Thomas, Varghese; Dr.Moli,P Koshy(Cochin University Of Science And Technology, April , 2013)
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Abstract:
This research work was to study the level of awareness of consumers
about health insurance concept and market, consumer perceptions about
health insurance providers, schemes and various factors that influence
buying decision of health insurance.
There is need to bring entire age group – high risk and low risk under
health insurance cover. Widening the cover of health insurance calls for indepth
understanding of consumer thinking and extensive marketing efforts
based on that. Hence the study of consumer perceptions and the impact of
different contributing factors on consumer purchase decision assume
significance to the marketer. Understanding the consumer thinking on
health insurance will also be of relevance to governmental/non
governmental agencies, as affordable health care to all is a policy objective
of the government and new schemes are being launched in this area.
Description:
School of Management Studies
Cochin University of Science and Technology