Impact of Pricing Elements on Customer Purchase Decision for Health Insurance Product

This research investigates the interactive effects of the product pricing on purchase decision for health insurance products. This study has tried to assess the perceptions of the health insurance product regarding impact of pricing policy on the purchase decision of the prospective policyholders. Using data collected from health insurance policyholders in the Karaikal district, the researcher to find out any possible differences in the perceptions among the respondents, especially to assess impact of their purchase decision respective pricing of the product. Finally, it was found that the pricing has impact on purchase decision. This study will go a long way in helping the health insurers to formulate a good pricing strategy to impact the consumers purchasing decision. The results offer important insights for future theory development on pricing product.