Preferences of a Customer towards Health Insurance: A Comparative Study of Public and Private Sector Insurers

M.T. Jalandhara Reddy, Dr. B.C. Lakshmanna


Health insurance has always been a matter of concern and challenge in India. It is directly or indirectly linked to financial and service industry. Health has always been of prime importance and concern for everyone. Rising cost in health care and uncertain risk have made health insurance utmost important. Health insurance is an emerging segment of Indian insurance industry with vast potential. Health insurance is a state of complete physical, mental and social well being and not merely the absence of disease or infirmity. Present study focuses on the factors that determine the demand of health insurance product. The study attempts to find out the prompted reasons for insurance customers that influence them to buy a particular health insurance product. A comparative study based on 400 individual customers from public and private health insurance providers were evaluated and it was found that the Brand Image, Agents’ persuasion, and Friends/family recommendation play most influential role in prompting the customer to buy health insurance from a particular company even if the price of the product was high.


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