Awareness and Perception towards Critical Illness Care Insurance

Anupama Narayanan, Adithyan V S, Vineeth K M*

Post Graduate, Department of Commerce, Government College, Tripunithura, Kerala 682301, India.

*Corresponding Author E-mail: vineeth@gcte.ac.in

ABSTRACT:

Insurance can help you manage your risk. It is much better to take a critical illness insurance policy that provides valuable form of financial protection in the event of critical illness. Most of the people are not aware of critical illness insurance and the perception is found to be affected by behavioural biases. The study aims to understand the level of awareness regarding Critical Illness Care Insurance among individuals and the factors contributing to the perception towards Critical Illness Insurance. Further it also attempts to measure the level of overconfidence bias among individuals and assess the relationship between overconfidence bias and perception towards Critical Illness Care Insurance among individuals. The present study is descriptive in nature using both primary and secondary data. Primary data has been collected using Structured Questionnaires using Google Forms. Scale Items were adapted from Berthet et.al. (2021) and Roshani et.al. (2022). Analysis of the data was conducted using Jamovi. Percentages, Mean Scores, Correlation and Correspondence Analysis were used to analyse the data. Awareness regarding Life Insurance, Motor Insurance and General Health Insurance are higher when compared to Critical Illness Care Insurance and Property Insurance. Overall perception towards critical illness care insurance is found to be low. There exist a moderate level of Overconfidence Bias. A high level of bias is associated with a low level of perception towards critical illness care insurance. Serious policy attention is needed to overcome the biases and educate the public in creating awareness and favourable perception towards critical illness care insurance.

KEYWORDS: Behavioural Bias, Consumer Perception, Critical Illness Care Insurance, Health Insurance, Over Confidence Bias.

INTRODUCTION:

Insurance can help you manage your risk. Health Insurance is a type of General Insurance covers the cost of medical care. Health Insurance include critical illness insurance that gives financial protection to the insured by way of providing a lump sum amount of money if the insured are diagnosed with any of the critical illness as specified in the policy. It covers illness like cancer, stroke, heart attack, organ transplant, kidney failure and so forth.

Critical diseases create huge financial burden so that, it guarantees financial security for insured who can concentrate more on medical treatment rather than running to arrange funds. If the insured are the only earning member in the family and was unable to do the work in such a situation this policy becomes the savior, to secure the entire family and to reduce financial worry. There are several insurance companies in India that offer critical illness insurance policies, including  Star Health , LIC, New India Assurance,  HDFC Ergo, Max Bupa, ICICI Prudential, Bajaj Allianz, and others. So it is better to avail Critical illness insurance which offers financial support and act as a life saver against high treatment cost. There are many different providers of critical illness insurance policies, and each provider may offer different schemes or benefits. Awareness and perception towards insurance are influenced by multiple factors (Aday and Andersen, 1978; Arif, 2020; Bias et al., 2015; Chaudhary, 2019; Chithra and Vineeth, 2018; Das and Mohapatra, 2017; Dubey and Benipal, 2015; Francis and Uma, 2018; Garge et al., 2020; Murray, 2000; Naidu and Sri, 2021; Neena and Vineeth, 2018; Nikhila M and Vineeth, 2019; Noushad et al., 2015; Roshani et al., 2022a; Sreetha et al., 2018) (1–23) and this frames the problem under focus for the present study.

The present study aims to serve the following objectives:

· To study the level of awareness regarding Critical Illness Care Insurance among individuals

· To understand the factors contributing to the perception towards Critical Illness Care Insurance among individuals

· To measure the level of overconfidence bias among individuals

· To assess the relationship between overconfidence bias and perception towards Critical Illness Care Insurance among individuals

HYPOTHESES OF THE STUDY:

Based on the review of literature and objectives, the following hypotheses are proposed:

· There is low level of awareness among individuals regarding critical illness care insurance

· There is a low perception among individuals towards critical illness care insurance

· There is a significant level of overconfidence bias related to health insurance among individuals

· There is a significant association between level of overconfidence bias and perception towards critical illness care insurance

Thematic Review of Literature: Background:

Medical care insurance is a tool for combining risks and funds to protect against the financial risks of illness, accident, and pregnancy (Harper, 1949)(24). The likelihood of disease and the ultimate status of one's health while unwell may both be changed through preventive medical care, though the risk is also associated with personal diet and habits (Phelps, 1978)(25). Cost of Emergency Care and managing the same is a serious matter of concern requiring attention from both consumers and policy makers (Hoffman, 1997)(26). Critical illness insurance is a form of coverage that pays out a lump amount in the event that the insured is diagnosed with a severe disease (Murray, 2000)(6).

Thematic Review of Literature: Awareness of Critical Illness Care Insurance:

Despite the widespread interest for insurance coverage long term healthcare in developed nations (Somers, 1987)(27), regions like India faced serious issue with respect to awareness among public coupled with multiple reasons (Pemberton, 1990)(28). Information chaos (Gibbs et al., 1996)(29), urban-rural disparity in awareness (Reshmi et al., 2007; Yadav et al., 2018)(30,31), educational and occupational difference (Choudhary et al., 2013)(32), gender and community difference (Singh et al., 2015)(33). Recent pandemic and improved demographics have resulted in better awareness than before, though not fully adequate to the desired level (Garge et al., 2020; Roshani et al., 2022)(5,10) and willingness to pay for disability insurance have increased though actual penetration is low (Chiu, 2022)(34). Still, the awareness is found to be different across socio economic groups (Reshmi et al., 2010)(35). Health awareness and preparedness is the need of the hour (Gaudet, 2022)(36) but the risk of unnecessary duplicate coverage of risk is also to be managed (Lambert, 1980; van de Ven and van Vliet, 1995)(37,38).  Employer, media and friends are mainly the sources of awareness of health care insurance (Abraham et al., 2005; Garge et al., 2020)(5,39)

Thematic Review of Literature: Role of Critical Illness Care Insurance:

Dispense effect, a.k.a. effect on shopping decisions via health insurance purchases (White-Means, 1989)(40) affirms the role of insurance. The segment has great potential in present and the years to come (Cohen and Kumar, 1997; Firman, 1992; Wiener and Harris, 1991)(41–43) especially when cost emergency despair is a leading factor having social long term implications (Krishnan et al., 2021)(44).

Thematic Review of Literature: Consumer Perception towards Critical Illness Care Insurance and Determining Factors:

Limited disposable income has been a traditional determinant of the consumer perception towards critical illness care insurance (Harper, 1949)(24). Affordable cost and coverage comes next in the list of determinants (Cafferata, 1984; Enthoven and Kronick, 1989; Lyman and McCabe, 1987; May et al., 2004; Saltz et al., 1992; Smith et al., 1996)(45–50). Most of the insurance products seems to provide preventive care (Phelps, 1978)(25), while not considering mental health problems (Muller and Schoenberg, 1974)(51). Increased exposure to information leads to more knowledge regarding insurance products (Marquis, 1983)(52).  Behavioural biases, especially overconfidence bias is found to influence the perception and consumer behavior towards critical illness care insurance (Berthet, 2021; Roshani et al., 2022; Zou, 2021)(10,53,54).

MATERIALS AND METHODS:

The present study is descriptive in nature using both primary and secondary data. Primary data has been collected using Structured Questionnaires using Google Forms collected from random respondents. Scale Items were adapted from Berthet (53) and Roshani et al. (10). Analysis of the data was conducted using Jamovi (55,56). Percentages, Mean Scores, Wilcoxon Signed Rank Test, Kruskal Wallis H Test, Correlation and Correspondence Analysis were used to analyse and interpret the data.

RESULT:

The study predominantly depended on the cross-sectional data obtained from respondents from different age, gender, occupation and educational backgrounds.

Table 1 Mean Scores of Awareness

	Life Insurance	Motor Insurance	Critical Illness Care Insurance	General Health Insurance	Property Insurance
Mean	4.45	4.11	3.52	4.12	3.3
Rank	1	2	4	3	5

Source: Computed from Survey Data

Awareness for Critical Illness Care Insurance is found to be lower in comparison to other popular forms of insurance yet, a moderate level is observed and a p value less than 0.05 affirms that it is significant. First hypothesis is thus not supported.

Demographic comparison also didn’t produce any significant results except in the case of gender where male respondents are more aware of the product.

Regarding the analysis of subscription to the schemes and preferred and insurer, LIC and Star Health are found to be more preferred by those who have already subscribed to the schemes.

Table 2  Perception towards Critical Illness Care Insurance

Perception towards Critical Care Illness Insurance	Mean	Rank
You are aware of critical illness care insurance	2.68	1
Having health insurance for critical illness is a good idea	1.84	4
Health insurance for critical illness protects policy holder from unexpected medical expenses	1.99	3
My family needs health insurance coverage against critical illness	2.05	2
Overall Perception	2.14

Source: Computed from Survey Data

Perception towards Critical Illness Care Insurance is found to be low and is found to be statistically significant (p<0.05). Hence, the second hypotheses is supported. Though awareness and need for health insurance coverage is perceived better, the cost of critical illness is least understood.

Table 3  Overconfidence Bias

Overconfidence Bias	Mean	Rank
I am sure that I can manage my medical expenses out of pocket	2.91	4
I am able to fully estimate that the healthcare expenses of myself and my family are under control	3.08	3
Earlier I was able to manage my unexpected medical bills without health insurance	3.09	2
I am sure about the health of myself and my family	3.72	1
Overconfidence Bias	3.20

Source: Computed from Survey Data

Demographic comparison also didn’t produce any significant results except in the case of gender where male respondents are more perceiving the benefits of the product.

A moderate level of overconfidence bias is found to exist among individuals regarding health insurance needs and the same is found to be statistically significant (p < 0.05). Hence, the third hypotheses is also supported. Overconfidence w.r.t. the health of self and family is found to influence most herein, though a moderate worry of medical expenses is observed. Demographic analysis showed that the bias is high among female by gender, younger by age, and low in education (p < 0.05).

Table  4   Correlation Matrix

		Overconfidence Bias	Perception
Overconfidence Bias	Spearman's rho	—
	p-value	—
Perception	Spearman's rho	-0.471***	—
	p-value	< .001	—

Note. * p < .05, ** p < .01, *** p < .001

Source: Computed from Survey Data

Figure 1. Correlation Diagram

There exist a significant negative relation between overconfidence bias and perception towards critical illness care insurance. (p < 0.05)

Table 5 Crosstabulation of Level of Perception and Level of Overconfidence Bias

		Level of Overconfidence Bias			Total
		Low	Moderate	High
Level of Perception	Low	9	39	36	84
	Moderate	57	72	51	180
	High	30	15	3	48
Total		96	126	90	312

Source: Computed from Survey Data

The Chi Square test produced significant p values (< 0.05) and the fourth hypothesis is supported. Correspondence analysis is a statistical technique used to explore relationships between categorical variables in a multi-dimensional space. The distance between categories in the graph represents the degree of association between them, and categories that are close together are more strongly related than categories that are far apart.

Figure 2. Correspondence Analysis

People having high level of Overconfidence Bias are found to have low and moderate perception towards Critical Illness Care Insurance. People having low level Overconfidence Bias have high and moderate perception towards Critical Illness Care Insurance.

DISCUSSION:

Critical Illness Care Insurance is yet to be identified as a need of the hour among the individuals and households. The increased lifestyle diseases and probabilities of critical illnesses add value to the need. Serious policy attention is needed to overcome the biases and educate the public in creating awareness and favourable perception towards critical illness care insurance. Awareness is found to be low among the public regarding the critical illness care insurance. More targeted initiatives shall be undertaken to create awareness. Overconfidence bias is found to impact the lower perception towards the importance of critical illness care insurance.

CONCLUSION:

Proper insurance educational drives need to be envisaged herein to eradicate the negative influence of the bias. Lower income groups are more vulnerable to critical illnesses. To be more practical, income level does not act even act as a shield when the issue is more serious. Hence, irrespective of the social class, critical illness care is a much needed social cushion.

CONFLICT OF INTEREST:

The authors have no conflicts of interest regarding this investigation.

ACKNOWLEDGMENTS:

The authors would like to thank the support of respondents during the course of data collection. The support from the Post Graduate Department of Commerce, Government College, Tripunithura is also duly acknowledged.

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Received on 18.07.2023         Modified on 07.10.2023

Accepted on 11.12.2023 ©AandV Publications All right reserved

Asian Journal of Management. 2024;15(1):45-50.

DOI: 10.52711/2321-5763.2024.00008