Consumer Behaviour Analysis: Factors Shaping Health Insurance Decisions- Dharmapuri District

Abstract

This study investigates consumer behaviour in the health insurance sector within Dharmapuri District. The research aims to identify the key factors influencing the decision-making process of individuals when selecting health insurance plans. Using a mixed-methods access, data was collected through surveys and interviews with a differing sample of residents. The study examines variables such as demographic characteristics, socio-economic status, awareness levels, and perceived value of health insurance. The findings reveal significant trends and preferences among consumers, highlighting the role of income, education, and health awareness in shaping their choices. Additionally, the study explores the collision of marketing strategies and service quality on consumer satisfaction and loyalty. The insights gained from this research provide valuable implications for policymakers, insurance providers, and marketers aiming to enhance the reach and effectiveness of health insurance schemes in the region. The study concludes with recommendations for improving consumer engagement and addressing barriers to health insurance adoption in Dharmapuri District.