Copyright © 2026 Authors retain the copyright of this article. This article is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

@article{180429,
        author = {Dr. S. DHARCHANA and Mr. LOGESH.M},
        title = {AN OVERVIEW OF STUDY ON CLIENT PREFERENCES BETWEEN LIC VS OTHER PRIVATE INSURANCE COMPANIES},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {1},
        pages = {2245-2250},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=180429},
        abstract = {This study provides an overview of client preferences between Life Insurance Corporation of India (LIC) and other private insurance companies. With the insurance sector witnessing increased competition and customer awareness, understanding client preferences has become critical for insurers aiming to retain and expand their market share. The research focuses on evaluating customer satisfaction, trust, service quality, and brand loyalty associated with LIC and its private competitors. Data was collected from 150 policyholders through structured questionnaires and analyzed using statistical tools including T-Test, ANOVA, and Chi-Square to examine the influence of demographic variables on client preferences. The findings reveal that factors such as income, occupation, and area of residence significantly influence customer choices, while age, gender, and education show minimal impact. Clients preferred LIC for its trust and long-standing reputation, while private insurers were appreciated for their faster service and digital convenience. The study concludes with strategic recommendations for both LIC and private insurers to enhance customer satisfaction, such as improving digital service delivery, offering personalized plans, and increasing transparency in policy benefits. These insights aim to support insurance providers in aligning their offerings with customer expectations and fostering long-term client relationships.},
        keywords = {Life insurance, customer preference, service quality, demographic factors, policyholders.},
        month = {June},
        }