Major Project Report

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03614188820 - Major project report
B.com(hons) (Guru Gobind Singh Indraprastha University)
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A MAJOR PROJECT REPORT
ON
“A STUDY OF CHANGE IN CONSUMER BEHAVIOUR

TOWARDS MAKEMYTRIP.COM”
Submitted in partial fulfillment of requirement of Bachelor of

Commerce (Hons.)
BCOM VI (Morning)
Batch: 2019-2022
Submitted to: Submitted by:

Ms. Bhawna Thakran Megha Roy
Assistant Professor 00214188819
JAGANNATH INTERNATIONAL MANAGEMENT SCHOOL

KALKAJI

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ACKNOWLEDGEMENT
The present work is an effort to throw some light on ' A STUDY OF CHANGE IN
CONSUMER BEHAVIOUR TOWARDS MAKEMYTRIP.COM '
With deep sense of gratitude, I acknowledge the encouragement and guidance

received by my project guide Ms. Bhawna Thakran, Assistant Professor, JIMS,
Kalkaji. She has been a constant guiding force and source of illumination for
me. Without her supervision and motivation, the work would not have been
possible. I would like to thank her for valuable advice and guidance.
Lastly, I thank my parents and friends for their constant support as they have
spared their valuable time for helping me out in this project.
Megha Roy

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CERTIFICATE OF COMPLETION
This is to certify that the project work titled ‘A STUDY OF CHANGE IN

CONSUMER BEHAVIOUR TOWARDS MAKEMYTRIP.COM’ is a work of
Megha Roy, enrollment no. 00214188819 who carried out the project under
the partial fulfillment for the award of the degree of B. Com (H) of Guru Gobind
Singh Indraprastha University (IPU), Delhi from Jagannath International
Management School, Kalkaji, New Delhi under my guidance. This project work
is original and not submitted earlier for the award of any degree/ diploma or
associate ship of any other University/ Institution.
Ms. Bhawna Thakran

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STUDENT’S UNDERTAKING
I hereby certify that the major project work on the topic ‘A STUDY OF CHANGE
IN CONSUMER BEHAVIOUR TOWARDS MAKEMYTRIP.COM’ is my original
work and the content has been researched and taken from Internet. The project
is completed under the guidance of Ms. Bhawna Thakran, Assistant Professor
(JIMS Kalkaji) and this is my original work and it has never been submitted
elsewhere.
Megha Roy
B.Com. (Hon.) Sem.-VI (Mor.)
Enrollment No.: 00214188819

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FACULTY UNDERTAKING
This is to certify that the major project titled ‘A STUDY OF CHANGE IN CONSUMER
BEHAVIOUR TOWARDS MAKEMYTRIP.COM’ is approved as per the guidelines
given.
Mrs. Bhawna Thakran

Assistant Professor

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Contents
Description Page No.
Acknowledgement 1
Certificate of Completion 2
Student’s Undertaking 3
Faculty Undertaking 4
Contents 5
List of Tables 6
List of Figures 7
Executive Summary 9
Introduction 11
Company Profile 16
Objectives of the Study 32
Review of Literature 34
Research Methodology 45
Analysis and Findings 49
Limitations 61
Conclusion 63
Recommendations 65
Bibliography 70
Appendices 71

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List of Tables
S.no Description Page No.

Segment Profitability in
Table 2.1
terms of revenue and
Adjusted Margin 27
Table 2.2 Customer Inducement

30
Costs
Table 3.1 Q1 What is your age 52
group?
Table 3.2 Q2 What is your gender? 53
Table 3.3 Q3 How often did you 54

travel outside your city
before pandemic?
Table 3.4 Q4 How often do you 55

now?
Table 3.5 Q5 Which brand do you 56
prefer for online booking
of hotels?
Table 3.6 Q6 Do you prefer 57

MakeMyTrip over other
brands?
Table 3.7 Q7 How much did you 58

spend on packages of
MakeMyTrip before
pandemic?
Table 3.8 Q8 How much did you 59

MakeMyTrip now?
Table 3.9 Q9 Do you think your 60

behavior has changed?
Table 3.10 Q10 Do you think other’ 61
Table 3.11 Q11 How do you think 62
pandemic has affected the
travel service providers?

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List of Figures
S.no Description Page No.

Fig 3.1 Q1 What is your age 52
group?
Fig 3.2 Q2 What is your gender? 53
Fig 3.3 Q3 How often did you 54

before pandemic?
Fig 3.4 Q4 How often do you 55

now?
Fig 3.5 Q5 Which brand do you 56

prefer for online booking
of hotels?
Fig 3.6 Q6 Do you prefer 57

MakeMyTrip over other
brands?
Fig 3.7 Q7 How much did you 58

MakeMyTrip before
pandemic?
Fig 3.8 Q8 How much did you 59

MakeMyTrip now?
Fig 3.9 Q9 Do you think your 60

Fig 3.10 Q10 Do you think other’ 61

Fig 3.11 Q11 How do you think 62

pandemic has affected the
travel service providers?

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Executive
Summary

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Executive Summary
This project ‘A STUDY OF CHANGE IN CONSUMER BEHAVIOUR TOWARDS

MAKEMYTRIP.COM’ analyses the change in behavior of consumers before and after the
pandemic. It also includes how initially the consumers were hesitant to use the services provided
by the brand and how slowly and gradually it changed and helped the brand incur huge profits.
MakeMyTrip is a revolutionary venture started in India in the year 2000 which changed the way
the customers perceived about booking and reservation for travel. Earlier, it was a time-
consuming job as most of the booking had to be done on a physical basis. During its journey, the
company has entered into a lot of services like reservation of flight and train tickets, hotel
bookings, tour and travel packages, etc. With its success in the Indian Continent, MakeMyTrip
plans to cross the national boundaries and establish its roots in other developed and emerging
economics such as Singapore, UAE, and United States of America
What google is to internet, is probably what makemytrip.com is to travel, at least for Indians, both
at home and abroad. What initially started as a channel, only to bring easy air travel to Indians
flying to and from the USA, has gradually become a massive travel company for domestic and
international travellers. Since its inception in 2000, the company has grown many folds from
Gurgaon to Sydney and New York City. And for any new or old business to boost what better way
there could be than the social media platform. Hence maintaining an effective and equally
competitive virtual identity is crucial for businesses.
Throughout the project, the focus is on presenting the information and comments in an easy and
intelligible manner. The data and information have been taken from internet from various web
portal and MakemyTrip.com itself. This project will be helpful for those who want to know what
MakemyTrip.com is all about.
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Introduction
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CURRENT SITUATION IN THE TOURISM SECTOR
Tourism has not been free from the health, economic and emotional impact generated by the
SARS-CoV-2 coronavirus pandemic, which produces the disease known as Covid19. All the
indicators indicate that we are heading towards a change of paradigm, a new world that is yet to
be discovered and we must understand it, accept it and adapt to this new context. In the social,
family and personal sphere the scale of values and perception of reality has changed. The
confinement for weeks in our homes, of almost half of the world's population, surely promotes the
need for freedom, to know and enjoy a leisure that in some cases has not been sufficiently
attended. This is where tourism brings values and an offer of possibilities as wide as each citizen
determines.
In recent surveys on the needs of citizens and their relationship with tourism, several "immediate"
or "direct from the heart" responses stand out:
• Sense of freedom
• Open spaces
• Security
• Health
• Normality
• Hope
• Fragility
and a new vision of the World This crisis has shown how fragile human beings are and how their
planning and activities can be changed in such a short space of time that they cannot react. In a
world where it seemed that the economy dominated everything, where algorithms had become
the prophets of today through the knowledge of millions of data gathered in large groups of Big
Data, and where even the number of travellers who would arrive at a hotel could be predicted
months in advance, we are shocked and dragged along by a great tsunami caused by a virus.
Despite everything, we remain connected thanks to tools such as the Internet, which allows
"mobility" between the physical and virtual worlds. To a greater or lesser extent, this global
problem that frightens us and forces us to take refuge in our homes is making us rethink the
operation of the tourism sector in general and its relationship with the world.
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Seeing the danger up close, not in neighbouring or unknown countries, but in our own
environment; observing with absolute clarity that our inaction allows the pollution of the planet to
be reduced, that rivers recover their natural colour, that many animals recover their natural
habitat; this makes us more aware of the importance of sustainability, respect for life, social
inclusion and the health of each one of us.
All actions to recover from this crisis must maintain a balance with our planet by raising awareness
of the processes related to climate change. This crisis offers us a learning process and therefore
a reorientation on the models of social, cultural and economic development related to the tourism
proposals that we present. Tourism generates cultural, economic and social value and it is certain
that tourism activity will recover, but it depends on the professionals in the sector acquiring the
capacity to align themselves with this new conception of the world and transmit values of security,
freedom, authenticity, trust and respect for life and the planet.
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A Study on Customer Perception About Experiential Value Of

‘Make My Trip’ Travel Website
Websites are key part of Internet marketing in creating and maintaining an online presence. Travel
websites are an important part of the Internet marketing strategy for many tourism companies.
For the usefulness of a business web site and to ensure long-term profit the managers of the
company need to consider both advertising strategies to ensure increased visitation to the web
site and also strategies which will enhance the customer experience in all phases of the purchase
process, As the importance of Internet has grown in tourism marketing, it is important to
understand customer’s perceptions about the websites.
Through the concept of customer value, the researcher tried to find out the perception of customer
towards the Make My Trip Travel website. The customer value concept is a complex theoretical
construct because it touches upon a number of other concepts, such as quality, satisfaction, and
loyalty so it is important to understand the customer perception. The data was collected through
simple random sampling. A well-structured questionnaire consist of two sections was used to
collect the data. The total of 150 respondents was selected and further the exploratory factor
analysis was done to analyses the data through SPSS 20.0.
India is the biggest country holding the third position in terms of internet users in the world, the
analysis of different official’s records shows the 25% - Growth in Indian internet users in India
over the past 12 months. A website is also important because it helps you establish credibility as
a business. These days most people will go online and research products and companies before
they make a purchase. Tourism in India is considered to be critical. It gives path to substantial
foreign exchange and jobs. Tourism also plays an extremely influencing role in the Indian
economy. There are a lot of people making travel arrangements online and planning their trips or
vacation through internet with the help of different companies’ websites. Customers are making
reservations very fast with just a few clicks of mouse. One single website is providing so many
services like doing reservations for a flight or a cruise, hotel or car rental, giving your confirmation
numbers online. Earlier the travel planning that once took hours now takes only a few headache-
free minutes. An additional advantage is the deals and the different schemes offered only by
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online sites; they are often giving exclusive discounted rates to sell the travel plan. The Internet
has increased competition among travel agents considerably to sell their products.
Another benefit of online travel sites is the information search factor. Customers are not willing to
spend time searching hundreds of airline fare prices and hotel locations, now online travel sites
do the searching for you and find the best available prices by making customers job easy. You
also get bonus beneficial information like weather updates, flight status, travel guides and tips.
Companies are designing their sites as a one-stop shop for all your travel needs. Now a day every
company is competing for the same pool so it is difficult to differentiate their services form the
other companies so the perceived value is getting more attention to make their service unique.
Customer Perceived value is considered to be very important and it is believed to be a main
concept within marketing and it also helps in customer behaviour research. The customer value
is very effecting in predicting the customer behavioural intentions and preferences. So, it is
important to find out how these values are perceived by the customers.
‘Make My Trip’ Online Travel Company-
Make my trip headquarter is in Gurgaon, Haryana it is a well renowned online travel company.
Mr. Deep Kalra is the founder of the company. The company has a wide spread service virtual
network all over the India. The company provides many services like flight booking, domestic and
international holiday packages, reservations for hotels, rail as well as bus ticketing. This travel
website in 2011 and 2012 made strategic acquisitions in chase of growth through new channels
and markets in the South-East Asia region. The company also launched Travel Apps for mobile
devices. The company started its operation in India in September 2005, by providing online flight
tickets to Indian travellers. This company is also listed in NASDAQ. The company has been
consistently renowned as one of India’s best travel portals. The company have full service online
portal and it operates through 59 retail stores across 37 cities in India along with international
offices in New York and Sydney. To cater to the overseas Indian community for their US-to India
travel needs it was launched in US market in 2000. Trade Analysts believed that this was a
promising sign for both the investors and other Indian firms.”
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Online Tourism has caused several changes in the tourism industry out of which the main impact
has been on the interrelation between service providers and traditional intermediaries. It has
offered Tourists, across the globe, a tool to express their needs, to seek details on destinations,
facilities, availabilities, prices, geography, and climate information for diverse tourism products
and services. Moreover, it has given an upper hand to travel agents while looking for information
or details about tourists, market trends, service providers, destinations, facilities, availabilities,
prices, tour packages and also in maintaining direct contacts with their partners. With its virtue, it
has become increasingly convenient for tourism offices to search for industry trends, size and
nature of tourism flows, policies, and plans for the developmental concerns.
Unarguably, online tourism has successfully emerged as a platform that enables direct bookings,
electronic payments, Business to Business (B2B) and Business to Consumer (B2C) trading
among product marketers, travel agents, resellers and customers. Internet and related
developments have been quite instrumental in growth of online tourism and online economy.
Internet enabled portals launched by various government as well as private organizations have
offered a wide range of tourism products and services, viz. airlines, hotels, restaurants, adventure
tours, activity centers, concerts, festivities, shopping and many more assortment of services.
Travel and tourism products are ideal for marketing on the Internet because of their intangibility.
Tourists have, for the long time, relied on limited information from holiday brochures and other
literatures to evaluate tours and destinations. The modern capabilities of the internet, however,
have bestowed an invisible hand to the erstwhile mammoth task of communication.
Around the early internet boom time in India, to capture growing Indian Tourism Industry, many
new offline and online companies started. One such online company, MakeMyTrip was started in
the year 2000. MakeMyTrip’s mission was to provide customers a one stop shops for all their
travel needs. It aims to give the best possible user experience across their entire travel journey,
which includes effective planning, resources, superior booking experience across all channels
and in journey 24x7 live customer support.
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MakeMyTrip.com
Profile
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MakeMyTrip (India) Pvt. Limited is an Indian online travel company, founded by Deep Kalra in
2000. Headquartered in Gurgaon, Haryana, the company provides online travel services including
flight tickets, domestic and international holiday packages, hotel reservations, rail and bus tickets.
In 2011 and 2012, MakeMyTrip made strategic acquisitions in pursuit of growth through new
channels and markets in Southeast Asia. Recently, it launched Travel Appstore mobile devices.
The company has been consistently recognized as one of India's best travel portals. As of March
31, 2018, the Company has 14 company-owned travel stores in 14 cities, including one in their
office in Gurugram, 59 franchisee- owned retail travel stores which primarily sell packages in
approximately 37 cities in India, and counters in four major airports in India under MakeMyTrip
brand. MakeMyTrip also have offices in New York, Sydney, Singapore, Kuala Lumpur, Phuket,
Bangkok, and Dubai.
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Why MakeMyTrip?
Established in 2000, MakeMyTrip has since positioned itself as one of the leading companies,
providing great offers, competitive airfares, exclusive discounts, and a seamless online booking
experience to many of its customers. The experience of booking your flight tickets, hotel stay,
and holiday package through our desktop site or mobile app can be done with complete ease
and no hassles at all. We also deliver amazing offers, such as Instant Discounts, Fare Calendar,
My Rewards, Program, My Wallet, and many more while updating them from time to time to
better suit our customers’ evolving needs and demands.
Booking Flights with MakeMyTrip
At MakeMyTrip, you can find the best of deals and cheap air tickets to any place you want by
booking your tickets on our website or app. Being India’s leading website for hotel, flight, and
holiday bookings, MakeMyTrip helps you book flight tickets that are affordable and customized
to your convenience. With customer satisfaction being our ultimate goal, we also have a 24/7
dedicated helpline to cater to our customer’s queries and concerns. Serving over 5 million
happy customers, we at MakeMyTrip are glad to fulfil the dreams of folks who need a quick and
easy means to find air tickets. You can get a hold of the cheapest flight of your choice today
while also enjoying the other available options for your travel needs with us.
Domestic Flights with MakeMyTrip
MakeMyTrip is India's leading player for flight bookings, and have a dominant position in the
domestic flights sector. With the cheapest fare guarantee, experience great value at the lowest
price. Instant notifications ensure current flight status, instant fare drops, amazing discounts,
instant refunds and rebook options, price comparisons and many more interesting features.
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How it began?
Nurtured from the seed of a single great idea - to empower the traveller - MakeMyTrip went on
to pioneer the entire online travel industry in India. MakeMyTrip has revolutionised the travel
industry over the years. This is the story of MakeMyTrip, India’s Online Travel Leader.
MakeMyTrip.com, India’s leading online travel company was founded in the year 2000 by Deep
Kalra. Created to empower the Indian traveller with instant booking and comprehensive choices,
the company began its journey in the US-India travel market. It aimed to offer a range of best-
value products and services along with cutting-edge technology and dedicated round-the-clock
customer support.
After consolidating its position in the market as a brand recognised for its reliability and
transparency, MakeMyTrip followed its success in the US by launching its India operations in
2005.
With the foresight to seize the opportunities in the domestic travel market, brought on by a slew
of new airlines, MakeMyTrip offered travellers the convenience of online travel bookings at rock-
bottom prices. Rapidly, MakeMyTrip became the preferred choice of millions of travellers who
were delighted to be empowered by a few mouse clicks!
MakeMyTrip’s rise has been led by the vision and the spirit of each one of its employees, for
whom no idea was too big and no problem too difficult. With untiring innovation and
determination, MakeMyTrip proactively began to diversify its product offering, adding a variety of
online and offline products and services. MakeMyTrip also stayed ahead of the curve by
continually evolving its technology to meet the ever-changing demands of the rapidly developing
global travel market.
Steadily establishing itself across India and the world, MakeMyTrip simultaneously nurtured the
growth of its offline businesses like its franchises and affiliates simultaneously, augmenting the
brand’s already strong retail presence further.
Today, MakeMyTrip is much more than just a travel portal or a famous pioneering brand - it is a
one-stop-travel-shop that offers the broadest selection of travel products and services in India.
MakeMyTrip is the undisputed online leader, with its share of the travel market extending to
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more than 50% of all online sales, a fact evinced by the trust placed in it by millions of happy
customers.
Remaining reliable, efficient and at the forefront of technology, MakeMyTrip’s commitment and
customer-centricity allows it to better understand and provide for its customers’ diverse needs
and wants, and deliver consistently. With dedicated 24x7 customer support and offices in 20
cities across India and 2 international offices in New York and San Francisco (in addition to
several franchise locations), MakeMyTrip is there for you, whenever and wherever.
MakeMyTrip’s Products:
• International and Domestic Air Tickets, Holiday Packages and Hotels
• Domestic Bus and Rail Tickets
• Private Car and Taxi Rentals
• MICE (Meetings, Incentives, Conferences & Exhibitions)
• B2B and Affiliate Services
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History
MakeMyTrip was founded by Deep Kalra, an alumnus of Indian Institute of Management (IIM),
Ahmedabad. Prior to setting up MakeMyTrip, Deep had worked with GE Capital as vice president
of business development (retail), as well as serving stints with ABN AMRO Bank and AMF
Bowling Hai.
MakeMyTrip was launched in the US market in 2000 to cater to the overseas Indian community for
their US-to-India travel needs. The founding team consisted of Deep Kalra, Keyur Joshi (Co-
Founder & Chief Commercial Officer), Rajesh Magow (Co-Founder & CEO - India, formerly Chief
Operating Officer & Chief Financial Officer) and Sachin Bhatia (ex-Chief Marketing Officer). After
serving a long tenure of 10 years, since the company's inception, Sachin Bhatia quit MakeMyTrip
as an active member and decided to work as an independent advisor and a prime shareholder in
the company.
With the success of IRCTC (Indian Railways Catering and Tourism Corporation)'s online business
model which enabled the Indian traveler to purchase railway tickets on the Internet, things started
to look brighter for the travel market in India. This was also the time when Low- Cost Carriers
entered the Indian Aviation space. MakeMyTrip started its Indian operations in September 2005,
offering online flight tickets to Indian travelers. To broaden its travel portfolio, the company also
started to focus on non-air businesses like holiday packages and hotel bookings. On 13 August
2010, MakeMyTrip was listed on the NASDAQ and went public, making a debut in the US market.
Trade Analysts believed that this was an encouraging sign for both the investors and other Indian
firms.
In 2011, the company strengthened focus on the mobile route by creating several travel-related
Apps for all types of mobile devices (Smartphone’s and basic cellphone).
Rajesh Magow was appointed as CEO - India in August 2013.
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MakeMyTrip Achievements
MakeMyTrip.com is the pioneer that started the entire online travel revolution in India. But being
first was not a guarantee for success. Like all good ideas the pioneering spirit of MakeMyTrip.com
needed to be supported by constant innovation, long-term vision and reliability. The businesses
were taking notice of the emergence of an entire industry becoming apparent at award functions.
MakeMyTrip.com was voted one of Asia's Hottest Technology Startups by Red Herring and was
also included in the list of the Top 100 Companies in Asia. In 2006, it won the Emerging India
award from ICICI Bank and also CNBC-TV18. The following year, it was adjudged the Best Online
Travel Agency in India by Galileo Express Travel World.
According to comScore, the world's leading digital marketing intelligence and measurement
service, in the five-year period 2005/09, MakeMyTrip.com had the distinction of being the most
visited travel website; it was also scored as the Number One travel website by Juxt Consult, a
fully integrated market research company in India; and as the Most Preferred Online Travel
Agency by the Travel Biz Monitor Survey, 2008.
MakeMyTrip.com has also emerged as the top seller among online and offline travel companies
for all the major domestic and international airlines, as well as hotels. Recognition has come from
Air India, Jet Airways, Kingfisher Airlines, Lufthansa, Malaysian Airlines and Air Mauritius and
from Cidade de Goa and the Taj Group in the hospitality business. For its innovations in the field
of digital marketing, MakeMyTrip.com has won the prestigious Abby Award (Gold and Silver), two
years in a row. Not without reason, in eight short years, MakeMyTrip.com, has garnered the trust
of over one million satisfied customers as well as the respect and acclaim of the entire travel
industry and business
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MakeMyTrip - Revenue Model
MakeMyTrip’s revenues are currently split almost equally between ticketing and tours and hotel
bookings. Hotels and packages, a higher margin category compared with airline ticketing, is the
biggest revenue contributor and account for 56 percent of net revenue. The company is the
market leader in domestic flight ticketing with a 24 percent market share.
MakeMyTrip - Product and Services
MakeMyTrip’s services include air ticketing, hotel and alternative accommodations bookings,
holiday planning and packaging, rail ticketing, intercity bus ticketing, car hire and ancillary travel
requirements such as facilitating access to third-party travel insurance and visa processing.
The Company’s culture of continuous innovation and “customer first” strategic focus in India’s
travel market has allowed them to be the clear leader in the industry and positions them to
accelerate the predominately offline hotels and accommodations market online. They have a
pretty-large team of data scientists. They are using chat bots extensively - Gia for Goibibo and
Myra for MakeMyTrip. This covers quite a bit of post sales queries and will also start dabbling in
sales.
1) Flights - MakeMyTrip provides flight tickets for travel in all major domestic, international
as well as low-cost carriers operating in India. It caters to travelers for both domestic and
international travel from India. Apart from this, it caters to inbound travel to India from
countries like US, Canada, Singapore and UAE.
2) Rail and Bus tickets - MakeMyTrip sells online rail tickets to its customers offering
features like return tickets with single payment option, flexi-search and automatic alerts
and updates on the availability of tickets. It also offers bus tickets across different
categories like Volvo, Air Conditioned, Non-Air-Conditioned, Deluxe, Semi-Deluxe and
Sleeper vehicles.
3) Cab Service - MakeMyTrip introduced car hire services on its Indian website in May
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2010. It currently provides car hire services in conjunction with holiday package
bookings.
4) Hotels and Packages (Holidays) - The Company offers hotel reservations in India and
international cities alike. There are over 13,000 hotels and guesthouses in India that can
be searched and compared online on the MakeMyTrip website. The hotels range from
luxury to budget accommodations. In November 2012, MakeMyTrip acquired My Guest
House Accommodation to increase the overall inventory for budget rooms and service
apartments. MakeMyTrip also offers a wide selection of hotels outside India. Through
the acquisition of easytobook.com, MakeMyTrip now offers access to more than 184,000
hotels outside India. MakeMyTrip also offers group and customized holiday packages for
popular domestic and international destinations.
5) Mobile Solutions - In 2012, MakeMyTrip launched travel mobile applications (Apps) for
iPhone, Android, and BlackBerry devices. The app offers services like flight and bus
bookings, hotel reservations and holiday packages. It also caters to other post-purchase
requirements like generating e-tickets, making cancellations, tracking status of refunds
and other travel alerts. The travel itineraries available on the Apps can be shared on
Facebook and Twitter.
Work Culture
MakeMyTrip has been consistently ranked among the Top 10 "Great Places to Work for in India"
by the Great Place to Work (GPTW) Institute and The Economic Times, for four years in a row
(2010 to 2013).
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Impact of the COVID-19 Pandemic
The impact of the global COVID-19 pandemic has severely impacted travel demand in terms of
affecting consumers’ sentiment and their willingness to travel, which has caused airlines and
hotels in India and around the world to operate at significantly reduced service levels throughout
much of calendar year 2020 and 2021.
The COVID-19 pandemic also resulted in significant weakness in the macroeconomic

environment and heightened volatility in financial markets. Although, our business started to
recover gradually in the second and third quarters of fiscal year 2021 following the lifting of India’s
nationwide lockdown in end May 2020, India witnessed a rapid resurgence of daily recorded case
counts towards the end of the fourth quarter of fiscal year 2021, resulting in a second wave of
COVID-19. The resulting economic conditions caused by the lockdowns and travel restriction
orders imposed by several state governments in India from April 2021, some of which are still
ongoing, resulted in a negative impact on revenue for all our reportable segments in the quarter
ended December 31, 2021 as compared to revenue for the quarter ended December 31, 2019
(prior to the onset of the COVID-19 pandemic). The gradual lifting of travel restrictions in India
(including the increase in domestic airline capacity) as a result of increase in the number of
vaccinated people, has resulted in improved results across our operating segments mainly due
to an increase in domestic travel, resulting in revenue increasing by 70.5% during the current
quarter compared with the previous quarter ended September 30, 2021. We continued to focus
on optimizing our costs by leveraging our highly variable and more efficient fixed cost structure
during the quarter ended December 31, 2021.
The extent of the effects of the COVID-19 pandemic on our business, results of operations, cash
flows and growth prospects remain uncertain and would be dependent on future developments.
These include, but are not limited to, the severity, extent and duration of the pandemic, its impact
on the travel industries and consumer spending, rates of vaccination, the occurrence of new
mutations or variants and the effectiveness of vaccinations against various mutations or variants
of the COVID19 pandemic. While many countries including India have made progress in
vaccinating their residents against COVID-19, the challenging logistics of distributing vaccines,
efficacy of the vaccines against new mutations or variants of the virus and other factors may
contribute to delays in economic recovery.
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Fiscal 2022 Third Quarter Financial Results
Revenue-
We generated revenue of $115.0 million in the quarter ended December 31, 2021, an increase
of 102.5% (104.9% in constant currency(1)) over revenue of $56.8 million in the quarter ended
December 31, 2020, primarily as a result of an increase of 50.6% (52.5- %
in- constant currency) `in
our Revenue – air ticketing, an increase of 175.6% (178.7% in constant currency) in our Revenue
– hotels and packages, an increase of 45.3% (47.3% in constant currency) in our Revenue – bus
ticketing, and an increase of 38.6% (40.6% in constant currency) in our Revenue – others, each
as further described below. The increase in revenue was primarily due to strong recovery in
domestic travel demand in India in the quarter ended December 31, 2021.
The table below summarizes our segment profitability in terms of revenue and Adjusted Margin
in each segment.
Table 2.1 Segment Profitability in terms of revenue and Adjusted Margin
Air Ticketing. Revenue from our air ticketing business increased by 50.6% (52.5% in constant
currency) to $27.4 million in the quarter ended December 31, 2021 from $18.2 million in the
quarter ended December 31, 2020. Adjusted Margin from our air ticketing business increased by
103.6% (105.9% in constant currency) to $52.9 million in the quarter ended December 31, 2021,
from $26.0 million in the quarter ended December 31, 2020. Adjusted Margin – air ticketing
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includes customer inducement costs of $25.6 million in the quarter ended December 31, 2021
and $7.8 million in the quarter ended December 31, 2020, recorded as a reduction of revenue.
These customer inducement costs added back to Adjusted Margin are intended to reflect the way
we view our ongoing business. Under IFRS, these customer inducement costs are required to be
recorded as a reduction of revenue. The increase in Revenue – air ticketing and Adjusted Margin
– air ticketing was due to an increase in gross bookings of 94.9% (97.0% in constant currency)
primarily driven by a 61.2% increase in the number of air ticketing flight segments year over year,
primarily due to strong recovery in domestic travel demand in India in the quarter ended
December 31, 2021.
Further, our Adjusted Margin % (defined as Adjusted Margin as a percentage of gross bookings)
was 7.8% in the quarter ended December 31, 2021 compared to 7.5% in the quarter ended
December 31, 2020. The increase in Adjusted Margin % was due to incremental incentives from
our air ticketing suppliers to drive travel growth in the quarter ended December 31, 2021.
Hotels and Packages. Revenue from our hotels and packages business increased by 175.6%
(178.7% in constant currency) to $67.2 million in the quarter ended December 31, 2021, from
$24.4 million in the quarter ended December 31, 2020. Our Adjusted Margin – hotels and
packages increased by 114.9% (117.6% in constant currency) to $54.1 million in the quarter
ended December 31, 2021 from $25.2 million in the quarter ended December 31, 2020. Adjusted
Margin – hotels and packages include customer inducement costs of $15.8 million in the quarter
ended December 31, 2021 and $6.9 million in the quarter ended December 31, 2020, recorded
as a reduction of revenue. These customer inducement costs added back to Adjusted Margin are
intended to reflect the way we view our ongoing business. Under IFRS, these customer
inducement costs are required to be recorded as a reduction of revenue.
The increase in Revenue – hotels and packages and Adjusted Margin – hotels and packages
were due to an increase in gross bookings by 122.7% (124.9% in constant currency) primarily
driven by a 76.7% increase in the number of hotel-room nights year over year, primarily due to
strong recovery in domestic travel demand in India in the quarter ended December 31, 2021. Our
Adjusted Margin % in the quarter ended December 31, 2021 was 17.3% as compared to 17.9%
in the quarter ended December 31, 2020. The decrease in Adjusted Margin % was primarily due
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to an increase in contribution from our packages business, which has comparatively lower
margins than our hotels business, in the quarter ended December 31, 2021.
Other Revenue. Other revenue increased by 38.6% (40.6% in constant currency) to $5.7 million
in the quarter ended December 31, 2021, from $4.1 million in the quarter ended December 31,
2020. Our Adjusted Margin – others have increased to $5.9 million in the quarter ended December
31, 2021 from $4.1 million in the quarter ended December 31, 2020. The increase in Revenue –
others and Adjusted Margin – others was primarily due to higher advertising revenue and other
ancillary revenues in the quarter ended December 31, 2021, primarily due to strong recovery in
domestic travel demand in India in the quarter ended December 31, 2021. Adjusted Margin –
others include customer inducement costs of $0.3 million in the quarter ended December 31, 2021
and $0.004 million the quarter ended December 31, 2020, recorded as a reduction of revenue.
These customer inducement costs added back to Adjusted Margin are intended to reflect the way
we view our ongoing business. Under IFRS, these customer inducement costs are required to be
recorded as a reduction of revenue.
Other Income. Other income increased to $2.6 million in the quarter ended December 31, 2021
from $0.5 million in the quarter ended December 31, 2020. The increase in other income was
primarily due to a gain of $2.3 million recognized on the discontinuation of an equity-accounted
investment on disposal in the quarter ended December 31, 2021.
Personnel Expenses. Personnel expenses increased by 14.3% to $30.4 million in the quarter
ended December 31, 2021 from $26.6 million in the quarter ended December 31, 2020. This was
primarily due to annual wage increases effected from April 2021 and higher share-based
compensation costs in the quarter ended December 31, 2021.
Marketing and sales promotion expenses. Marketing and sales promotion expenses increased
by 185.2% to $22.2 million in the quarter ended December 31, 2021 from $7.8 million in the
quarter ended December 31, 2020. The increase in marketing and sales promotion expenses
reflected the increase in variable costs and discretionary marketing and sales promotion spends
such as events and brand building due to strong recovery in domestic travel demand in India in
the quarter ended December 31, 2021
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Table 2.2 Customer Inducement Costs
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Objectives of
the Study
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Objectives-
To study the current situation of MakeMyTrip in the tourism sector
To study the impact of Covid- 19 on MakeMyTrip
To study change in consumer behavior towards MakeMyTrip
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Review of
the
Literature
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A literature review discusses published information in a particular subject area, and sometimes
information in a particular subject area within a certain time period. A literature review surveys
books, scholarly articles, and any other sources relevant to a particular issue, area of research,
or theory, and by doing so, provides a description, summary, and critical evaluation of these works
in relation to the research problem being investigated. Literature reviews are designed to provide
an overview of sources you have explored while researching a particular topic and to demonstrate
to your readers how your research fits within a larger field of study.
Angelo Rossini says for travel agents, the rise of digital world (i.e., Computer and handy
device that support internet and online portals) has severely disrupted the traditional travel
industry. Rossini says Low-cost carriers and online travel portals have benefitted immensely due
to travel automation by changing the way travelers plan and book. T o u r operators are also
embracing
OTP and mobile channels to sustain in business their holidays in 21st century.
James McClure, Country Manager UK & Ireland at Airbnb says “There is a worldwide
impact due to Digital revolution. In Airbnb’s case tradition is in main stream due to technology.
The home stay concept is not new to tourism industry but technology has accelerated this concept
with easy accessibility in the global market.
Mr. & Mrs. Smith’s Lohan says We pivoted from a hotel guidebook to become an online
travel agent just as the internet started to become a place people could finally trust with their credit
cards. She further states that business pattern has changed due to internet and promotes online
bookings, while few customers still prefer online chat or services of call center officials in handling
online service.
Croix Says Digital technology has changed the way we connect with guests, creating a
24/7 relationship in and out of stay, says Stephan Croix, vice-president of marketing at Starwood
Hotels and Resorts. It is also transforming every phase of hospitality – from finding a hotel, to
checking in, to unlocking your door and personalizing your stay. As travel is inherently mobile,
travelers expect to use their mobile devices to enrich their travel experiences.
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Kim (2004) stated that E- Commerce is huge lap in travel and tourism industry moving
from traditional way to technological way and there are various barriers for travel and tourism
companies to adapt Ecommerce in their business.
Mr.Werthner H., Ricci F, says E-Commerce in travel and tourism industries are
continuously increasing despite tough economic problems. As per them, this industry is adopting
application of B2B (business to business) and B2C (business to consumer). This industry has
changed the ways of do business for traditional ways to modern way, i.e., e-commerce via
web and other
online transaction software where as other industries are still adopting the traditional way. Web is
changing the behavior of consumers are well as they are becoming less loyal, take less time for
choosing and consuming the tourism products.
Anshuman Bapna (chief product officer Make My Trip) informed NDTV as Make My Trip
is one of the oldest and most well-known e-commerce companies in India. Listed on the Nasdaq,
MMT can’t really be called a start-up anymore. It's been a year, and MakeMyTrip has been open
to a lot of experimentation, within limits.”
Mr. Rajesh Magow CEO and Co-Founder, India Make My trip told Business standard as
Large part of our growth is going to come from people who are booking through offline channels
such as travel agents or after reaching the destinations. Today it lot more convenient to book over
phone. We are confident that online penetration in hotel bookings will improve from 20percent to
40-50 percent in next three or four years”.
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A Study on Customer Behaviour Towards Make My Trip.Com

Amarah Shakil and Namrata Maheshwari
Abstract
Gone are the days when one went about calling multiple agents for travel information. Today, the
World Wide Web allows one to access a plethora of information, 24/7, from the comfort of his/her
home. So, whether it is information on hotel, tickets, local travel or even the sights and sounds of
a particular destination, it’s all available at just the click of a button. Across the world, consumers
are increasingly turning to the internet to satisfy their travel needs. From trip research and price
comparison to shopping and booking, consumers are finding the convenience of the web vital to
their personal and business travel needs. The constantly evolving consumer has mandated travel
companies today to perpetually re-invent themselves.
The emergence and power of the internet has made it vital for travel companies to have an online
and mobile presence as well as market themselves through the medium. No wonder, the online
travel industry has grown by leaps and bounds in the last ten years. This research paper is a
study and analysis of the effectiveness of travel websites with reference to MakeMyTrip.com. An
attempt has been made to study the current status of online marketing globally as well in India.
In India E-commerce is being driven by the growing online travel industry and online travel
bookings have increased substantially after the entry of low cost carriers. Primary Research has
been conducted to estimate the consumer satisfaction from the online portal. Various parameters
linked to the services provided by this website have been included in the research. The research
what are the strong points of the company and the key areas that are to be focused on the near
future.
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Introduction
India offers myriad flavours mingling in the steam of a country coming of age. Teeming with over
a billion people who voice over a million concerns in fifteen hundred different languages, India is
where people live with variety, thrive on diversity and are too familiar with largeness to let it boggle
them. Travelers and tourists to India may however not find it so undoubting. Mud huts and
mansions face off across city streets and lurid luxury and limp living are inhabitants of the same
lane. Just like in the 'masala' box in every Indian kitchen, measures of Calm and "Kaam" (work)
craft the people of India. In this beautiful and bountiful land that is India, events, experiences and
sensations heap themselves on the tourist at every step. India will be one of the most stimulating
places you’ll ever visit.
The tourism industry is now one of the largest sectors earning foreign exchange. In the face of
many benefits, many countries have started assigning due weight age to the tourism industry in
their national development agenda. Tourism is one of the world's fastest growing industries at
present and holds the status of the world's no. 1 industry. The industry creates a job every 2.4
seconds with every one of those direct jobs creating another 11 indirect ones. The tourism
industry as a whole is presently estimated to earn over US$ 3.5 trillion Worldwide. India's share
of the total market is a pittance at 0.51%. The non-tourist countries like Malaysia and Indonesia
get much more tourists than India.
The Tourism industry's foreign exchange earnings in India are around $3.2 billion. Tourism is the
highest foreign exchange earner if we consider the fact that net value addition in Gems and
jewelery is less than 30% whereas, in tourism it is more than 90 %.Use of the Internet by travelers
to plan and book their trips continues to grow at a rapid rate. In the United States, according to
the Travel Industry Association (TIA 2007), more than 75 million online travelers used the Internet
in 2006 to get information on destinations or to check prices and schedules, while growth of the
online traveler market has slowed, the number of online travelers who actually use the Internet to
plan trips has remained relatively stable.
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A majority (67%) of online travelers say they consult the Internet to get information on destinations
or to check prices or schedules. Not surprisingly, nearly all online travel planners say that some
of the trips planned on the Internet in the past year were for pleasure, vacation, or personal
purposes. Three in ten say some of the trips planned on the Internet were for business or
convention purposes. For online travel planning, online travel agency websites (such as Microsoft
Expedia, Travelocity, YATRA.COM, and MAKEMYTRIP.COM, ETC), search engine websites,
and company owned websites (airlines, hotels, etc.) are the most popular types of websites used.
A majority of online travel planners also use 22 destination websites. Tourism Industry in India is
one of the most lucrative industries in the country and contributes substantially to foreign
exchange earned. In fact during 2008, four million tourists visited India and spent US $8.9 billion,
thus making India one of the major global tourist destinations. Augmented tourism in India has
created jobs in a variety of associated sectors, both directly and indirectly. Tourism is one of the
success stories of the 20th century and is concerned more with the satisfaction of individual rather
than with the scientific and technological achievements. Almost 20 million people are now working
in India’s Tourism Industry. India’s tourism is thriving, owing to a huge flow in both business and
leisure travel by foreign and domestic tourists and is expected to generate approximately US$
275.5 billion by 2018. Tourism has been a major social phenomenon, which is motivated by the
natural urge of every human being for new experience, adventure, education and entertainment.
According to Payal Ganguly, (ET Bureau May 28, 2014) the deep discounts offered by domestic
airlines have come as a windfall for online ticketing websites, such as MakeMyTrip, Yatra and
Goibibo, which have seen sales go up by as much five times. The latest offers were timed in with
Indian Premier League, by cutting down the prices by as much as half. The increase in sales
varies as per the level of discount in each sale. The normal rate of cancellation being around 5%
but during such flash sales the rate increases to 8-9 %, because the purpose of flash sales is to
capture impulse bookings, hence cancellation rate is higher (Business Today Online Bureau Jul
30, 2012). MakeMyTrip entered it to a pact with online payment facilitator PayPal to offer its
overseas customers an additional option to pay for their international flight bookings to India.
MakeMyTrip's integration of PayPal as the payment partner for its website offers customers a
trusted and safe payment option. The offer is valid only for PayPal account holders registered
outside of India.
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The company offered an inaugural discount as well. With PayPal as their digital wallet, consumers
are not required to enter sensitive financial information such as bank account or credit card
number each time they transact online. Customers based abroad can now use PayPal as a safe
way to pay for their dream Indian holidays and enjoy a hassle-free booking experience.
(Shankar, Smith & Rangaswamy, 2003) Consumer behaviour in online environments (as well as
offline) is related to customer satisfaction and loyalty, which are also factors that affect purchase
intention or recommendation which in turn are affected by the characteristics of the websites
themselves mentioned previously. (Van Iwaarden et al, 2004) Businesses in both service and
product related industries are using e-commerce to enhance sales. Along with pricing, electronic
service quality now plays a major role in consumers’ responsiveness Since a website is a
component of the relationship between a company and its customers, it is apparent that it must
mirror the quality efforts that are in place throughout the company.
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Makemytrip.com (A)
Sanjay Kumar Kar
Piyush Kumar Sinha
Professor, Marketing Area
Indian Institute of Management, Ahmedabad
e-mail: pksinha@iimahd.ernet.in
The case presents a situation where MMT has developed a plan for launching its business in
India. It is analysed using some of the concepts that would help in determining whether the plan
is based on consumer insights. In a new market that is full of opportunities, it is necessary to have
not only a good entry strategy but an equally good sustainability strategy. A successful first mover
would attract competitors very quickly, especially in businesses that do not require major upfront
capital investments. Finding the right customer value, appropriating it, and delivering it
consistently with the changing customer requirements, are the key to success in such markets.
Market Expansion – Role of Affinity / Community The company is planning to reach a new market
based on its experience in the US market.
The existence of business in the US market has given it the required capability to run online travel
planning business. To cater to India, which by any standard is a very fast-growing economy with
a lot of people ready to spend, a company needs to design a strategy for delivering the right value.
All macro-economic indicators are in favour of adopting new technologies for business, including
the leap-frog behaviour. MMT identifies two markets – Indians based in the US travelling to India
and Indians travelling within India. While the perceived risks of the two segments are different,
MMT picks up a common value proposition – make the travel, and not just ticketing, more
satisfying, with a clear knowledge that the latter would be the business driver and the former
would be the icing on the cake to attract customers based on a complete value promise. The
international travellers are attracted to MMT due to their need to have a fair amount of planning
and arrangement done much before they leave; on the other hand, the domestic travellers plan
very close to the travel. Thus, the values sought by the two segments are assurance and
availability respectively.
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MMT makes a compelling proposition when these are offered at unprecedented prices. At this
point, the concept of affinity or belonging to the same community, called Indian, may become a
very good reason for the adoption of this concept, especially among Indians abroad. Studies such
as Oberecker, Petra and Diamantopoulos (2008) have shown that countries can evoke a variety
of affective responses, including sympathy and interest (Dijker, 1987; Eagly, Mladinic and Otto,
1994). These positive affective responses tend to lead to reduction in the amount of processed
information (Cohen and Areni, 1991). They affect purchase decisions by reducing the
consideration sets of choice alternatives (Isen, 1984). Internet as the Medium of Consumer Value
Delivery.
A. Distribution of Services:
Internet has helped in disintermediation thereby helping to reach the customers directly. This not
only reduces the cost but also gives the power to customers to choose or design an offer as
suitable to them. The non-physical nature of service and the tickets/documents being available/
downloadable online reduces the distribution cost considerably. This helps in reducing the overall
cost of the ‘inventory’ being managed. The customers also do not have to wait for the product to
be delivered. MMT uses these savings to offer the lowest prices. In a study, Brunger (2009) and
Singh and Sinha (2009) have found that increased ‘breadth of search’ and ‘control’ were primary
benefits of internet purchase channels revealing beliefs that lower fares are a byproduct of
broader and more thorough search.
The study found that although new social and search involvement dynamics enabled by the
internet seem to have increased the diligence of some subject’s searches, customers tend to
follow very simple one or-two-step search strategies and tend to use simpler search protocols
that they knew were available. MMT has also set up a network of travel agents who would help
in reaching the customer physically and provide a face to the company.
B. Communication of Services:
MMT is planning to use a mix of virtual and physical media to reach its target customers. The low
rate of internet penetration may be one of the reasons and that MMT needs to reach a large
segment justifies the use of physical media. However, perhaps a more compelling reason is the
role played by each of the media in information provision and processing by customers which
must also be kept in mind. Liu and Arnett (2000) identified information quality, system use, system
design quality, and playfulness as four major determinants for the success of websites in the
context of Internet commerce.
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Based on the survey of 250 online banking and securities brokerage users, Yang and Jun (2008)
found that trust, interactiveness, ease of use, content/functionality of websites, reliability, and
speed of delivery were the six significantly important service quality dimensions perceived by
customers. Kaynama (2000) assesses the service quality of online travel agencies in terms of
attributes such as content, access, navigation, design, response, background, and
personalization and customization. In a market where the propositions can be copied very easily
and where the real test lies in customers experiencing the service, the first mover needs to use a
rapid penetration strategy to acquire a large customer base quickly.
This becomes much more applicable in the online world as very quickly customers tend to become
goal-oriented and tend to reduce search and favour the first mover, as exemplified by Google,
Amazon, Yahoo, and eBay. c. Role of Perceived Risk: In an online environment, the customers
tend to assess the offer at two stages: first, the offer itself and second, the medium. Services are
intangible and would be rendered in future. Customers seek credence in assessing the values in
the offer made by the companies who deal in experience goods. It is also found that experience
goods have higher chances of creating monopolies; customers seek more recommendation for
these goods; and the ratio of national advertising is higher than store advertising (Nelson, 1970).
MMT picks up a service which addresses a felt need of the customers, does not require a physical
product and hence can be delivered immediately, and promises the lowest price for it. All this
helps in reducing the perceived risk and enhance trials. Rice (1997) examined what made users
revisit a website and discovered that the most important variables are design features, such as
content, layout, ease of finding
information, navigability, and emotional experience, such as enjoyable visits. Hoffman and Novak
(1996; 1997) pointed out that personalization is the essence by which Internet firms valorize the
Internet as a unique consumer market. MMT seems to have built these into its site.
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A printed document immediately after booking the tickets/hotels provide the customers assurance
and confidence. Internet Marketing is as physical as it gets. Consumers live in a REAL world.
They need to see the online service provider in the real world too. MMT’s communication plan
brings the website into the lives of the consumers by using commonly
used physical media; it also helps overcome the limitation of low internet penetration. Use of social
media, high decibel advertising, and the lowest price would also trigger a wave of word of-mouth
communication. This also has the potency of coverage by the physical media on their own
creating a snowballing effect. Similarly, presence of MMT at travel agencies would also add
physical existence to the business, besides creating awareness and interest among them.
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Research
Methodology
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Research Methodologies
Research
Research is a systematic way to solve a problem. It is a science of studying how research is to

be carried out. Essentially, the procedures by which researchers go about their work of describing,
explaining and predicting phenomena are called research methodology. It can also be defined as
the study of methods by which knowledge is gained. Its aim is to give the work plan of research.
Research Methodology
The process used to collect information and data for the purpose of making business decisions.
The methodology may include publication research, interviews, surveys and other research
techniques, and could include both present and historical information.
A research methodology is the set of methods and procedures used in collecting and analyzing
measures of the variables specified in the research problem research. The design of a study
defines the study type (descriptive, correlational, semi-experimental, experimental, review, meta-
analytic) and sub-type (e.g., descriptive-longitudinal case study), research problem, hypotheses,
independent and dependent variables, experimental design, and, if applicable, data collection
methods and a statistical analysis plan. Research design is the framework that has been created
to find answers to research questions. There are many ways to classify research designs, but
sometimes the distinction is artificial and other times different designs are combined.
Nonetheless, the list below offers a number of useful distinctions between possible research
designs. A research design is an arrangement of conditions or collections.
A research methodology is a systematic approach that a researcher uses to conduct a scientific

study. It is the overall synchronization of identified components and data resulting in a plausible
outcome. To conclusively come up with an authentic and accurate result, the research design
should follow a strategic methodology, in line with the type of research chosen. To have a better
understanding of which research paper topic, to begin with, it is imperative to first identify the
types of research.
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TYPES OF RESEARCH METHDOLOGY:
1. Exploratory research:
Exploratory research, as the name implies, intends merely to explore the research questions
and does not intend to offer final and conclusive solutions to existing problems. This type of
research is usually conducted to study a problem that has not been clearly defined yet.
2. Descriptive research:
Descriptive research can be explained as a statement of affairs as they are at present with
the having no control over variable. Moreover, “descriptive studies may be characterized as
simply the attempt to determine, describe or identify what is, while analytical research
attempts to establish why it is that way or how it came to be”.
DATA COLLECTION -
Data collection is the process of gathering and measuring information on variables of interest, in
an established systematic fashion that enables one to answer stated research questions, test
hypotheses, and evaluate outcomes. A formal data collection process is necessary as it ensures
that the data gathered are both defined and accurate and that subsequent decisions based on
arguments embodied in the findings are valid. The process provides both a baseline from which
to measure and in certain cases an indication of what to improve.
METHODS OF DATA COLLECTION -
There are two types of data collection methods namely primary data collection and secondary
data collection.
PRIMARY DATA
Primary Data is the data which is originally collected by an investigator or agency for the first
time for specific purpose. The source from which the primary data is collected is called the
primary source. Such data is original in character as it is collected for the first time. It is first-
hand information. Primary Data once collected and published becomes Secondary Data.
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There are many methods to collect primary data and the main methods include:
• Questionnaires
• Interviews
• Focus Groups interviews
• Observation
SECONDARY DATA
The data which is not directly collected but rather obtained from the published or unpublished
sources is known as Secondary Data. It is also known as Second Hand Data.
These are not original data since the enumerators or investigators themselves do not collect
these data. They simply make use of the data collected by the others. Common sources of
secondary data include:
• Census
• Large surveys
• Internet
• Journal
• Books
METHOD USED: PRIMARY DATA AND SECONDARY DATA

TYPES OF RESEARCH: DESCRIPTIVE RESEARCH
DATA COLLECTION TYPE: QUESTIONNAIRE
SAMPLE SIZE: 44
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Analysis
and Findings
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SWOT Analysis of MakeMyTrip
Strength 1. One Of the earliest market entrants
2. Presence in the international business scenario
3. Secure and trusted channel for facilitating payments
4. Attractive brand name and convenient website navigation
5. It offers services like International and Domestic Air Tickets, Holiday

Packages and Hotels, Domestic Bus and Rail Tickets, Private Car and Taxi
Rentals, B2B and Affiliate Services
Weakness General Reluctance in customers to use internet for financial transactions

like booking tickets online
Opportunity 1.Customers currently using traditional methods of bookings
2. Offer better travel packages in line with customer expectation
3. Untapped sections of international tourism market
Threats 1. Possible lack of co-ordination with tourism entities

2. Present competitors having substantial market share
3. Newly emerging online booking portals with better offerings
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MARKETING MIX ANALYSIS:
Product
a) International and Domestic air tickets
b) Hotel Packages to different destination within India and international
c) Hotel booking in different destination both within India and International destination
d) Railway ticket
e) Private and taxi rentals
f) MICE (Meetings. Incentives, conferences and Exhibitions)
Price
1) Showing the best price offers the customers can get in different
airlines/railways/buses/cars.
2) Agents are not allowed to take extra commission.
Place
1) Internet marketing/e-business.
2) Dedicated 24X7 customer care support and they have offices in 37 cities across India
and 8 international offices in New York and San Francisco.
Promotion
Promotion in all social sites like Facebook, Twitter, YouTube, News Papers, Magazine etc.
Sales promotions-
1) by giving festival discounts,

2) round trip tickets discounts,
3) best deal of the month
4) special offers to different holiday destination.
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DATA COLLECTION-
The data collected from primary sources through collection of responses of the questionnaire
was assembled, stored, selected and analyzed. The analysis of the data is as under:
Contact Method: Questionnaire method was used to view responses of respondents by

creating google forms generating 8 questions.
Sample Size:
A sample size of 44 respondents was chosen. Though small sample size but it consists of
varied respondents to overcome any error at the time of generalization of result. The
respondents are my classmates, family members, relatives, neighbors and friends.
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Q1. What is your age group?
QUESTION RESPONSES
Below 20 10
20 - 30 31
30 - 40 2
40 - 50 1
50 Above 0
Table 3.1
Fig 3.1
INTERPRETATION-
As per the data collected, 70.5% of the respondents (Which is highest)

fall into the age group of 20–30 and 22.7% respondents fall into the
category of below 20 age group
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Q2. What is your gender?
QUESTION RESPONSES
Male 23
Female 21
Prefer not to say 0
Table 3.2
Fig 3.2
INTERPRETATION-
As per the data collected, 52.3% of the respondents are male and 42.7% are
females
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Q3. How often did you travel outside your city before
pandemic?
QUESTION RESPONSES
Once in a year 15
Once in 6 months 17
Once in a month 9
Never 1
Others 2
Table 3.3
Fig 3.3
INTERPRETATION-
As per the data collected, 38.6% of the respondents (Which is highest)

fall into “once in 6 months” and 34.1% of the respondents travelled once
in a year before the pandemic. And 20.5% respondents fall into once in a
month category
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Q4. How often do you travel outside your city now?
QUESTION RESPONSES
Once in a year 14
Once in 6 months 13
Once in a month 12
Never 5
Others 0
Table 3.4
Fig 3.4
INTERPRETATION-
As per the data collected, 31.8% of the respondents travel once in a

year, 29.5% respondents fall into “once in 6 months”, 27.3% travel once
in a month and 11.4% did not travel at all
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lOMoARcPSD|39995818
Q5. Which brand do you prefer for online booking of hotels?
QUESTION RESPONSES
Make My Trip 25
Yatra 2
Clear Trip 1
Expedia 2
Other 14
Table 3.5
Fig 3.5
INTERPRETATION-
As per the data collected, 56.8% of the respondents (which is the

highest) prefer Make My Trip over other brands
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lOMoARcPSD|39995818
Q6. Do you prefer Make My Trip over other brands?
QUESTION RESPONSES
Yes 17
No 9
Maybe 18
Table 3.6
Fig 3.6
INTERPRETATION-
As per the data collected, 40.9 % of the respondents might prefer

MakeMyTrip over other brands and 38.5% respondents are sure about
choosing the brand over others
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lOMoARcPSD|39995818
Q7. How much did you spend on packages of Make My Trip

before pandemic?
QUESTION RESPONSES
Below 5000 11
5000 - 10000 14
10000 and above 8
Other 11
Table 3.7
Fig 3.7
INTERPRETATION-
As per the data collected, 31.8% respondents spent 5000 - 10000 on the
packages of Make My Trip while 25% spent below 5000 and 18.2% of
the respondents spent 10000 and above
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lOMoARcPSD|39995818
Q8. How much do you spend on packages of MakeMyTrip now?
QUESTION RESPONSES
Below 5000 11
5000 - 10000 12
10000 and above 9
Other 12
Table 3.8
Fig 3.8
INTERPRETATION-
As per the data collected, 25% respondents spend below 5000 on the
packages after the pandemic and 27.3% spend between 5000 – 10000
and 20.5 % of the respondents spend 10000 and above
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lOMoARcPSD|39995818
Q9. Do you think your behavior towards consumption of travel

services offered by MakeMyTrip has changed after the
pandemic?
QUESTION RESPONSES
Yes 8
No 10
Maybe 21
Other 5
Table 3.9
Fig 3.9
INTERPRETATION-
As per the data collected, 47.7% respondents feel that their behavior
might have changed whereas 18.2% are certain that their behavior has
changed
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lOMoARcPSD|39995818
Q10. Do you think other consumers’ behavior towards

consumption of travel services offered by MakeMyTrip has
changed after the pandemic?
QUESTION RESPONSES
Yes 13
No 7
Maybe 19
Other 5
Table 3.10
Fig 3.10
INTERPRETATION-
As per the data collected, 43.2% respondents think that others’ behaviors
might have changed while 29.5% of the respondents are certain that their
behaviors have changed
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lOMoARcPSD|39995818
Q11. How do you think the pandemic has affected the travel
service providers?
QUESTION RESPONSES
Positively 13
Negatively 24
Has not affected at all 1
Other 6
Table 3.11
Fig 3.11
INTERPRETATION-
As per the data collected, 54.5% of the respondents think that the
pandemic has negatively affected the travel service providers and only
29.5% think that pandemic has positively affected them
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Limitations
of the Study
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lOMoARcPSD|39995818
Limitations
The following are the limitations:
1. Study was based on primary data, so a lot of data was needed for the study.
2. Time bound study.
3. Similar trend of study is conducted
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lOMoARcPSD|39995818
Conclusion
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lOMoARcPSD|39995818
Conclusion
MakeMyTrip is truly a world class Indian Company working in Travelling

Industry and has created a space for itself with number one position in overall
traveling market with largest revenue in its field. This is the first Indian online
traveling company to get listed at NASDAQ which is a pride moment for Indian
businesses.
We found that MakeMyTrip is a very well-known name among Indian travelers.

Internet is mostly full of its success story and only a few negative reports and
that too from some unsatisfied customers only. One out of 12-people book
Hotel of Traveling bookings through MakeMyTrip only. Customer satisfaction
is very high among my known people. MakeMyTrip is definitely the number one
Indian Online Industry.
MakeMyTrip is a very well-known site and it is liked by many of its consumers
as we made a survey, we found out that most of the consumers shop from this
website and find prices reasonable.
MakeMyTrip has a very good reputation in market.
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lOMoARcPSD|39995818
Recommendations
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lOMoARcPSD|39995818
Recommendations to MakeMyTrip.com
1. There is a growing number of rural people who have started using Smart
Phones and with the advent of Reliance Jio, most of them are using Internet on
that. So, this is a growing area and to capture this rural market,
MakeMyTrip.com should use Hindi or other vernacular Indian regional language
in its interface and app.
2. MakeMyTrip should also improve its customer satisfaction level by being the
brand that they trust instinctively and take care of them. Since there is a fierce
competition, customer satisfaction is the key. Travelling is a continuous process
and it goes on as people do good in their career.
3. MakeMyTrip should also launch a lighter version of their app which is more
compatible with 2G network so that people who are not using faster Net can also
avail services.
4. As many elderly people were not comfortable in using the current make my trip
app as they thought it was too complicated for them so make my trip should
make a more user-friendly app for elderly people.
5. Make my trip should do tie ups with mobile companies so that their app should
come pre- installed in mobile sets.
6. Make my trip should make more attractive and exclusive packages for students
as they do not have money in their pockets but have youthful energy to travel
well.
7. More offers and incentive schemes should be introduced by the company to

attract more travelers to avail its services.
8. Make my trip should do more advertisement in remote areas to make
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lOMoARcPSD|39995818
people more aware about their packages.
9. Proper training should be given to their staff so that they could create
good value for the company.
10. They should provide 3D view of hotels and other services being offered.
11. Some amount of decision making must be delegated to the employees

so that they can confidently respond to the customer's uninvited
queries
12. The tangibility should be more as we are more dependent on others for our
services
13. They should focus more upon the accuracy factor to increase their reliability.
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lOMoARcPSD|39995818
Bibliography-
• Shakil, A., & Maheshwari, N. A Study on Customer

Behaviour Towards Make My Trip. Com. 1 Financial
Performance Evaluation of the Construction Industry in
India, 21.
• Avhad, T., & Anute, N. DIGITAL MARKETING

STRATEGIES ADOPTED BY ONLINE TOURISM
COMPANIES IN INDIA.
• Abhyankar, A., & Dalvie, S. (2013). Growth potential of

the domestic and international tourism in India. Review of
Integrative Business and Economics Research, 2(1),
566.
• Kar, S. K. (2010). Makemytrip. com (A). Vikalpa, 35(1), 125-

138.
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Appendices
Questionnaire-
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74

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03614188820 - Major project report

B.com(hons) (Guru Gobind Singh Indraprastha University)

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A MAJOR PROJECT REPORT

“A STUDY OF CHANGE IN CONSUMER BEHAVIOUR

Submitted in partial fulfillment of requirement of Bachelor of

Submitted to: Submitted by:

JAGANNATH INTERNATIONAL MANAGEMENT SCHOOL

Downloaded by Riddhi Jain (riddhij2003@gmail.com)

With deep sense of gratitude, I acknowledge the encouragement and guidance

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This is to certify that the project work titled ‘A STUDY OF CHANGE IN

Ms. Bhawna Thakran

Downloaded by Riddhi Jain (riddhij2003@gmail.com)

Downloaded by Riddhi Jain (riddhij2003@gmail.com)

Mrs. Bhawna Thakran

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Description Page No.

Objectives of the Study 32

Analysis and Findings 49

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S.no Description Page No.

Table 2.2 Customer Inducement

Table 3.3 Q3 How often did you 54

Table 3.4 Q4 How often do you 55

Table 3.6 Q6 Do you prefer 57

Table 3.7 Q7 How much did you 58

Table 3.8 Q8 How much did you 59

Table 3.9 Q9 Do you think your 60

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S.no Description Page No.

Fig 3.2 Q2 What is your gender? 53

Fig 3.3 Q3 How often did you 54

Fig 3.4 Q4 How often do you 55

Fig 3.5 Q5 Which brand do you 56

Fig 3.6 Q6 Do you prefer 57

Fig 3.7 Q7 How much did you 58

Fig 3.8 Q8 How much did you 59

Fig 3.9 Q9 Do you think your 60

Fig 3.10 Q10 Do you think other’ 61

Fig 3.11 Q11 How do you think 62

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Downloaded by Riddhi Jain (riddhij2003@gmail.com)

This project ‘A STUDY OF CHANGE IN CONSUMER BEHAVIOUR TOWARDS

Downloaded by Riddhi Jain (riddhij2003@gmail.com)

Downloaded by Riddhi Jain (riddhij2003@gmail.com)

CURRENT SITUATION IN THE TOURISM SECTOR

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Downloaded by Riddhi Jain (riddhij2003@gmail.com)

A Study on Customer Perception About Experiential Value Of

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‘Make My Trip’ Online Travel Company-

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Downloaded by Riddhi Jain (riddhij2003@gmail.com)

Downloaded by Riddhi Jain (riddhij2003@gmail.com)

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Booking Flights with MakeMyTrip

Domestic Flights with MakeMyTrip

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Downloaded by Riddhi Jain (riddhij2003@gmail.com)

Downloaded by Riddhi Jain (riddhij2003@gmail.com)