International Journal of Banking, Risk and Insurance

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

An Attribute-Based Perceptual Mapping of Selected Health Insurance Companies:An Empirical Study


Affiliations
1 Department of Marketing Management, Bharatiya Vidya Bhavan’s Usha and Lakshmi Mittal Institute of Management, New Delhi, India
     

   Subscribe/Renew Journal


The study of consumers’ perceptions and positioning a brand accordingly in the minds of the consumers is the winning strategy for any company in the present competitive scenario. This paper is an attempt to know how consumers’ perceive selected health insurance companies with respect to different important attributes, namely price, service quality, contact personnel competency, and trust. A questionnaire survey among 51 sample respondents was done in the city of Bhubaneswar. Discriminant analysis has been used to draw perceptual map showing the position of selected health insurance companies along with the selected attributes. This study is an attempt to find out the attributes, which influence the choice of a particular health insurance service provider.

Keywords

Attributes, Insurance, Perceptual Map, Positioning, Service Quality.
Subscription Login to verify subscription
User
Notifications
Font Size


  • Ahuja, R. (2005). Health Insurance for Poor: An analytical Study. Indian Council for Research on International Economic Relations Working Paper no. 161.

  • Anchan, P. S., Jathanna, R., & Marla, A. (2011). Evaluation of health insurance and claim process at tertiary care hospital, Mangalore: A case report. Journal of Health Management, 13, 97-112.

  • Berman, P., Ahuja, R., & Bhandari, L. (2010). The impoverishing effect of health care Payments in India: Methodology and findings. Economic & Political Weekly, 45(16), 65-71.

  • Bhat, R. (1996). Regulation of the private health sector in India. International Journal of Health Planning and Management, 11, 253-274.

  • Green, P. E., & Wind, Y. (1975). Newway to measure consumers’ judgments. Harvard Business Review., 53, 107-117. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=3867280&site=ehost-live.

  • Keon, J. W. (1983). Product positioning: Trinodal mapping of brand images, ad images and consumer Preference. Journal of Marketing Research, 20, 380-392.

  • Narang, R. (2010). Measuring perceived quality of health insurance services in India. International Journal of Health Care Quality Assurance, 23(2), 171-186.

  • Shahrawat, R., & Rao, K. D. (2012). Insured yet vulnerable: out-of-pocket payments and India’s poor. Health Policy and Planning, 27(3), 213-221.

  • Shahida, P., Nargundkar, R., & Hiremath, G. (2008). Attribute based perceptual mapping of cement brands: An empirical study. Vilakshan, 5(1), 57-64.

  • Sodani, P. R, (2001). Potential of the health insurance market for the informal sector: A pilot study. Journal of Health Management, 3(2), 283-308.

  • Van Doorslaer, E., O’Donnell, O., Rannan-Eliya, R. P., Somanathan, A., Adhikari, S. R., Garg, C. C., & Zhao, Y. (2006). Effect of payments for health care on poverty estimates in 11 countries in Asia: an analysis of household survey data. The lancet, 368(9544), 1357-1364.


Abstract Views: 466

PDF Views: 0




  • An Attribute-Based Perceptual Mapping of Selected Health Insurance Companies:An Empirical Study

Abstract Views: 466  |  PDF Views: 0

Authors

Ajitabh Dash
Department of Marketing Management, Bharatiya Vidya Bhavan’s Usha and Lakshmi Mittal Institute of Management, New Delhi, India

Abstract


The study of consumers’ perceptions and positioning a brand accordingly in the minds of the consumers is the winning strategy for any company in the present competitive scenario. This paper is an attempt to know how consumers’ perceive selected health insurance companies with respect to different important attributes, namely price, service quality, contact personnel competency, and trust. A questionnaire survey among 51 sample respondents was done in the city of Bhubaneswar. Discriminant analysis has been used to draw perceptual map showing the position of selected health insurance companies along with the selected attributes. This study is an attempt to find out the attributes, which influence the choice of a particular health insurance service provider.

Keywords


Attributes, Insurance, Perceptual Map, Positioning, Service Quality.

References