Volume : 11, Issue : 3, MAR 2025

CAPITALIZING ON BUSINESS DEVELOPMENT AND CHALLENGES IN THE DIGITAL ERA RESEARCHED BY STUDENTS, PG DEPARTMENT OF COMMERCE WITH COMPUTER APPLICATIONS, MANNAR THIRUMALAI NAICKER COLLEGE MADURAI.

A STUDY ON PUBLIC PERCEPTION OF TATA HEALTH INSURANCE IN MADURAI DISTRICT

S. KARTHIK, S. GOPINATH, DR. N. PRABHA

Abstract

This study aims to examine the public perception of Tata Health Insurance in Madurai District, focusing on the factors influencing consumer attitudes, trust, and satisfaction levels. With the growing demand for health insurance in India, understanding consumer preferences and perceptions is crucial for insurance companies to tailor their offerings. The research employs a mixed-methods approach, combining quantitative surveys and qualitative interviews to gather data from a diverse sample of policyholders and non-policyholders in the district. The study finds that Tata Health Insurance is perceived positively by a majority of respondents, with key drivers including trust in the Tata brand, competitive pricing, and the comprehensiveness of coverage. However, challenges such as awareness gaps and limited understanding of policy terms were identified as barriers to higher adoption rates. The findings suggest that enhancing customer education, improving claim processes, and expanding regional outreach could improve the brand’s market penetration. The study concludes with strategic recommendations for Tata Health Insurance to strengthen its position in Madurai District and potentially other similar markets.

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Article No : 17

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