Volume : 10, Issue : 3, MAR 2024

OPPORTUNITY GENERATION AND EARLY BUSINESS DEVELOPMENT RESEARCHED BY STUDENTS PG DEPARTMENT OF COMMERCE WITH COMPUTER APPLICATIONS, MANNAR THIRUMALAI NAICKER COLLEGE, MADURAI

A STUDY ON PREFERENCE OF STAR HEALTH INSURANCE IN MADURAI CITY

M.SIVANESH, DR.N.ILLAMBIRAI

Abstract

This study aims to explore individuals' preferences for Star Health Insurance, a prominent player in the health insurance industry. Given the escalating healthcare costs and the growing significance of health insurance coverage, understanding consumer preferences towards specific insurers holds immense importance for both insurance companies and policymakers. The research employs a mixed-methods approach, integrating quantitative surveys and qualitative interviews to garner comprehensive insights. The findings contribute to the existing literature on health insurance preferences, offering practical implications for Star Health Insurance and other stakeholders in the industry. By grasping the determinants of consumer preference, insurers can tailor their marketing strategies, product offerings, and customer service initiatives to better align with the evolving needs and expectations of their target audience. Furthermore, policymakers can utilize these insights to formulate regulations and initiatives aimed at enhancing consumer welfare and fostering a competitive and inclusive health insurance market.

Keywords

HEALTH INSURANCE, PREFERENCE, CONSUMER BEHAVIOR, STAR HEALTH INSURANCE, INSURANCE INDUSTRY.

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Article No : 87

Number of Downloads : 931

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