The study of consumers' perceptions and expectation is of paramount importance for the success of any company Creating a brand in the minds of the consumers is the winning mantra in today's competitive scenario. This paper attempts to know as to how consumers' associate selected life insurance companies with the different attributes. A questionnaire survey of 150 respondents was done in the city of Ludhiana. Discriminant analysis has been used to draw perceptual map showing selected life insurance companies along with attributes. The results showed that the selected life insurance companies do not differ significantly with regard to given attributes. However, the companies differ significantly on the basis of advertisement and promotional campaigns.
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