SYNOPSIS FOR RESEARCH PROJECT REPORT

(BBA-605)

On

Study to analyse the impact of Ola Cabs services and customer

services in Lucknow city

Towards partial fulfillment of

Bachelor of Business Administration (BBA)

(BBD University, Lucknow)

Guided by Submitted by

Mrs. Namrata Singh Mohammed Faizan Khan

Session 2016-2017
School of Management

Babu Banarasi Das University

Sector I, Dr. Akhilesh Das Nagar, Faizabad Road, Lucknow (U.P.)
India
1. TOPIC:
Study to analyse the impact of Ola Cabs services and customer
services in Lucknow city.

2. INTRODUCTION & REVIEW OF LITERATURE:

Ola Cabs:-
ANI Technologies Pvt. Ltd., operating under the trade name Ola, is an Indian online
transportation network company. Ola was founded as an online cab aggregator in
Mumbai, but is now based in Bangalore. As of September 2015, Ola was valued at
$5 billion.
It was founded on 3rd December 2010 by Bhavish Aggarwal (currently CEO) and
Ankit Bhati. As of 2014, the company had expanded to a network of more than
200,000 cars across 100 cities. In November 2014, Ola expanded to incorporate
autos on-trial basis in Bangalore. Post the trial phase, Ola Auto expanded to other
cities like Delhi, Pune, Chennai and Hyderabad and Kolkata starting December
2014. In December 2015, Ola expanded its auto services in Chandigarh, Indore,
Jaipur and Guwahati, Visakhapatnam. Ola is valued at $5 billion as of September
2015.

In March 2015, Ola Cabs acquired Bangalore based cab service TaxiForSure for
about $200 million. From the 25th of June 2015, Ola users have gained access to
TFS cabs via the Ola mobile application. By November 2015, Ola had acquired
Geotag, a trip-planning applications company, for an undisclosed sum to strengthen
its new bus-shuttle service.

Ola provides different types of cab service ranging from economic to luxury travel.
The cabs are reserved through a mobile app. This cab service supports both cash
and cashless payment options with Ola money. It claims to clock an average of more
than 150,000 bookings per day and commands 60 percent of the market share in
India. November 2014 Ola also started on-demand auto rickshaw service on its
mobile app in Bangalore, Pune and few other cities.

Customer service:-
Customer service is the provision of service to customers before, during and after a
purchase. The perception of success of such interactions is dependent on
employees "who can adjust themselves to the personality of the guest". Customer
service concerns the priority an organization assigns to customer service relative to
components such as product innovation and pricing. In this sense, an organization
that values good customer service may spend more money in training employees
than the average organization or may proactively interview customers for feedback.
Customer service is the act of taking care of the customer's needs by providing and
delivering professional, helpful, high quality service and assistance before, during,
and after the customer's requirements are met. Customer service is meeting the
needs and desires of any customer.

Industry Profile:-
With a market size of INR1 14.4 billion in 2011-12, the five-year-old Indian radio cab
industry was expected to grow by 30.9 per cent in the next five years. The industry
was dominated by four companies - Meru Cabs, Easy Cabs, Mega Cabs and TAB
cab. The still fledgling industry offered no obvious or accepted business model that
could be emulated. By refining their models through trial and error, radio cab
companies in India stumbled upon two types of fleet-based business models -
company owned and franchise based. Typically, radio cab companies relied on two
streams of revenue generation- fares and advertisements (commonly referred to as
cabvertising).

Though it was in a nascent stage, the radio taxi industry in India witnessed huge
demand and high growth. The fleet size of radio cabs, mainly concentrated in four
Indian metros was about 15,000 in 2011-12. With demand far outstripping supply,
the total number of radio cabs was expected to increase at a compound annual
growth rate (CAGR) of 25 percent.4 The decline in the fleet size of non-radio taxis
due to ageing cabs, the significant growth of Indias urban population, increase in
disposable incomes, high traffic on other forms of public transport, greater perceived
comfort compared to driving ones own vehicle official reimbursement of taxi fares,
influx of tourists and increased airport trips, were some of the factors that
contributed to the soaring demand for radio cabs. However, constraints on the
 supply side due to the shortage of suitable and educated drivers, high cab
maintenance costs and varying government regulations in every state hindered
growth. Many drivers who already owned their own cabs or worked for other non-
radio cab operators balked at paying the high daily rental fee to the radio cab
company. Even though radio cab drivers typically earned 70 per cent more than their
non-radio taxi counterparts, many drivers preferred not to join radio cab companies.
The fact that it was compulsory for them to pay daily rentals even if they were not
driving the cab meant that they had to work every day of the week. Issues such as
these reduced the availability of drivers. Further, the radio cab industry was highly
regulated and government regulations were state specific. Red tape, the ceiling on
the number of permits that could be held by a radio cab operator, stringent criteria
for qualifying to become a radio cab driver, restrictions on size of the radio cab and
government regulations regarding fares, were some of the negatives of the
regulatory environment in which the radio cab industry operated. Factors such as
these contributed to the sub-optimal supply of radio cabs, resulting in high rates of
denial of service. Given the existing demand scenario, the four big radio cab
companies were estimated to have a shortfall of 3,619-5,467 cabs in the major cities
in which they operated.

3. SCOPE OF STUDY:
In this study we will analyse the impact of Ola cabs services on population of
Lucknow.
The project will study how much people are influenced by Ola cabs.
It will study the accessibility of Ola cabs.
The study will help the company to increase revenues by collecting and
analyzing data on their services.
It will explore different sectors of population and age groups, usage by them and
the ease of using the app.

4. PROBLEMS DEFINITION:
 In this we will study how Ola cabs provide service to its customers. How efficient
they are in providing customer service better than its competitors.
The purpose of the study is to analyse the impact of Ola cab services. Few are:-
1. Impact on VKT (vehicle kilometers travelled)
2. Impact on private car ownership / usage
3. Impact on parking
4. Commuter perception (safety, comfort, reliability, cost / price elasticity)
5. Aggregator driver perception (income, inclusion)
6. Impact on incumbents (permit, diesel / CNG costs)

5. RESEARCH OBJECTIVES:
To find out different strategies to promote the business.
To find out impact of Ola cabs in Lucknow city.
To find out the factors influencing the sales.
To find out the steps Ola should take in order to improve their customer service.

6. RESEARCH METHODOLOGY:

a) Hypothesis (if applicable): not applicable

b) Research Design:

The project is about the impact of Ola cabs services and customer services in Lucknow.

In this study we will adopt several research methods to collect and analyse data to
conduct the study of impact of Ola cabs services and customer services in Lucknow.

The sources of data will be both Primary and secondary data.

1. Primary data:
Primary data are those, which are originated currently with exploration, carried out
within the stipulated period of time. These are fresh datas collected in tune with the
objectives of the study. The data is collected through:-
Surveys
Interviews
Questionnaires
2. Secondary data:

Secondary data is the data that have been already collected by and readily available
from other sources. The data is collected through:-

Marketing activities
Newspapers
Journals

c) Defining the Universe & Sample design :

The universe is also known as a well-defined collection of individuals or objects known

to have similar characteristics or is binded by a common thing. All individuals or objects
within a certain population usually have a common, binding characteristic or trait.

Universe- people of all age groups of Lucknow who uses Ola cabs or and other cab to
travel.

Sample design:

The subset of units that are selected is called a sample and the selection process is
called Sampling technique.

Sample size- 80 respondents

Sampling unit- teenagers, adult, middle aged etc
Sampling technique- Non probability sampling
Sampling method- Convenience sampling

d) Data collection tools to be used:

The data for this study is collected from various sources. The main data collection
instruments are:-

a) Primary data collection

b) Secondary data collection.

e) Statistical tools to be used:

Bar charts
Pie charts
Histograms

7. Tentative Chapter Plan:

a) Chapter 1 Introduction

b) Chapter 2 Objectives and scope of study

c) Chapter 3 Research Methodology

d) Chapter 4 Limitations of study

e) Chapter 5 Analysis and interpretation

f) Chapter 6 Findings, suggestion and conclusion

g) Chapter 7 Appendix

h) Chapter 8 Bibliography

8. References:

BOOKS:
Research Methodology: C. R. Kothari, 2nd revised edition 2004
Marketing Management: Philip Kotler, Millennium edition
The customer rules- The 39 essential rules for delivering sensational service by Lee
Cockerell
WEBSITES:

www.wikipedia.com
www.olacabs.com
www.letsintern.com
OTHERS:

Company manuals
Company reports.