This study examines the consumer preferences towards Bajaj Allianz General Insurance health insurance in Coimbatore City. The research focuses on understanding the factors that influence customers’ decision-making while selecting health insurance policies, such as premium cost, coverage benefits, claim settlement process, network hospitals, brand reputation, and customer service quality. Primary data were collected from policyholders through a structured questionnaire, and appropriate statistical tools were used to analyze the responses. The findings reveal that affordability, comprehensive coverage, and a hassle-free claim settlement process play a significant role in shaping consumer preference. The study provides insights into customer expectations and helps identify areas where the company can enhance its services to strengthen its market position in Coimbatore City.
Ayswarya et al. (Sun,) studied this question.
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