India's savings and investment play a key role in the banking and insurance sectors of the country's financial system. In India, the insurance industry is one of the most fast increasing in the world. Liberalisation and globalisation have had an impact on the financial infrastructure of India, as well as other aspects of the country's marketing. The ability of a business is to please its consumers is crucial function of competition market. The business of  life insurance is the institution in service sector selling intangibles. Competition For this reason, new products  are always being developed to satisfy the needs of its customers. In this paper Research, effort have been made to make comparison between LIC and Private Insurance Companies to measure the customer satisfaction level.

___________________________________________________________________________________

Keywords: LIC, Marketing Strategy, Customer Satisfaction, Life Insurance Products.