| Sumario: | Individuals want the most appropriate insurance policy for them when taking out insurance. The desire of people to live the healthy life has revealed the private health insurance branch. Private health insurance in Turkey has made significant contributions to the industry of the national economy. It is a sector suitable for development. The aim of this study was to determine the factors affecting private health insurance preference of individuals. The main population of the study is individuals over 45 years of age with different living standards in 13 different regions of Istanbul. Data were obtained from 383 individuals by face to face interview technique. In the analysis of the data, binary logistic regression method was preferred. The variables liver disease, cerebrovascular disease, taking into account the doctor's warnings, monthly average income, wealth status and education level positively affect the preference of private health insurance, while trying to consume healthy foods and age variables negatively affect.
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