A PROJECT REPORT ON

“A STUDY ON ONLINE CAB SERVICES PROVIDERS IN MUMBAI

WITH SPECIAL REFERRENCE TO OLA CAB”

SUBMITTED BY
IRFAN ASLAM SHAIKH
T.Y.BMS (2022-2023)

ROLL NO: 36
SEMESTER VI

CLARA’S COLLEGE OF COMMERCE

PROJECT GUIDE:
Dr. RUPESH DHRUVANSHI

SUBMITTED TO:
UNIVERSITY OF MUMBAI
FOR THE AWARD OF DEGREE OF
BACHELOR OF MANAGEMENT STUDIES
FOR THE ACADEMIC YEAR
(2022-2023)
 A PROJECT REPORT ON
“A STUDY ON ONLINE CAB SERVICES PROVIDERS IN MUMBAI WITH
SPECIAL REFERRENCE TO OLA CAB”

SUBMITTED BY
IRFAN ASLAM SHAIKH
T.Y.BMS (2022-2023)

ROLL NO: 36
SEMESTER VI

CLARA’S COLLEGE OF COMMERCE

PROJECT GUIDE:
Dr. RUPESH DHRUVANSHI
SUBMITTED TO:
UNIVERSITY OF MUMBAI
FOR THE AWARD OF DEGREE OF
BACHELOR OF MANAGEMENT STUDIES
FOR THE ACADEMIC YEAR
(2022-2023)
 DECLARATION

Declaration by learner

I the undersigned Miss / Mr. IRFAN ASLAM SHAIKH here by, declare that the work
embodied in this project work titled A STUDY ON ONLINE CAB SERVICES
PROVIDERS IN MUMBAI WITH SPECIAL REFERRENCE TO OLA CAB ,
forms my own contribution to the research work carried out under the guidance of Dr.
Rupesh Dhruvanshi is a result of my own research work and has not been previously
submitted to any other University for any other Degree/Diploma is a result of my own
research work and has to this or any other University,

Wherever reference has been made to previous works of others, it has been clearly indicated
as such and included in the bibliography.

I. here by further declare that all information of this document has been obtained and

Presented in accordance with academic miles and ethical conduct.

Name and Signature of the learner

Certified by

Name and signature of the Guiding Teacher

 ACKNOWLEDGEMENT

To list who all have helped me is difficult because they are so numerous and the depth
is so enormous
I would like to acknowledge the following as being idealistic channels and fresh dimensions
in the completion of this project
I take this opportunity to thank the University of Mumbai for giving me chance to do this
project
I would like to thank my principal, Dr. Madhukar Gitte for providing the necessary facilities
required for completion of this project
I take this opportunity to thank our Coordinator Amit Bansod for his moral
support and guidance.
I would also like to express my sincere gratitude towards my project guide Dr. Rupesh
Dhruvanshi whose guidance and care made the project successful
I would like to thank my College Library, for having provided various reference books and
magazines related to my project

Lastly, I would like to thank each and every person who directly or indirectly helped me in
the completion of the project especially my Parents and Peers who supported me
throughout my project
 INDEX:

CHAPTER NUMBER PARTICULARS PAGE NUMBER

1 Introduction 9

1.1 Consumer 22
Behaviour
1.2 Advantages 23

1.3 Disadvantages 26

1.4 Evolution 28

1.5 History 28

1.6 Functions 32

2 Research and 34
methodology
2.1 Objectives 35

2.2 Scope of study 36

2.3 Limitations 38
2.4 Significant of 41
study
2.5 Sample size 44

2.6 Tools of analysis 44

2.7 Data collection 44

3 Literature 46

4 Data analysis and 59

interpretation
5 Conclusion 71

6 Bibliography 74

7 Appendix 80
 CHAPTER 1

INTRODUCTION:

Ola Cabs, commonly known as Ola, is a mobile app for personal transportation in India. Ola
started as an online cab aggregator in Mumbai, now based out in Bangalore and is among the
fastest growing businesses in IndiaIt was founded on 3 December 2010 by Bhavesh
Aggarwal (currently CEO) and Ankit Bhatti. By 2014, the company has expanded to a
network of more than 200,000 cars across 85 cities. In November 2014, Ola expanded to
incorporate autos on-trial basis in Bangalore. Ola Auto expanded to other cities like Delhi,
Pune and Chennai star

ting December 2014 Ola owned by ANI technologies Pt. Ltd. Formerly known as Olivas, it
was started in Dec 2010 by 2 IIT Bombay graduates. Ola serves as an efficient taxi
aggregator [now they have got in to bike and cycles too] and bridge the gap between cab
owners and commuters. Instead of buying and renting out their own cars, Ola partners with a
number of taxi drivers and owners, add a touch of modern technology to the whole set up,
where people could book cars at short notice through their app. In Spanish, Hola translates to
‘Hello’ hence the name Ola probably to indicate that their services are as easy and friendly as
that, just like saying a ‘hello’. Ola is India’s homegrown ridehailing app with about 60%
market share in India with users across over 110 cities of India and 10 lakh driver-partners.
Over the last one year, Ola has been expanding its range of services offering a range of ride
options from budget to luxury, subscription deals, and more recently in-cab entertainment to
outmatch Uber on strategies beyond pricing.

Ola also launched Ola Money which makes it convenient for riders to pay for the rides.

The business model works on a very simple concept. OLA acts as a facilitator in providing
cabbooking services. Customers can book their cabs through the app. OLA does not own any
of the cabs. Only those drivers with valid permits duly authorized and verified by transport
authorities can sign up with OLA and they could be either self-employed or work for an
operator who owns multiple cars. Just like how we use an OLA App, the drivers get access to
a driver mobile app on their Smartphone once they register with OLA. This is done only after
a thorough check of authenticity and conducting due diligence of commercial papers and
personal papers of driver and operator. The drivers have flexibility to decide their own time
to login to OLA Application and accept requests for rides from customers. They may choose
to remain logged out of the system as per their convenience. Ola takes a commission of about
15% on all the booking done through the app.

Users are charges for the following things The Bill for OLA Cabs consist of following
elements
Employees can book official rides on the Ola cabs app, and their corporate rides can be
automatically billed to the company or employees can get consolidated bills for easy
reimbursements.

Employers can use a simple free-of-cost online dashboard to manage budget allocation,
employee permissions, cost-centres, travel policies and more. Employees can choose to avail
the ride types as permitted by their company for taking official rides. To know more about
our ride categories, please You can also get standby cabs on an hourly basis with our new
offering Ola CABS
 CHAPTER 2

OBJECTIVES:

1) To study marketing mix of ola cab

2) To research how ola cab has captured the INDIAN market

3) To determine the current status of OLA CABS

4) To look after customer satisfaction

5) To understand marketing strategies of olla company

6) To identify main competitors of olla cabs

7) To study the satisfaction level of customers with regard to promotional strategies of OLA
CAB
 CHAPTER 3

REVIEW OF LITERATURE:

Vavra, T.G. (1997) “A customer is the person that assesses the quality of the offered products
and services” and on process oriented approach, “the customer is the person or group that
receives the work output”
.Satisfaction has been broadly defined by Vavra, T.G. (1997) as a satisfactory post-purchase
experience with a product or service given an existing purchase expectation .Customer
satisfaction and brand equity with reference to products and services in the area of consumer
durable goods sector both in urban and rural areas. Merely rare research has been done in
service sector about brand awareness and customer satisfaction with reference to personal
transportation. This research paper is an attempt to explore the brand awareness and
customer satisfaction towards Ola Cabs in Bengaluru (South and North region).Furthermore,
this paper provides some findings and inferences that can be considered by other personal
transportation cab service firms to create brand and brand loyalty

Customer satisfaction is defined as "the number of customers, or percentage of total

customers, whose reported experience with a firm, its products, or its services (ratings)
exceeds specified satisfaction goals. Business firms generally ask customers whether their
product or service has met or exceeded expectations. Thus, expectations are a key factor
behind satisfaction. When customers have high expectations and the reality falls short, they
will be disappointed and will likely rate their experience as less than satisfying.

ROHIT SHETTY:

MAY 11/2016

I booked a Ola share from Manyata to BTM and called the driver - Kale Gowda, he said that
there is another passenger that heneeds to pick up and he would then reach me, I was fine
with it but after waiting for 10 minutes I called him again and he said he is still waiting for
the other passenger and he may take another 10 minutes, I said alright and was waiting for
him. He did eventually come - with an empty car, but he neither stopped nor picked up my
calls, by then I had got a message from Ola saying that it had to cancel my booking because it
cannot keep other passengers waiting!
It is pretty clear that he did not want to drive till BTM, but why would Ola send a message to
me claiming I made him wait, total waste of time.

Ola: This was my first time trying Ola share, I am pretty sure that I will not be using any

Ola service ever again and I would strongly recommend my friends to not use Ola as
well .While the local trains emerge as an alternative to shelling out wads of cash for fuel and
waiting in bumper-tobumper 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.
 CHAPTER 4

4.1 PURPOSE:

1.The research aim to study the differences in Ola cabs and other cabs in market

2. Ola have also provided a great source of livelihood for many individuals.

3. Over the past year, Ola have introduced interesting financing and EMI schemes to allow
people to own their car and drive it on the app network without having to make an upfront
payment.

4. The best part of this is that you get to travel and see your own city while also making
money on the side.

5. However, bear in mind that both these app aggregators have a list of pre-approved models
that you need to have in order to drive on their network. Moreover, the type of car will
depend on the category you wish to drive in.

4.2.SCOPE:

1.The research of cab industry in india is growing

2.A study of cabs industry

3.Ola Cabs' technology came under criticism regarding the security of its mobile app.

4.3.LIMITATIONS:

1. Ola Cabs' technology came under criticism regarding the security of its mobile app.

2. MUMBAI: Nearly 70% of Ola and Uber cabs remaianed off roads ..
 CHAPTER 5

RESEARCH METHODOLOGY

5.1. INTRODUCTION TO RESEARCH:

Research is a logical and systematic search for new and useful information on a particular
topic. It is an investigation of finding solutions to scientific and social problems through
objective and systematic analysis. It is a search for knowledge, that is, a discovery of hidden
truths. Here knowledge means information about matters. The information might be collected
from different sources like experience, human beings, books, journals, nature, etc. A research
can lead to new contributions to the existing knowledge. Only through research is it possible
to make progress in a field. Research is indeed civilization and determines the economic,
social and political development of a nation.

5.2. RESEARCH METHODOLOGY:

It is the systematic, theoretical analysis of methods applied to a field of study. It comprises
the theoretical analysis of the body of methods and principles associated with a branch of
knowledge.

5.3. RESEARCH DESIGN:

Research design is important primarily because of the increased complexity in the market as
well as marketing approaches available to the researchers. It is an important tool to study
buyer’s behavior, consumption pattern, brand loyalty, and focus market changes. A research
design specifies the methods and procedures for conducting a particular study. According to
Kerlinger, “Research Design is a plan, conceptual structure, and strategy of investigation
conceived as to obtain answers to research questions and to control variance.

5.4. DEFINITION OF RESEARCH:

In the broadest sense of the word, the definition of research includes any gathering of data,
information and facts for the advancement
5.5. TYPES OF RESEARCH:
1) Basic Research:The research which is done for knowledge enhancement, the
research which does not have immediate commercial potential. The research which is
done for human welfare, animal welfare and plant kingdom welfare. It is called basic,
pure, fundamental research. The main motivation is to expand man's knowledge, not to
create or invent something.
2) Applied Research: Applied research is designed to solve practical problem of the
modern world, rather than to acquire knowledge for knowledge sake. The goal of
applied research is to improve the human condition. It focuses on analysis and solving
social and real life problems. 3) Quantitative Research: Quantitative research is based
on numeric figures or numbers.
Quantitative research aims to measure the quantity or amount and compares it with past
records and tries to project for future period. In social sciences, “quantitative research refers
to the systematic empirical investigation of quantitative properties and phenomena and their
relationships”. The objective of quantitative research is to develop and employ
mathematical models, theories or hypothesis pertaining to phenomena. 4) Qualitative
Research: Qualitative research presents non-quantitative type of analysis. Qualitative
research is collecting, analyzing and interpreting data by observing what people do and say.
Qualitative research refers to the meanings, definitions, characteristics, symbols, metaphors,
and description of things. Qualitative research is much more subjective and uses very
different methods of collecting information, mainly individual, in-depth interviews and
focus groups.

5.6. TYPE OF RESEARCH USED IN THIS PROJECT:

QUANTITATIVE RESEARCH:

Quantitative Research is considered to have as its main purpose the quantification of data.
This allows generalizations of results from a sample to an entire population of interest and the
measurement of the incidence of various views and opinions in a given sample. Yet,
quantitative research is not infrequently followed by qualitative research which then aims to
explore select findings further.

5.7. METHOD OF DATA COLLECTION ADOPTED:

QUESTIONNAIRE METHOD:Questionnaire method has been used to understand

the
consumer’s perception on online purchase and the preference more given by
consumers to what kind of material are more purchased online. The data has been
collected with the help of PaperPencil Questionnaires and Web based Questionnaire.
The following is the link to the web based questionnaire created for this research
project

https://docs.google.com/forms/d/e/
1FAIpQLSfNA6r6L7M8uXxsMmhxOX1aR7ZG4lHds0zQcwEbcjk7IJ
Ndqw/viewform

5.8. SOURCES OF DATA:

Primary Data: These are those data which are collected afresh and for the first time, and thus
happen to be original in character. The primary source of data in this research is
Questionnaire. Secondary Data: These are those which have already been collected by
someone else and which have already been passed through the statistical process. Secondary
sources are Reference books, Electronic media (Google, encyclopedia, internet library) and
Website research, Web Research Journals.

5.9. SAMPLE:
The sample population for this research was composed of consumers who made online
purchases. The survey was conducted over a 3-week period. Distribution of questionnaires
was carried out only during the daytime from 12 Noon to 6 P.M. Respondents were
approached and informed about the purpose of the survey in advance before they were given
the questionnaire. The link of web based questionnaire was sent through social media.
Respondents were students, Businessmen/women, service person, retired person and
Homemakers. And the age group was not considered. No particular attempt was made to
apply a random sample or to select particular segments. However, the online shoppers I got
were from different age group who filled the questionnaire. A total sample size of 100 was
completed

5.10. METHOD OF DATA ANALYSIS: GRAPHICAL REPRESENTATION: This

method helps us to understand the data with the help of a graphs like bars, columns, pie charts
etc.
 CHAPTER 6

INTRODUCTION

Managing and growing a successful start up is ripe with challenges from all sides – from
keepingemployees and investors happy, to raising money and constantly improving your
bottom line. Not every startup is bound for success. In actuality, getting money from an
investor is no easy feat, but when you know what states are the most investor friendly, what
investors are looking for and how to build a powerful team aroundyour organization -- then
you are much more likely to find start-up success. Ola Cabs, more popularly known asOla, is
just like any other marketplaces online, but more specifically into providing Taxi services.
Ola, whichstarted as an online cab aggregator in Mumbai, now resides in the Silicon Valley
of India a.k.a. Bangalore, andis also known to be one of the fastest growing businesses in
India, out-beating its competitors Uber&Meru.

Coming back to the man behind Ola; simple yet charming Bhavish, with the success of his
prodigy has certainly become the talk of the town. But even after becoming a millionaire, he
still prefers to not buy a car and take a cab (to set an example, we presume), certainly doesn’t
goes down well with his wife. He believes that, such is a small price that every entrepreneur
has to pay. Taxi Services in India

The middle class population in India rose from 15 million in 1991 to160 million in 2011. This
segment with its increasing disposable in come started demanding and has been willing to
pay for better services across sectors including private and public transportation. Rapid
economic growth coupled with huge infrastructure development, rigorous effort from
Ministry of Tourism to project India as travel destination and emergence of Business Process
Outsourcing (BPO)industry has given a huge push to the car rental industry in India.
Till2003, the point-to-point taxi market in India’s big metropolitan cities was completely
unorganized. It was served either by unorganized, inconsistent and somewhat expensive
private operators or by state government controlled prepaid taxis offering a standardized but
low quality service. But in 2003 the Radio cabs business emerged as one of the fastest
growing businesses in the Indian transportation sector 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. Today, 15,000 plus professionalized air-conditioned
taxis are available to customers in 6 big cities in a Largely reliable, convenient and affordable
manner (Rahman &Anand, 2014).

6.1.2INTRODUCTION OF OLA CABS:

OLA Cabs

Indian online transportation network company

Services

Ola offers different levels of service, ranging from economic to luxury travel The cabs are
reserved through a and also through their website and the service accepts both cash and
cashless payments with Ola money.

6.1.3.TECHNOLOGY:
Ola Cabs' technology came under criticism regarding the security of its mobile app. The API
calls could be replayed to top up its wallet.

In August 2016, a privacy breach occurred when customers' details such as names, phone
numbers and addresses, in Bangalore, were received as SMS messages by an individual in
Chennai. Although these unanticipated messages were reported to Ola, the company ignored
them, even under the threat of being reported to the The issue was reportedly fixed three
weeks later after receiving considerable media coverage and social media attention.

Ola Cabs is a taxi service that was started in 2010 in Mumbai to solve the city’s transport
woes.

Bhati, the Started by Bhavish Aggarwal and Ankitcompany 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.

6.1.4MARKET SHARE OF OLA:

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%

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.

6.2. MARKET STATERGIES OF OLA:

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.Olacabs have been
usingsegmentationparameters such as geographically dividing the market it serves into urban
& metro in order to devise promotional and business based on demand in these market

Also, it segments customers on the basis of customer income profile such as Ola Luxury,
Prime, Ola share, autos. As the company serves different customer segments i.e. long route
outstation customers, customers within 8 Kms, Shuttle service and shared services, therefore
it usesdifferentiationtargetingstrategy. Ola Cabs has positioned itself as a company making
mobility easy, convenient, affordable and safe 24*7.
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.

WEAKNESS:
1. Brand image can be easily influenced by the miss behaviour of the drivers as they are the
ne in direct contact with the customers.

2. Monetization becomes difficult due to the demand.

OPPORTUNITY:
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.

THREAT:
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

Families/individuals:
3 PATS will be using advertisements as a way to increase visibility for the company. The
advertisements will be placed in the Cleveland Plain Dealer, the local newspaper with the
highest readership level in the area. The ads will appear in the weekly travel section. Premier
will also be working with associations such as the American Automotive Association (AAA)
and other community groups to try to build up a network of users. PATS believes that
working with these groups will provide them with a steady flow of customers. Additionally,
since a lot of these groups are close knit among members, referrals will be quite powerful
when they are coming from a member who already has established a trust bond with the other
organizational member. Business Travelers:

PATS will be contacting the travel department of many of the different companies in
Cleveland that have employees traveling and tell them about PATS' service and offer them an
introductory discount. This will be an important segment to win over, as companies routinely
have employees traveling throughout the year. Businesses are also valuable because once the
initial contact is made, the relationship can be turned into a steady stream of business.
Additionally, there will be advertisements targeted for this market segment. The ads will
appear in the Business Journal of Cleveland as well as the business section of the Plain
Dealer.

6.2.2.PROMOTIONAL STRATEGIES:
Innovatively thought concept ideas and ads of the company such as ChaloNiklo, ?6/ per Km,
Ola Share pass, Ola outstation, shuttle and Ola peddle has helped the company in being ahead
of its peers OLA is the first on-demand cab services established in India in starting of 20’s.

Marketing strategies are always interesting to learn but the fact that the actually strategies of
any company are never revealed out.

Here is my intuition of the their strategy :-

Unlike Uber Ola Cabs is customized to the local Indian only market. customizing its
operations to suit the needs of the local market. This focused approach has immensely helped
Ola Cabs in driving its growth.

Ola cabs is now on a investment phase. With loads of coupons , referral programs out the
company aims at capturing the Indian web app based taxi market which is on a rise in India.

Once a customer gets used to rides and finds them comforting and only a little more costly
than the auto rickshaw , he/she eventually gets used to it following the age old adage

Today its a luxury , tomorrow we will make it a necessity

This is the pure marketing strategy . Coming to the dark side of it ...

Loads of black money are being invested and given out in the form of coupons , Ola cash ,
free rides etc and it comes out as revenues in white.

You have raise this question which clearly shows your likings in the on-demand services like
OLA. As I have discussed about OLA , I request you to go through the competitor of OLA -
‘UBER’. It is highly necessary for you to know about Uber too if you are well versed with the
strategies followed by OLA. Before some days I went through an article which cleared by all
stats and figures about Uber and I found it quiet interesting and much informative. So sharing
the link with you have a look at it.

Hope this helps and after reading the article you will be knowing about TOP 2 on-demand
cab services OLA and UBER which are running successfully by their own individual
marketing strategies.
.2.3. PRICE STRATEGIES:

Ola is projected to become profitable during 2018-19 with net operating profit Rs.1170 Cr
which will grow to Rs 6423 Cr by Fy 2020-21. backed cab aggregator is currently posting a
net operating loss after tax of Rs. 2781 Cr in FY 2016-17.

In October, the ride-sharing start up confirmed $1.1 Bn investment from Tencent Holdings
Limited, in exchange of 9.75% stake to loosen the grip from Softbank authority. Ola also
revealed that it was in advanced talks with

other investors to close an additional $1Bn as part of the same financing round, taking the
total fundraise to over $2 Bn.
itself is currently in the process of raising a staggering $10 Bn from Softbank and a clutch of
other investor, fuelling rumours of a merger with Ola in India. After acquiring Tiger Globals
stake, Softbank will now own around one-third of Ola. the marketing strategy behind this
giant is we the people. OLA is nothing but a platform where suppliers ( cab owners ) will
attach the vehicle i.e. OLA will provide them the customers using it’s customer accquisation
method. we the commuters having the need of cab so we are the market. OLA will get
commission 10 to 15 % from the suppliers for providing ride to them i.e if we book a ride
with OLA the supplier has to give this amount to OLA for making them a customer. Here all
these offers and discounts will be made at first in the name of customer acquiring. fund
collected from the investors will be allotted for this. OLA develops it’s market through
people by providing refferal offers, we will share the app for our wallet cash to top up. by the
way the app network will develop, so that they get a new customer without spending
anything. we are doing marketing for all these industries unknowingly but we are used by ola

6.2.4. CUSTOMER STRATEGIES:

The passenger Cabs services market has 4 segments of customers, those who don’t mind
sharing the cabs, the one who prefer taking personal Cab wherever they go, office goers and
outstation / long journey commuters.
Most of the customers of the Bank across the segment are in the age group of 20-45 years, are
young, office goers, and college student.

Pricing: The pricing model will be based on a per-trip rate with a slight discount offered for
round trip service.

Distribution:By virtue of the type of service offered, distribution will occur where ever the
customer requires it to be

Promotion and Advertising: Premier will use various activities to achieve positioning
and visibility including advertisements and strategic relationships.

Customer Service: The business model has been premised on the assumption that
outstanding customer service is required in order to build a sustainable business based on
repeat customers and new customer referrals.

6.3ADVANTAGES AND DISADVANTAGES

6.3.1ADVANTAGES:

One of the biggest reasons to use cabs is that they offer a lot of convenience you won’t find
with any other option. First, you will not be driving your own vehicle or a rental car, so you
are not required to know the proper rules of the road in a foreign country or city. You do not
have any of the associated hassles with driving, such as obeying speed limits, being watchful
of others and everything else. This allows you to relax and put your trust in someone else to
do all the work for you.

Another convenient advantage is that you don’t have to park the vehicle. Parking can be very
difficult, especially if you are parking in the city of Mumbai because you may need to park
far away from your destination due to high volumes. Another advantage to not parking the
vehicle is that you are not required to pay any parking fees associated with the area.

Yet another advantage is the fact that your trip could be shorter and less hassled because of no
parking and driving. Cabs will let you out right in front of the building, allowing you to get
inside and to the task at hand quicker.

Even though Mumbai has a great public transportation system, you are still tied to the routes
available and it can take a lot longer to reach your destination because of all the added stops.
Using cabs will allow you to get there much quicker and you will also take a more direct.
6.3.2DISADVANTAGES:
Although several advantages of this application, some downsides come to mind. Surge
pricing is a most common controversial of many taxi industries that annoying customers to
hail cabs. Price surging is completely depends upon the need, which means how many cabs
available and how many people wants to ride is demand. Another major annoyance thing is,
the driver will reject the request for riding that might often disrupt people to hail cab services.

Low pricing sometimes negatively impact to driver’s income and they bear most of the price
associated with fuel cost and maintenance. There may be some impact on any product,
however the new service provider has created enough competition on the market. These apps
based taxi booking makes simple and better than traditional yellow cabs.

6.3.3OLA /VS TAXI :

The idea of paying someone a small fee, in return for getting picked up and dropped off at
your desired location has existed for decades. But, as times are evolving, we’re starting to see
new taxi services using innovative methods, to make the whole experience much more
convenient and enjoyable. One of those is OLA, who have tapped into the technological
advancements, to allow people to book and pay for a lift much quicker.

Now, the popularity of this service is highlighted by their rapid expansion across the world.
Whether people want a ride home from a bar at 4am in the morning, or they want shuttling to
the airport at 9pm at night, they can easily book it through an app on their smartphone.
You’re given a random driver that is currently located nearby, and you’re provided with an
estimation on what the final price will be.

In addition, the purchasing system is also very streamlined. By making an account on the app,
you’ll link your bank account or PayPal to it, and the transactions become instant. While this
is process is incredibly fast, it does have its downfalls. For instance, only being given an
estimation can cause problems if you’re strapped for cash, or not sure how much you actually
have in your bank account.

Also, some people prefer to carry cash around with them, but with Ola you aren’t able to
go down that route. Although, another advantage of Ola is that you can track exactly where
your taxi is, with a real-time update on how far away they are in minutes. However, there are
still plenty of disadvantages to using this method, which are exposed when you look at the
advantages which traditional methods have.

With the traditional process of booking a taxi or airport shuffle, you can build a rapport and
some necessary trust with your driver in advance. Once you’ve done that, you can rest
assured that you’ll be in safe hands during your journey, and on the return. When booking an
Ola, the selection is completely random, so you’ll most likely have a different driver for each
journey

DATA ANALYSIS AND INTERPRETATION

1. Do you use ola cabs?

FREQUENCY PERCENTAGE

YES 52 82.5

NO 11 17.5%

TOTAL 62 100%

INTERPRETATION

From this above diagram we can see that out of 62 respondents we get 52 for yes respondents
i.e.82.5 and the respondent for no we have 11 i.e.17.5 the highest person use use ola cabs
 2. DO YOU LIKE OLA Cars? If yes the which car do you prefer the most?

FREQUENCY PERCENTAGE

MINI 28 44.4%

MICRO 24 38.1%

PRIME 17 17.5%

TOTAL 62 100%

INTERPRETATION
Here in this diagram we have the 62 respondents and the highest is mini which is
28respondents i.e .45.2 and micro are 24response i.e. 38.1% and rest of all are 11 respondents
i.e.17.5 Highest is mini and the rest of all less
 3. What would you say for the ola service offered by ola?

FREQUENCY PERCENTAGE

GOOD 35 56.5%

EXCELLENT 27 43.5%

TOTAL 61 100%

INTERPRETATION

In this diagram we have the services offere and their responses are 61 and the highest
response are44.3 i.e 55.7%
4. How far you travelled in olacabs?

FREQUENCY PERCENTAGE

0-15 18 28.6%

0-30 27 42.9%

0-50 18 28.6%

INTERPRETATION

This diagram we can see that 0-15km 18 responds 28.6%, 0-30 responds are 18 i.e.28.6%, 0-
50 responds are27 responds i.e is 42.9
 5. Do you find this cab app helpful and useful?

FREQUENCY PERCENTAGE

YES 28 93.8%

NO 34 6.2%

TOTAL 61 100%

INTERPRETATION

In this diagram the total responds we get is 61 and response are 34 of yes i.e. 55.7% and 28
for no i.e. 45.2% the more people said is yes its helpful for them.
 6. Who are the competitors of Ola?

FREQUENCY PERCENTAGE

UBER 23 81.9%

TAXES 16 6%

MERU CAB 24 2.6%

TOTAL 61 100%

INTERPRETATION

This diagram the total responses are people use ubercar the most the responds are
 i.e.35.5%, Meru cab which got 38.7 response

7. Does the company takes actions against ola drivers receiving complain
against him?

FREQUENCY PERCENTAGE

YES 41 67.8%

NO 20 32.8%

TOTAL 61 100%

INTERPRETATION

In this diagram you can say the total frequency is 61 and 41 persons has responded saying yes
i.e. 66.7% and 18 for no i.e.20. The highest are yes with 32.8%
8. Do you prefer any other cab before booking Ola cabs?

FREQUENCY PERCENTAGE

YES 21 34.4%

NO 41 65.6%

TOTAL 62 100%

INTERPRETATION

People who search of other cabs the total number of frequency is 61 in that people saying yes
there responds are i.e.65.6
And the people saying no their response are 41 i.e.

The highest no of people search for others cabs before booking Ola

9. Which of these attributes draw your attention towards Ola cabs?

FREQUENCY PERCENTAGE

Easy to reach your 27 42.6%

destination

Comfort level 10 16.4%

Reasonable price 25 41%

TOTAL 61 100%

INTERPRETATION
This diagram says the total responds is 61starts with easy to reach your destination the
response are 27 i.e. 42.6%, comfort level response is 10 i.e. 16.4 % and reasonable price
response are 25 the lowest i.e 41% The highest that people have response are easy to reach
your destination

10. Which of these attributes do not draw your attention towards Ola cabs?

FREQUENCY PERCENTAGE

IF DRIVER IS NOT 24 38.7%

PROFESSIONAL

DELAY IN PICKUP TIME 29 45.2%

RASH DRIVING 10 16.1%

TOTAL 63 100%

INTERPRETATION
This diagram says that total responds you got is 61 the attributes like the driver is not
professional the response we got is 24 i.e. 38.7% , delay in pickup time response is 29 i.e.
16.8%, response for Rash driving is 10i.e. 16%

11. Are you satisfied with your ola rides?

FREQUENCY PERCENTAGE

YES 41 66.7%

NO 20 33.35%

TOTAL 60 100%

INTERPRETATION
This diagram it has been asked that the satisfaction level of people the total frequency is 60
the people response to yes are 41i.e. 67 %and for No its 20 i.e.33 Most of the people are
satisfy with the ola ride

12. Would you like to suggest Ola cabs to your friends and relatives?

Frequency percentage

Yes 38 61%

NO 24 39%

TOTAL 61 100%

INTERPRETATIO
The most of the people have response on yes and the frequency is 108 i.e. 93.1% and rest of
them said no their frequency is 8 i.e.6.6% the total number of respondents are 116 and the
highest is yes which is 108
 CHAPTER7

CONCLUSION:

From this observation we can say that people prefer Ola cabs more thenuber and any other
cabs or taxes. After looking for all these responses Ola cabs are much better then any other
cabs in giving customer satisfaction, reasonable price, easy to book and many more.

After knowing all this its easy to say that Ola cabs are much better and much convenient then
any other cabs. Most of the people are aware about this cab service through their friends.

The different thing which Ola cab has done for their promotion at the starting of their cab
business in Mumbai is keeping newspapers, keeping a bottle of water for
customers ,providing WIFI service in cars these are the good strategy to attract customers.

The different thing which Ola cab has done for their promotion at the starting of their cab
business in Mumbai is keeping newspapers, keeping a bottle of water for customers,
providing WIFI service in cars these are the good strategy to attract customers.

They can provide customer satisfaction by dropping them home safely the environment is
good and also various facilities are provided to increase customer services

It has been seen lot of changes in the habit of people for travelling long distance as before
they used to travel by train or any other transport facility and now most of the people prefer
Ola cabs for travelling long route
 CHAPTER 8

SUGGESTIONS:

The online web services for cab industries attract more new customers to try and travel in ola
cabs so that they

will be more attracted towards their services. So later on they prefer ola cabs for travelling

The ola cabs should also try to attract customers of older age group by offering special
discounts/offer for them as these age group are often left uncovered

They should make customers satisfy and aware about the advantage of travelling in ola
Advantages like i.e. 1)Time saving 2)Lower price and many more.

These websites can also grab attentions of the prospect customers through their regular prefer
ola cabs for travelling rather then using other taxis or cabs

These should try to win the trust of the customers which is most important factor
 CHAPTER 9

WEBLIOGRAPHY:

samsung.tizenforum.com

www.taxicabscapetown.co.za

www.alliedcarrentals.comwww.taximo

bility.com www.quora.com

timesofindia.indiatimes.com

en.wikipedia.org

www.reviewsxp.com Ola

Cabsolacabs.zendesk.com

http://www.letsintern.com/blog/the-olacabs-story/

https://search.yahoo.com/search;_ylt=Awr9ImxYPnZcxK0AFZhXNyoA;_ylc=X1MDM
jc2NjY3OQRfcgMyBGZyA3locy1pbnZhbGlkBGdwcmlkA3JyTUJacHAxUTR5UmtDR
W41OWgyaUEEbl9yc2x0AzAEbl9zdWdnAzQEb/

https://images.search.yahoo.com/search/images;_ylt=AwrgCqQ.h4Jc5CUAUyBXNyoA;
_ylu=X3oDMTByNWU4cGh1BGNvbG8DZ3ExBHBvcwMxBHZ0aWQDBHNlYwNz=C
LICK

https://search.yahoo.com/search?fr=yhs-invalid&p=ola+cab+booking

https://search.yahoo.com/yhs/searRyb2R1Y3Rpb24lMjBmb3IlMjBvbGElMjBjYWJzB
HRfc/
 CHAPTER 10

ANNEXURE

1: Do you use ola cab?

a) Yes

b) No

2 Do you like ola cars? If yes, then which car do u prefer the most?

a) Mini

b)Micro

c)Prime

3: Do you find ola cabs safe for travelling?

a)YES

b)NO

4: Specify your source of awareness of ola cabs?

a)Justdial
b)Friends

c)TV ads

5: How would you feel the service offered by the ola cabs?

a)Good

b)Excellent

6: How far you can travel in ola cabs ?

a) 0-15 miles
b) 0-30miles

c) 0-50miles

7:Do you find this car app useful and helpful?

a)YES

b)NO

8:Who are the competitors of Ola cab?

a)REDBUS.IN

b)MERU CABS

c)TAXIS

9:Does the company takes action against Ola driver after receiving complain against him ?

a)Yes

b)No
10:Do you prefer other cabs before booking Ola rides ?

a)Yes

b)No

11)Which of these following attributes draw your attention towards ola cab ?

a)Easy to reach your destination

b)Reasonable price

c)Comfort level

12)Which of these following attributes do not draw your attention towards ola cab?
a) If driver is not professional

b)Delay in pickup timing

c)Rash driving

d)Others

14)Are you satisfied with your rides with Ola cab ?

a)Yes b)No