Customers’ Attitude Towards Health Insurance

Abstract

The study aims to identify the factors influencing the selection of insurance company for purchasing the policy. An attempt has been made to study the customer buying behaviour with a focus on determining the factors affecting the consumers’ preference forInsurance companies. The variables for the selection of a company consisted of 7Ps of services marketing, which services providing companies like insurance companies are assumed to have given due importance. The respondents were queried about the factors which strongly influence their choice of a particular company. The findings were analyzed using ANOVA tests for each of the 7Ps. Findings reveal that product features, accessibility, low premium amount, advertising, proper redressal of complaints and better claim settlement are some of the factors that drastically influence the choice of a company.