EXPLORING THE DECISION DRIVERS OF COMPREHENSIVE MEDICAL INSURANCE PURCHASES

Abstract

Medical insurance provides financial coverage against unexpected health and wellness expenses. A decrease in the annual growth rate of the number of medical insurance policies availed in Bangalore, Karnataka, is a major concern that begs the question as to which factors influence the buying decisions of the customers. 13 factors have been considered through a review of the literature and analysed through Garrett Ranking Model, from which it is inferred that Policy features, Premium rates and Brand image have the most effect on the buying decision as compared to other factors.