Allianz LIC Jeevan
Tarang Policy Bajaj Allianz LIC Jeevan Tarang Policy
HDFC Standard Life
ICICI Prudential Life Insurance
ICICI Prudential
Max New York Life Insurance Bharti Axa ICICI
Prudential ICICI
Prudential Aviva Life Insurance
LIC Jeevan Tarang Policy
Aviva Life Insurance Bajaj Allianz ICICI
Prudential Met Life
Insurance Aviva Life Insurance
LIC Jeevan Tarang Policy
Max New York Life Insurance
ICICI Prudential
HDFC Standard Life Insurance
LIC Jeevan Tarang Policy
LIC Jeevan Tarang Policy
LIC Jeevan Tarang Policy
SBI Life Insurance
HDFC Standard Life Tata AIG Max New York
Life Insurance
Bajaj Allianz Bharti Axa HDFC Standard Life
Max New York Life Insurance
Max New York Life Insurance
Aviva Life Insurance
HDFC Standard Life
Aviva Life Insurance
Bharti Axa Aviva Life Insurance Bajaj Allianz HDFC
Standard Life Bharti Axa Max New York Life Insurance
SBI Life Insurance Bajaj Allianz
SBI Life Insurance Tata AIG Met Life Insurance
ICICI Prudential
HDFC Standard Life
SBI Life Insurance Bajaj Allianz -
Max New York Life Insurance
SBI Life Insurance
Aviva Life Insurance
Aviva Life Insurance Tata AIG ING Vysya Life
Insurance ICICI
Prudential -
ING Vysya Life Insurance
Met Life Insurance - ING Vysya Life
Insurance ING Vysya Life
Insurance Bharti Axa Met Life Insurance -
Met Life Insurance
HDFC Standard Life - SBI Life
Insurance Bajaj Allianz Met Life Insurance
ING Vysya Life Insurance -
Tata AIG ING Vysya Life Insurance - Tata AIG Met Life
Insurance Tata AIG Bharti Axa -
90
Table 41: Image impact
Sec-A SEC-B SEC-C SEC-D SEC-E Two Four wheeler Don't own
LIC Jeevan Tarang Policy
LIC Jeevan Tarang Policy
LIC Jeevan Tarang Policy
ICICI Prudential
ING Vysya Life Insurance
ICICI Prudentia
Aviva Life Insurance Bharti Axa
SBI Life Insurance
ICICI Prudential
Aviva Life Insurance Bajaj Allianz ICICI
Prudential LIC Jeevan
Tarang HDFC
Standard Life LIC Jeevan
Tarang Policy
ICICI Prudential
Max New York Life Insurance Bajaj Allianz Bharti Axa Aviva Life
Insurance Aviva Life Insurance
LIC Jeevan Tarang Policy
Max New York Life Insurance
HDFC Standard Life Bajaj Allianz Bharti Axa Met Life
Insurance Max New York Life Insurance
SBI Life Insurance
Max New York Life Insurance Bajaj Allianz
Max New York Life Insurance
HDFC Standard Life
SBI Life Insurance
LIC Jeevan Tarang Policy
LIC Jeevan Tarang Policy
HDFC Standard
SBI Life Insurance
Met Life Insurance
Aviva Life Insurance
Aviva Life Insurance
HDFC Standard Life Tata AIG Bajaj Allianz Bajaj
Allianz ICICI
Prudential ICICI
Prudential
Bharti Axa Bharti Axa Tata AIG SBI Life Bharti Axa ING Vysya Bajaj Allianz Aviva Life
Bajaj Allianz ING Vysya Life Insurance
Max New York Life Insurance
HDFC Standard Life
Met Life Insurance Bharti Axa Tata AIG Tata AIG
ING Vysya Life Insurance
SBI Life Insurance
ICICI Prudential
Aviva Life Insurance Tata AIG Max New
York Life ING Vysya Life
Insurance SBI Life
Insurance
Met Life Insurance Tata AIG Met Life
Insurance Max New York Life Insurance
HDFC Standard Life Tata AIG Bharti Axa ING Vysya Life
Insurance
Tata AIG Met Life Insurance
ING Vysya Life Insurance - - Met Life
Insurance Met Life
Insurance HDFC
Standard Life
91
42: Image impact
North East South West Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Above 10
Aviva Life Insurance
LIC Jeevan Tarang Policy
LIC Jeevan Tarang Policy
ICICI Prudential
ICICI Prudential Bajaj Allianz ICICI
Prudentia LIC Jeevan
Tarang Policy
HDFC Standard Life
ICICI Prudential
Max New York Life Insurance Bajaj Allianz LIC Jeevan
Tarang Policy Bharti Axa Bharti Axa Aviva Life Insurance
SBI Life Insurance
Met Life Insurance Bharti Axa Bharti Axa Max New York
Life Insurance ICICI
Prudential SBI Life
Insurance HDFC
Standard Life
Bajaj Allianz Aviva Life Insurance
ICICI Prudential
LIC Jeevan Tarang Policy
Aviva Life Insurance
SBI Life Insurance
LIC Jeevan Tarang Bajaj Allianz
LIC Jeevan Tarang Policy
ING Vysya Life Insurance Tata AIG Max New York
Life Insurance Bharti Axa Max New York Life Insurance
HDFC Standard
Max New York Life Insurance
Met Life Insurance
Max New York Life Insurance Bajaj Allianz SBI Life
Insurance ING Vysya Life
Insurance LIC Jeevan
Tarang Policy Bajaj
Allianz Met Life
Insurance
ICICI Prudential
HDFC Standard Life
ING Vysya Life Insurance
HDFC Standard Life Bajaj Allianz Met Life
Insurance Aviva Life Insurance
ICICI Prudential
ING Vysya Life Insurance Bharti Axa Aviva Life
Insurance Aviva Life Insurance
SBI Life Insurance
HDFC Standard Life
Met Life Insurance Tata AIG
Max New York Life Insurance
SBI Life Insurance
HDFC Standard Life
Met Life Insurance Tata AIG Aviva Life
Insurance ING Vysya
Life ING Vysya Life
Insurance
Bharti Axa Bajaj Allianz Met Life Insurance
ING Vysya Life Insurance
HDFC Standard Life Tata AIG Tata AIG SBI Life
Insurance
Tata AIG - SBI Life Insurance Tata AIG Met Life
Insurance ING Vysya Life
Insurance Max New York Life Bharti Axa
92
Table 43: Brand preference
Male Female 13-18 years 19-24 years 25-35 years 36-45 years 46-55 years >55 years
ICICI Prudential
ICICI Prudential Bharti Axa Bajaj Allianz ICICI
Prudential ICICI
Prudential LIC Jeevan
Tarang Policy LIC Jeevan
Tarang
LIC Jeevan Tarang Policy Bajaj Allianz Max New York
Life Insurance LIC Jeevan
Tarang Policy Aviva Life Insurance
HDFC Standard Life
Max New York Life Insurance
Aviva Life Insurance
Aviva Life Insurance Tata AIG Bajaj Allianz ICICI
Prudential LIC Jeevan
Tarang Policy Max New York Life Insurance Bajaj Allianz HDFC
Standard
HDFC Standard Life
LIC Jeevan Tarang Policy
ICICI Prudentialnce
Aviva Life Insurance Tata AIG LIC Jeevan
Tarang Policy HDFC
Standard Life -
Bharti Axa Max New York Life Insurance
HDFC Standard Life Insurance
ING Vysya Life Bajaj Allianz SBI Life
Insurance ICICI
Prudentia -
Bajaj Allianz SBI Life Insurance
Met Life Insurance Bharti Axa HDFC
Standard Life Tata AIG Aviva Life Insurance -
Max New York Life Insurance
Aviva Life Insurance
LIC Jeevan Tarang Policy
Met Life Insurance
SBI Life Insurance Bharti Axa ING Vysya
Life -
ING Vysya Life Bharti Axa - SBI Life Bharti Axa Aviva Life SBI Life -
Met Life Insurance
HDFC Standard Life
- HDFC Standard Life
Met Life Insurance
Bajaj Allianz Met Life Insurance
-
SBI Life Insurance
ING Vysya - Max New York
Max New York
ING Vysya Life Insurance
Tata AIG -
Tata AIG Met Life - Tata AIG ING Vysya Met Life Bharti Axa -
93
Table 44: Brand preference
Sec-A SEC-B SEC-C SEC-D SEC-E Two wheeler Four wheeler Don't own
LIC Jeevan Tarang Policy
ICICI Prudential
Aviva Life Insurance
ICICI Prudential Bajaj Allianz ICICI
Prudential LIC Jeevan
Tarang Policy Bajaj Allianz
ICICI Prudential
LIC Jeevan Tarang Policy
LIC Jeevan Tarang Policy Bharti Axa ICICI
Prudential Aviva Life Insurance
Max New York Life Insurance
LIC Jeevan Tarang Policy
SBI Life Insurance Bajaj Allianz Tata AIG Bajaj Allianz ING Vysya Life
Insurance LIC Jeevan
Tarang Policy HDFC
Standard Life Bharti Axa
HDFC Standard Life
Max New York Life Insurance Bharti Axa Tata AIG Bharti Axa Bajaj Allianz ICICI
Prudential ICICI
Prudential
Bajaj Allianz Aviva Life Insurance
ICICI Prudential
Met Life Insurance
Max New York Life Insurance
HDFC Standard Life
SBI Life Insurance Tata AIG
Aviva Life Insurance
HDFC Standard Life
HDFC Standard Life
SBI Life Insurance
Aviva Life Insurance
ING Vysya Life Insurance
Aviva Life Insurance
Met Life Insurance
Max New York Life Insurance
SBI Life Insurance Bajaj Allianz Aviva Life
Insurance LIC Jeevan
Tarang Policy Tata AIG Bajaj Allianz Aviva Life Insurance
Bharti Axa ING Vysya Life Insurance
SBI Life Insurance
Max New York Life Insurance
Met Life Insurance
SBI Life Insurance
ING Vysya Life Insurance
SBI Life Insurance
ING Vysya Life Insurance Bharti Axa Met Life
Insurance - - Max New York Life Insurance
Met Life Insurance
HDFC Standard Life
Met Life Met Life - - Bharti Axa Bharti Axa ING Vysya
Tata AIG Tata AIG - - - Met Life Tata AIG Max New York
94
Table 45: Brand preference
North East South West Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Above 10 Lakhs
Aviva Life Insurance
ICICI Prudential
LIC Jeevan Tarang Policy
ICICI Prudential
ICICI Prudential
ICICI Prudential
ICICI Prudential
Aviva Life Insurance
SBI Life Insurance
LIC Jeevan Tarang Policy Bajaj Allianz LIC Jeevan
Tarang Policy LIC Jeevan
Tarang Policy Max New York Life Insurance Bharti Axa LIC Jeevan
Tarang Policy
HDFC Standard
HDFC Standard Life
ICICI Prudential Bajaj Allianz Bajaj Allianz Bajaj Allianz LIC Jeevan
Tarang Policy Tata AIG
Bajaj Allianz
Aviva Life Insurance Bharti Axa Max New York
Life Insurance ING Vysya Life
Insurance LIC Jeevan
Tarang Policy Bajaj Allianz Bajaj Allianz
LIC Jeevan Tarang Bharti Axa Tata AIG Bharti Axa Bharti Axa HDFC
Standard Life HDFC
Standard Life ICICI
Prudential
ICICI Prudential
ING Vysya Life Insurance
Max New York Life Insurance
Aviva Life Insurance
Aviva Life Insurance
SBI Life Insurance
Aviva Life Insurance
HDFC Standard Life
Met Life Insurance
SBI Life Insurance
ING Vysya Life Insurance
HDFC Standard Life
SBI Life Insurance
Aviva Life Insurance
SBI Life Insurance
Met Life Insurance
Max New York Life
Max New York Life Insurance
Aviva Life Insurance
Met Life Insurance
Max New York Life Insurance Bharti Axa Met Life
Insurance Max New York Life Insurance
Bharti Axa Met Life Insurance
HDFC Standard Life Tata AIG HDFC
Standard Life ING Vysya Life
Insurance Max New York Life Insurance
SBI Life Insurance
ING Vysya Bajaj Allianz SBI Life SBI Life Met Life Met Life ING Vysya Life Bharti Axa
95
Index: Charts Chart 1: Mediums TOM ad recall attributed to..............................18 Chart 2: Viewership of ad ......................................................21 Chart 3: Gender breakup .......................................................34 Chart 4: Age group distribution of respondents ............................35 Chart 5: City class - by population size ......................................36 Chart 6: City class - by market size...........................................37 Chart 7: Region-wise break-ups ...............................................39 Chart 8: Socio economic classification .......................................41 Chart 9: Socio economic classification .......................................42 Chart 10: Occupational breakup ..............................................43 Chart 11: Monthly family income .............................................44 Chart 12: Most expensive vehicle owned by the household...............45 Chart 13: Ownership of credit cards (individually).........................46
96
Index: Tables Table 1: Life Insurance user population representation of the study’s sample data for October-December 2007 quarter........................... 5 Table 2: Ad Momentux Index ..................................................10 Table 3: Ad Connect Quotient .................................................11 Table 4: Ad Appeal Index.......................................................12 Table 5: Ad Persuasion Index ..................................................13 Table 6: Brand Impact Index...................................................14 Table 7: Top of mind ad recall ................................................16 Table 8: Spontaneous ad recall (3 recalls) ..................................17 Table 9: Ads correctly identified with the brand...........................19 Table 10: Ad slogans correctly identified with the brand.................20 Table 11: Most liked ads........................................................22 Table 12: Ads perceived as most original....................................23 Table 13: Ads most identified with ...........................................24 Table 14: Ads most easily understood........................................25 Table 15: Ads perceived as most relevant (to current needs)............26 Table 16: Most convincing (believable) ads .................................27 Table 17: Ads differentiating the brand the most..........................28 Table 18: Ads creating most positive brand impression ...................29 Table 19: Ads enhancing brand quality perceptions the most............30 Table 20: Most emotionally connecting ads .................................31 Table 21: Ads creating brand consideration the most (building brand preferences)......................................................................32 Table 22: Top 10 cities .........................................................38 Table 23: Top 10 languages ....................................................40 Table 24: Brands currently used by respondents ..........................47
97
Index: Appendix Tables Table 1: Likeability rating of the ads.........................................49 Table 2: Audience identification rating of the ads.........................50 Table 3: Origanility rating of the ads.........................................51 Table 4: Comprehensibility rating of the ads ...............................52 Table 5: Persuasiveness/believability rating of the ads...................53 Table 6: Brand inclination rating of the ads.................................54 Table 7: Empathy rating of the ads...........................................55 Table 8: Brand differentiation rating of the ads............................56 Table 9: Message Relevance rating of the ads ..............................57 Table 10: Image impact rating of the ads ...................................58 Table 11: Brand preference creation rating of the ads....................59 Table 12: Elements liked in the ad ...........................................60 Table 13: Likeability ............................................................62 Table 14: Likeability ............................................................63 Table 15: Likeability ............................................................64 Table 16: Audience identification ............................................65 Table 17: Audience identification ............................................66 Table 18: Audience identification ............................................67 Table 19: Origanility ............................................................68 Table 20: Origanility ............................................................69 Table 21: Origanility ............................................................70 Table 22: Comprehensibility ...................................................71 Table 23: Comprehensibility ...................................................72 Table 24: Comprehensibility ...................................................73 Table 25: Persuasiveness/ believability......................................74 Table 26: Persuasiveness/ believability......................................75 Table 27: Persuasiveness/ believability......................................76 Table 28: Brand inclination ....................................................77 Table 29: Brand inclination ....................................................78 Table 30: Brand inclination ....................................................79 Table 31: Empathy created ....................................................80 Table 32: Empathy created ....................................................81 Table 33: Empathy created ....................................................82 Table 34: Brand differentiation ...............................................83 Table 35: Brand differentiation ...............................................84 Table 36: Brand differentiation ...............................................85 Table 37: Message relevance ..................................................86 Table 38: Message relevance ..................................................87 Table 39: Message relevance ..................................................88 Table 40: Image impact ........................................................89 Table 41: Image impact ........................................................90 Table 42: Image impact ........................................................91 Table 43: Brand preference....................................................92 Table 44: Brand preference....................................................93 Table 45: Brand preference....................................................94