Understanding Health Insurance Acceptance Through Consumer Perception and Awareness

Ms. R.Sivaranjani 1 and Dr B Devamaindhan 2

1Research scholar, MBA, University of Madras

2 Research supervisor, MBA, University of Madras

Abstract

Health insurance is an essential financial protection mechanism that safeguards individuals against unexpected medical expenses and improves access to quality healthcare services. However, health insurance adoption remains relatively low due to inadequate awareness and varying consumer perceptions regarding insurance products. This study aims to examine the influence of health insurance awareness and consumer perception on health insurance acceptance among consumers. A structured questionnaire will be administered to collect primary data from respondents, and the collected data will be analyzed using the Statistical Package for the Social Sciences (SPSS). Descriptive statistics, reliability analysis, correlation analysis, and multiple regression analysis will be employed to examine the relationships among the study variables. The findings are expected to demonstrate that greater awareness enhances positive consumer perceptions, which in turn significantly influence the acceptance of health insurance. The study provides valuable insights for policymakers, insurance providers, and healthcare organizations to formulate effective awareness campaigns and customer-oriented strategies that encourage greater participation in health insurance schemes. The findings will also contribute to the existing literature on consumer behavior and health insurance adoption by identifying the key factors influencing consumer acceptance.

Keywords: Health Insurance Acceptance; Consumer Perception; Health Insurance Awareness; Consumer Behaviour; Multiple Regression Analysis; SPSS; Purchase Intention; Health Insurance.