An Attribute-Based Perceptual Mapping of Selected Health Insurance Companies:An Empirical Study

The study of consumers’ perceptions and positioning a brand accordingly in the minds of the consumers is the winning strategy for any company in the present competitive scenario. This paper is an attempt to know how consumers’ perceive selected health insurance companies with respect to different important attributes, namely price, service quality, contact personnel competency, and trust. A questionnaire survey among 51 sample respondents was done in the city of Bhubaneswar. Discriminant analysis has been used to draw perceptual map showing the position of selected health insurance companies along with the selected attributes. This study is an attempt to find out the attributes, which influence the choice of a particular health insurance service provider.