A STUDY ON THE ROLE OF MAREKETING IN CREATING CUSTOMER AWARENESS

Abstract

This study examines the role of marketing in creating customer awareness in the health insurance sector, with special reference to Niva Bupa Health Insurance. Health insurance products are complex and intangible, making effective marketing essential for educating potential customers about policy features, benefits, and claim procedures. The research focuses on analysing the internal marketing strategies adopted by the company to enhance product visibility and awareness in a competitive environment. Primary data were collected through structured questionnaires from employees within the marketing department, supported by secondary sources such as company reports and official documents. The findings highlight the growing significance of digital marketing platforms, advertising media, and promotional campaigns in reaching a wider audience. The study provides insights into the effectiveness of existing awareness programs and suggests improvements to strengthen marketing strategies and organizational growth.