Health Insurance Decoded: Market Potential, Consumer Behavior & Policy Insights in Haryana

The book examines how rising healthcare costs, low public health expenditure, and increasing dependence on private healthcare have created a strong need for insurance coverage. Using a robust empirical approach, the study analyzes responses from 500 consumers and 150 marketing executives through statistical tools such as factor analysis, ANOVA, and AHP to identify key determinants of insurance adoption. The findings reveal that awareness levels are relatively high (around 70%), yet adoption is influenced by demographic, psychological, product, company, and marketing factors. Income, tax benefits, and rising medical expenses are major drivers, while lack of perceived need and low return expectations act as barriers. The study also highlights customer preferences for family floater plans and emphasizes the role of satisfaction and willingness to pay in shaping market growth. The book concludes that Haryana presents significant untapped market potential, recommending targeted marketing strategies, improved coverage, and enhanced customer engagement to expand insurance.