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DISSERTATION REPORT
ON
CONSUMER BEHAVIOUR TOWARDS
OLA AND UBER CAB SERVICES IN KOLKATA

Submitted By
Nayanmoni Das
Roll No: PG/13/MBADS/2020/007
Enrollment No: AU/2020/0004296

This dissertation is submitted in partial fulfilment of the requirements for

Master of Business Administration
From
Department of Management
School of Business and Economics
Adamas University
Barasat, Kolkata-700126
2020-2022

Barasat-Barrackpore Road, Barasat, West Bengal-700126

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CERTIFICATE

This is certify that the dissertation report titled “CONSUMER BEHAVIOUR TOWARDS
OLA AND UBER SERVICE IN KOLKATA CITY”, is a bona fide work carried out by
Miss Nayanmoni Das of MBA 2020-2022 and submitted to Adamas University, Kolkata in
partial fulfilment of the requirement for the award of the degree of Master of Business
Administration.

__________________ _____________________

Signature of Guide Signature of HOD

Place:
Date:
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DECLARATION

I hereby declare that the Dissertation Report entitled “CONSUMER BEHAVIOUR

TOWARDS OLA AND UBER CAB SERVICE IN KOLKATA CITY” submitted by me to
Department of Management, School of Business and Economics of Adamas University,
Kolkata, in partial fulfilment of the requirements for the award of the Degree of Master of
Business Administration (Dual Specialization- HR & Marketing) is a bona fide work done
under the guidance of Professor Chinmaya Kumar Dash. I further declare that the work
reported here has not been submitted and will not be submitted, either in part or in full, for the

award of any other degree or diploma, in this University or in any other Institute/University.

Name: Nayanmoni Das Date: ____________

Signature: _____________
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ACKLOWLEDGEMENT
Pursuing an MBA (Hons.) degree is like dream coming true. The Research Project, which is
there in the course, is very helpful in providing the practical exposure to the students. I have
done my project on the topic “CONSUMER BEHAVIOUR TOWARDS OLA AND UBER
CAB SERVICE IN KOLKATA”.

I would like this opportunity in expressing my deepest gratitude to all those persons, who is
one way or other helped me making endeavors a success. Words are not sufficient to reflect
my thankfulness and respect towards those persons for significant contribution in the
completion of my dissertation report.

Also, I would like to express my deep and sincere gratitude to my research advisor Prof.
Chinmaya Kumar Dash for the continuous support of my research study, for his patience,
motivation, constant inspiration and immense knowledge. His guidance helped me in all the
time of research.

It is a great honor to express my deep gratitude to Prof. Prithvish Bose (Head of Department
of Management) and respected faculty members of the department for the needful help during
the entire period of research work.

Finally, my thanks go to all the people who supported me in any respect directly or indirectly
during the completion of the research study.

Nayanmoni Das

MBA (SEM-IV)

Roll No: PG/13/MBADS/2020/007

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TABLE OF CONTENT
Title page……………………………………………………………………………… i
Certificate…………………………………………………………………………....... ii
Declaration…………………………………………………………………………. …iii
Acknowledgment…………………………………………………………………….. .iv
Table of content…………………………………………………………………….. ....v
List of tables…………………………………………………………………………...vi
Abstract……………………………………………………………………………….vii

CHAPTER-1
Introduction…………………………………………………………………………......... 8
Objectives………………………………………………………………………………… 9
CHAPTER-2
Review of literature……………………………………………………………………10-11
About the company…………………………………………………………………....12-16
Swot Analysis………………………………………………………………………….17-18
CHAPTER-3
Research Methodology……………………………………..………………………… 19-20
Objective of the Research………………………………………………………………21
Research Design………………………………………………………………………..22
Data Collection Method……………………………………………………………….23
Sample Design…………………………………………………………………………24
CHAPTER-4
Data analysis and Interpretation………………………………………………………25-43
CHAPTER-5
Findings of the study………………………………………………………………… 44
Recommendation……………………………………………………………………...45
Conclusion…………………………………………………………………………….46
CHAPTER-6
References…………………………………………………………………………….47
Appendix……………………………………………………………………………...48
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ABSTRACT
The goal of the study is to learn more about customer behaviour and satisfaction with OLA and
UBER cab services in Kolkata. Organized rental cabs were first introduced to the Indian market
in 2004 with Menu cab service, and they quickly gained popularity among consumers in large
cities. However, the real revolution didn't occur until app-based services began to operate in
2010, followed by Uber in 2013. The market soon became competitive, and consumer demands
increased. Companies today employ a variety of strategies to both attract new clients and keep
their existing clientele.

The domestic cab category is crucially supporting the market's extraordinary expansion for
passenger vehicles. In the long run, low car penetration and rising consumer income levels are
expected to support the Indian passenger vehicle industry's potential for strong and sustained
growth. The research paper focuses on customer satisfaction with Kolkata's cab service
providers. And in order to obtain this information, structured questionnaires were used to gather
information on customer experience, service needs, and demographics like gender, age,
monthly income, duration of use, and reason for using cab services. The sample was made up
of 100 people who had used the services in Kolkata. Data has been collected in Kolkata,
specifically from students and professionals who are currently employed. The research aims at
how consumers feel about using services like OLA and UBER cabs, as well as their level of
comfort, how quality influences them, how safe they feel, and how satisfied they are overall.

After collection of the data, analysis revealed that the cab services in Kolkata are more
practical and offer good cab service at very reasonable prices. Customers receive good on-time
pickup and overall services, as well as a sense of safety and security. The findings of this study
can assist the taxi sector in developing its upcoming marketing plans.
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INTRODUCTION
The idea of a planned rental cab was introduced to Indian customers in 2004 when the Meru
cab service was introduced in the country's major metropolises. Almost six years later, an app-
based apartment cab service was introduced to the Indian market. Due to the addition of door-
to-door service, cab companies was quite well among other modes of transportation. Thanks to
technology advancements, customers can now eBook cabs at reasonable prices with just one
click on their smart phones. In densely populated countries like India, where parking is a major
problem due to space constraints and public transportation is overcrowded during peak hours,
these app-based cab services have a lot of potential for growth. Since the introduction of Uber
in 2013, this convenient means of transportation has progressively gained popularity, and
resistance has been intense. It's challenging for the condominium incorporated company to live
up to consumer expectations as they have become increasingly demanding. Now a day's not
just the price but good service also plays a significant role in customer satisfaction. Consumers
may now access, compare, and buy using a smart phone. App-based alternatives, such as Ola
or Uber Cabs, provide a solution by outlining a variety of options, from the most affordable to
the most luxurious. According to a recent analysis in the financial express, the development of
app-based, fully pre-paid taxi services like Uber and Ola cab not only attracted customers'.

.
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OBJECTIVE OF THE STUDY

 To Study the customer satisfaction towards OLA and UBER in Kolkata.

 To study the preference of customer between OLA ana UBER.

 To investigate the motivating elements that influence people's utilisation of the

OLA/UBER services in Kolkata

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REVIEW OF LITERATURE

By 2021, it is anticipated that the market for taxi services will grow by USD 59.61 billion. In-
depth market analysis is provided by this industry research document by geography and type
of taxi service. Additionally, the research analyses the competitive landscape of the sector and
offers additional details on a number of taxi competitors, including Ola, Lyft, and Uber. The
cab service companies receive customer behaviour information from social media sites like
Facebook, Twitter, and Google. Uber and Ola employ analysis that effectively gauges supply
and demand for their cab operations and comprehends the pattern of demand during peak hours.
The dynamic pricing model, which determines the pricing during pick hours, is implemented
with the use of analytical technologies. One of the major trends influencing the expansion of
the cab services market is the rising usage of social media and analytics.

 Sumit Waghmare et al. (2015) conducted research on consumer preferences for cab
service booking apps. A questionnaire was used to conduct the research, and roughly
70 participants were questioned. It was discovered that subjective norms, perceived
danger, and user satisfaction of use all significantly influenced the behaviour intention
to use the app. These apps provide users a sense of freedom and independence, as well
as a sense of monarchy.
 According to Hanif and Sagar's (2016) research, Mumbai's cab industry has
enormous growth potential and targets the middle and upper classes. A survey of
roughly 50 respondents was conducted using descriptive research methods. It was
discovered that consumers utilise cab services for much more than just communication;
they also use them to go shopping, attend late-night parties, or go out on special
occasions. Additionally, it revealed exceptionally maximum customer satisfaction,
which is encouraging for the future and growth of the business.

 In 2016, Sindhu Kayshyap conducted research on consumer satisfaction with Ola and
Uber. The sampling approach was used to conduct the research. The use of a
questionnaire assisted collect the information. It was discovered that some customers
favour Uber when it comes to cost, while others prefer Ola because Ola has slightly
higher prices than Uber. Additionally, he found that some customers claimed that
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drivers would cancel a ride if the drop-off location did not suit them or if they were
unable to utilise a GPS.

 Dipesh Bhawani (2015) focuses on analysing the cab company's customer dataset,
which will assist the business in analysing its loyal clients and enabling it to understand
them better and provide them various offers. In order for the company to make the
appropriate arrangements for a certain cab, such as tiny cabs, luxury automobiles,
buses, etc., there must be a demand for cabs of a specific type at a specific area and
time. Using information collected from the company, we examined potential
cancellations of cab reservations made by the consumer. The objective is to cut down
on the expense the company pays when a customer cancels a cab. By giving them the
most recent information about customers, taxi businesses will be able to manage their
vendors and drivers. By giving them the most recent data on customer cancellations,
taxi businesses will be able to manage their vendors and drivers. We also looked at the
travel and package choices made by the customer. Hortonworks' hive data source is
connected to Tableau, and the data is then processed and presented graphically for
easier viewing and comprehension.
 Kishore Kumar and Ramesh Namavaram. (2016), This article’s objective is to
investigate the factor that affect consumer decision-making while choosing cab
services. The independent variables include inventiveness and price consciousness, and
the dependent variable is "coupon redemption behaviour." Through statistical
techniques, the link between the dependent and independent variables is empirically
confirmed. For data analysis, statistical methods including correlation, regression, and
descriptive statistics are employed. According to the report, people are motivated to use
coupons while choosing cab services. The study also reveals that customers feel at ease
using mobile apps to redeem coupons when booking cab services.
 In any service industry, service providers are equally important to customers. In this
regard, research by Ruchika Malik (2017) found that measures like financial incentives
might help retain drivers by influencing customer choices. In order to retain drivers,
Ola uses an incentive system to encourage them. This encourages them to participate
in resolving customer complaint. Uber, on the other hand, provides benefits and savings
through its uber CLUB programme. This programme is not only intended to benefit
drivers, but also to support their families by giving them access to a variety of offerings
on auto insurance, vehicle upkeep, lifestyle, health, and wellness in general.
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ABOUT OLA

One of the biggest ride-hailing companies in the world, OLA is headquartered in Bangalore.
Ola incorporates city transportation for users and driver partners onto a mobile technology
platform to guarantee practical, open, and efficient service delivery. Ola is committed to
utilising cutting-edge technology and creating ground-breaking solutions that are applicable on
a global scale.
OLA is a Spanish word which corresponds to Hello! This shows that using an OLA and the
services it offers are as simple and approachable as saying hello. On December 3, 2010,
Bhavish Aggarwal and Ankit Bhati launched Ola Cab. Since Ola secured its initial investment,
this innovative endeavour has not looked back. Up till the year 2014, the business had grown
to a vast network made up of 200,000 cars spread across 85 cities. All of the major metropolitan
areas and other major cities are among these 85 cities. Ola attempted to incorporate cars on a
trial basis in Bengaluru in November 2014 in addition to its vehicle rental programme.
Considering its success there, the similar concept was introduced in Delhi, Pune, and Chennai.
By December 2014.
Ola launched its two-wheeler services in Bengaluru in March 2016 as a test project. The market
value of Ola up till September 2015 was almost $5 billion. Taxi for sure was purchased by ola
for $200 million in March 2015. The business has the biggest market share in India at 60% and
averages roughly 150,000 bookings daily.
The world's first connected automobile ride-sharing platform, Ola Play, was launched in 2016,
revolutionising commuting experiences and laying the stage for worldwide innovation in this
field. In addition to providing customers with a highly personalised experience throughout their
journeys, Ola Play also enables its partners, including Microsoft, Apple Music, and Sony Liv,
to provide a high-quality interactive and productive experience for its consumers. Users in
more than 110 locations can connect with over 1,000,000 driver partners for cabs, auto-
rickshaws, and taxis using the Ola smartphone app. UBER is Ola's main rival out of all its
rivals. Ola is dedicated to its aim of creating mobility for a billion people, driven by a hyper
local strategy. Ola offers a number of extra services including online food orders (Food Panda),
cash wallets, etc. that draw customers to the Ola app.
.
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Swot Analysis
Ola Cabs can enhance its market position by focusing on enhancing its strengths and
opportunities while addressing its weaknesses and threats with the aid of a SWOT analysis.
Let's begin the SWOT analysis of Ola Cabs.
Strengths:
1. Ola is the nation's top provider of cab aggregator services.

2. After obtaining Taxi for sure, it attained the top spot in the industry.

3. The public highly values the services provided by ola.

4. Advertising on TV, online, and in print has aided in raising awareness of the
business.

5. Huge client base that is growing as a result of the network effect.

6. . Quick development and internet use.

7. Following investments from numerous companies, the company's financial

situation has improved.

Weaknesses:
1. Since drivers represent the business, their inappropriate behaviour has a direct impact
on how customers perceive the brand.

2. Because of the demand, monetization becomes challenging.

Opportunities
The opportunities for any brand can include areas of improvement to increase its business. A
brand's opportunities can lie in geographic expansion, product improvements, better
communication etc. Following are the opportunities in Ola Cabs SWOT Analysis-
1. As Ola coordinates via a smartphone app, the rise in smartphone usage gives them a
tremendous opportunity to expand their customer.

2. There is opportunity to enhance disposable income.

3. Considering that the unorganised market accounts for about 85% of the category, there
is a significant opportunity for the company to grow significantly.
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4. Customers have a great deal of desire for convenient services.

5. Acquisition of smaller company of the market.

Threats:
The threats for any business can be factors which can negatively impact its business. Some
factors like increased competitor activity, changing government policies etc can be threats. The
threats in the SWOT Analysis of Ola Cabs are as mentioned:
1. Rising level of competition

2. Due to Uber's solid financial foundation, there is a significant use of cash to draw
customers.

3. No assign specific regulating organisation.

4. In this market, customer loyalty is uncommon.

5. competition at the national level is present.

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UBER

Uber is a transportation company with a mobile app that enables customers to request rides and
drivers to collect payments for their services. Uber is a ridesharing company that specifically
employs independent contractors as drivers. It is one of many services available today that
support the sharing economy by offering a way to connect available resources rather than
providing the actual resources themselves.

The business, which has its headquarters in San Francisco, was established in 2009 by Travis
Kalanick and Garrett Camp. Worldwide, the corporation is thought to have 110 million
subscribers. Uber is a handy, reasonably priced, and secure form of transportation. Using the
touch button on any smartphone device, you can hire a private driver to pick you up and
transport you to your destination. Within minutes, a neighbouring driver shows up to pick you
up. You may even watch while your driver is travelling to pick you up with our on-demand
automobile service.

Uber uses its app to connect customers and drivers. The drivers typically have their own
vehicles. Through third-party partners including Hertz, Get Around, and Fair, the corporation
also provides car rentals and leases. Uber Fleet is an app for individuals in charge of organising
groups of drivers. Uber provides transportation services using a dynamic pricing mechanism
for drivers and customers. Those in need of a trip can use the app to request a driver, who will
then give them an estimated fare based on location and the level of demand.

Uber pays drivers more at certain busiest times to encourage them to accept more fares. This
means that in order to ensure that there are enough drivers available, riders are paid more during
peak periods. During special occasions like New Year's Eve, a customer should prepare to pay
a high fare. In contrast to a taxi service, people can anticipate that the price will draw a driver
rather than a car that might not have arrived. Additionally, Uber offers electric car and bicycle
rentals as well as ongoing autonomous driving research in some locations.

In 2019, Uber's cab services had a staggering 67 percent market share in the United States. In
2018, Uber's food delivery service Uber Eats had a 24 percent market share in the food delivery
sector. The first national expansion of Uber Cab occurred in 2011, resulting in the presence of
Uber throughout New York. Uber's decade-long journey has seen numerous milestones of
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success, discoveries, controversies, and expansion, all of which have combined to make Uber
a household term. Uber cabs are currently available in over 72 countries and offer a variety of
transportation options, ranging from economical rides to two-wheelers, sedans to SUVs.

In addition to taxis, Uber is experimenting with new services such as Uber Eats (food delivery)
and Uber Freight (logistics). Uber Advanced Technologies Group is once again attempting to
make new developments in the field of self-driving cars.

Uber - Business and Revenue Model

Uber's business strategy is completely transparent. Uber connects cab drivers with customers
looking for cabs. Uber does not own any vehicles; nevertheless, Uber drivers use their own
vehicles to provide cab services, and they pay Uber a fee on each fare they collect. Uber charges
its driver-partners a flat rate of 25% on all fares. However, there are other allegations that claim
the business eliminates additional undetected fees, making the commission fee charged by Uber
higher than 25%. The fee that Uber receives from users for their journeys is how it makes
money. On average, Uber takes between 20 and 30 percent of the fare that users pay to drivers.
When Uber charges somewhere, it adds a fee at peak times. Based on the demand of the
customers, Uber adds a premium when it costs 1.5X, 2X, 3X, or even more at busier times.

.
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Swot Analysis:

Strengths:
1. The brand is well-organized.

2. It has authorized drivers and cars and a high grade of service.

3. Its fleet of cars is unbounded. Uber is exempt from the regular taxi service rules.

4. No drivers for Uber work full-time. There are no obligations to employees because it
does not employ drivers.

5. The operational cost is very minimal. A dispatcher is not required because the system
depends on driver-to-customer interaction.

6. Due to the usage of a cashless payment method, Uber can monitor and select drivers
with a good rating. Other features include making it simple to rent a car and keeping
track of expenses.

7. The dual rating system increases safety and confidence.

8. The drivers find the system convenient. They have the option of working variable
hours or perhaps working part-time. Drivers may also turn away undesirable
customers.

9. The costs are less than those of conventional cab companies.

10. The high valuation of Uber attracts lots of investors.

Weaknesses:
1. Ideas that are simple to copy. Nothing will stop competitors from offering the exact
same good or service.
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2. It is unethical for Uber to have a relationship with the drivers. It is expected that there
is little loyalty between Uber and its drivers because there isn't a true relationship
between them.

3. There is no relationship between Uber's users and it. Uber offers little incentive to stay
with them.

4. Running a car has a considerable cost. Nevertheless, the drivers' pay is modest.

5. Privacy issues are an issue. When a consumer hails a cab using Uber, the location of
both stops is recorded.

Opportunities:

1. Traditional can enterprises frequently face customer dissatisfaction due to expensive pricing
and lengthy wait times; as a result, they might take advantage of fresh and enormous markets
in nations like India.

2. Can access expanding suburban markets without access to taxi services.

3. The estimated time of arrival can be shortened with an increase in Uber drivers, which will
make the service more popular with clients and increase both the startup's income and drivers'
profits.

4. Using less expensive electric vehicles will lower the price and boost the driver's profit
margin.

Threats:

1. Driver unhappiness is a result of low profit margins. This could result in negative
publicity, which might deter potential new Uber drivers.

2. Cost reductions will eventually result from more competition. This will result in fewer
drivers joining the start-up in new markets, which will cost businesses customers.
Uber's revenue will eventually decrease.
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RESEARCH METHODOLOGY
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Methodology

A research methodology gives the study credibility and yields reliable research facts.
Additionally, it offers a thorough plan that aids in keeping researchers on course, facilitating a
simple, efficient, and manageable approach. The reader can comprehend the strategy and
procedures utilised to arrive at results by understanding the researcher's methodology.

Methodology related to OLA and UBER cab service research is that the understanding of the
Customer behaviours towards Ola and Uber cab services customer satisfaction, preferences,
required an in-depth and interdisciplinary observation of recent literature. To analyse and
synthesize the findings from the studies I employed a narrative synthesis, which is a flexible
approach which allows the reviewers to be reflective and critical when reporting on the studies
on Ola and Uber cab service.
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OBJECTIVE OF THE RESEARCH STUDY

 To study consumer satisfaction with each individual cab service in Kolkata.

 To study the preference of customers between OLA and UBER.

 To know the profile of the customer to use OLA and UBER.

 To determine how customers in Kolkata think about the safety of OLA and UBER
services.

 To study the satisfaction level of respondents for comfort level.

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Research Design
To determine how customers in Kolkata feel about the safety of OLA and UBER services. The
collection and analysis of measurements of the variables mentioned in the research problem
constitutes a research design. The study's design identifies the study's kind and subtype,
research problem, hypothesis, independent and dependent variables, experimental design, and,
if necessary, data collection strategies and a strategy for statistical analysis. A structure for
addressing research problems is known as a research design.
The preparation of the research design appropriate for particular research, involve the
consideration of the following: -
 Exploratory Research
 Descriptive Research (Survey)
 Explanatory Research
 Evaluation Research

Research design used for this dissertation project

I employed a survey research design for my research.

Survey Design
Survey research is used to obtain information concerning the current status of the phenomenon
and to describe what exist with respect to variable. It involves gathering data that describe
events and then organized tabulate, depicts and describe the data collection.
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DATA COLLECTIONS METHODS

Any project's success strongly depends on the acquisition and interpretation of data. To
accomplish the goals of the research, it is essential that the data obtained be trustworthy. Data
gathering is a very difficult task that requires careful planning, diligent work, understanding,
determination, and more in order to be successfully completed. Identifying the type of data that
is required is the first step in data collecting, which is then followed by the selection of a sample
from a certain segment of the population. All data sources can be classified into two:

 Primary data: Primary data are gained by personal observation or direct data
collection. It refers to information that is original in nature and collected for a specific
purpose from the area of inquiry. The core data for this dissertation research is mostly
gathered through the distribution of survey respondents. The surveys were thoughtfully
created with the study parameter in mind.
 Secondary data: Secondary data are those that have already been gathered by others
for a particular reason and are then applied in other situations. It is hearsay on an
occurrence that the researchers have not personally experienced. Time and money are
saved by using secondary data. The goal is to improve analysis's precision. Here,
secondary data were collected through publications, journals, etc.
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SAMPLE DESIGN
The following tools were utilised to collect the necessary information for the research, which
was created to accomplish the aforementioned goals.

 Sample Size: A Sample of 100 respondents have given back the duly filled up
questionnaire. 100 respondents have been taken as the sample size.

 Sample Area: Kolkata

 Target segment: Four categories which includes Business, service, student and others.

 Sample Procedure: The following methods have been applied to gather the necessary
data as part of the research's design to fulfil the aforementioned goals: Sampling is the
process of taking a sample from a larger group and creating a little representation or
cross section of that group. After analysing the factors, either the entire population is
made the topic of data collection or a specific group is chosen as being representative
of the entire population. This choice of sample is crucial in deciding the general
applicability of research results.
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DATA ANALYSIS AND INTERPRETATION

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INTERPRETATION

From the above data we can interpret that out of 100 respondent, 67% are male respondents
and 33% are female respondents.
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INTERPRETATION

According to the aforementioned pie chart, 31 percent of respondents are between the ages of
18 and 30, 41 percent are between the ages of 30 and 40, and 28 percent are between the ages
of 40 and 50.
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INTERPRETATION

From the above pie chart we can see that out of 100 respondent , 37% respondents are
businessman by profession, 32% respondents are serviceman by profession and 26%
respondents are students.
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INTERPRETATION

From the above data we can see that out of 100 respondents, 33% respondents’ income is
between 50,000 to 1 lac, 41% of respondent’s income is between is 1 lacs to 5 lacs and 26%
of respondent’s income is between 6 lacs to 10 lacs.
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INTERPRETATION

From the above data we can interpret that out of 100 respondent, 14 % respondents are travel
everyday by ola/uber, 30% of respondents travel every week by ola/uber , 53% of respondents
are travel every month by ola/ uber and 3% of respondent never travel by ola/uber.
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INTERPRETATION
From the above data we can interpret that out of 100 respondent 22% respondents are book the
cab by calling the drivers, 76 % of respondents book the cab through ola/uber app and 2%
respondents are book the cab through other way.
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INTERPRETATION

From the above pie chart we can interpret that out of 100 respondents, 94 % respondent are
think that ola/uber cab provides the better service, 6 % respondent think others about cab
services and one no is think that cab services are not provide better services.
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INTERPRETATION
According to the aforementioned pie chart we can interpret that out of 100 respondents, 78%
believe that cab services are secure in terms of safety and security, while 19% believe that cab
services are moderate in terms of safety and security.
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INTERPRETATION

 Based on the preceding graph, we may conclude that, out of 100 respondents, 28% think
the costs for Ola and Uber are wholly reasonable.
 Out of 100 respondents, we can see that 72% think that Ola and Uber's prices are
relatively affordable.
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INTERPRETATION

From the above pie chart we can interpret that out of 100 respondents, 56 % respondents take
opt ola and uber as for their need purpose, 23% respondent take opt ola and uber as for their
comfort , 17 % respondents take opt ola and uber as for their safety traits purpose and 4 % of
people take other opt for ola and uber.
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INTERPRETATION

From the above data we can interpret that out of 100 respondent, 18% respondents uses the cab
service for the purpose of daily commute to work, 57% respondents uses the cab service for
the purpose of going airport and railway station , 23% respondents choose the others option for
the use of cab service and 2 % respondents uses the cab services of the purpose of personal
trip.
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INTERPRETATION

From the above pie chart, we can interpret that out of 100 respondents 16% respondents choose
the cab for the convenient reason, 30% respondent choose the cab for faster reason and 54%
respondent choose the cab for door-to-door access reason.
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INTERPRETATION

From the above data we can interpret that out of 100 respondent, 80% respondent had never
bad experience with the cab service and 16% respondent had a bad experience in an once time
with the cab service.
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INTERPRETATION

From the above pie chart , we can interpret that out of 100 respondent, 90% people are
recommend likely to others for the cab services , 2 % respondent recommend very likely to
others for the can service and 8 % respondent recommend neutral to others for the cab services.
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INTERPRETATION

From the above data we can interpret that out of 100 respondent, 93% respondent give good
response about their perception regarding discount offer provided by ola/uber and only 6 %
respondent give ordinary response about their perception regarding discount offer provided by
ola/uber.
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INTERPRETATION

From the above data we can interpret that out of 100 respondent, 86% respondent are satisfied
about on-time picking in ola/uber based on their experience, 10 % respondent are neither
satisfied nor dissatisfied about on-time picking in ola/uber , only 4% respondent are very
satisfied about on-time picking in ola/uber based on their experience and no one had give the
dissatisfied response about on-tome picking in ola/uber based on their experience.
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INTERPRETATION

From the above pie chart we can interpret that out of 100 respondent, 35% respondents think
that cab improvement priority would be the pricing factor and 63% respondent think that cab
improvement priority would be response time factor.
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INTERPRETATION

From the above data we can interpret that , out of 100 respondent , 47 % respondent have the
very good experience of ola/uber and 50% respondent have good experience of ola/uber.
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FINDINGS
 A qualitative study was carried out to determine the variables influencing customers'
preferences for ola/uber cabs or their choice of service.

 About 14% of respondents are travel everyday by ola/uber ,30% of respondents are
travel every week by ola/uber and 53% respondents are travel every month by ola/uber.

 It was found that about 76 % of respondents book the cab through ola/uber app.

 It was found that 94 % respondent are think that ola/uber cab provides the better service.

 It was found that 78% believe that cab services are secure in terms of safety and
security.

 Out of 100 respondents, it was found that 72% respondents think that Ola and Uber's
prices are relatively affordable.

 It was found that 56 % respondents take opt ola and uber as for their need purpose.

 30% respondent choose the cab for faster reason and 54% respondent choose the cab
for door-to-door access reason.

 From the above study it was found that ,80% respondent had never bad experience with
the cab service and 16% respondent had a bad experience in an once time with the cab
service.
 It was found that 93% respondents give good response about their perception regarding
discount offer provided by ola/uber.
 86% respondents are satisfied about on-time picking in ola/uber based on their
experience.
 It was found that 63% respondents think that cab improvement priority would be
response time factor.
 It was found that 47 % respondent have the very good experience of ola/uber and 50%
respondent have good experience of ola/uber.
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RECOMMENDATION
 Ola needs to improve frequency of cab.

 Ola should accept payment through Paytm also.

 Uber should add pool car option and its frequency in the app

 Increase availability of premium cabs.

 Uber should have a minimum Paytm wallet amount. Uber should optimize and make
the app more efficient.
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CONCLUSION

In the Indian market, the cab service is a booming industry. The cost of the cab service is seen
as justified by the public as a luxurious requirement. These businesses offer superior services
compared to auto-rickshaws and buses. The many aspects of Ola and Uber customer behaviour,
such as speed, dependability, comfort, pricing, safety, and app ease, are described in this
research study. Since consumers are the "Real King Pin," any taxi service must offer the best
amenities to them. The cab businesses need to pay close attention to security and safety, which
is a highly delicate issue, to make sure that the consumers are happy with the services offered.
Since most customers avoid using these cab services owing to the exorbitant prices, even the
taxi firms need to consider their pricing. Therefore, in order to increase market capitalization,
cab providers must compete and adopt to supply numerous cutting-edge features and
conveniences for customers.
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REFERENCES

1. Hanif, K & Sagar,N. (2016). An Empirical Research on the Penetration Levels for a
call-a-cab Services in Mumbai. Reflections Journal of Management,5.

2. Rajesh, R & Chincholkar, S (2018). A Study on Consumer Preference of Ola and Uber
Cab Services. Indian Journal of Computer Science. 3(5),25-31

3. Kayshap, R& Bhatia, A (2018). Taxi drivers and taxidars: a case study of Uber and Ola
in Delhi. Journal of Developing Societies, 34 (2), 169-194

4. Sharma, K & Das, S (2017). Service quality and customer satisfaction with special
focus on the online cab industry in India. International Journal of Business and
Management, 12(7), 192-200.

5. Krishna, S & Narayana, M, S (2018). A Study on Consumer Perception towards Ola

and Uber cab Services. International Journal of Research and Regional Studies, Law,
Social sciences, Journalism and Management Practices.

6. Chen, W. (2014). Technical Improvements on Mobile App Based Taxi Dispatching

System. International Conference on Computer Science and Service System (pp. 281-
284). Atlantis Press.

7. Ruchi Shukla, Ashish Chandra and Himanshu Jain (2017), OLA VS UBER: The Battle
of Dominance. IOSR Journal of Business and Management (IOSR-JBM). E-ISSN:
2278-487X. P-ISSN: 2319-7668 PP seventy three-78

8. Dr. Ashok Kumar Panigrahi (2018), Success Story of a Start-up – A Case Study of OLA
Cabs, IOSR Journal of Business and Management (IOSR-JBM) e-ISSN: 2278-487X,
p-ISSN: 2319-7668. Volume 20, Issue 2. Ver. II (February. 2018), PP 30-37

9. Goel Rashi et al., (2018) Operation analytics: Uber and ola logistics optimization,
International Journal of Advance Research and Development, (Volume 3, Issue 10)
PP:33-38
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10. Utsav Pandya, Rishi Rungta and GeethaIyer (2017), Impact of use of Mobile Apps of
Ola Cabs and Taxi for Sure on Yellow and Black Cabs. Pacific Business Review
International. Vol. Nine Issue 9. Pp: ninety-one-one hundred and five.

11. Horsu, E. N., &Yeboah, S. T. (2015). Influence of provider pleasant on patron

satisfaction: A observes of minicab taxi offerings in Cape Coast, Ghana. International
Journal of Economics, Commerce and Management, three (5), 1451-1464.
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APPENDICES
QUESTIONAIRE
Dear Sir/Ma’am,
You are invited to take part in a brief survey on Consumer Behaviour towards ola and uber cab
services in Kolkata. This will be take 5-10 minutes to fill up this form. The study is being
undertaken towards the partial fulfilment of my MBA degree at School of Business and
Economics, Adamas University, West Bengal.
Please note that there is no right and wrong/ good or bad answers to any questions/ statement
in this survey. I assure you that the response provided by you will only be used for academic
purpose.

Sincerely,
Nayanmoni Das
MBA-(IV SEM)
Adamas University

1. How often do you travel by Ola/Uber?

A) Everyday
B) Every week
C) Every month
D) Never

2. How do you normally book the cab?

A) Calling the cab Drivers
B) Through App
C) Others

3. Are cab provides better service?

A) Yes
B) No
C) Others

4. How would you rate the cab services on the basis of safety and security?
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A) Highly secure
B) Secure
C) Moderate
D) Less Secure

5. In your opinion, are cab prices are affordable?

A) Completely affordable
B) Moderately affordable
C) Unaffordable
D) Poor

6. Why do you opt Ola and Uber?

A) Need
B) Comfort
C) Status
D) Safety traits
E) Others

7. For what purpose do you use the cab service usually?

A) Daily commute to work
B) Airport and railway station
C) Personal trip
D) Others

8. For what reason you choose the cab?

A) Convenient
B) Faster
C) Door-to-door access
D) Cost effective

9. Have you ever had a bad experience with the cab service?
A) Never
B) Once
C) Others
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10. How would you recommend this services to others?

A) Very likely
B) Likely
C) Neutral
D) Not likely

11. What is you perception about discount offer provided by ola/uber?

A) Best
B) Good Ordinary
C) Poor

12. Based on your experience, rate the satisfaction about on-time picking in ola and uber.
A) Very satisfied
B) Satisfied
C) Dissatisfied
D) Neither satisfied nor dissatisfied

13. What would your top cab improvement priority be?

A) Safety
B) Pricing
C) Convenience
D) Response time

14. How would you rate the overall experience of ola and uber?
A) Excellent
B) Very good
C) Good
D) Fair
E) Poor