An exploration of factors influencing customer preference towards health insurance policy with specific reference to Religare health insurance

Authors

  • Dr. Swapna H.R. , Dr. Kalavathy K. S., Aruna Kulkarni

Abstract

In the present fast paced mechanical world individuals are constantly worried about
enhancing their earning capacity to lead a comfortable life. They experience a lot of stress in
the course of satisfying their materialistic needs. This research paper has made an attempt to
explore the factors influencing the customers to investment in health insurance policies at
Religare Health Insurance PVT Ltd. The primary data collection has been made through
structured questionnaire. The opinions of 100 respondents were considered for the analysis,to
understand which factors have more influence on customers and rank these factors according
to the ratings given by the respondents. Demographic variables play a very important role in
understanding customer’s perception. Thus, the impact of demographic profiles was also
assessed. Through this analysis it was found that factors like tax benefits, risk coverage and
savings, security with high returns, insurance services and premium charges are the major
factors that are influencing customer’s investments in health insurance policies. Based on the
findings the relevant suggestions like promotional methods, discount schemes, choice of
media to promote insurance policies etc., weremade.

Published

2020-12-01

Issue

Section

Articles