120 страниц. 2014 год. LAP Lambert Academic Publishing A consumer’s buying behavior is influenced by cultural, social and personal factors. Research in respect to all these factors can provide clues to companies through which they can reach and serve customers more effectively. This research is to find out the buying and satisfaction patterns of customers that mean which factor influences the most to buy the policy & also market penetration of ICICI bank in Kanpur city. I have framed the questionnaire related with the buying behavior of the customers. In my questionnaire, I have cover all the matters related with the buying behavior and the market penetration of ICICI bank. To get the knowledge of all these things I have taken the sample size of 50 customers and ask them the question and collected the response. I as a Tech-Management Academician want to give an outline to students about customer’s behavior about a particular line of product. I believe that this outline series e-book would be very helpful to them.