Personal Factors Influencing Purchase Decision Making: A Study of Health Insurance Sector in India

Abstract

The objective of this study was to check the ‘Personal Factors’ Influencing Purchase Decision Making among health insurance policy holders in India. Data was collected through a structured questionnaire given to 170 customers. Data analysis was done through factor analysis with the help of the 170 responses received. The study found that factors, viz. Awareness, Tax Benefits, Financial Security, Life Style and Risk Cover have significant relationship in decision making process. The findings of the study and the implications are discussed here.