Paper Details

Name: Roshanpreet Kaur, Sehajdeep Singh & Muskan Chaudhary
Country: India

Year: 2025
Volume: Volume-12, Issue-2 (July-December)
Page Number: 255-263
DOI: https://doi.org/10.5281/zenodo.18182504

ABSTRACT
Health insurance is an essential financial safeguard, yet the decision-making process behind purchasing insurance plans varies significantly among middle-class households. This study investigates the key factors influencing consumer buying behavior when selecting health insurance plans. The research explores determinants such as income constraints, policy awareness, perceived financial risk, trust in insurance providers, previous medical experiences, and the growing role of digital platforms in decision-making. Surveys reveals key barriers to health insurance adoption, including affordability concerns, limited knowledge of policy benefits, and skepticism regarding claim settlements. Additionally, external influences such as peer recommendations, advertising, and governmental incentives play a crucial role in shaping consumer choices. Findings indicate that middle-class consumers prioritize affordability, comprehensive coverage, and an efficient claims process over brand reputation.
The study provides actionable insights for policymakers and insurance providers,
emphasizing the need for enhanced awareness campaigns, trust-building initiatives, and simplified policy structures. Recommendations focus on improving consumer education, leveraging digital marketing strategies, and ensuring transparent claim settlement processes to bridge the gap between consumer needs and available insurance solutions.

Keywords- Consumer behavior, health insurance, middle-class households, decision-making, affordability, policy awareness, digital platforms, claim settlement, trust in insurers, insurance adoption barriers.