A Case Study On Consumer's Perception Towards Ola Cabs

A Case Study on Consumer’s Perception towards Ola Cabs 2019-2020
PROJECT REPORT
ON
“A CASE STUDY ON CONSUMER’S PERCEPTION TOWARDS OLA CABS”
Submitted To
OSMANIA UNIVERSITY
In partial fulfilment for the Award of the Degree of
BACHELOR OF COMMERCE- HONORS
Submitted By
Ms. G. ANUSHA YADAV
HALL TICKET NO: 1204-17-407-008
Guided By
Ms. Asra Sultana

Lecturer, Department of Commerce
St. Ann’s College for Women, Mehdipatnam, Hyderabad
(Autonomous)Affiliated to Osmania University, Hyderabad
(NAAC ACCREDITED- ‘A+’ GRADE)
(College with Potential for Excellence-By UGC)
2019 - 2020
Submitted By G. Anusha Yadav In Partial Fulfilment of B.Com(Honors)Page 1

ST.ANN’S COLLEGE FOR WOMEN

(Autonomous) Affiliatedto Osmania University
(Accredited with ‘A+’ Grade by NAAC)
(College with potential for excellence by UGC)
Mehdipatnam, Hyderabad-500028.
CERTIFICATE
This is to certify that this project titled “A CASE STUDY ONCONSUMER’S

PERCEPTION TOWARDS OLA CABS”, submitted in partial fulfilment of
the requirement of Bachelor of Commerce (Honors) and carried out by G.
ANUSHA YADAV, bearing H.T.NO:1204-17-407-008 under my guidance and
supervision. This is an original work of the student.
Project Guide
Name- Asra Sultana
Lecture, Department of commerce
Dr.(Mrs).N.V.Kavitha
Head, Department of commerce
External Examiner

DECLARATION
I hear by declare that the project titled “A CASE STUDY ON CONSUMER’S
PERCEPTION TOWARDS OLA CABS”, is submitted to Osmania
University, is a record of an original work done by me under the guidance of
Ms. Asra Sultana, St. Ann’s College for Women, and this project is submitted
in partial fulfilment of the requirement for the award of the degree BACHELOR
OF COMMERCE (HONORS). The results embodied in this thesis have not
been submitted to any other university or institute for the award of any degree
or diploma.
Place: Hyderabad G. Anusha Yadav
Date: H.T.NO:1204-17-407-008

ACKNOWLEDGEMENT
I thank my principal, Dr. (Sr). P. Amrutha, St Ann’s College for Women for her support
throughout my project.
I am extremely thankful to Mrs.T.Anuradha, Head, Department of Commerce for her

constant support and encouragement.
I feel immensely grateful to my guide Ms. Asra Sultana, for her valuable suggestions,
continuous guidance throughout the project work.
I would like to express my sincere thanks to my family and all of my friends who motivated
me in completing the project on time

CHAPTER NO CONTENTS PAGE NO
Certificate
Declaration
Acknowledgement
1 1.1 Introduction
1.2 Need and importance of the study
1.3 Objectives of the study
1.4 Scope of the study
1.5 Research methodology
1.6 Data sources
1.7 Limitations of the study
2 Literature review
3 Company profile
4 Data Analysis and Interpretation
Findings, Suggestions and Conclusion

5
Bibliography
Annexure-questionnaire

LIST OF TABLES
S.NO TABLE PAGE
1.1 GENDER V/S USE OF OLA CAB SERVICES
1.2 GENDER V/S MOST OFTEN USE
1.3 GENDER V/S WENT PERFECT RIDE
1.4 GENDER V/S FIND YOUR RIDE
1.5 GENDER V/S MODE OF PAYMENT
1.6 GENDER V/S AFFORABLE PRICE
1.7 GENDER V/S NIGHT TIME RIDE
1.8 GENDER V/S BAD EXPERIENCE
1.9 GENDER V/S EMERGENCY BUTTON

LIST OF CHARTS
S.NO TABLE PAGE
1.6 GENDER V/S AFFORABLE PRICE

ABSTRACT
Taxi market in India is growing rapidly with a lot of new entrants who run private taxi
companies apart from the existing public taxi market. The public taxi market consists of taxis
that are too old with very little comfort and safety, while on the other hand the taxis in the
private taxi market i.e Ola cab services are modern along with features like GPS, more
comfort and safety. To seek customer’s comfort, pride and prompt service with safety.
Nowadays not just the price but quality service also plays an important role in customer
satisfaction. My research is regarding customer’s satisfaction, to about their safety, security,
convenience and comfort with their ride and customer’s perception towards driver’s
behaviour and courtesy. The data collected and analysed is confined to Hyderabad city. SPSS
software is used for data analysis and the data was interpreted which helped in proving the
corresponding null or alternate hypotheses true as per the requirement of the research.

CHAPTER-1
INTRODUCTION

INTRODUCTION:
Concept of organized rental cab was introduced to Indian consumer in 2004. Among various
transportation mode cab service gained popularity because of its advantage of door to door
service and now because of technological advancement customers were able to book cabs at
competitive price in just one click using their smart phones. These App based cab services
were having tremendous potential for growth in densely populated countries like India where
parking is major problem because of space crunch as well as public transports are over
cowered during peak hours. Slowly this convenient mode of travel started gaining popularity
and competition became dense after Ola’s launch. As customers have become more
demanding it’s a challenging job for rental Cab industry to meet the customer’s expectations.
Customers are seeking the comfort, pride and prompt service with safety. Nowadays not just
the price but quality service also plays an important role in customer satisfaction. Now using
a smart phone consumer can access, compare, evaluate and book cabs. In this situations App
based services such as Ola Cabs are offering various services ranging from the economic to
ultimate luxury. Ola taxi not only grabbed customers’ attention but also contributed in
increasing employability by providing opportunity to drivers.
Ola has grown tremendously over a period of time with an objective

of solving the inter-city and intra-city commuting problems of customers. Ola company is
spending huge funds in marketing, competitive price and recruitments of new drivers which
leading to expansions of new markets.
Ever changing technology is fuelling the growth of organized car

rental industry, convenience of booking cab service sitting at your place is one of the most
important features of this app-based taxi service. Currently Ola is playing a major role in
organized cab service sector in India.

NEED AND IMPORTANCE OF THE STUDY

In the recent years of rapid growth on rental services, there is tremendous increase in the
usage of call taxi services in all cities, especially in metros. In every sphere of business, the
service and quality should be matched with the perceived, expected and delivered. The big
market players in call taxi services are keen in enhancing the products and services to tap the
customer base.
This study will help us to know the customers satisfaction with respect to the comfort,
convenience, tariff, service quality and staff courtesy, etc. To have the input and ideas to
improve the services to meet out the customer expectation in the near future.

OBJECTIVES OF THE STUDY

Considering the growth number of online cabs users is designed to understand the Ola users.
Research is specifically focused on working professionals. The sub objectives of this study
are.
 To identify the consumer’s satisfaction towards Ola cab services.

 To identify the consumer’s perception towards safety, convenience and comfort with
Ola cab services
 To ascertain the customer’s view towards the driver’s behaviour and courtesy
SCOPE OF THE STUDY
My research study is confined to Hyderabad city. It covers people of all age groups. This
study will help us to know the customer’s satisfaction with respect to the comfort,
convienience, safety, tariff, service quality. In order to analyze above study the questionnaire
has been administered to the people who frequently avail ola services.

RESEARCH METHODOLOGY
The methodology that is adopted for the study is such that it facilitates the data accumulation.
The information is gathered through online survey method. The survey method has been
adopted for collecting the data from all educational qualifications.
SOURCES OF DATA COLLECTION:

Primary data about the employee motivation is collected from employees using a structured
questionnaire. The secondary data is collected by referring various handouts, brochures, etc.,
available in the organization. In the following sections, primary data and secondary data are
discussed.
1. Primary data
2. Secondary data
Primary data: Data that has been collected from first-hand-experience for a specific
purpose is known as primary data. It is more reliable, authentic and objective.
For the purpose of present study, the primary data is collected from respondents by issuing
questionnaires to the Ola users. Questionnaire is the most commonly used method in a
survey. These are the list of questions open-ended or closed-ended for which the respondent
gives answers.
Secondary data: Secondary data consists of information that already exists somewhere,
having been collected for another purpose or data collected from a source that has already
been published in any form is called secondary data. The secondary data has been collected
from:
 Internet
 Articles

LIMITATIONS OF THE STUDY
A good report tells the results of the study. But every project has its own limitations. These
limitations can be in terms of:
 The size of the sample of the investigation is limited in its nature, which puts a
limitation on the generalisations on the results of present study.
 The findings of the study are based on the information supplied by the respondents,
which might have their own limitations.
 As the study period is very much limited, the complete analysis of the Ola users is not
possible to the maximum extent.
 The study being confined to Hyderabad, the actual scenario of the Ola users cannot be
studied in depth.

CHAPTER-2
LITERATURE REVIEW

LITERATURE REVIEW
Taxi system in India has grown significantly in India and infrastructure growth, growth of
middle class, increasing disposable incomes and growing GDP are some of the factors
responsible. The rise of the BPO industry is one of the reasons to growth of this sector
because of odd working hours. This growth can be seen more in metropolitan cities of India
(Rahman, 2014) and there is intense competition among various operators like Ola, Uber,
Radio cabs, Yellow cabs and Meru etc. So, to sustain in this competitive market it is
necessary to understand the users of the rental cab service. Various studies and researches
have been done to understand the factors important while choosing a rental car.
Ola App helped in increasing perceived usefulness, ease of use, playfulness and subjective
norms (Peng et. al.,2014). This also helps in convenience of tracing user and service provider
(Chen ,2014). A study by Lu et al (2015) suggested that self- service mobile technologies
give control to commuters to access lot of information with the help of technology. Horsu and
Yeboah (2015) had revealed in their study that driver behavior have negative correlation on
customer satisfaction in Ghana. Other variables continuous service, comfort, reliability and
affordability have an impact on customer satisfaction with regard to minicab taxi. One study
by Paronda et al (2016) identified the key performance indicators of conventional taxis which
includes reliability, travel speed, passenger expenses and quality of service. Consumer not
only use cab service for commutation but also for visiting a shopping mall, attending late
night party or going out on special occasion. Study also showed that customer satisfaction
level is very high, showing positive sign for future growth and expansion of business. Ola
companies tied up with the mobile wallets companies like Free Charge, PayTM, Mobiki wiki
which helped in providing hazel free ride to customers by providing customers easy payment
options with offers and discounts for rides(Kavita and Rajeswari ,2016).Ruchi et al
(2017)studied various factors of dynamics of Indian taxi markets such as pricing, their
revenue models, market share etc. Utsav Pandya et al (2017) identified technology trends,
safety, and price, ease of availability, comfort and payment options affecting public taxi
market. SaritPrava Das et al (2017) identified convenience, quality services, transparency and

safety as most important parameters for selecting pre booked taxis. A study by Kumar and
Kumar (2016) showed that consumers were interested to redeem coupons while selecting cab
services and were comfortable to redeem coupons through mobile apps while booking cab
services. With customers, service providers are also important in any service industry, in this
regard a research by Ruchika Malik (2017) identified that retaining drivers by initiatives like
monetary awards of influence customer decision. Ola is using reward systems to motivate
their drivers thus motivating them as well as involving them in resolving the customer
grievances to build a loyal base of drivers. The impact of these rewards on drivers are
helping their family by providing them various offers related to automobile insurance,
vehicle maintenance, lifestyle, health and wellness to their everyday life. There are three
categories Silver, Gold and Diamond, based on the quality and performance of each driver.
A study of Ola byAllamdas Rohit H. (2017) suggested that as Indian consumers and highly
price-sensitive and very less brand loyal, companies need to design new packages to attract
new customers and to keep existing customers. Similar research by Shukla et al (2017) on
Ola suggested, to adopt highly innovative and customer-centric strategies to increase market
share.
Therefore, it would not be that easy for the ola company to operate in an environment which
has to be more customer-centric & target oriented, highly innovative, and have resistant to
pressure from the regulatory authorities and keep delighting their customers.

CHAPTER-3
COMPANY PROFILE

COMPANY PROFILE
'Ola', the company needs no introduction. The first cab aggregator company. In India, Ola
has made availing cab services a smooth experience. Owned by ANI Technologies Pvt.
Ltd., and formerly known as Ola Cabs, Ola was started in Dec 2010 by two IIT BOMBAY
graduates. Ola serves as an efficient taxi aggregator and bridges the gap between cab owners
and commuters.
Instead of buying and renting out their own cars, Ola partners with a number of taxi drivers
and owners, add a touch of modern technology to the whole set up, where people could book
cars at short notice through their app. Ola is India’s home grown ride-hailing app with
about 60% market share (as of 2014) in India with users across 100 cities of India and
15 lakh driver-partners.
HISTORY
In March 2015, Ola Cabs acquired Bengaluru based taxi service TaxiForSure for
approximately ₹1,394 crore(US$200 million). June 2015 onwards, Ola users gained access
to TFS cabs via the Ola mobile application. [9] Later in the year in November, Ola further
acquired Geotagg, a trip-planning applications company, for an undisclosed sum
In a move to expand beyond cab aggregation, Ola acquired struggling foodtech
company Foodpanda with an eye on leveraging the growing food delivery segment business
in December 2017. In April 2018, Ola made its second acquisition
with Ridlr (formerly Traffline), a public transport ticketing app. Later in August 2018, Ola
financed Series A funding of the scooter rent startup Vogo, and again in December, invested
another $100 million.
The Karnataka state transport department suspended Ola's operating license for six months
for violation of licence conditions and violation of Karnataka On-Demand Transportation
Technology Aggregator Rules, 2016. This was on account of Ola running bike taxi services
though it only had license for four wheeler taxi operations. The company termed the order
unfortunate and was looking at working with driving partners to continue functioning. They
also claimed to be in touch with authorities to sort things out.
OLA-FOUNDERS:
Bhavish graduated from IIT Bombay with a B. Tech in Computer Science in the year 2008.
Bhavish Aggarwal has worked for Microsoft research, Bangalore for two years right after
college. There, he passed two years with filing 2 patents and 3 research publishing in
international journals. While trying to chase his dream of entrepreneurship, he started an
online company to sell short duration tours and holidays online before changing that into

OlaCabs. Bhavish Aggarwal is now the CEO of Ola. As of 2019, Bhavish's personal net
worth is estimated around $350 Million.
Ankit Bhatia is the cofounder of Ola and heads the technical aspects of OlaCabs, ensuring a
quick, convenient and instinctive experience for the customers and partners. He joined IIT
Bombay in 2004 for Btech in Mechanical Engg and MTech in CAD and Automation. By
2009 he had already worked on several freelance projects and startups like Wilcom, QED42
etc. and finally decided to give up his nomadic professional life for a start-up of his own. He
join the Olacabs journey in November 2010.
HOW WAS OLA STARTED:
Born in Ludhiana, Bhavish was just like every other success-driven entrepreneur. Initially,
Bhavish started an online site named Olatrip.com that offered holiday packages and
weekend trips. While trying to keep his holiday and tour planning business afloat, Bhavish
had to travel from Bangalore to Bandipur, for which he rented out a car, which ended in a
very bad experience. The driver stopped the car in the middle of the journey and demanded a
renegotiation of what Bhavish was paying. After being refused, he proceeded to abandon him
enroute his destination. This is when he realized how his plight was probably similar to a lot
of customers across the country who were looking for a quality cab services.
For the first time, he saw the amount of potential that an extraordinary cab booking service
could have, and hence, he changed his business from his earlier start-up to the one we today
know as – OlaCabs.
This was in December 2010, he was joined by his co-founder Ankit Bhati in his start-up
journey. His parents didn’t agree with his idea in the beginning of course, like all Indian
Parents won’t. They were thoroughly displeased with his decision to become a ‘travel agent’.
But nevertheless, their support increased as they got their first round of angel investment
(from Snapdeal founder Kunal Bahl, Rehan yar Khan and Anupam Mittal).
Bhavish believed that anyone can have a good business idea but to function it successfully
one must have a scalable model upon which the business runs. According to him, the best or
one of the best & safest model one can or should adopt is running a business with owning
“zero” inventory.
OLA-INITIAL TEAM:
After the idea, the design and vision were done by Usha Loutongbam, product manager and
Bhavish himself. As for the developers who converted these ideas into reality: The first
version for Android was built by Ajinkya Potdar and for iOS by Khushal Bokadey. Both of
them joined the company for two months of internship and did an excellent job rolling out the
release in real quick time. After that the iOS app was taken over by Atul Manwar and android
by Ankit Kumar and backend APIs by Neeti Birla. The main focus of the new releases is to

make the app feature rich while constantly improving the user experience and yet not losing
the essence of one touch cab booking.
OLA-NAME, TAGLINE AND LOGO:
In Spanish, Hola translates to ‘Hello’ hence the name Ola probably to indicate that their
services are as easy and friendly as that, just like saying a ‘hello’. Ola's logo is simple but
styled as OLΛ. The logo also has an "O" which represents a tyre.
OLA-BUSINESS MODEL AND REVENUE MODEL:
Ola's business model works on a simple concept. OLA acts as a facilitator in providing cab-
booking services. Customers can book their cabs through the app. OLA does not own any of
the cabs. Only those drivers with valid permits duly authorized and verified by transport
authorities can sign up with OLA and they could be either self-employed or work for an
operator who owns multiple cars. Just like how we use the OLA App, the drivers get access
to a driver mobile app on their Smartphone once they register with OLA. This is done only
after a thorough check of authenticity and conducting due diligence of commercial papers
and personal papers of driver and operator. The drivers have flexibility to decide their own
time to login to OLA Application and accept requests for rides from customers. They may
choose to remain logged out of the system as per their convenience. Ola takes a commission
of an average 15% on all the booking done through the app.
Ola consider the following factors to create the final bill for the user:
1. Base fare-charged flat.

2. Distance fare-charged kilometer wise (different for different cities).
3. Ride time fare-charged time taken to travel.
4. Peak pricing-direct ratio depending on demand for cab
5. Service tax-5.6%.
6. Swachh bharat tax-0.2%.
7. Toll charges-Toll collection in case you cross toll junction on roads.
SERVICES:
Ola offers different levels of service, ranging from economic to luxury travel. The
cabs are reserved through a mobile app and also through their website and the
service accepts both cash and cashless payments with Ola money. It claims to clock
an average of more than 150,000 bookings per day and commands 60% of the
market share in India as of 2014.

Service category
 Auto-Rickshaw
 Bike
 E-Rickshaw
 Luxury
 Luxury SUV
 Micro
 Mini
 Outstation
 Prime Executive
 Prime Play
 Prime Sedan
 Prime SUV
 Rental
 Share
 Share (Express)
 Shuttle (Closed)
 Taxi (AC/Non-AC)
OLA-USER ACQUISITION:
Ola has also got in to 3 international market namely Australia, United Kingdom and New
Zealand. In Australia, it has set-up operations in seven cities. It claims to have registered
40,000 drivers on its app in Australia. In India, Ola operates across over 250 cities.
Ola has raised a total funding of around $3.8 billion. This also includes Debt financing
and secondary market. Ola's current valuation is more than $6 billion.
Considering that the 8 years old startup, Ola is valued at $6 billion makes it the third highest
valued consumer internet company in India. The lure of this home-grown cab aggregator has
proved irresistible to investors.
As per data till October 8 2019, Ola's major shareholders include SoftBank Group
(26.1%), Tiger Global (15.94 %), Tencent (10.39 %), Matrix Partners (8.57 %), and DST
Global (6.72%).
OLA-STARTUP CHALLENGERS:
Initially, the founders had to face many challenges. They worked long hours and sometimes
Ankit had to code for 48 hours straight. Sometimes they have had to drive the customer to

their desired locations because the drivers had not shown up. But this does not dampen their
spirits. They worked day and night and people started liking their services. They started
getting famous quickly for the services they provided at such a low rate. The twist in their
story happened when angel investors Rohit Bansal and Kunal Bahl invested Rs 2 crore in
their business. This gave them an initial push and since then there was no looking back for
the company.
As much as Ola wanted to meet the needs of the customers by scaling up to different cities,
each city faced its own infrastructural challenge. The app required the use of the 2G network.
The team had to design an app that could accommodate network connectivity in smaller
towns.
OLA COMETITORS:
Ola directly competes with Uber, world’s most well-financed startup having raised more
than $15 billion in equity and debt on a recent valuation of $62 billion. Other players in India
include Meru Cabs Company Pvt. Ltd. which owns meru cabs, Carzonrent (India) Pvt.
Ltd which owns carzonrent and Zoomcar India Private. Ltd. which owns zoomcar. In bike
taxi, Rapido is slowly capturing Ola's market share.
OLA-GROWTH:
In 2010, the Ola founders identified a serious gap in Mumbai. Cabs used to be idle. Cab
operators charged very high irrespective of the distance to compensate for the time they
stayed idle. Poor services and delays were treated as an obvious thing. In 2011, they could
make 10 bookings in a day. In October 2015, they booked 700,000 daily rides. They thought
of piloting tracking devices in each cab but let go of the idea in January 2012. In April 2012,
Ola expanded its operation in Bangalore and Delhi. Ola has covered an interesting journey
from being nothing to being a company that provides a livelihood to thousands of people.
Today,Ola has become a part of people’s everyday life in many cities.
Talking about figures, in FY 2019, Ola Cab's operational revenue increased to Rs 2543.63
crore from Rs 1847.53 crore in FY18. While the company's losses decreased from Rs
2842.26 crore in FY18 to Rs 2592.92 Crore in FY19. Ola is also in talks with Microsoft
and is expecting to raise $150-200 million from the tech giant soon. As revealed by Ola
CEO Bhavish Aggarwal, the company is planning to launch IPO in the next two years.
SWOT ANALYSIS OF OLA:
A brief idea about the position of the company in the market can be estimated from the
SWOT analysis which indicates the respective strengths, weaknesses, opportunities and
threats faced by the Ola company.

Strengths:
1. Ola is first of its kind taxi aggregator service provider in the country.
2. It achieved the no.1 rank in the sector after acquiring Taxi for sure.
3. The services offered by Ola are well appreciated by the public
4. TV, online and print media marketing has helped to create awareness about the company.
5. Increase in customer base due to strong network effect.
6. Financial condition of the company has improved after investments by various firms
Weaknesses:
1. Brand image can be easily influenced by the misbehaviour of the drivers as they are the ne
in direct contact with the customers.
2. Monetization becomes difficult due to the demand.
Opportunities:
1. There is a huge potential for the company to penetrate deep into the market as the
unorganized market hold almost 85% of the segment.
2. As Ola coordinates through the smart phone app, increase in number of smart phone users
provides them with a great platform to increase their customer base.
3. Disposable income can be increased.
4. Convenient services create huge demand among customers.
5. Acquisition of smaller company of the market.
Threats:
1. Increasing competition

2. Heavy usage of cash to attract customer due to strong financial root of Uber.
3. Presence of competitors at the national level.
4. No specific regulatory body of the government.
5. Customer loyalty is rare in this segment.

CHAPTER – 4
DATA ANALYSIS
AND
INTERPRETATION

Crosstab
Use of ola cab services Total
Once a More than

daily Weekly month once a month
Gender Male Count 5 1 3 3 12
% of Total 10.2% 2.0% 6.1% 6.1% 24.5%
Female Count 15 9 6 7 37
% of Total 30.6% 18.4% 12.2% 14.3% 75.5%
Total Count 20 10 9 10 49
% of Total 40.8% 20.4% 18.4% 20.4% 100.0%
SOURCE: PRIMARY DATA

INTERPRETATION
 Here, 10.2% of male customer’s use ola cab services daily, 2.0% of male customer’s
use ola cab services weekly, 6.1% of male customer’s use ola cab services once a
month, , 6.1% of male customer’s use ola cab services more than once a month.
 And, 30.6% of female customer’s use ola cab services daily, 18.4% of female
customer’s use ola cab services weekly,12.2% of male customer’s use ola cab services
once a month,14.3% of male customer’s use ola cab services more than once a month.
 Totally,40.8% of customer’s use ola cab services daily,20.4% of customer’s use ola
cab services weekly,18.4% of customer’s use ola cab services once a month,20.4% of
customer’s use ola cab services more than once a month.
 The chi square significance is 0.641 i.e more than 0.05 . Hence, there is a relation
between gender and use of ola cab services.

Crosstab
Most often use Total
Airport to and from

,railways and entertainment to and from
port transfer events work place
Gender Male Count 2 8 2 12
% of Total 4.1% 16.3% 4.1% 24.5%
female Count 7 21 9 37
% of Total 14.3% 42.9% 18.4% 75.5%
Total Count 9 29 11 49
% of Total 18.4% 59.2% 22.4% 100.0%

INTERPRETATION
 Here, 4.1% of male customer’s most often use ola cab services to airport, railways
and port transfer, 16.3% of male customer’s most often use ola cab services to and
from entertainment events and 4.1% of male customer’s most often use ola cab
services to and from work place.
 And, 14.3% of female customer’s most often use ola cab services to airport, railways
and port transfer, 42.9% of female customer’s most often use ola cab services to and
from entertainment events and 18.4% of female customer’s most often use ola cab
services to and from work place.
 Totally, 18.4% of customer’s most often use ola cab services to airport, railways and
port transfer, 59.2% of customer’s most often use ola cab services to and from
entertainment events and 22.4% of customer’s most often use ola cab services to and
from work place.
 The chi square significance is 0.814 i.e more than 0.05 . Hence, there is a relation
between gender and most often use of ola cab services.

Crosstab
Went perfect ride
polite
and
professi
onal
driver a:b a:b:c a:b:c:d a:b:d
Gende Male Count 0 2 0 2 5 0

r
% of 0.0% 4.1% 0.0% 4.1% 10.2% 0.0%
Total
female Count 1 1 2 2 14 1
% of 2.0% 2.0% 4.1% 4.1% 28.6% 2.0%

Total
Total Count 1 3 2 4 19 1
% of 2.0% 6.1% 4.1% 8.2% 38.8% 2.0%

Total
Crosstab
Went perfect ride
on time
a;c a;c;d a;d pickup b;c b;c;d
Gende male Count 0 1 0 1 0 0

r
% of 0.0% 2.0% 0.0% 2.0% 0.0% 0.0%
Total
female Count 2 0 2 4 1 1
% of 4.1% 0.0% 4.1% 8.2% 2.0% 2.0%

Total

Total Count 2 1 2 5 1 1
% of 4.1% 2.0% 4.1% 10.2% 2.0% 2.0%

Total
Crosstab
Went perfect ride
driver familiar with

comfortable ride the route Total
Gender male Count 1 0 12
% of Total 2.0% 0.0% 24.5%
female Count 5 1 37
% of Total 10.2% 2.0% 75.5%
Total Count 6 1 49
% of Total 12.2% 2.0% 100.0%
a. Polite and professional driver

b. On time pickup
c. Comfortable ride
d. Driver familiar with the route

INTREPRETATION
 Here,4.1% of male customer’s had went a perfect ride of polite and professional
driver, 0.0% of male customer’s had went a perfect ride of polite and professional
driver and on time pickup, 4.1% of male customer’s had went a perfect ride of polite
and professional driver, on time pickup and comfortable ride, 10.2% of male
customer’s had went a perfect ride of polite and professional driver, on time pickup ,
0.0% customer’s had went a perfect ride of polite and professional driver, comfortable
ride and driver familiar with the route.
 Here,2.0% of female customer’s had went a perfect ride of polite and professional
driver, 4.1% of female customer’s had went a perfect ride of polite and professional
driver and on time pickup, 4.1% of female customer’s had went a perfect ride of
polite and professional driver, on time pickup and comfortable ride, 28.6% of female
customer’s had went a perfect ride of polite and professional driver, on time pickup ,
comfortable ride and driver familiar with the route, 2.0% of female customer’s had
went a perfect ride of polite and professional driver, comfortable ride and driver
familiar with the route.

 Here, 0.0% of male customer’s had went perfect ride of polite and professional driver
and comfortable ride, 2.0% of male customer’s had went perfect ride of polite and
professional driver ,comfortable ride and driver familiar with the route, 0.0% of male
customer’s had went perfect ride of polite and professional driver and driver familiar
with the route, 2.0% of male customer’s had went perfect ride of on time pickup,
0.0% male customer’s had went perfect ride of on time pickup and comfortable ride,
0.0% of male customer’s had went perfect ride of on time pickup, 0.0% male
customer’s had went perfect ride of on time pickup, comfortable ride and driver
familiar with the route.
 Here, 4.1% of female customer’s had went perfect ride of polite and professional
driver and comfortable ride, 0.0% of female customer’s had went perfect ride of polite
and professional driver ,comfortable ride and driver familiar with the route, 4.1% of
female customer’s had went perfect ride of polite and professional driver and driver
familiar with the route, 8.2% of female customer’s had went perfect ride of on time
pickup, 2.0% of female customer’s had went perfect ride of on time pickup and
comfortable ride, 0.0% of male customer’s had went perfect ride of on time pickup,
2.0% of female customer’s had went perfect ride of on time pickup, comfortable ride
and driver familiar with the route.
 Here, 2.0% of male customer’s had went perfect ride of comfortable ride, 0.0% of
male customer’s had went perfect ride of driver familiar with the route.
 Here, 10.2% of female customer’s had went perfect ride of comfortable ride, 2.0% of
female customer’s had went perfect ride of driver familiar with the route.
 Totally, 12.2% of consumer’s had went a perfect ride of comfortable ride, 2.0% of
consumer’s had went a perfect ride of driver familiar with the route.
 The chi square significance is 0.591 is more than 0.05. Here, there is a relation
between gender and went perfect ride.

Crosstab
Find your ride Total
Yes no Sometimes
Gender Male Count 0 12 0 0 12
% of 0.0% 24.5% 0.0% 0.0% 24.5%

Total
Female Count 1 30 1 5 37
% of 2.0% 61.2% 2.0% 10.2% 75.5%

Total
Total Count 1 42 1 5 49
% of 2.0% 85.7% 2.0% 10.2% 100.0%

Total

INTREPRETATION
 Here,0.0% of male consumers are able to find their ride when required,
24.5% of of male consumers are not able to find their ride when required,
0.0% of male consumers are able find to their ride sometimes when required,
0.0% male consumers are never able find to their ride when required.
 And 2.0% of female consumers are able to find their ride when required,
61.2% of of female consumers are not able to find their ride when required,
2.0% of female consumers are able find to their ride sometimes when
required, 10.2% of female consumers are never able find to their ride when
required.
 Totally, 2.0% of consumer’s are able to find their ride when required, 85.7%
of consumer’s arenot able to find their ride when required, 2.0% of
consumers are able find to their ride sometimes when required, 10.2% of
consumers are never able find to their ride when required.
 The chi square significance is 0.449 which is more than 0.05. Hence there is a
relation between gender and find your ride.

Crosstab
Mode of payment Total
ola money
wallet google pay cash
Gende male Count 0 2 10 12

r
% of 0.0% 4.1% 20.4% 24.5%
Total
% of 8.2% 12.2% 55.1% 75.5%

Total
% of 8.2% 16.3% 75.5% 100.0%

Total

INTREPRETATION
 Here, 0.0% of male customers are able to make their mode of payment
through ola money wallet, 4.1% of male customers are able to make their
mode of payment through google pay, 20.4% male customers are able to make
their mode of payment through cash.
 And, 8.2% of female customer are able to make their mode of payment
through ola money wallet, 12.2% of female customers are able to make their
mode of payment through google pay, 55.1% female customers are able to
make their mode of payment through cash.
 Totally, 8.2% of customer are able to make their mode of payment through ola
money wallet, 16.3% of customers are able to make their mode of payment
through google pay, 75.5% of customers are able to make there mode of
payment through cash.
 The chi square significance is 0.490 which is more than 0.05. Hence there is a
relation between gender and mode of payment.


1.6 GENDER V/S AFFORABLE PRICES
Crosstab
Affordable prices
completely modernate
unaffordable affordable unaffordable Total
Gender male Count 9 1 2 12
% of Total 18.4% 2.0% 4.1% 24.5%
% of Total 73.5% 0.0% 2.0% 75.5%
% of Total 91.8% 2.0% 6.1% 100.0%
SOURCE:PRIMARY DATA

INTREPRETATION
 Here, 18.4% of male customers think that the prices are completely
unaffordable, 2.0% of male customer think that the prices are moderate
affordable, 4.1% of male customer think that the prices are unaffordable.
 And, 73.5% of female customers think that the prices are completely
unaffordable, 0.0% of female customer think that the prices are moderate
affordable, 2.0% of female customer think that the prices are unaffordable.
 Totally, 91.8% of customers think that the prices are completely unaffordable,
2.0% of customer think that the prices are moderate affordable, 6.1% of
customer think that the prices are unaffordable.
 The chi square significance is 0.040 which is less than 0.05. Hence there is no
relation between gender and affordable prices

Crosstab
Night time ride
yes No sometimes Total
Gender male Count 1 3 8 12
% of Total 2.0% 6.1% 16.3% 24.5%
% of Total 57.1% 0.0% 18.4% 75.5%
% of Total 59.2% 6.1% 34.7% 100.0%

INTREPRETATION
 Here, 2.0% of male customers are able to find ride during night time, 6.1% of
male customer are not able to find their ride during night time, 16.3% of male
customer are able to find there ride sometimes during night time.
 Here, 57.1% of female customers are able to find ride during night time, 0.0%
of female customer are not able to find their ride during night time, 18.4% of
female customer are able to find there ride sometimes during night time.
 Totally, 59.2% of customers are able to find ride during night time, 6.1% of
customer are not able to find their ride during night time, 34.7% of customer
are able to find there ride sometimes during night time.
 The chi square significance is 0.00 i.e less than 0.05. hence there is a no
relation between gender and night time ride.

Crosstab
Bad_Experience
No Yes Total
Gender Male Count 5 7 12
% of Total 10.2% 14.3% 24.5%
female Count 10 27 37
% of Total 20.4% 55.1% 75.5%
Total Count 15 34 49
% of Total 30.6% 69.4% 100.0%
INTREPRETATION
 Here, 10.2% of male customers did not have any bad experience with the ola
driver, 14.3% of male customers had a bad experience whit the ola cab drivers
 And, 20.4% of female customers did not have any bad experience with the ola
driver, 55.1% of female customers had a bad experience whit the ola cab
drivers
 Totally, 30.6% of customers did not have any bad experience with the ola
driver, 69.4% of customers had a bad experience whit the ola cab drivers
 The chi square significance is 0.339 i.e more than 0.05. Hence there is a
relation between gender and bad experience with the ola cab driver.

Crosstab
Emergency button
yes No Total
Gender male Count 1 11 12
% of Total 2.0% 22.4% 24.5%
female Count 2 35 37
% of Total 4.1% 71.4% 75.5%
Total Count 3 46 49
% of Total 6.1% 93.9% 100.0%

INTREPRETATION
 Here, 2.0% of male customer had used emergency button, 22.4% of male customer
did not use the emergency button
 Here, 4.1% of female customer had used emergency button, 71.4% of female
customer did not use the emergency button
 Totally, 6.1% of customer had used emergency button, 93.9% of customer did not use
the emergency button
 The chi square significance is 0.713 i.e more than 0.05. Hence there is a relation
between gender and emergency button.

CHAPTER-5
FINDINGS, SUGGESTION AND
CONCLUSION

FINDINGS:
1. From the survey, it is observed comparatively females mostly avail ola services than
males.
2. It reveals that 40.8% of customers use ola cab services daily.
3. It has been observed from the analysis that 59.2% customers use the ola cab services most
oftenly to travel to entertainment events.
4. From the survey, it is observed that the customers had went perfect ride with the cab driver
i.e means the driver was polite and professional, on-time pickup, comfortable ride and driver
was familiar with route.
5. Its found that 85.7% of the customers are able to find their ride.
6. Its exhibits that 75.5% of the customer’s use mode of payment is cash.
7. I go to know that most of the customers are not satisfied with the price, they thought that
the price is unaffordable for them.
8. From the survey, i observed that customers are able to find their ride during night time.
9. I found that 69.4% of the customers had bad experience with the driver.
10. From the survey, it is observed that most of the customers never used emergency button.

SUGGESTIONS:
1. Ola needs to give urgent attention towards technology, trust and training to improve
ride experience.
2. Fixing lag will help Ola to provide a better ride experience for passengers as well as
drivers.
3. Ola needs to improve its current routing algorithm so that it will not dissatisfy their
customers.
4. Ola must improve is driver’s training and make them more aware about the features of
driver application.
5. Ola must trust the integrity of its drivers/partners and to handle few dishonest partners,
if any, must deploy some other technique.
6. Ola should improve its quality services regarding safety, security, cleanliness towards
their customers.
7. Ola should reduce the price because customers think its unaffordable.
8. Ola should come with some new innovations and with some new development
techniques to improve its customers and satisfy them.

CONCLUSION
Ola has seen a tremendous growth in the taxi sector. Today, it is the largest cab service
provider in the country. Ola has successfully achieved public support and has created a buzz
about its brand in the market.
Furthermore, if some more technological advancement is done at Ola then the customers base
can be increased by providing better experience to the customers. Ola now has shifted its
focus on target markets and is focused on providing desired service to the people in the target
market. The key element in making Ola a successful brand is the efficient and quick
accessible which is offered by the firm. The firm not only improves through its intense
promotional activities but also to the services and comfort offered by the firm.
Ola has been and will be a great technology platform for transportation and offering flexible
options of booking and payment to customers and flexible timings and facilities to drivers.

BIBILOGRAPHY
1 https://en.wikipedia.org/wiki/Ola_Cabs
2 https://startuptalky.com/startup-story-ola/
3https://www.researchgate.net/publication/329504341_A_Study_on_Consumer_Perce
ption_of_Ola_and_Uber_Taxi_Services
4https://www.researchgate.net/publication/323394139_Success_Story_of_a_Start-
up_--_A_Case_Study_of_OLA_Cabs
5http://www.iosrjournals.org/iosr-jbm/papers/Vol20-issue2/Version-
2/E2002023037.pdf

Annexure

QUESTIONNAIRE REGARDING CONSUMER PERCEPTIONTOWARDS OLA

CAB SERVICES
1. How often do you use ola cab services?
A Daily
B Weekly
C Once a month
D More than once a month
2. Why do you most often use ola cab services?
A An Airport, railways and port transfer
B To and from entertainment events
C To and from work place
3. Are you able to find the ride when you require?
A yes
B No
C Sometimes
4. What went perfect ride for u?
A Polite and professional driver
B On time pick up
C Comfortable ride
D Driver familiar with route

5. What kind of mode of payment option would you use to pay?
A. An ola money wallet

B Google pay
C Cash
6. In your opinion, are the ola cab services prices affordable?
A Completely affordable
B Moderate affordable
C Unaffordable
7. Are you able to find your ride at night time?
A yes
B No
C Sometimes
8. Had you ever had bad experience with your ola driver?
A yes
B No
C Sometimes
9. Have you ever had used the emergency button?
A yes
B No


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A Case Study on Consumer’s Perception towards Ola Cabs 2019-2020

“A CASE STUDY ON CONSUMER’S PERCEPTION TOWARDS OLA CABS”

In partial fulfilment for the Award of the Degree of

BACHELOR OF COMMERCE- HONORS

Ms. G. ANUSHA YADAV

HALL TICKET NO: 1204-17-407-008

Ms. Asra Sultana

Submitted By G. Anusha Yadav In Partial Fulfilment of B.Com(Honors)Page 1

ST.ANN’S COLLEGE FOR WOMEN

This is to certify that this project titled “A CASE STUDY ONCONSUMER’S

Submitted By G. Anusha Yadav In Partial Fulfilment of B.Com(Honors)Page 2

Place: Hyderabad G. Anusha Yadav

Submitted By G. Anusha Yadav In Partial Fulfilment of B.Com(Honors)Page 3

I am extremely thankful to Mrs.T.Anuradha, Head, Department of Commerce for her

Submitted By G. Anusha Yadav In Partial Fulfilment of B.Com(Honors)Page 4

CHAPTER NO CONTENTS PAGE NO

1.2 Need and importance of the study

1.3 Objectives of the study

1.4 Scope of the study

1.5 Research methodology

1.6 Data sources

1.7 Limitations of the study

4 Data Analysis and Interpretation

Findings, Suggestions and Conclusion

Submitted By G. Anusha Yadav In Partial Fulfilment of B.Com(Honors)Page 5

S.NO TABLE PAGE

1.1 GENDER V/S USE OF OLA CAB SERVICES

1.2 GENDER V/S MOST OFTEN USE

1.3 GENDER V/S WENT PERFECT RIDE

1.4 GENDER V/S FIND YOUR RIDE

1.5 GENDER V/S MODE OF PAYMENT

1.6 GENDER V/S AFFORABLE PRICE

1.7 GENDER V/S NIGHT TIME RIDE

1.8 GENDER V/S BAD EXPERIENCE

1.9 GENDER V/S EMERGENCY BUTTON

Submitted By G. Anusha Yadav In Partial Fulfilment of B.Com(Honors)Page 6

S.NO TABLE PAGE

1.1 GENDER V/S USE OF OLA CAB SERVICES

1.2 GENDER V/S MOST OFTEN USE

1.3 GENDER V/S WENT PERFECT RIDE

1.4 GENDER V/S FIND YOUR RIDE

1.5 GENDER V/S MODE OF PAYMENT

1.6 GENDER V/S AFFORABLE PRICE

1.7 GENDER V/S NIGHT TIME RIDE

1.8 GENDER V/S BAD EXPERIENCE

1.9 GENDER V/S EMERGENCY BUTTON

Submitted By G. Anusha Yadav In Partial Fulfilment of B.Com(Honors)Page 7

Submitted By G. Anusha Yadav In Partial Fulfilment of B.Com(Honors)Page 8

Submitted By G. Anusha Yadav In Partial Fulfilment of B.Com(Honors)Page 9

Ola has grown tremendously over a period of time with an objective

Ever changing technology is fuelling the growth of organized car

Submitted By G. Anusha Yadav In Partial Fulfilment of B.Com(Honors)Page 10

NEED AND IMPORTANCE OF THE STUDY

Submitted By G. Anusha Yadav In Partial Fulfilment of B.Com(Honors)Page 11

OBJECTIVES OF THE STUDY

 To identify the consumer’s satisfaction towards Ola cab services.

SCOPE OF THE STUDY

Submitted By G. Anusha Yadav In Partial Fulfilment of B.Com(Honors)Page 12

SOURCES OF DATA COLLECTION:

Submitted By G. Anusha Yadav In Partial Fulfilment of B.Com(Honors)Page 13

LIMITATIONS OF THE STUDY

Submitted By G. Anusha Yadav In Partial Fulfilment of B.Com(Honors)Page 14