Volume : III, Issue : VIII, August - 2013

A Study on Customers’ Perception Towards Lic Health Insurance Plans in Salem City

M. Akila

Abstract :

This is analyzing the customers’ perception towards LIC health insurance plans in Salem city. The main objectives are to study the effect of customers’ perception upon health insurance products; to identify the differences perceived by the customers among the policies of health insurance; and to assess the customer overall satisfaction level with health insurance products. Data were collected using questionnaire, the most common tool to evaluate the customers’ perception. The sample unit of the study is existing customers’ of LIC health insurance policies living in the city of Salem. The total sample of the study is 352. Primary research data is collected in the form of structured survey results from various respondents in the city of Salem. Secondary research data is collected in the form of reference literature on the research topic. Discriminant analysis is used for data analysis in this study. The customers must get clear information about the policy, he/she purchased or going to purchase. Larger group of people have not bought health insurance plans since they do not get correct information relating to product of LIC. The actual perception of the customers’ is that LIC never lags behind compare to private players’ product in health insurance. Majority of the respondents are satisfied after investing in health insurance plans of LIC. This study also discloses few areas of product attribute improvement. Customers rated its product as average since they do not recognize product differentiation in terms of benefits among the plans marketed by LIC.

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Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

M. Akila A Study on Customers’ Perception Towards Lic Health Insurance Plans in Salem City Indian Journal of Applied Research, Vol.III, Issue.VIII August 2013

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