A Study on the Scope and Problems of Marketing Medical Insurance in Chennai Metropolitan

Abstract

We see that India, world second biggest populated country which has reported as fast developing country with its liberalized industrial policy. There is an observation that more than three fourth of the public spend more towards their health care from their pockets. The Chennai metropolitan city with 4.7 million populations has its own health care issues. The objective of the current work is to recognize the reach of medical insurance concept among the buyers of the Chennai metropolitan, and the influencing variables of buyers’ purchase decision of medical insurance. The work showing the new sculpt of buyer purchase decision in medical insurance. They are: individual, organizational and societal, representing the buyer, seller and the business environment. It uses survey method using structured questionnaire and data is collected from 120 samples from three parliamentary constituencies.

Key words: Medical Insurance, Consumer behavior, Marketing