INSURANCE COMPANY MARKETING STRATEGIES: A COMPARATIVE STUDY OF PUBLIC AND PRIVATE COMPANY

Abstract

The current research looked at the insurance marketing strategies influence on buyers buying preference in Hyderabad, Telanagna state. Researcher used multi-stage random sampling method and primary data collected from 520 buyer's respondents and 48 agents respondents from the select Public and Private sector using a standardised questionnaire. The research data was analysed using ANOVAs, correlation and Independent t-test in the SPSS 23.0 version to arrive at the final results and conclusions. According to the study's findings, marketing strategies has a significant impact on the purchase preference of Select Public and Private Health Insurance Company; correlation results reveals that Marketing Strategies, Motivation factors, income and source of information has strong correlation with Purchase Preference; t-test revealed that income level, Motivational factor, marketing strategies, Purchase preference has a significant mean difference between public and private insurance companies.