• D.H. Thavamalar

People all over the world realize the importance of health insurance policy as the unforeseen uncertainties have become the order of the day. The purpose of this study is to have a clear understanding of the factors which influence the purchase decision of health insurance among women, so that the marketers and policy makers can engage them in a better way as customers of health insurance policies. There is a huge opportunity in the health insurance market especially in the women segment which is quite under served. The data has been collected from 200 respondents with the help of questionnaire and the results of EFA indicate five factors, namely: quality of service, promotional factors, financial factors, benefits and coverage and convenience which influence buying decision among women in Tamil Nādu towards health insurance.

women buyers, decision making, health insurance

"A Study on the Motivating factors influencing women in procurement of Health insurance", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.1, Issue 2, page no.1703-1712, July-2014, Available :http://www.jetir.org/papers/JETIR1701657.pdf

"A Study on the Motivating factors influencing women in procurement of Health insurance", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.1, Issue 2, page no. pp1703-1712, July-2014, Available at : http://www.jetir.org/papers/JETIR1701657.pdf