Role of development officers in the Marketing of public sector health insurance policies in India

S. A. Senthilkumar, Bharatendra K. Rai, Angappa Gunasekaran, Laura Forker

Research output: Contribution to journalArticlepeer-review


Health insurance is the fastest growing portfolio in Indian insurance. Due to its rapid growth, health insurance is treated now as a separate category by the Insurance Regulatory and Development Authority of India (IRDAI) However in India, only 18% of people are covered under any health insurance policy. Hence, there is great opportunity for further growth of the health insurance market in India Marketing health insurance policies involves unique practices compared to marketing any other product, because health insurance policies are service products and intangible by nature. This study uses primary data collected from 300 development officers as well as secondary data and analyses them with the help of discriminant function analysis (DFA) to identify the key personal and organisational characteristics that influence the performance of the development officers in the marketing of public sector health insurance policies in India.

Original languageEnglish (US)
Pages (from-to)39-58
Number of pages20
JournalInternational Journal of Business Innovation and Research
Issue number1
StatePublished - 2017

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Management of Technology and Innovation

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