Evaluating the Influence of Socio- Demographics in Determining Health Insurance Purchase Intention of Women

Health insurance plays a vital role in safekeeping the individuals and households from the unexpected financial distress of medical expenses. Understanding consumer behavior helps insurers and policymakers improve products, customer experiences, and market segmentation. Positive consumer perceptions influence buying intentions and decisions. This study explores the influence of socio- demographic factors on the health insurance purchase intention of women in Kanjirapally Taluk. As women increasingly contributes to household decision making and financial planning, it is inevitable to understand the determinants influencing their health insurance preferences, which is vital for policymakers and insurance provider in developing marketing strategies. Drawing upon a structured questionnaire served to 100 female respondents selected on the basis of convenience sampling method. The study analyses variables such as Age, Education, Occupation and Income. Along with awareness also studied. One way ANOVA was used to study the relationship between variables. The findings revealed that age and occupation status have a significant effect on intention, while education and income has no effect on it. Implications for targeted marketing strategies and inclusive insurance policy design are discussed, contributing to more equitable health care access for women across socio- demographic segments