A PROJECT REPORT

ON

A COMPARATIVE STUDY ABOUT CUSTOMER

SATISFACTION TOWARDS UBER AND OLA CABS

Submitted in partial fulfilment of the requirements for

Certification of having successfully completed the
Master of Business Administration (MBA) from
IQ City United World School of Business, Kolkata

Affiliated to Vidyasagar University

SUBMITTED BY

Name: VIKASH YADAV

Registration No.: 01149 OF 2020-2021.

Roll No.: PG/VUOAP03/2020/MBA-IIIS-NO.082
Batch/ Year: 2020-2022

IQ City United World School of Business, Kolkata

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 DECLARATION

I hereby declare that this Dissertation Project report titled A Comparative Study About
Customer Satisfaction Towards Uber and Ola Cabs, based on the work
undertaken by me during January, 2022 is an original work prepared by me and is submitted
in partial fulfilment of the requirements for a degree under the two-year full-time Master of
Business Administration program conducted by IQ City United World School of Business,
Kolkata, in affiliation with Vidyasagar University. This has not been submitted anywhere else
for award of any other degree/ diploma or for any other commercial purpose whatsoever.

Place: Kolkata

Date:

Student’s Signature:

Student’s Name: VIKAS YADAV

Registration No.: 01149 OF 2020-2021

Roll no: PG/VUOAP03/2020/MBA-IIIS-NO.082

Batch: 2020-2022

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 CERTIFICATE

To Whom it May Concern

This is to certify that (Reg No.-01149 of 2020-2022 of Roll No.-PG/VUOAP03/2020/MBA-

IIIS-NO.082), a bona fide student of “UNITEDWORLD SCHOOL OF BUSINESS” has
completed his/her own dissertation and it is an original work and is not copied from any other
resources.

Thanking you,
Yours truly,

Assistant Professor
UNITEDWORLD SCHOOL OF BUSINESS.

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 ACKNOWLEDGEMENT

I offer my special thanks and prayers to God Almighty for showering his blessings on us and
bestowing us with the skills and abilities to carry out this study.

I cordially thank IQ City United World School of Business, for giving me the opportunity to
undergo the dissertation report.

I express my profound sense of gratitude to my research supervisors for their guidance,

support, encouragement and opinion whenever needed.
I would like to thank all the people who directly and indirectly helped me groom my
knowledge and taught me during the course of my master’s study.
Most of all I would like to thanks my parents and give my sincere gratitude for all the support
and encouragement they have given me during the entire master’s journey.
Lastly, I would like to thank my friends who directly and indirectly helped me making the
dissertation.

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 ABSTRACT

Smart cities put data and digital technology to work with the goal of improving the quality of
life. This study shows the global interference of technology advancement in cab hailing
services in smart cities which enables customers to hail taxis through their smart phones,
become popular worldwide. To provide a systematic account of the impact of e-hailing
applications' wide adoption on the taxi system, this study is made to analyse the customers
perception and upcoming improvements about Ola services. This study focuses on customers
and the sample of 120 respondents is been collected and analyses is made for the future scope
to retain the effective services of OLA. Keywords: Perceptions, Ola strategies, Smart cities,
Enhancement techniques.

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TABLE OF CONTENTS

8 - 16
Introduction

Literature Review 17 - 23

Research and Objective 24

Research Methodology 25 - 42

Data Analysis 43 - 58

Observation and Findings 59

Conclusion and Recommendation 60

Bibliography 61

Appendix 62 - 64

INTRODUCTION

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Concept of organized rental cab was introduced to Indian consumer in 2004 when Meru cab
service was launched in major metro cities of India and then almost after six years App based
rental cab service was introduced in Indian market. 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 Uber‘s launch in 2013. As customers have become more demanding it‘s a
challenging job for rental cab industry to meet the customer‘s expectations. Now a days 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 purchase. In this situations
App based services such as Ola or Uber Cabs offered solution by offering various services
ranging from the economic to ultimate luxury. As per a current report in the financial express
introduction of
App based pre-paid taxi services like Uber and Ola taxi not only grabbed customers‘ attention
but also contributed in increasing employability by providing opportunity to drivers.

While Uber Technologies Inc. is an American worldwide online transportation Network

Company founded as UberCab by Garrett Camp in 2009. In August 2013 Uber expanded to
Indian market by launching its services in Bangalore. Both Uber and OLA entered the taxi
services market in India having many similarities, such as concept of taxi aggregators, air
conditioned taxi services, cheap price and app-based taxi services, luring passengers of major
metropolitan cities.

Uber Technologies Inc. is an American international transportation network company

headquartered in San Francisco, California. The company develops, markets and operates the
Uber mobile app, which allows consumers with smartphones to submit a trip request which is
then routed to Uber drivers who use their own cars. By 28 May, 2015, the service was
available in 58 countries and 300 cities worldwide. Since Uber's launch, several other
companies have copied it business model, a trend that has come to be referred to as
"Uberification. Uber was founded as "Uber Cab" by Travis Kalanick and Garrett Camp in

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2009 and the app was released the following June. Beginning in 2012, Uber expanded
internationally. In 2014, it experimented with carpooling features and made other updates.
Bymid 2015, Uber was estimated to be worth $50B. It is estimated that Uber will generate
$10 billion in revenue by the end of 2015.The legality of Uber has been challenged by
governments and taxi companies who allege that its use of drivers who are not licensed to
drive taxicabs is unsafe and illegal.

Pricing and payments: An Uber ride in Bogotá, Colombia running the Uber app on his
dashboard mounted smart phone Yellow Uber car in Moscow, Russia In most cities,
Uberoffers "upfront pricing"; the rider is quoted the fare that he or she will pay before
requesting the ride. In some cities, Uber does not offer upfront pricing and instead calculates
the price of a ride similar to a taximeter the rider is charged based on the time and distance of
the ride. Uber also offers promotional rates on rides to/from certain areas at certain times. At
the end of the ride, payment is made based on the rider's pre-selected preferences, which
could be a credit card on file, cash, or, in certain cities, other methods such as via Google
Wallet or Airtel mobile wallet.

Dynamic pricing:- Uber fares are based on a dynamic pricing model; the same route costs
different amounts at different times as a result of factors such as the supply and demand for
Uber drivers at the time the ride is requested. When rides are in high demand in a certain area
and there are not enough drivers in such area, Uber fares increase to get more drivers to that
area and to reduce demand for rides in that area. The rate quoted to the rider will reflect such
dynamic pricing. The dynamic pricing model has led to criticism particularly during disasters.
Rating scores Users of the app may rate drivers; in turn, drivers may rate users, both on a
scale of 1 to 5 stars. A low rating might diminish the availability and convenience of the
service to the user. If a driver rates a rider at three stars or below, the rider will never be
paired with that driver again. Uber can also deactivate or otherwise punish drivers that get
low average ratings from riders. Requirements for driving In some markets, where leasing
arrangements for vehicles are available, the only requirement for driving for Uber, other than
appropriate age, health, car age and type, and ability to drive, is passing a background
check.Both a Smartphone or tablet, and a vehicle may be leased. In many cities, vehicles used
by Uber drivers must pass annual safety inspections and must have an Uber emblem posted in
the passenger window. Legislation in some cities, such as San Francisco, requires individuals
who drive for Uber to

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also have a business license in the city in which they drive. Uber drivers are considered
independent contractors and not employees, though this has been disputed in some legal
jurisdictions. Driver selfies as a safety mechanism A mechanism called "Real-Time ID
Check" requires some drivers to occasionally take selfies before accepting ride requests, to
verify identity and prevent drivers' accounts from being compromised.

Today’s business environment is rapidly changing with increasing turbulence and uncertainty.
Companies are under pressure to seek new strategies and to make quick decisions to
overcome changes. As the rate of change increases, so does the need for fast and immediate
response, which implies higher flexibility. Such conditions increase the importance of the
providing better services to the customers and to take their feedback to improve your services.
Providing better services helps the company to gain acceptance in the market as well as
increase the brand value which also helps to make their employees more skilled and satisfy
both the customers and employees in a better manner. It also provides an opportunity to
companies to improve in areas where they are lacking behind. The purpose of my undertaking
of this project topic was to compare and measure the services of both the cab service provider
Ola and Uber through the facilities and satisfaction they are providing to the customers and
the factors affecting the choice of both of them. Concluding, the summary my project
findings where respondents are satisfied with the services of both Ola and Uber but still Uber
is better and they are providing better facilities in terms of cost effectiveness, timeliness,
communication, reliability and expression and attitude and the app of Uber is more
convenient. And people are attracted towards the feature of these cab service providers of
tracking the driver and traceability of driver and safety and they book Ola and Uber for
leisure, late night travel and business travel. The limitations were the sample size because of
limited region of study.

About Uber Uber Technologies Inc. (Uber) is a peer-to-peer ridesharing, taxi cab, food
delivery, bicycle-sharing, and transportation network company (TNC) headquartered in San

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Francisco, California, with operations in 785 metropolitan areas worldwide. Its platforms can
be accessed via its websites and mobile apps. Uber has been prominent in the sharing
economy, so much so that the changes in industries as a result of it have been referred to as
Urbanisation. Uber has also been the subject of protests and legal actions, including a
criminal investigation for its use, until March 2017, of Greyball software to avoid giving rides
to regulators. The name "Uber" is a reference to the common (and somewhat colloquial) word
uber, meaning "topmost" or "super", and having its origins in the German word Uber, cognate
with over, meaning "above”. Uber is estimated to have 100 million worldwide users and a
69% market share in the United States. For riders - Uber is a convenient, inexpensive and safe
taxi service. Hire a private driver to pick you up & take you to your destination with the tap
of a button on any smartphone device. A nearby driver often arrives to pick you up within
minutes. Not only is this an OnDemand car service, but you can even watch as your driver is
en-route to come pick you up. For drivers - Uber provides exceptional pay, allows you to be
your own boss, and even receive tips. Take on fares whenever you wish (work as much or as
little as you desire) while meeting new people in your city from all walks of life. Uber was
founded in 2009 as Uber Cab by Garrett Camp, a computer programmer and the co-founder
of StumbleUpon, and Travis Kalanick, who had sold his Red Swoosh start-up for $19 million
in 2007. On New Year's Eve, after Camp and his friends spent $800 hiring a private driver,
Camp wanted to find a way to reduce the cost of direct transportation. He realized that
sharing the cost with people could make it affordable, and his idea morphed into Uber.
Kalanick joined Camp and gives him "full credit for the idea" of Uber. The first prototype
was built by Camp and his friends, Oscar Salazar and Conrad Whelan, with Kalanick being
brought on as a "mega advisor" to the company. Following a beta launch in May 2010, Uber's
services and mobile app officially launched in San Francisco in 2011. Originally, the
application only allowed users to hail a black luxury car and the price was 1.5 times that of a
taxi. In February 2010, Ryan Graves became the first Uber employee, getting the job by
responding to a tweet from Kalanick announcing the job opening, and receiving 5–10% of the
company. Graves started out as general manager and shortly after the launch was named as
CEO. After ten months Kalanick succeeded Graves as CEO in December 2010. Graves
stepped down to become the company's COO. In 2011, the company changed its name from
Uber Cab to Uber after complaints from San Francisco taxi operators. The company's early
hires included a nuclear physicist, a computational neuroscientist, and a machinery expert
who worked on predicting demand for private hire car drivers and where demand is highest.
In April 2012, in Chicago, Uber launched a service where users were able to request a regular
taxi or an Uber driver via its mobile app.

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About Ola Ola Cabs (stylised as OLΛ), is an Indian origin online transportation network
company developed by ANI Technologies Pvt. Ltd. As of September 2018, Ola was valued at
about $4 billion. It was started on 3rd December 2010 by Bhavish Aggarwal (currently CEO)
and Ankit Bhati.By 2014, the company has 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
Bengaluru. Post the trial phase, Ola Auto expanded to other cities like Delhi, Pune and
Chennai starting December 2014. Ola provides different types of cab service ranging from
economic to luxury travel. The cabs can be reserved through a web browser or 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. As of 2018, the company has expanded to a network of more than
10,00,000 vehicles across 169 cities. In November 2014, Ola diversified to incorporate
autorickshaws on a trial basis in Bangalore. After the trial phase, Ola Auto expanded to other
cities like Delhi, Pune, Chennai, Hyderabad and Kolkata starting in December 2014. In
January 2018, Ola extended into its first overseas market, Australia, Andin New Zealand in
September 2018. It also has presence in UK.In March 2014, Ola Cabs acquired Bengaluru
based taxi service TaxiForSure for approximately 1,394 ₹ crore (US$200 million). From 25
June 2015, Ola users gained access to TFS cabs via the Ola mobile application. In November
2015, Ola acquired Geotag, a trip-planning applications company, for an undisclosed sum. In
December 2017, Ola acquired Foodpanda's business in India.In April 2018, Ola made its
second acquisition with Ridlr (formerly Traffline), a public transport ticketing app. In
December 2018, Ola invested $100 million in scooter rent startup Vogo. Earlier this year Ola
financed Series A of funding of the Vogo.

India seems to be going through a ‘Taxi’ revolution. Every other day, there is a new start up
offering efficient cab service to the citizens operating urban and rural lifestyles. The intra-city
travel has always been a curse for many individuals, especially in crowded cities like Mumbai
and Bangalore.

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While the local trains emerge as an alternative to shelling out wads of cash for fuel and
waiting in bumper-to-bumper traffic in cosmopolitan Mumbai, the dangers of travelling by
these trains are innumerable. The distances in Bangalore crush the spirit out of anyone who
loves to drive, and the traffic makes it terrible to drive your own vehicle in the city. Ola Cabs
is a taxi service that was started in 2010 in Mumbai to solve the city’s transport woes.

Started by Bhavish Aggarwal and Ankit Bhati, the company now provides taxi services in
over 100 cities across the country. You can avail an Ola Cab extremely easily and their
trusted drivers will get you to your destination hassle free. The company now houses its office
in Bangalore. Taxi can be booked either through their website or through a mobile app that is
available for download on Google Play Store and The App Store.

Customers need to create a unique user name and password which will then help them book a
taxi with ease. The mobile app is by far the simplest way to book an Ola Cab. The customer
simply needs to turn on their GPS and the open the app, which indicates all available cabs
near that location. Customers then have two options: picking the cab right then or booking
one for a later date.Ola Cabs offer services from the economy level to the ultimate luxury.

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The mini cars, most popularly a Tata Indica, are the cheapest service available and can seat a
maximum of 5 people. Sedan is also available for a slightly higher price, recommended for 6
to 8 people. The business class have the option of availing prime high end cars, which
complete the luxury level. The Inception of Ola Auto The latest development from Ola is the
introduction of Ola Autos. The frequency of these autos are much higher than the usual Minis
and hence customers can find an auto within 2 minutes most of the time.

This service was started on a trial basis in Bangalore in 2014 and has now been expanded to
PAN INDIA etc after the trial proved fruitful. Easily accessible and convenient are terms that
are synonymous with Ola Cabs. The option of cashless payment using the Ola Money facility
and its unique referral program are few characteristics that have helped this company
revolutionize the new local transport in India.

The Research project on “A COMPARATIVE STUDY ABOUT CUSTOMER

SATISFACTION TOWARDS UBER AND OLA CABS” is carried out to find out to the
satisfaction provided to customer by the cab services OLA and UBER and the factors
affecting the preference over both the cab services. The sample size of the project is 100
customers.

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 LITERATURE REVIEW

The global cab services market size is expected to grow by USD 59.61 billion by 2021. This
industry research report provides a detailed analysis of the market by cab service type
(emailing, car rentals, radio cabs, and others), and geography (the Americas, APAC and
EMEA). The report also provides an analysis of the market’s competitive landscape and
offers information on several cab service companies including BMW Group, Ola, Didi
Chuxing, Daimler, Lyft, and Uber. Technavio’s market study identifies the high-quality user
interface of E-hailing apps to be one of the primary growth factors for the cab services
market. E-hailing apps such as Uber, Ola, and Lyft are integrated with 2D or 3D maps that
facilitate the customers to easily and accurately track their booked cab. Ease of operations and
additional relevant features related to destinations and routes are increasingly influencing the
expanding customer base. In addition to the wide customer base in developed countries, the
customer base in developing countries is steadily expanding. Our market analysts estimate
that the market will grow steadily at a CAGR of more than 8% by 2021.
Social media platforms such as Twitter,
Facebook, and Google + provides customer behaviour data to the cab service companies.
Uber and Ola use analytics that efficiently measures the supply and demand of their taxi
operations, and understands the pattern of demand during peak hours. Analytical technology
also aids in the implementation of dynamic pricing model that calculates the pricing during
peak hours. The increasing use of social media and analytics is identified to be one of the key
trends contributing towards the growth of the cab services market. A quick analysis of the
daily commuter market in India shows that of the total 130-150 million trips, about 2 million
are through online cab aggregators. Data by Red Seer Management Consulting shows that
online daily trips are expected to increase more than 50% to 5.4 million by 2020. Over the
last couple of years, players like Ola and Uber have been working on cashing-in on this
massive opportunity. Armed with an innovative business model, these aggregators built a
strong network of driver partners to penetrate into this developing market. “The offer was too
tempting. High incentives, zero commission and huge monthly earnings lured me into
becoming a driver partner. I used to earn a minimum of Rs 70,000 a month in the early days,”
says Rasul Sheikh, a cab driver, adding that his monthly income went down by 50%. Data
from Red Seer Management Consulting also draws a comparison of monthly take home
between Online and Offline (black and yellow) players. In 2021, the average take home for an
offline player stood at a flat 17,000 rupees. For online cab drivers, monthly pay-outs have
fallen from 27,000 rupees in the January to March 2021 period to 19,000 in the July to
September period. With the focus on profitability and reduction in cash burn, aggregators
have been trimming spending on driver incentives. In October to December 2021, 60 per cent
of the gross booking value was spent by cab aggregators as driver incentives. This number
has dipped to 16 per cent in just one year. However, consultants say that driver incentives are
likely to stabilise at this level. Commenting on the strike and driver protests, an Ola
Spokesperson said, “Interest of our driver partners and customer convenience are of
paramount importance to us.
Tazyn Rahman (2014), According to the industry
sources, unorganized operators dominate about 85% of the market. The car rental industry
grew from ` 30bn in FY03 to ` 200bn in FY11 notching up an annual average growth of
30%.The Radio cabs business has emerged as one of the fastest growing businesses in the
Indian transportation sector. The concept of 24- hour radio cabs caught up in the country

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about a decade back with Delhi-based Mega Corp setting the wheels rolling under the Mega
Cabs brand in cities such as Bangalore, Mumbai, Calcutta, Chandigarh, Ludhiana and
Amritsar. Guwahati also is not laying back in this regard. Private luxury taxi operators in
Guwahati are also planning to expand their fleets in the absence of a state owned service and
the shift by most commuters to the economical yet comfortable mode of transport.
The Northeast is a prime destination for tourist,
so the demand for car rental services can only get bigger. In the absence of a state owned
radio cab service in Guwahati, the private players are eyeing big business. My Taxi has the
pioneered private taxi operators (not radio taxi) to hit the road in 2010 followed by Prime
Cabs. Prime Cabs launched in 2012 has emerged as the first organized Radio taxi service
provider. Prime Cabs offers a cab service that emulates the best taxi service norms across the
world. Their endeavour is to ensure that customers need for commuting is met every time
they need to commute and in as hassle free a manner as possible. The prime objective of this
study is to understand the customer perception and customer satisfaction level on Radio Taxi
services with special reference to the city of Guwahati and to offer suggestion to improve the
performance of the services.
Dipesh Bhawnani, focuses on analysing the cab
company’s customer dataset which will help company to analyse its frequent customers: so
that the company can understand its customers and can provide different offers to them.
Demand of cabs of particular type and at particular location and time, so that the company
could make necessary arrangement of particular cab like small cabs, luxury cars, buses etc.
We have analysed the possible cancellations of cab booking by the customer using data
obtained from the company. The goal is to reduce the cost incurred by the company as a
result of cab cancellations made by the customer. Cab companies will be able to manage its
vendors and drivers by providing them with up to date information about Customer
cancellations. We have also analysed travel and package type used by the customer. Tableau
is used to connect Horton works hive data source and the data is analysed and shown in
graphical format for better visualization and understanding.
Kumar, Kishore& Namavaram, Ramesh. The
purpose of this paper is to study the factors influencing the consumers while selecting cab
services. The dependent variable is 'coupon redemption behaviour' and independent variables
are innovativeness and price consciousness. The relationship between dependent and
independent variables are empirically verified through statistical methods. The statistical tools
like correlation, regression and descriptive statistics are used for data analysis. It is found
from the study that consumers are interested to redeem coupons while selecting cab services.
It is also revealed from the study that consumers are comfortable to redeem coupons through
mobile apps while booking cab services.
Rexi A. states that “Call taxi have a greater value in the
community, in the taxi industry is regulated in various ways by the state Governments
through their respective Departments of Transport. Through this regulation the Government is
able to exert some control over the activities of the industry, with the ultimate objective of
providing a higher level of service (a complex construct in itself) to the public. In the current
scenario the best and convenient way to travel to and from bus stands, railway stations,
airports and to other places of interest in Coimbatore is by call taxi. There are as many as 40
to 50 call taxi service providers available in the Coimbatore city and its suburbs call taxi
service is mostly available 4 hours within the day. And people regard it as the most
convenient way to travel. this study is mainly used to identify the awareness towards call taxi

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services, factors influencing the choice of call taxi services, satisfaction towards the call taxi
services, and the problem faced by people while using call taxi services.
Ruchi Shukla, Ashish Chandra & Himanshi Jain
states that “Every other day in India, there is a new start up offering efficient cab service to
the citizens operating in urban and rural lifestyles. This raises a question that is India going
through a possible 'Taxi Revolution' In this paper, an attempt has been made to do
comparative study of two of such taxi aggregators that have radically changed the way "the
great Indian middle class “commutes daily-Ola and Uber. Currently, both Ola and Uber cabs
are following the strategy of expanding their operations and building customer base in key
metropolitan cities across India. The motive is to increase market share and achieve
economies of scale and at the same time providing customer satisfaction. This article seeks to
understand the dynamics of India's taxi market by studying various factors like the pricing,
market share, revenue models, etc. The paper is qualitative in nature and based on secondary
data collected from different sources.
Ola and Uber have grown tremendously over a period of
time with an objective of solving the inter-city and intra-city commuting problems of
customers. These companies are spending huge funds in marketing, competitive price and
recruitments of new drivers which leading to expansions of new markets (Sharma and Das.
Sometimes these strategies resulted in very less priced services, even less than the fares
charges by 3- wheeler auto rickshaws (Mumbai Grahak Panchayat, ). 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 feature of this app based taxi
service. Currently Ola and Uber are two major players in organized cab service sector in
India. In a report by Industry: companies in September 2021 Ola showed to capture70 %
Indian market (Figure: 1)3 . Uber have grown tremendously over a period of time with an
objective of solving the inter-city and intra-city commuting problems of customers. These
companies are spending huge funds in marketing, competitive price and recruitments of new
drivers which leading to expansions of new markets (Sharma and Das). Sometimes these
strategies resulted in very less priced services, even less than the fares charges by 3- wheeler
auto rickshaws (Mumbai Grahak Panchayat). 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 feature of this app based taxi service. Currently Ola and
Uber are two major players in organized cab service sector in India. In a report by Industry:
companies in September 2021 Ola showed to capture70 % Indian market (Figure: 1)3 . Figure
1: Ola Vs Uber3 While in 2020 a report by RegaliX Research 4 suggested that Uber is Young
India‘s most preferred app based taxis service with 55% usage while Ola has 41% usage.
Report also concluded that Uber is no.1 cab service with high customer satisfaction,
economy, safety& ‗recommend to friend & family‘ across India. One more survey by
Hyderabad Graham Panchayat5 concluded that 80% of respondents feel that Uber/ Ola are
offering better option of travel than traditional taxis services in Pan India. And almost 67% of
respondents are satisfied with behaviour of Uber/Ola drivers while 14% found it as average
followed by 19 % found it as bad. Literature Review Call 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 reason to growth of this sector because of odd working hours. This growth can
be seen more in metropolitan cities of India (Rahman)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

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rentalcar. Call taxi app (CTA) 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 Paper ID: SR201125121224 DOI: 10.21275/SR201125121224
1613 International Journal of Science and Research (IJSR) ISSN: 2319-7064 SJIF (2019):
7.583 Volume 9 Issue 11, November 2020 www.ijsr.net Licensed Under Creative Commons
Attribution CC BY control to commuters to access lot of information with the help of
technology.
Horsu and Yeboah had revealed in their study that driver behaviour 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 Paron daetal identified the key performance indicators of conventional
taxis which includes reliability, travel speed, passenger expenses and quality of service. Study
based on surveys for 30 days concluded that Uber and Grab Car offers better quality services
than conventional taxis. For Indian market similar studies have been done, a research by
Hanif and Sagar suggested that cab services has a huge potential for growth in Mumbai
targeting middle and affluent class. 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 Aggregator taxi companies ‗s tied up with the
mobile wallets companies like Free Charge, Pay TM, Mobikiwiki which helped in providing
hazel free ride to customers by providing customers easy payment options with offers and
discounts for rides(Kavita and Rajeswari ).Consumer‘s preference for online transaction push
Uber to create taxi service portal as well as Uber is also started spending on various
marketing strategies and information technology. Ruchi et al studied various factors of
dynamics of Indian taxi markets such as pricing, their revenue models, market share etc.
Utsav Pandya et al identified technology trends, safety, and price, ease of availability,
comfort and payment options affecting public taxi market.
SaritPrava Das et al identified
convenience, quality services, transparency and safety as most important parameters for
selecting pre booked taxis. A study by Kumar and Kumar 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
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. On
other side Uber offers rewards and discounts under their UberCLUB program. This program
is not only design impact drivers but is also designed to help 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.
One more comparatively study of Ola and
Uber by Allamdas Rohit H. 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 on OLA and UBER suggested, to adopt highly innovative
and customer-centric strategies to increase market share Geeta Kesavaraj , reveals that ―As

P a g e 19 | 59
global competition grows, communication and technology channels open up new markets,
and products and services are translated into a wide array of choices for our audience

The global cab services market size is expected to

grow by USD 59.61 billion by 2021. This industry research report provides a detailed
analysis of the market by cab service type (emailing, car rentals, radio cabs, and others), and
geography (the Americas, APAC and EMEA). The report also provides an analysis of the
market’s competitive landscape and offers information on several cab service companies
including BMW Group, Ola, Didi Chuxing, Daimler, Lyft, and Uber. Technavio’s market
study identifies the high-quality user interface of E-hailing apps to be one of the primary
growth factors for the cab services market. E-hailing apps such as Uber, Ola, and Lyft are
integrated with 2D or 3D maps that facilitate the customers to easily and accurately track their
booked cab. Ease of operations and additional relevant features related to destinations and
routes are increasingly influencing the expanding customer base. In addition to the wide
customer base in developed countries, the customer base in developing countries is steadily
expanding. Our market analysts estimate that the market will grow steadily at a CAGR of
more than 8% by 2021. Social media platforms such as Twitter, Facebook, and Google +
provides customer behaviour data to the cab service companies. Uber and Ola use analytics
that efficiently measures the supply and demand of their taxi operations, and understands the
pattern of demand during peak hours. Analytical technology also aids in the implementation
of dynamic pricing model that calculates the pricing during peak hours. The increasing use of
social media and analytics is identified to be one of the key trends contributing towards the
growth of the cab services market. A quick analysis of the daily commuter market in India
shows that of the total 130-150 million trips, about 2 million are through online cab
aggregators. Data by Red Seer Management Consulting shows that online daily trips are
expected to increase more than 50% to 5.4 million by 2020. Over the last couple of years,
players like Ola and Uber have been working on cashing-in on this massive opportunity.
Armed with an innovative business model, these aggregators built a strong network of driver
partners to penetrate into this developing market. “The offer was too tempting. High
incentives, zero commission and huge monthly earnings lured me into becoming a driver
partner. I used to earn a minimum of Rs 70,000 a month in the early days,” says Rasul
Sheikh, a cab driver, adding that his monthly income went down by 50%. Data from Red Seer
Management Consulting also draws a comparison of monthly take home between Online and
Offline (black and yellow) players. In 2019, the average take home for an offline player stood
at a flat 17,000 rupees. For online cab drivers, monthly pay-outs have fallen from 27,000
rupees in the January to March 2019 period to 19,000 in the July to September period. With
the focus on profitability and reduction in cash burn, aggregators have been trimming
spending on driver incentives. In October to December 2020, 60 per cent of the gross booking
value was spent by cab aggregators as driver incentives. This number has dipped to 16 per
cent in just one year. However, consultants say that driver incentives are likely to stabilise at
this level. Commenting on the strike and driver protests, an Ola Spokesperson said, “Interest
of our driver partners and customer convenience are of paramount importance to us.
Tazyn Rahman , According to the industry
sources, unorganized operators dominate about 85% of the market. The car rental industry
grew from ` 30bn to ` 200bn in notching up an annual average growth of 30%.The Radio
cabs business has emerged as one of the fastest growing businesses in the Indian
transportation sector. The concept of 24- hour radio cabs caught up in the count ry about a
decade back with Mega Corp setting the wheels rolling under the Mega Cabs brand in cities
such as Bangalore, Mumbai, Kolkata, Chandigarh, Ludhiana and Amritsar. Guwahati also is

P a g e 20 | 59
not laying back in this regard. Private luxury taxi operators in Guwahati are also planning to
expand their fleets in the absence of a state owned service and the shift by most commuters to
the economical yet comfortable mode of transport. The Northeast is a prime destination for
tourist, so the demand for car rental services can only get bigger. In the absence of a state
owned radio cab service in Guwahati, the private players are eyeing big business. My Taxi
has the pioneered private taxi operators (not radio taxi) to hit the road in 2010 followed by
Prime Cabs. Prime Cabs launched in 2012 has emerged as the first organized Radio taxi
service provider. Prime Cabs offers a cab service that emulates the best taxi service norms
across the world. Their endeavour is to ensure that customers need for commuting is met
every time they need to commute and in as hassle free a manner as possible. The prime
objective of this study is to understand the customer perception and customer satisfaction
level on Radio Taxi services with special reference to the city of Guwahati and to offer
suggestion to improve the performance of the services.
Dipesh Bhawnani ,focuses on analysing the
cab company’s customer dataset which will help company to analyse its frequent customers:
so that the company can understand its customers and can provide different offers to them.
Demand of cabs of particular type and at particular location and time, so that the company
could make necessary arrangement of particular cab like small cabs, luxury cars, buses etc.
We have analysed the possible cancellations of cab booking by the customer using data
obtained from the company. The goal is to reduce the cost incurred by the company as a
result of cab cancellations made by the customer. Cab companies will be able to manage its
vendors and drivers by providing them with up to date information about Customer
cancellations. We have also analysed travel and package type used by the customer. Tableau
is used to connect Horton works hive data source and the data is analyzed and shown in
graphical format for better visualization and understanding.
Kumar, Kishore& Namavaram, Ramesh, The
purpose of this paper is to study the factors influencing the consumers while selecting cab
services. The dependent variable is 'coupon redemption behaviour' and independent variables
are innovativeness and price consciousness. The relationship between dependent and
independent variables are empirically verified through statistical methods. The statistical tools
like correlation, regression and descriptive statistics are used for data analysis. It is found
from the study that consumers are interested to redeem coupons while selecting cab services.
It is also revealed from the study that consumers are comfortable to redeem coupons through
mobile apps while booking cab services.
Rexi A. states that “Call taxi have a greater value in the
community, in the taxi industry is regulated in various ways by the state Governments
through their respective Departments of Transport. Through this regulation the Government is
able to exert some control over the activities of the industry, with the ultimate objective of
providing a higher level of service (a complex construct in itself) to the public. In the current
scenario the best and convenient way to travel to and from bus stands, railway stations,
airports and to other places of interest in Coimbatore is by call taxi. There are as many as 40
to 50 call taxi service providers available in the Coimbatore city and its suburbs call taxi
service is mostly available 4 hours within the day. And people regard it as the most
convenient way to travel. this study is mainly used to identify the awareness towards call taxi
services, factors influencing the choice of call taxi services, satisfaction towards the call taxi
services, and the problem faced by people while using call taxi services.
Ruchi Shukla, Ashish Chandra & Himanshi Jain states that
“Every other day in India, there is a new start up offering efficient cab service to the citizens

P a g e 21 | 59
operating in urban and rural lifestyles. This raises a question that is India going through a
possible 'Taxi Revolution' In this paper, an attempt has been made to do comparative study of
two of such taxi aggregators that have radically changed the way "the great Indian middle
class “commutes daily-Ola and Uber. Currently, both Ola and Uber cabs are following the
strategy of expanding their operations and building customer base in key metropolitan cities
across India. The motive is to increase market share and achieve economies of scale and at
the same time providing customer satisfaction. This article seeks to understand the dynamics
of India's taxi market by studying various factors like the pricing, market share, revenue
models, etc. The paper is qualitative in nature and based on secondary data collected from
different sources.

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 RESEARCH OBJECTIVES

➢ To study about various types of facilities provided by both cab services.

➢ To measure the customer satisfaction level towards OLA and UBER.

➢ To identify the factors affecting the choice of OLA and UBER.

➢ To compare the services of OLA and UBER

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 RESEARCH METHODOLOGY

 SAMPLE SIZE 100

 TYPE OF RESEARCH Descriptive

 AREA CONCERNED Delhi/NCR

 INSTRUMENT Questionnaire

 SOURCE OF DATA-
• Primary data -structure and undisguised
• Secondary data -collected from different journals, magazines, books, internet links and
newspaper.
 TYPES OF QUESTIONS :-
• Closed Ended
• Discontinuous and Multiple choice
• Rating Scale Sample Frame: Indian Population Target Segment: Four categories which
includes student, service, business and others. Sampling Technique: The sampling technique
used in this study was convenience sampling.

Statistical Technique:
• Different charts like bar chart, pie chart and average are used as the statistical technique to
analyse the impact or effect of the independent variable, which are taste, preference,
convenience.

Data Representation:
Analysing the collected data and reporting the findings. Finally, the data collected, was
thoroughly analysed and processed to obtain the required information. The data has been
summarized in the form of graphs.

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Research in common pursuance refers to a search for knowledge in a scientific and systematic
way for pursuant information on a specified topic. Once the objective is identified that next
step is to collect the data which is relevance to the problem identified and analyse the
collected data in order to find out the hidden reasons for the problem. There are two types of
data namely. 1) Primary Data 2) Secondary Data 1) Primary Data Primary data is collected by
the concerned project researcher with relevance to problem. So the primary data is original in
nature and is collected first hand. Collection of primary data There are several methods of
collecting primary data particularly in surveys and descriptive researches. Important ones are
as follows: Questionnaire The researcher and the respondents do come in contact with each
other if this method of survey is adopted. Questionnaires are mailed to the respondents with a
request to return after completing the same. It is the most extensively used method in various
economic and business surveys & research. Questionnaire to be used must be prepared very
carefully so that it may prove to be effective in collecting the relevant information. Structured
questionnaire Using structured questionnaire method, which contains close-ended questions,
collected the primary data with respect the problem chosen. The questions have some options,
from which the respondents have to choose a choice. As the answers lie within a specified
range they are called close-ended questions. Open-ended questions are those questions where
no choices are given to respondents and respondents are free to express their choice or
answer. The following sampling method was used. Sampling: A non-probability conclusive
sampling method was used in the study for data collection. Sample size: The sample was
taken from the universe on random sampling basis in Hyderabad. The sample size designed
for this project is 100 keeping in mind the paucity of time and also the customer base of the
organization in the research area.

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Indian Taxi Market:

The taxi market scenario in India is hugely fragmented. The taxi market in India is divided
into two major segments which are the organized and unorganized markets. The unorganized
market has a market value of $8.5 billion and the organized market holds a market value of
almost $500 million. The organized sector is the recently emerged segment in the market
scenario. It is further classified into owners, affiliates and aggregators. The owned
vehicle segment is inclusive of the pure car rental companies like menu. The afflicters are
accomplished with multiple car rental agencies and they are known to provide different
tour packages or deals. Whereas the aggregator are the newest phenomenon which are driven
by start ups like ola cabs.

Due to the increse in competiton and a steep rise in public demand due to the quality and
comfort of service provided by these taxi services there has been an increase in the
investment activity for the same. In the interim, big cash is making this fight worth battling
for. As indicated by the Association of Radio Taxi India, the taxi business in the nation is
developing at 20 to 25 for each penny a year. The sorted out taxi area represents only four to
five for every penny of the business and sums $800 million. It is relied upon to develop to $7
billion by 2020.The central government, vide its budget 2020-21 has now clearly defined the
term aggregator: of the application and a communication device, enables a potential
customer to connect with persons providing Indian taxi market is assessed to be around $8
billion (Rs 48,000 crore) at this moment, out of which just 5% is being overseen under sorted
out area; which implies that the market is completely open right at this point. It is being
anticipated that in the following 5 years, sorted out players, for example, Uber, Meru and Ola
will catch 15% of this market, which is developing at an astonishing rate of 45% every year.
The Indian cab market has seen a lot of traction, with over INR 600 crores being raised by the
leading players in the sector. While this has been a very competitive market, the
organized sector forms a small percentage of the overall market. It is estimated that the

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radio taxi market in India is $6-9 billion dollars growing at 17-20%. It is also estimated that
the number of taxis in the organized sector will reach 30,000 by 2021.

The sector has in the past few years seen tremendous growth with nearly 10 fairly large
companies operating in various models. But even in this clutter, three companies stand out
in their product uniqueness, customer service responsiveness, driver behaviour and timely
arrivals – Ola cabs, Taxi For Sure and the global sharing economy pioneer, Uber. Other
companies that are operating include Meru, Easy Cabs, and Book My Cab. The market
made a transition from owned fleet to a fleet aggregator model where anyone could own a car
and become an entrepreneur – in fact, Ola Cabs conducted a Driver Mela in Pune and
Bangalore to get vehicles at a discount to potential drivers.
As well as aggregators are coming up with lots of attractive schemes and plans for drivers
and to lure their customers by getting different schemes to drivers from the manufacturers
like Ola Cabs did Driver Mela in Pune and Bangalore, TaxiForSure came up with Magic
Trip on their Mobile Application, Uber comes up with different promo code from time
to time.

OLA – Company profile:

Ola initially started off as Olatrip.com a small website venture that offered weekend trip
packages. It was started as a start up business by two IIT Mumbai graduates Bhavish
Aggarwal and Ankit Bhati. Bhavish worked for Microsoft after college for almost two
years and then started a small website to sell online tour packages. Due to a bad experience
during a car rental situation they decided to mend the system of car rental and this became the
basis for the initiation of Ola cabs. Olacabs are now referred as Ola. Ola is a Spanish term
which means hello! This indicates that hiring a cab at Ola as well as the services provided are
easy and friendly as conveying hello. Ola cabs were founded on 3 December 2010 by
Bhavish Aggarwal and Ankit Bhati. Initially Ola operated from Mumbai as a taxi aggregator
service. Now it has shifted its head office at Bengaluru and works efficiently from there.
Since Ola received its first investment there has been no looking

backward for this initiative venture. Until the year 2014, the company had expanded to a
widely distributed network which comprised of 200,000 cars across 85 cities. These 85
cities include all the metropolitan cities and various important cities in it. During November
2014, along with car rental scheme Ola also tried to incorporate autos on trial basis in
Bengaluru. After its success there it initiated the same idea in Kolkata Delhi, Pune and
Chennai by December 2014. In the year 2015 Ola also started its auto services in
Chandigarh, Indore and Jaipur. In March 2016, Ola started its two wheeler services in
Bengaluru as a trial venture. Until September 2015 Ola was valued at around $5 billion
market. Taxi for sure as acquired by Ola in march 2015 for $200 million. The company
averages a total of about 150,000 bookings per day and has the highest market share in India
of 60%.

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Success Story of a Start-up – A Case Study of OLA Cabs and Bangalore, Taxi For Sure
came up with Magic Trip on their Mobile Application, Uber comes up with different
promo code from time to time.

OLA – Company profile:

Ola initially started off as Olatrip.com a small website venture that offered weekend trip
packages. It was started as a start up business by two IIT Mumbai graduates Bhavish
Aggarwal and Ankit Bhati. Bhavish worked for Microsoft after college for almost two
years and then started a small website to sell online tour packages. Due to a bad experience
during a car rental situation they decided to mend the system of car rental and this became the
basis for the initiation of Ola cabs. Ola cabs are now referred as Ola. Ola is a Spanish term
which means hello! This indicates that hiring a cab at Ola as well as the services provided are
easy and friendly
as conveying hello. Ola cabs were founded on 3 December 2010 by Bhavish Aggarwal and
Ankit Bhati. Initially Ola operated from Mumbai as a taxi aggregator service. Now it has
shifted its head office at Bengaluru and works efficiently from there. Since Ola received its
first investment there has been no looking backward for this initiative venture. Until the
year 2014, the company had expanded to a widely distributed network which comprised
of 200,000 cars across 85 cities. These 85 cities include all the metropolitan cities and
various important cities in it. During November 2014, along with car rental scheme Ola also
tried to incorporate autos on trial basis in Bengaluru. After its success there it initiated the
same idea in Delhi, Pune and Chennai by December 2014. In the year 2015 Ola also started
its auto services in Chandigarh, Indore and Jaipur. In March 2016, Ola started its two
wheeler services in Bengaluru as a trial venture. Until September 2015 Ola was valued at
around $5 billion market. Taxi for sure as acquired by Ola in march 2015 for $200 million.
The company averages a total of about 150,000 bookings per day and has the highest market
share in India of 60%.

P a g e 28 | 59
Taxi market in India is seeing a sensational development in the previous six years. $400 million (Rs
2400 Cr) of investment is pumped in the most recent four years (2010-2014). The significant player
in the taxi aggregator space is Ola cabs and is now threatened by entry of uber.

Swot Analysis:
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 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

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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.

Market Share of OLA and Competition:

As previously mentioned Ola has a market share potential of 60% in India. The other
contenders in the market which fall under the organized segment include Taxi for
sure(14%), meru cabs(16%), uber(5%) and others(5%). Taxi for sure was acquired by Ola
which further increases its market share to about 74%.

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Success Story of a Start-up – A Case Study of OLA Cabs
DOI: 10.9790/487X-2002023037 www.iosrjournals.org
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.

Market Share of OLA and Competition:

As previously mentioned Ola has a market share potential of 60% in India. The other
contenders in the
market which fall under the organized segment include Taxiforsure(14%), meru
cabs(16%), uber(5%) and others(5%). Taxiforsure was acquired by Ola which further
increases its market share to about 74%.

Being a part of the organized taxi market in the country which has the
maximum potential for growth in near future, it then becomes a fact that Ola is indeed
faced by many competitions in this sector. The major competitor of Ola is Uber. Meru and
other are not well designated competitors as the price criteria offered by Ola and the range
of car available for rent is far better and well accepted by the customer. Uber being at a
position of 5% market share holds tough competition for Ola as the future prospects of Uber
are to penetrate deep into the Indian market with an investment of over $400 million to
take on Ola. Establishing a number 1 position in the taxi market and maintaining it indicates
that Ola has services to offer to the market which are better than other service providers
from the same segment. Ola is different from other aggregator service provider or
other segments in the way that they themselves are the marketplace. This is because
they list the rates and cars in their system.
This leads to price transparency and enables them to achieve customer trust. Another
feature that makes Ola superior is that they do not limit their services to the city boundary.
They offer car rental facility for outstation trips as well. Also, the ride later option available
with Ola makes it more customer friendly service. Ola also takes into account the safety of
the customer and thus has a 24*7 customer care service. The attractive price package and
variety in the fleet of cars target the moderate income segment which increases their
customer base. The GPs tracker in all the cabs to monitor the activity of the vehicle and
high visibility in terms of logo contribute in the success of the cab company.

Business model:
Ola taxicabs go about as a facilitator in giving taxicab booking administrations to clients
through numerous channels. Prior, clients could book their taxicabs through the site, call

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center or the application. But later on Ola reconsidered their methodology and made
appointments just through the application. The drivers have an adaptability to choose their
own particular time to login to OLA Application and acknowledge demands for rides from
clients. They may remain logged out of the framework according to their need. The source of
income for OLA is the commission for every drive and the costs they bring about are
additionally low as they significantly need to contribute just on the technological
innovation.
Ola has turned out to be an awesome innovation stage for transportation and offers simple
alternatives of booking a taxi through an application and offers adaptability to the driver as
far as readiness to work. The individuals who work more get incentives. These companies
don’t own cars nor do they employ the drivers, they simply connect with the drivers
through the application. They are the technology driven market place. The company thus
began to grow at a speed of light due to accomplishment of ahead of its time strategies.

Promotional and marketing strategy of Ola:

At Ola the strategy was to leave no stone unturned. They at Ola did everything from attending
the calls of the customer to providing driving facility to desired destination. All this was
done to sustain the market leadership in their hands. To achieve this various strategies and
promotional activities were adopted by the company. Some of them are discussed below.

EMPOWERING THE DRIVERS:

They offered micro entrepreneurship for the drivers by helping the drivers buy their own cars
at huge discounts and affordable repayment scheme as they collaborated with leading car
manufacturers.

OLA MINI:
One of the most successful marketing campaign launched by Ola is OLA MINI. The
feature of this strategy was that the price of this service was equal to the auto fares. The idea
worked well and got accepted by the public when they offered cab rides at auto fare price on
auto strike days in 2012 and 2013. Because Ola Cabs are having deep pocketed investors and
can burn money such services can be launched to cater the dire needs.

STRATEGIC PARTNERSHIP WITH MAKE MY TRIP:

In the year 2013, la cabs launched its partnership with make my trip. Under this
partnership the customers of make my trip would receive rental car facility for pick up and
drop at desired destination. This move by Ola helped acquire large customer base as people
became more aware about the brand.

TREATING CUSTOMER WITH CARE:

Customer is at the centre in marketing. The main purpose of all these promotional activities is
to build customer loyalty. Thus when it comes to taking care of the customer, Ola leaves n
stone unturned. Ola makes sure that all the customers who use the service of Ola are well
satisfied. If at all any mistake occurs by the this way it makes sure that the customer base
developed should not be hampered.

ADVERTISING PARTNERSHIP WITH TVF:

Ola has created partnership with TVF (The viral Fever) which is an Indian online web series
platform.

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TVF has a strong fan base and Ola has tried to take advantage of this situation. Ola gets to
acquire customers from TVFs existing fan base while on the other hand even TVF gets to
reach out to Ola’s customers.

OLA BOATS DURING CHENNAI FLOODS:

During Chennai floods when people were stuck in their offices or other areas Ola had
launched its ferry service. Ola had developed this service so as to help stranded people reach
home and also to deliver essential material including food, water, etc. The ferries had
professional rowers. Each ferry could accommodate 5 to 9 people per trip. The start up by
Ola was initially meant to be for three days but later they agreed to provide the
service as per the demand of the situation. The start-up came up for much praise on social
networks with one

ECONOMIC STRATEGY:
Ola focuses on target marketing by segregating its fleet into different models which are
suitable for the demand of the customer and also fits their budget. This includes Ola
mini, Ola sedan, Ola micro, Ola prime, Ola pink, carpooling for corporate, etc. Ola
micro offers a base fare of rupees 40 with charges of rupees 6 per km. whereas Ola
sedan and mini have different package ranging between rupees 80 to 100 base fare. These are
suitable for customers planning long distance journey. Ola pink focuses on women safety and
is introduced for the women. The revenue through all this is created by supplying large
volume services by the adoption of this fee tiered system. People prefer it even more because
ola offers the lowest price rate compared to all other taxi aggregators.

SOCIAL MEDIA:

These include other means of promotion used by Ola to promote the brand in the market. Ola
cabs have used channels such as banner ads, newspaper ads, television ads on a large scale
as well as online marketing channel on Facebook, twitter as a part of its campaign.
From the online marketing tool Ola chose Facebook to run its first campaign as the number of
users is high over it. It enabled Ola to target right people at the correct time. The campaign
over Facebook which was termed as the #chaloniklo campaign was a huge success. Various
video ads featured content of #chaloniklo over Facebook including call to action by which
people would be propelled to download Ola app.
It increased the popularity of Ola apps. With Facebook campaign, the consumer acquisition
rate increased and searches concerning Ola cabs also increased, sales boost up by 60% as a
result.

Henceforth, Ola picked Facebook over other advanced media implies in light of the fact that
it has biggest client base crosswise over India. The focused on crusade setting makes it more
reachable and gives organizations an exceptional yield on venture. Be that as it may,
with FB advertising, application clients expanded, the organization started getting greatest

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booking therefore. Remarketing focused on the individuals who may have viewed the first
campaign called #Chaloniklo.

II. Conclusion

Ola has seen a tremendous growth in the taxi market sector. There is surely no looking back
for Ola as it is improving day by day in every prospect. Revenue of Ola has increased almost
10 folds over the past four years. 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
customer base can be increased by providing better experience to the customer. Ola now
has shifted its focus on target markets and is focused on providing desired service to the
people in the target market. The economic segregation depending upon the income group
and requirement of the people is well appreciated. On one hand Ola promotes its brand by
traditional methods and on the other hand it also uses the
modern techniques of promotion. At the same time it does not forget to highlight its name in
social safety, creating social awareness and promoting acts of humanity. The key element in
making Ola a successful brand is
the efficient and quick accessibility which is offered by the firm. The firm not only improves
through its intense promotional activities but also due to the services and comfort offered to
users and employees.
Ola is making you sluggish. A single tick gets you a taxicab. Habits are less demanding to
develop when the change required in conduct is minor. What's more, once a habit is shaped,
it’s difficult to backtrack.

Whereas In Uber causal research methods used because we were trying to determine the
effect of change and how Uber can improve their safety. In our secondary research, we found
that Uber does conduct a background check on their drivers, however the level one
background check that is conducted only includes the last seven years of that employee’s life.
Further, we found that most sexual-assault cases that take place in the United States are not
reported to police due to the survivors choosing to keep them private. A problem that Uber
faces regarding these issues are the resources they offer to the survivors of sexual-assault.
The CEO, Dara Khosrowshahi, stated in an interview “Our first order is not reporting to the
police. Our first order is to help the survivors.” Khosrowshahi mentions in his interview with
The Washington Post that Uber is survivor-centric and they will provide all of the tools to
help facilitate that interaction if the survivor wants to report to the police (Siddiqui). The
survivor has to come out and tell Uber that they want to report the incident or else they will
not facilitate that interaction. Investigators interviewed by The Washington Post said Uber
forbids them from routing allegations to police or from advising victims to seek legal counsel
(Bensinger). Uber conducts level one background checks, which look into their employment
history and is a state-only name-based check. Uber also takes driver’s social security numbers
to look into their driving record and criminal history. However, a background check is not
always accurate because it takes approximately three months for an incident to show up on
someone's background, Lilli Flores tells The Washington Post in her interview (Bensinger).
Uber only denies a potential driver with a felony if it took place within the past seven years.

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Meaning that if a potential driver committed a felony over seven years ago they would still be
allowed to drive for Uber. “Regulators have long said Uber’s screening process was
insufficient and inferior to those in place for taxi drivers, with several U.S. cities attempting
to compel Uber to mandate fingerprinting of its drivers” (Zilber and Shen). Uber currently
only requires fingerprinting in New York City. Flores brings up another problem with the
multiple ride hailing apps - they do not share their information about drivers and passengers
with one another (Siddiqui and Bensinger). Meaning, if a driver for Uber is accused of
sexual-assault and banned from using their platform, that driver could easily apply for
another ride-hailing service and start 6 driving for that company without the new company
knowing about their history with Uber. There is a clear lack of communication between the
ride hailing platforms. For our primary research, we interviewed and surveyed (online)
passengers of Uber and asked them their opinions on the current issues regarding Uber. To
collect our qualitative research we used individual in-depth interviews with carefully selected
riders. We addressed Uber’s current safety issues - specifically why riders are often
uncomfortable in Ubers, why this problem exists, and what needs to be done to fix these
problems. Some questions we asked include: how the interviewee feels about the sexual
assault cases that Uber has released, how they think Uber can improve the safety for riders,
why they think Uber recently chose to release these sexual assault cases, who they think is at
fault for the sexual assault cases, if they think these sexual assault cases could be avoided,
and what actions they think Uber could take to improve safety for all users. The individual in
depth interviews took about 20 minutes per person and each team member interviewed 2
Uber riders. The quantitative data collection was an online survey because it was convenient
for interviewees that have busy schedules. Some of the questions the survey addressed are:
why the interviewee thinks Uber recently chose to release their sexual assault cases publicly,
who the interviewee thinks is at fault for the sexual assault cases, and why they think there
are so many sexual assault cases reported. We used probability sampling to ensure fairness
and a variety of answers and opinions. We had a sample size of 76 respondents. Each team
member posted our questionnaire on social media and then switched to email because social
media did not provide enough answers. 7 Data Analysis and Findings Qualitative Research
Findings: Through our qualitative research, we came to the conclusion that Uber must find a
way to adhere to the safety of their riders. Overall, we noticed that our interviewees find
safety to be their number one concern with using this ride-sharing service. From the extensive
interviews that were conducted, everyone felt safer riding in an Uber with multiple
individuals rather than on their own. Safety is the number one issue for all users across the
country. When hearing the stories of sexual-assault that has taken place while in an Uber, it
has changed the way all of our interviewees look at this service and was brought up several
times during the interviews. Collectively, we have gathered that Uber must find a way to
make it safer for users. Extensive background checks must start to take place, frequent
deactivations of Uber drivers with low ratings, and overall better safety features that allow
users to not fear being sexually-assaulted while riding in an Uber. From finding comfort in
bigger groups and talking to someone while riding in an Uber, to carrying weapons that will
help protect riders in dangerous situations, riders have begun to take matters into their own
hands, which Uber should not expect of their customers. We were able to find different
recommendations from the ones we had made prior to the interviews. We also gained a better
understanding from our interviewees that riders do fear for their safety and how those beliefs
support the statements we made previously about the company’s struggles with safety. Our
interviewees almost all stated that improving their safety features on the app will help
decrease the amount of sexual assault cases and will also help riders feel safer when using
their service. Interviewee one had a very good recommendation for Uber, she claims “having

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a camera that shows the inside of the car and Uber making the driver take an Uber
administered driving test to ensure driver competence would increase the safety of
ridesharing.” Another interviewee stated that having a more extensive background check on
the drivers should be something Uber does to improve safety. All in all, our interviewees
recommendations were similar to those of ours. We expected our interviewees to have similar
recommendations to us because we are around the same age and we are in the same
demographic. Quantitative Research: 8 For our quantitative research regarding Uber safety,
we conducted a survey. Our research objectives were to understand Uber drivers/riders
feelings toward the recent release of Uber’s sexual assault cases, to identify users
likes/dislikes about Uber’s ride-share service, to identify the safety concerns of Uber
drivers/riders, and give insight to Uber on how they can make their users feel more safe when
using their service. Our business objective was to make recommendations to Uber on how to
improve the public perception of the safety of the riders who use their service. We tested for
data on the public perception, safety awareness, and Uber driver requirements of the
ridesharing service. Specifically, we tested a hypothesis on whether or not the recent Uber
sexual assault and safety law suits had an impact on consumer’s perception on the company.
The data shows us a number of perceptions that the public have about Uber. To start off, we
found that the majority of ride-sharing users prefer to use Uber over other ride-sharing
services. A large number of the respondents strongly agreed that Uber is more time efficient
then other ride-sharing services, as nearly half of the participants answered as such. 9 We can
further say that the majority of people that use ride-sharing services will elect to use Uber,
thus their customer base is much bigger than their competition. Uber has been the most
popular ridesharing service for some time, and being that they have such a massive amount of
users, it is vital that they feel comfortable and safe throughout their ride. We also found that
very few respondents (6.6%) ride in Ubers alone, citing that they prefer to ride with 1-2 or
more people. It is believed that people feel unsafe when using ride-sharing services by
themselves. Riding in a car with a random driver is a risk in itself, so more strict security and
safety practices is a requirement for the safety of all users. 10 Furthermore, the majority of
sexual assault cases involving Uber have been with riders that are alone, as opposed to in a
group. Many of our respondents answered that they have felt uncomfortable in an Uber at
least once. Uber rides are most at risk when alone if they have an Uber driver that isn’t
qualified or has a past of violence, thus putting the rider at risk. We were also surprised at the
findings on whether or not the respondent has experienced a situation where they felt
uncomfortable in an Uber. Before conducting the surveys, we were not expecting the amount
of responses to be high, figuring that we were sampling a very small amount of Uber riders.
As you can see from the graph, 23.7% of the respondents said that they have experienced an
uncomfortable situation and there were approximately three reports of strongly agreeing with
the statement. Just to take awareness of how problematic that is for Uber, 23.7% of this
sample is an extremely small representation of the Uber riders in the US. If this were a city or
state-wide survey, a shocking amount of people would have agreed to the statement. A ride-
sharing service should be a stress-free, easy experience. Instead, riders are reporting feeling
uncomfortable during some portion of their ride, which is worrisome if Uber wants to better
their perception, and increase safety for all riders. We also asked the questions of feeling safe
or unsafe while in an Uber. We collected the following data. 11 As you can see from these
two graphs, the majority of our respondents reported feeling safe while riding in Ubers in
general. This is a good sign for Uber, but we are targeting the group of users that have felt
unsafe or uncomfortable and trying to implement new strategies that will help eliminate any
unsafe or uncomfortable situations for the riders of Uber. In order for Uber to ensure all riders
feel comfortable, they must make it their central priority to take extra measures, and

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implement new strategies to make the customer 12 feel more at ease when using their service.
We asked participants of the survey whether or not they believe Uber could take more
measurements. From this graph, nearly 80% of the survey felt Uber could take extra measures
to ensure safety when using the app. This data alone shows how people think of Uber’s drive
to take action. It is a glaring issue that Uber drivers need to be more accounted for, and Uber
must take responsibility and action in order to gain the trust of the public. The
recommendations we make to Uber will give its users a better sense of protection. Our team
was also able to collect very useful data on what recommendations respondents had for Uber
to help make their users feel more comfortable and safe. These recommendations further
supported and aligned with the recommendations that our team made. The most frequent
suggestions participants made were the use of cameras and dashcams in all Uber drivers
vehicles, more extensive and thorough background checks, more oversight from the
company, and further improvements to the Uber app. This data represents the number of
participants that actually provided recommendations, as some were not sure. Nonetheless, the
participants provided us with some new suggestions, and a lot of reassurance for the
recommendations we had made previously provided. 13 We found that a number of
participants felt that the use of surveillance and dash cam recorders would be greatly useful
for Uber. It would also make Uber riders feel more comfortable during their experience.
Respondents also frequently answered that more extensive background checks and more
oversight from the company would greatly improve the safety and comfortability during an
Uber experience. There were different suggestions for oversight, some being that Uber
drivers would have a direct supervisor and be held accountable with weekly to monthly
check-ins. A lot of the participants that the company in general needs to be more involved
with their drivers, putting a focused effort on making sure they are actively involved in hours,
routes, and procedures of drivers. Uber drivers currently do not have enough - or truly any -
management structure to operate well enough. If you combine this fact with the lack of
thorough background checks and interviews, it can be easy to have a driver with a violent
past or bad driving record slip through the cracks.

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We also received recommendations on improving the app Uber uses as well. Our respondents
mentioned installing tracking systems, a voice recording option, a code system that is sent to
the specific rider/ driver, and using face identification for Uber riders. All of these
suggestions would be bonus features to the app, giving the rider a much bigger sense of
security and comfortability throughout their experience. Voice recordings would capture any
verbal abuse by an Uber driver or rider. The code and face identification system would make
the process of finding your Uber driver, and confirming the ride much easier. These added
features to the app will provide more clarity in the ride-sharing process, and separate Uber
from its competitors. To get a sense of how important it is for Uber to use thorough 14 hiring
practices, a majority of the respondents stated it as the most important requirement for Uber.
The vast majority of responses thought background checks was the most important
requirement. We also received suggestions of requirements for driving and psychological
examinations, in-person interviews, and the use of camera systems. If Uber wants to make its
customers feel more comfortable, while improving the company’s public perception, they
have to strengthen their hiring process. This includes starting with in-person interviews,
following up with an extensive background search, finding driving and criminal records and
hiring the qualified applicants. Our quantitative research was able to provide us valuable data
on the public perception of Uber, what steps Uber can take to make users feel more
comfortable, and what users currently feel like Uber is doing to ensure their safety. The data
we collected further supported our previous recommendations and it also showed us how the
public views Uber’s handling of their drivers to be poor. From our data, participants

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frequently responded that extensive background checks, and surveillance systems in all Ubers
would help make the user feel more comfortable while using the Uber service. We discovered
that background checks are something users of Uber want to see happen more thoroughly.
Currently, Uber conducts level one background checks, which includes checking only state,
name, and employment history. 15 Conclusions The conclusion that we have reached after
conducting our interviews is that Uber must find a way to adhere to the safety of their riders.
Overall, we noticed that our interviewees find safety to be their number one concern with
using this ride service. From the extensive interviews that were conducted, everyone felt safer
riding in an Uber with multiple individuals rather than on their own. Safety is the number one
issue for all users across the country. After hearing the reports of sexual-assaults that have
taken place while in an Uber, it has changed the way all of our interviewees looked at this
service and was brought up several times during the interviews. Uber has faced multiple
lawsuits from riders due to their safety being violated while using their service. Collectively
we have gathered that Uber must find a way to make it safer for users. Extensive background
checks must start to take place, frequent deactivations of Uber drivers with low ratings, and
overall better safety features that allow users to not fear being sexually-assaulted while riding
in an Uber. In conclusion, our interviewees have all expressed safety concerns while being in
an Uber. From finding comfort in bigger groups and talking to someone while riding in an
Uber, to carrying weapons that will help protect riders in dangerous situations. We were able
to find different recommendations from the ones we had made prior to the interviews. We
also found a better understanding from our interviewees that riders do fear for their safety and
how those beliefs support the statement we made previously about the company’s struggles
with safety. In conclusion, after conducting the survey, 23.7% of the respondents said that
they have experienced an uncomfortable situation and there were approximately 3 reports of
strongly agreeing with the statement. It should be concerning for Uber that from just our
small sample, almost a quarter of respondents have felt uncomfortable using the service. If
we put that into perspective of how small of a sample size we used, a massive amount of
riders would report an uncomfortable experience. Our survey was focused on neighboring
users of Cincinnati, imagine if we used a state or country wide survey, then a troubling
amount of people would have agreed to the statement. If Uber wants to continue to grow and
conduct safe and ethical business practices, some modifications to the business model need to
be seen.

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 DATA ANALYSIS

DATA DESCRIPTION:-

1 . Based on the age of the respondents:-

The age group was identified as a key factor to achieve the goal of the survey. By the analysis to
the responses of this questions companies the demographic of the population that travel and make
the decisions about the tour portal for their trips.
Majority of the consumer i.e.,90.2% of the age group belongs to 18 – 30 which is the highest as
shown in the pie chart in red colour, 6.1% of the age group belongs to 31- 45 as shown in the pie
chart in orange colour which is less than that of the age group of 18 – 30 and 3.7% of the age
group belongs to 46 – 60 as shown in the pie chart in green colour which is rare as compare to the
previous two age groups and the remaining age groups has no responses.

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2. Based on the usage of both Ola and Uber cab service:-

As we can see from the pie chart that majority number of people i.e., 97.6% has used both
Ola and Uber app as shown in blue colour and rest 2.4% of people have not used any of the
app. Therefore majority people used both Ola and Uber app.

3. Based on the booking of Ola and Uber :-

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In case of booking from the app 52.4% of people uses both Ola and Uber on Special
occasions which is shown in green colour in the pie chart, 45.1% of people uses both Ola
and Uber
1 -2 times in a month which is shown in orange colour, 1.2% of people uses both Ola and
Uber 2 – 3 times a day which is shown in red colour and 1.2% of people uses both Ola and
Uber daily which is shown in blue colour .
Therefore we get an overview of the people based
upon the booking perspective.

4. Based on the purpose of using your Cab service:-

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According to the chart most of the travellers used online cab services for late night travels i.e.
41.8%. The travellers using online cab services for attending parties, meeting up friends and
other casual activities is also very frequent. By the above information the percentage
difference between the late night travellers and leisure travellers is very small. It is the second
most in the chart i.e. 40.5%. Some of the travellers also uses cab service for intercity purposes
which is 25.3% and the least percentage travelling through online cab services is for business
travel which is 19%.

5. Based on the performance and quality of the services provided by the two companies:-

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On comparing for the online cab service i.e. Ola and Uber it is inferred from the chart ,Uber
cab services is much better than Ola.

6. Based on the usage of online cabs for personal or professional travel:-

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It is inferred from the chart that maximum travellers uses online cab services for both
professional and personal travels.

7. Based on the reason of choosing cab services:-

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Travellers uses online cab services for particular reasons. Among them it is very much
convenient providing door to door service , faster and also economical due to Promocodes
and other attractive discounts.

8. Based on the satisfaction and quality of services provided by online cab companies:-

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The graph is showing that major people are satisfied with the services, few of them are
moderately satisfied, very small percentage is very highly satisfied and very few are not
satisfied.

9. Based on the pricing of Ola and Uber as compared to others :-

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Presently , the prices are high due to hike in petrol and service charges and otherwise it is
economical due to promocodes and other discounts.

10. Based on the additional features to be included to Ola and Uber cab services in future:-

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According to the chart 70% people want additional features and 30% people does not want
any kind of additional features.

11. Based on the payment mode for online cab service:-

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According to the response maximum people uses cash for the transactions which is 75.6%
while 24.4% of people uses other mode of online payments and none for paypal.

12. Based on the upfont pricing is mostly similar after actual ride:-

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Upfont pricing remains same for maximum number of times but sometimes it differs due to
heavy traffic, under construction road etc.

13. Based on your average cab journey:-

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It is inferred from the chart for different time limits people uses online cab service.

14. Based on usage of online cab app service is easy or not:-

According the pie chart Maximum people found that it is user friendly application which is
96.3% and the rest 3.7% of people find it difficult.

15. Does online cab rider rated you:-

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According to the response 56.3% of people have given that they get feedback from online
cab drivers while 43.8% of people have given that they don’t get any feedback from cab
drivers.

16. Do you rate online cab driver after the ride:-

According to the pie chart 81.3% of people rated the cab drivers after the ride but 18.8% do
not rate the cab drivers .

OBSERVATION & FINDINGS

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Cab service providers need to highlight themselves by providing better services which will
help them to gain popularity and create awareness among people. Companies should mention
correct details about the fare and should fulfil the claims made as customers are influenced by
their experience and they have bad image of the companies. Also, experiences play important
role and word of mouth too and hence if claims are fulfilled it will get further communicated
to the friends and family. These days the cab service providers need to follow the trend and
keep them upgraded so that they can avail the opportunity of being the best by adding the
features which makes the experience of the customer more convenient and which help in
attracting more customers. Along with the trend the next important role is played by
price/discounts and since the market is competitive the service providers should also focus on
attractive offers to gain further popularity amongst the people. Companies should ascertain
the need of the customers as every customer has different needs and population should be
targeted considering both the company’s services as well as the customers need.

Some of their findings are:-

• Majority of respondents have used both Ola and Uber.
• Majority of the population book Ola and Uber 1-2 times in a month.
• Majority of the respondent’s book Ola and Uber for leisure, late night travel and business
travel.
• Majority of respondents think that both provide better services but 29% of respondents think
that Ola is better and other 27% think that Uber is better.
• Majority of respondents feels that the overall facilities provided by Ola are good in terms of
the reviews, grievance handling, timeliness, communication, reliability and expression and
attitude of driver and 34% people are also satisfied with the app of Ola which is convenient
to use.
• Majority of them feels that the overall facilities provided by Uber are very good in terms of
cost effectiveness, timeliness, communication, reliability and expression and attitude of
driver35% people are also satisfied with the app of Uber which is convenient to use.
• The reason for being the top cab improvement priority is safety and pricing.
• 39% respondents are attracted towards the feature of Ola of tracking the driver and
traceability of driver and safety. But 35% respondents are attracted towards the feature of
Uber of tracking the driver and traceability of driver and safety.
• Reason for filing the complaint of Ola is the availability of vehicle and punctuality of the
driver. And the reason for filing the complaint in case of Uber is the availability of vehicle
and is payment issues.
• 50% of the respondents feels that the services of Ola are good and 5% feels that it is poor.

• 52% of the respondents feels that the services of Uber are good and 2% feels that it is poor.

CONCLUSION AND RECOMMENDATION

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The purpose of this research was to ascertain the “A COMPARATIVE STUDY ABOUT
CUSTOMER SATISFACTION TOWARDS UBER AND OLA CABS IN DELHI/NCR
REGION” We found that customers have become more aligned towards the online cab
services provided by the service providers like Ola and Uber With the growing technology
and popularity of online applications customers want to spend less time of booking a cab or
any other thing that is why the companies like Uber and Ola are changing the traditional
methods of cab or taxi industry and people are more influenced by the same. Acceptance to
change is the best way to cope up with the world and hence at the end of the survey it can be
said that respondents are satisfied with the overall facilities and experience provided by both
Ola and Uber but still Uber is better and they are providing better facilities in terms of cost
effectiveness, timeliness, communication, reliability and expression and attitude and the app
of Uber is more convenient. And people are attracted towards the feature of these cab service
providers of tracking the driver and traceability of driver and safety and they book Ola and
Uber for leisure, late night travel and business travel. Customers opinion help in creating an
impact on the minds of the service provider to make better changes and improvement in the
services whether the opinion is positive or negative service provider should try to satisfy the
customers by understanding the needs of the customer about a particular product or service.
Hence it can be rightly concluded that Uber is gaining better market share in the market
because of its service and Ola needs to work hard to gain more market acceptance.

BIBLIOGRAPHY

Websites:

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http://www.google.com/
https://www.olacabs.com/
https://www.uber.com

APPENDIX
Hi! I am Vikash Yadav and this is the questionnaire based on A STUDY ON the
COMPARISON BETWEEN OLA vs UBER. Thank you for participating. This will only
take few minutes of your time! Your identity will remain anonymous and will be used as part
of a Dissertation Project. I wish stay safe, stay healthy and stay quarantine.

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 1. what is your age ?

0 – 17
18 – 30
31 – 45
46 – 60
60 above

2. Have you used both Ola and Uber cab services?

Yes
No

3. How frequently do you book Ola and Uber?

Daily
2-3 times a day
1-2 times in a month
Special occasions

4. For what purpose do you use your cab services?

Late night travel

Business Travel
Leisure
Intercity

5. According to you who provides better services?

Both provide same service quality

No, Uber is better.
No, Ola is better.

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6. Do you use online cabs for personal or professional travel?

Personal travel
Professional travel
Both

7. What is the reason of choosing cab services?

Convenient
Faster
Cost effectiveness
Door to door access

8. Are you satisfied with the quality of services provided by cab service?

Satisfied
Moderately satisfied
Highly satisfied
Not satisfied

9. How do you feel about pricing of online cabs as compared to others?

Expensive
Competitive
Economic

10. Do you want any additional features to be included to online cab services in future?

Yes
No

11. What is your payment mode for online cab service?

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 Cash
Paypal
Others

12. Does upfont pricing is mostly similar after actual ride?

Yes
No

13. What is your average cab journey?

15-29 minutes
30-44 minutes
40-50 minutes
60 minutes or more

14. Does usage of online cab app service is easy?

Yes
No

15. Does online cab rider rated you?

Yes
No

16. Do you rate online cab driver after the ride ?

Yes
No

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