Consumer Behaviour

Mentor – Prof. Sita Mishra

APO - 9
Problem

Brand Loyalty
In a world of similar services and prices from Uber, Ola
and other new players in the market.
How can Ola earn rider loyalty?
 Sources
Research Papers:
• Factors Analysis Influencing Consumer Loyalty in Taxi Users based on
"Uber" Online in Jakarta by Mahardiwan Arief
• The Effect of Service Quality and Trust on Customer Loyalty and
Satisfaction by Harjadi Dikdik

Personal Interviews
• In-depth Interviews
• Projective Techniques
 Influences

Internal Influences External Influences

• Ride Vehicle Option • Waiting Time
• Amenities • Payment Options
• Budget • UI Friendliness
 Decision Making Process

Problem Recognition Triggered by factors such as Unavailability of public

transport, Comfort, Time to reach

Information Search Surfing different apps, suggestions from influence groups

(Family, friends, peers, personalities, experts)

Evaluation of Alternatives Evaluating the options on criteria such as Availability,

Price, Waiting Time etc.

Purchase Decision Booking the Cab, Boarding, Riding

Self- Evaluation, sharing with peers, feedback to

Post-Purchase Evaluation
company and driver
 Up Until Now…
Tried to Differentiate with add-on features
• SOS Emergency Contacts
• Vehicle Options – Bikes, Autos
• Payment Convenience

Some Hygiene Factors

• Sanitized Cars & Masks
• Driver’s track record
 Recommendation
Customer Satisfaction is the Key!
Loyalty Programs
Riding Passes
Step-up Rewards
Thankyou for Riding with us!