A study of factors influencing the purchase decision of health insurance policies using AHP approach
Keywords:
Health insurance, customer perception, purchase factor, AHP lifeAbstract
The purpose of this paper is to find out the factors which affect the purchase decision regarding health insurance and to evaluate the factor which affects the most and estimates the importance of respective factors. Descriptive study has been conducts in Haryana. Data is collected with the help of questionnaire from 500 respondents. Interviews are also conducted with marketing executives of the health insurance companies to understand the perception of health insurance customers towards health insurance policies. Quantitative aspects are based on factor analysis, CFA analysis and AHP (Analytical hierarchy process) to find out the factors. Result of the study indicate that demographics factors, company related factors, product related factors, psychological factors, Marketing related factors affects the purchase decisions. Income, awareness, goodwill of company, tax gains, agents are major factors affects the decisions. Study has been conducted in Haryana only. Study conducted at different place may have different results. Present study emphasize on factors influenced the customer decision will help top management to develop the product according to the changing requirements of customers and to marketing & Sales force for effective marketing and for developing master plan.
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