Factors affecting the decision of individual customers in Da Nang city to buy health care insurance

This study is to measure the factors affecting the decision of individual customers in Da Nang City to buy health care insurance. The study find out that there are 06 important factors affecting this decision of individual customers. These factors, listed in the ascending order of impacting level, are: (1) Price, (2) Consultant, (3) Reference group, (4) Distribution channel, (5) Service quality, and (6) Brand reputation. Based on the study’s results, some policy implications are proposed for administrators and state management agencies to better develop the insurance market in Vietnam