Determinants of Consumer Purchase Decisions of Health Insurance Policies in Dindigul District

Author(s) Name:

Dr.V.Karthik & R.Gowtham

Abstract

This study aims at understanding the determinants of consumer purchase decision of health insurance policies in Dindigul District. The major consumer purchase decision models are reviewed and identifying some gaps, a model incorporating three sets of variables, related to personal, marketing and social factors is developed. Based on data collected from a sample of consumers and potential consumers, the proposed model is evaluated. It is hoped that the findings of the study are relevant to the marketing organizations to understand consumer expectations better and to the government agencies to enhance their efforts to provide better health care to different social sectors.

 Keywords:

Purchase decision of health insurance policies, Marketing and Personal factors of Health insurance Policies.

Please cite this article as:

Dr.V.Karthik & R.Gowtham (2018). Determinants of Consumer Purchase Decisions of Health Insurance Policies in Dindigul District. International Journal of Recent Research and Applied Studies, 5, 11(1), 1-4.


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