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Health insurance has been acknowledged by researchers as a valuable tool in health financing. In spite of its significance, a subscription paralysis has been observed in India for this product. People who can afford health insurance are also found to be either ignorant or aversive towards it. This study is designed to investigate into the socio-economic factors, individuals' health insurance product perception and individuals' personality traits for unbundling the paradox which inhibits people from subscribing to health insurance plans.

Understanding perception and factors influencing private voluntary health insurance policy subscription in the Lucknow region