Indian Journal of Science and Technology
DOI: 10.17485/ijst/2015/v8iS6/62090
Year: 2015, Volume: 8, Issue: Supplementary 6, Pages: 1-8
Original Article
Muazzam Khan1 , S. Vijayakumar Bharathi2 and B. R. Londhe3
1 Symbiosis Institute for Business Management, Symbiosis International University (SIU), Rajiv Gandhi Infotech Park, Hinjewadi,Pune – 411 057, Maharashtra State, India; [email protected]
2 Symbiosis Centre for Information Technology (SCIT), Symbiosis International University (SIU), Rajiv Gandhi Infotech Park, Hinjewadi, Pune – 411 057, Maharashtra State, India; [email protected],
3 Symbiosis Institute of Management Studies (SIMS), Symbiosis International University (SIU), Range Hills Road, Kirkee, Pune - 411020, Maharashtra State, India; [email protected]
It is usually a significantly complex decision to buy private health insurance. There are multiple factors which influence a buyer’s decision before s/he decides to buy a health insurance policy. In an Indian context it becomes even more imperative to know the exact influencing factors which can lead towards a purchase of private health insurance especially by consumers from low earning groups. This paper presents an identification of factors which influence the decision of buying health insurance product by specific consumer groups namely Auto Rickshaw Drivers, Cab Drivers, Panwalla, Women home maids in an Indian perspective as seen by expert sales professionals who have sold specific products to these consumer groups. Ten expert sales professionals were presented with a collection of nine important factors which influence buying of private health insurance and through Analytic Hierarchy Process were requested to identify and rank the factors which they considered most influential from the point of view of specific consumer groups. The Analytic Hierarchy Process approach identifies and ranks Premium, Customer Service and Claims settlement history as the top three criterions in private health insurance buying. This analysis offers insights into the expectations of specific consumer groups from private health insurance providers.
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