MARKET SURVEY REPORT

ON

“CONSUMER PERCEPTION TOWARDS ONLINE CAR

BOOKING SERVICE WITH SPECIAL REFERENCE TO OLA”

Submitted in partial fulfillment of the requirements for the award of

the degree of

BACHELOR OF BUSINESS ADMINISTRATION

to

Chhatrapati Sahu Ji Maharaj University, Kanpur

Under the Guidance of Submitted by

Dr.Jyotsana Kapoor Prateek Yadav
Assistant Professor BBA-4THSem
PSIT College of Higher Education Roll.No.22014001538

Session 2023– 2024

PSIT College of Higher Education, Kanpur

Bhauti Kanpur

1
 DECLARATION

I hereby declare that the Project Report entitled “CONSUMER PERCEPTION

TOWARDS ONLINE CAR BOOKING SERVICE WITH SPECIAL
REFERENCE TO OLA”
submitted to PSIT College of Higher Education, Kanpur in partial fulfillment of
Degree of Bachelor of Business Administration is the original work conducted by
me. The information and data given in the report is authentic to the best of my
knowledge.

This Project Report is not being submitted to any other University for award of any
other Degree, Diploma and Fellowship.

Place: Kanpur Prateek Yadav

Date: Roll. No. 22014001538

2
 CERTIFICATE

This is to certify that the Project Work entitled “CONSUMER PERCEPTION TOWARDS

ONLINE CAR BOOKING SERVICE WITH SPECIAL REFERENCE TO OLA” is a

Bonafede work of Prateek Yadav (Roll No: 22014001538) BBA-IV Semester and has

been done under my supervision in partial fulfilment of the requirement for the award

of BBA Degree from CSJM University Kanpur.

This report neither full nor in part has been submitted before for awarding of any

Degree/Diploma either from this university or any other university. I am pleased to

say that the performance of the student during the period survey work was extremely

satisfactory.

Dr. A. P. S BHADORIA Miss. Jyotsna Kapoor

(DEAN) (ASSSISTANT.PROFESSOR)

3
4
 PREFACE

This report delves into the perceptions of consumers regarding online car booking services,
focusing particularly on Ola, amidst India's burgeoning startup landscape in this sector.
Factors such as pricing, comfort, app usability, driver behavior, and safety are analyzed to
comprehend the various dimensions of consumer sentiment towards Ola.

In February 2019, Ola established Ola Electric Mobility, a distinct entity dedicated to
electric vehicles, with an initial funding of US$56 million from investors Tiger Global and
Matrix India. Ola Electric is engaged not only in electric vehicle manufacturing but also in
developing charging solutions, EV batteries, and infrastructure to support large-scale
commercial EV operations. Additionally, Ratan Tata joined as an investor in Ola Electric
during its Series funding round in May 2019.

However, Ola's refund policy has faced criticism due to technical glitches leading to
charging errors in their system. Customers have also expressed discontent with surge
pricing practices, where Ola allegedly undercuts competition initially and then implements
surge pricing, leading to increased fares during peak times.

5
 ACKNOWLEDGEMENT
I am immensely grateful to Joytsana Kapoor maam , my project guide, whose unwavering
support and guidance have been invaluable throughout the completion of this report. His
dedication and academic insights have played a crucial role in shaping this project, and
without his assistance, it would not have been possible to achieve this milestone.

I extend my heartfelt thanks to all those who generously contributed their time and
assistance to this market survey report. Their cooperation and support have been
instrumental in bringing this project to fruition.

Special appreciation goes to my friends, whose unwavering support and encouragement

have been a constant source of motivation. Their interest in my research work and efforts to
simplify tasks have been truly commendable.

I am also deeply thankful to my family members for their love, encouragement, and
understanding, which have provided me with the strength and perseverance to complete this
endeavor successfully.

Lastly, I express my gratitude to the Almighty for blessing me with the courage and
resilience to undertake and complete this project report.

Prateek Yadav

22014001538

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 TABLE OF CONTENTS

S.NO DESCRIPTION PAGE NO.

1. TITLE PAGE 1

2. STUDENT’S DECLARATION 2

3. CERTIFICATE 3

4. PREFACE 4

5. ACKNOWLEDGEMENT 5

6. TABLE OF CONTENTS 6

7. INTRODUCTION 7-9

8. COMPANY PROFILE 10-15

9. LITERATURE REVIEW 16-19

10. OBJECTIVE OF STUDY 20-21

11. SIGNIFICANCE OF STUDY 22-23

12. RESEARCH METHODOLOGY 24-26

13. DATA ANALYSIS 27-47

14. FINDINGS 48-49

15. RECOMMENDATIONS 50-51

16. LIMITATIONS 52-53

17. CONCLUSIONS 54-55

18. REFERENCES 56-57

19. ANNEXURE 58-62

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INTRODUCTION

8
 INTRODUCTION:-

Founded in December 2010 by two graduates of the Indian Institute of Technology

Bombay, Ola, previously known as Ola Cabs, stands as the pioneer in the Indian cab
aggregation industry. Owned by ANI Technologies Pvt. Ltd., Ola revolutionized the
concept of cab services by leveraging modern technology to connect cab owners with
commuters seamlessly.

Rather than owning and leasing vehicles, Ola adopts a partnership model with numerous
taxi drivers and owners, enhancing accessibility through their user-friendly app. With
approximately 60% market share in India as of 2014, Ola operates in over 100 cities and
boasts a network of 1.5 million driver-partners. Guided by a hyperlocal strategy, Ola is
steadfast in its mission to enhance mobility for a billion people, diversifying its offerings to
include auto rickshaws, bike booking services, and even bicycle sharing through 'Ola
Pedal'.

Ola's commitment to customer convenience is evident in its streamlined cab booking

process, comprehensive payment options, and innovative features like 'Ola Play' for in-ride
entertainment. Moreover, Ola has expanded its services to include self-drive car rentals,
offering a diverse range of vehicles to suit varying passenger needs and preferences,
whether for solo or shared travel within the city.

In 2016, Ola introduced 'Ola Corporate', facilitating hassle-free ride booking for employees
with fare deductions from a company's prepaid account. This initiative not only simplifies
travel expense tracking for organizations but also prioritizes employee safety during
commutes.

9
On May 26, 2017, Ola inaugurated India's inaugural multimodal electric vehicle initiative in
Nagpur, marking a collaborative effort between industry stakeholders and government
entities to introduce electric vehicles for public and shared mobility. Through its app, Ola
facilitated bookings for over 200 electric vehicles in Nagpur, underscoring its commitment
to sustainable transportation solutions. Ola Electric Mobility Pvt. Ltd., established as a
distinct entity, achieved unicorn status following a $250 million investment from SoftBank
in July 2001.

Ola Cabs, an Indian transportation network company (TNC), headquartered in Bangalore,

Karnataka, emerged from the efforts of ANI Technologies Pvt. Ltd. As of October 2019,
the company garnered a valuation of approximately $10 billion, with significant
investments from venture capitalists, notably SoftBank.

Originating as an online cab aggregator in Mumbai on December 3, 2010, Ola Cabs has
since expanded its operations to encompass a vast network of over 1.5 million drivers
across 250 cities by 2019. In November 2014, Ola diversified its services by piloting auto
rickshaw operations in Bangalore, later expanding to cities like Delhi, Pune, Chennai, and
Hyderabad from December of the same year.

Despite its success, Ola Cabs faced scrutiny over the security of its mobile app, particularly
regarding vulnerabilities in API calls that could facilitate unauthorized wallet top-ups.
Furthermore, in August 2016, a privacy breach occurred when customers' sensitive
information, including names, phone numbers, and addresses, was inadvertently shared via
SMS messages to an individual in Chennai. Despite warnings and media coverage, Ola
initially neglected to address the issue, prompting public concern.

Expanding its reach, Ola ventured into international markets, commencing operations in
Australia in January 2018 and New Zealand in September 2018. In March 2019, Ola
extended its services to the UK, introducing auto rickshaws in London. Ahead of its
London launch, more than 10,000 drivers applied for positions, signaling strong interest in
Ola's offerings. Subsequently, in February 2020, Ola launched taxi-hailing services in the
UK, boasting a registered driver base exceeding 25,000.

10
COMPANY PROFILE

11
 COMPANY PROFILE

Established in 2011, Ola stands as one of the foremost global players in the ridesharing
industry. Leveraging cutting-edge technology, Ola serves as a vital link between taxi
proprietors and clientele. Its hyperlocal business model has played a pivotal role in
rendering affordable and round-the-clock transportation solutions to a vast consumer base.

Ola presents a diverse array of transportation alternatives, encompassing taxis, shared rides,
auto rickshaws, e-rickshaws, and luxury vehicles, catering to varied customer preferences.
Emphasizing passenger safety, Ola integrates advanced security features into its rides.
Moreover, amenities such as in-cab entertainment, cashless transactions, and Ola credit
further enhance the appeal of this ride-hailing service among consumers.

HISTORY:-

The genesis of Ola occurred when co-founder Bhavish Aggarwal encountered a

distressing incident with conventional car rental services. Initially engaged in the
tours and holidays industry, Bhavish embarked on a business journey that involved
renting a car for travel from Bangalore to Bandipur. However, midway through the
journey, the driver unexpectedly demanded additional payment. Refusing to
comply, Bhavish found himself abandoned en route to his intended destination.
This experience served as the catalyst for the conception of Ola.
12
During this incident, Bhavish Aggarwal discerned the dire state of affairs
concerning car rental services in India and recognized the substantial untapped
potential within the industry. Motivated by this revelation, he pivoted his tours and
holidays business towards the realm of cab booking services. Consequently, in
2010, he embarked on transforming his vision into reality, laying the foundation
for what would eventually become Ola.Ankit Bhati joined forces with Bhavish in
their endeavor, leading to the launch of Ola Cabs in 2011. Presently, Ola operates
across over 110 cities and boasts a network of driver-partners exceeding 1 million.
With a fleet comprising over 900,000 vehicles, Ola caters to the transportation
needs of millions of customers on a daily basis.

FUNDING:-

Ola has received investments worth $3 billion through 14 rounds of funding. Top
investors include Soft Bank, Tiger Global, Yes Bank, Tekne Capital, Matrix
Partners and Falcon Edge Capital.

ACQUISITIONS:-
Ola has acquired 5 companies till date:
13
• Taxi For Sure, a cab aggregator, was acquired in 2015
• Geotagg, a trip planning application startup, was acquired in 2015
• Ridlr, a public transport ticketing and commuting app, was acquired in 2018.
• Pickup, in August 2019.
• Ola Electric, the EV business that spun out of riding-hailing giant.

14
 COMPETITION:-

Ola faces competition from various other ridesharing enterprises, including Uber, Didi
Chuxing, Grab, and Careem.

About the Founders:

Bhavish Aggarwal and Ankit Bhati co-founded Ola. Bhavish, an alumnus of IIT Mumbai,
assumes the role of CEO at Ola. Before establishing Ola, Bhavish spent two years at
Microsoft Research. Similarly, Ankit Bhati, also an alumnus of IIT Mumbai, serves as the
CTO of Ola, overseeing product management, data sciences, and engineering.

OLA ELECTRIC MOBILITY:-

In February 2019, Ola established a distinct entity named Ola Electric Mobility, focusing on
its electric vehicles segment, with an initial funding injection of US$56 million, courtesy of
Tiger Global and Matrix India. Ola Electric's endeavors extend beyond electric vehicles,
encompassing the development of charging solutions, EV batteries, and the creation of
15
robust infrastructure to support the widespread operation of commercial EVs. Notably, on
May 6, 2019, Ola Electric disclosed that Ratan Tata had made an undisclosed investment in
the company as part of its Series A funding round.

16
In July 2019, Ola Electric secured a substantial investment of $250 million from SoftBank
during its Series B funding round, propelling the company's valuation to exceed $1 billion.
Anand Shah, co-founder of Ola Electric and senior VP at Ola Cabs, emphasized that further
capital infusion would be essential for Ola Electric to realize its goal of deploying 1 million
EVs on the roads by 2021.

TECHNOLOGY:-

Ola Cabs faced scrutiny over the security of its mobile app, particularly concerning
potential vulnerabilities in its API calls that could be exploited to facilitate unauthorized
wallet top-ups.

In August 2016, a privacy breach exposed customers' personal information, including

names, phone numbers, and addresses, when these details were inadvertently transmitted
via SMS messages to an individual in Chennai, originating from Bangalore. Despite reports
of these unexpected messages to Ola, the company initially disregarded them, even in the
face of potential regulatory consequences. It was only after significant media and social
media exposure that the issue was reportedly addressed three weeks later.

Overcharging and lack of transparency in charging:-

Criticism has been directed towards Ola Cabs' refund policy due to instances of charging
errors stemming from technical glitches within their system. Surge pricing has also drawn
ire from customers, with Ola accused of undercutting competitors initially only to
implement surge pricing, thereby significantly increasing fares. Moreover, dissatisfaction
arises from the variability in ride costs, which can fluctuate based on factors such as the
time, day, driver profiles, history, and passenger ratings. These issues have sparked
considerable discontent among customers.

Driver concerns:-

Since January 2017, Ola has faced significant backlash for consistently reducing driver
incentives, resulting in a detrimental impact on the monthly income of driver-partners.
17
Many drivers now struggle to meet their monthly EMIs and other financial obligations.
Consequently, the daily earnings of cab drivers have dwindled to levels comparable to those
of auto-rickshaw drivers in the city, once all dues are deducted.

• Taxes Distance fare (charged per kilometre)

• Ride time fare (charged per time taken to travel)
• Peak pricing (direct ratio depending on demand for cabs)

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 • GST (5%)
• Toll charges (toll collection if crossing a toll junction)

Ola and Uber have faced criticism for their strategy of initially enticing drivers and
passengers with discounts and bonuses, only to subsequently increase fares without
adequately compensating drivers. Furthermore, their practice of charging significant
sign-up fees from drivers while categorizing them as "contractors" has also drawn
scrutiny. By treating d
rivers as contractors, both companies seek to absolve themselves of any legal
responsibilities.

In an interview, Pranay Jivrajka, a co-founder of Ola, expressed plans for the

company to generate 50 lakh new "opportunities" over the next five years.
However, he carefully avoided using the term "jobs" to describe these opportunities.
Instead, he emphasized the broader goal of creating an ecosystem, suggesting a
focus beyond mere employment.

Comprises:-

Assaults on and Murders of Ola cab drivers:-

App-based cab aggregators, including Ola, have witnessed 11 instances of murder and over
90 cases of kidnapping and robbery targeting drivers. Criminals masquerading as
passengers through fake profiles perpetrate these crimes. The most recent incident occurred
in Pune in June 2019, where a passenger murdered a driver to steal his vehicle.
Additionally, two other Ola drivers fell victim to robbers, resulting in fatal outcomes, with
incidents reported in New Delhi and Agra.
Driver credibility:-

In early 2015, the Delhi Transport Authority raised concerns regarding the credibility of
drivers employed by Ola and other competitors, notably Uber. The authority emphasized
the need for thorough verification processes for these drivers. This scrutiny stemmed from
incidents involving drivers of app-based cab aggregators being implicated in criminal
activities, prompting regulatory bodies to reassess the safety measures implemented by
these companies.

The Delhi Transport Authority's questioning of credibility underscored the importance of

ensuring the reliability and trustworthiness of drivers operating under the purview of app-
19
based cab services. This scrutiny ultimately led to heightened scrutiny and calls for
enhanced background checks and verification procedures to mitigate potential risks to
passenger safety.

20
LITERATURE REVIEW

21
 LITERATURE REVIEW:-

Online car Booking service:-

It's an internet-based platform where customers can access information about available vehicles, check
driver profiles, and book rides according to their preferences. The progression of Information Technology
and widespread internet access has significantly improved numerous business operations and interactions
between service providers and their clientele, with the car rental industry being no exception. This online
car booking service is designed to offer the following amenities:-

➢ Enhance Business Processes: Utilizing internet technology enables rental

companies to extend their reach beyond local boundaries, thereby expanding
their presence on a global scale and enhancing their return on investment
(ROI).
➢ Online Vehicle Reservation: A platform that enables customers to make online
reservations for available cars ahead of their anticipated pick-up date or time.
➢ Customer’s registration: A registration interface where customer information
is stored, transactions are monitored, and this data is utilized to enhance
services and provide improved customer experiences.

➢ Group bookings: Enables customers to reserve space for group events

such as weddings or corporate meetings, facilitating event
management.

How Car Rental Services Work

Car rental services provide temporary access to vehicles for a specified duration in
exchange for a fee. Renting a car offers individuals the convenience of transportation
even when they lack access to their own vehicle or do not own one.

To rent a car, individuals typically initiate contact with a car rental company, often
through online channels, to specify their desired vehicle and rental dates. Upon
confirmation of these details, the individual must provide valid identification
documentation.

Most car rental companies generate revenue by renting out various types of vehicles,
categorized as economy, compact, compact premium, premium, and luxury. Customers
22
 have the flexibility to select a car based on their preferences and budget, subject to
availability at the time of reservation.

Benefits of Online Car Rental Services

➢ This online car rental solution is fully functional and flexible.

➢ It is very easy to use.

➢ This online car rental system helps in back office administration by streamlining and
standardizing the procedures.

➢ It saves a lot of time, money and labour.

➢ Eco-friendly: The monitoring of the vehicle activity and the overall business becomes
easy and includes the least of paper work.

➢ The software acts as an office that is open 24/7.

➢ It increases the efficiency of the management at offering quality services to the

customers.

➢ It provides custom features development and support with the software.

How the concept of Ola comes into existence:-

The inception of Ola traces back to a troubling encounter experienced by co-founder

Bhavish Aggarwal with traditional car rental services. While managing his tours and
holidays business, Bhavish rented a car for a business trip from Bangalore to Bandipur.
Midway through the journey, the driver demanded additional payment, ultimately
abandoning Bhavish en route to his destination when his demands were not met. This ordeal
shed light on the challenges faced by individuals relying on car rental services in India,
sparking the genesis of Ola.

Recognizing the immense potential within the car rental industry, Bhavish was inspired to
transform his tours and holidays business into a cab booking service. In 2010, Ankit Bhati
joined Bhavish in this endeavor, leading to the launch of Ola Cabs in 2011. Presently, Ola
operates across more than 110 cities, boasting a vast network of driver-partners exceeding 1
million and a fleet of over 900,000 vehicles, catering to millions of customers on a daily
basis.

23
 How Ola differ from other online car booking
services

➢ The attractive price package and variety in the fleet of cars target the moderate-income
segment which increases their customer base.

➢ Also, the ride later option available with Ola makes it more customer friendly service.

➢ Ola also takes into account the safety of the customer and thus has a 24*7 customer care
service.

➢ This leads to price transparency and enables them to achieve customer trust

➢ The GPs tracker in all the cabs to monitor the activity of the vehicle and high visibility in
terms of logo contribute in the success of the cab company.

➢ Ola is different from other aggregator service provider or other segments in the way that
they themselves are the marketplace.

Reason for Study:-

To grasp Ola's business model, it's essential to recognize its primary competitors in the
ridesharing sector. Ola faces competition from prominent players such as Uber, Lyft, Didi
Chuxing, Grab, and regional competitors based on specific markets.

Examining the rising favor towards Ola's cab service among customers entails
understanding various factors driving this preference. Ola distinguishes itself through
factors like convenience, affordability, safety, and a diverse fleet of vehicles. Its easy-to-
use mobile app, availability of multiple vehicle options, transparent pricing, and features
like in-cab entertainment contribute to its appeal. Moreover, Ola's focus on safety,
including stringent driver background checks and real-time ride tracking, resonates with
safety-conscious passengers.

24
Ola sets itself apart through unique marketing strategies aimed at engaging its target
audience effectively. These strategies often involve hyperlocal marketing, tailoring
promotions to specific regions to establish a more personal connection with customers.
Additionally, Ola collaborates with local events, festivals, and brands to enhance brand
visibility and engagement. Furthermore, its commitment to sustainability, particularly
through initiatives like Ola Electric, appeals to environmentally conscious consumers.

In essence, Ola's business model centers on delivering a seamless transportation

experience while leveraging innovative marketing approaches to differentiate itself from
competitors and meet evolving customer preferences.

Ola Business Model:-

➢ Ola has a focused approach on planned growth by providing customers with customised
services according to the needs of the local market.

➢ Cab owners benefit from the Ola cabs network and technology platform.

➢ Ola also works with leading car manufacturers and financial institutions to help drivers
buy their own cars at huge discounts and access to affordable repayment schemes.

➢ Ola does not operate its own fleet of cars but provides technologically enhanced services
over the licensed car owners.

➢ They target a specific audience and provide services that suit the needs of the public.

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OBJECTIVES OF THE
STUDY

26
 OBJECTIVES OF STUDY
• Investigating customer attitudes toward online car booking, focusing particularly on Ola.

• Identifying the factors influencing customer perceptions of online car booking, with Ola
as a key reference point.

• Exploring customer satisfaction levels regarding Ola's booking services.

• Assessing the convenience and comfort levels experienced by customers when using Ola's
services.

• Identifying the challenges encountered by consumers while utilizing cab services, with a
specific focus on Ola.

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SIGNIFICANCE OF THE
STUDY

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 SIGNIFICANCE OF STUDY:-
• Online reservations eliminate the need for manual processing, streamlining the booking process.

• With rental data stored in a database, errors are minimized, ensuring accuracy.

• The integration of the entire network onto a single platform facilitates seamless data flow.

• Standardized processes and services guarantee clients receive consistent rates.

• Enhanced management efficiency leads to improved service quality for customers.

• External reservation links attract a broader customer base.

• Leveraging an online car rental system allows businesses to prioritize growth without redundant
processes.

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 RESEARCH
METHODOLOGY

30
 RESEARCH METHODOLOGY

Research:-
After clearly defining the problem, the researcher must devise a plan outlining the
investigation to be conducted. This plan, known as the research design, details the
systematic and purposeful steps taken and their sequence. It serves as a methodical
approach to comprehensively understand customer perceptions regarding online car
booking, particularly focusing on Ola. The chosen methodology aims to gather information
and draw conclusions about consumer perceptions toward Ola through a structured and
systematic process.
Research Design:-

Research design entails organizing conditions for data collection and analysis
systematically, aiming to balance relevance to research objectives with procedural
efficiency. The research study employed here is primarily DESCRIPTIVE in nature.

Descriptive Research: This method primarily involves the researcher reporting on what
has happened or is currently happening, without exerting control over the variables.
Descriptive research commonly utilizes survey methods to gather data.

Sampling Technique:-
The primary data collection employed the judgmental sampling method. This technique is a
non-probability sampling approach where sample members are selected solely based on the
researcher's knowledge and judgment. Judgmental sampling is particularly useful when the
population consists of a limited number of individuals possessing specific qualities sought
by the researcher. Researchers opt for this sampling method when they believe that
alternative techniques would be time-consuming and when they possess sufficient
confidence in their ability to select a representative sample for research purposes.

Sample Size:-
100 respondents are chosen for this study.

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 Data Collection
1. Primary Data: This involves the direct collection of data from respondents through
questionnaires to gauge their perceptions regarding OLA.

2. Secondary Data: Secondary data is gathered from various sources, including websites,
journals, and books, to supplement the primary data collection process.

Research Instruments:-
I have created a survey questionnaire containing multiple-choice questions for the
participants to answer.

Area of analysis:-
Method of sampling: Convenience sampling

Area of analysis: It is conducted in PSIT College and Kanpur city.

Research Methodology

1. Type of Research Descriptive

2. Area PSIT college and Kanpur

3. Data Primary and Secondary

4. Mode of Collecting Data Questionnaire

5. Sampling Technique Judgmental Sampling

6. Sampling Frame Ola users of Kanpur

7. Sampling Size 100 Respondents

8. Sampling Unit Ola user

9. Data Analysis tool Pie chart and its

Interpretation

32
DATA ANALYSIS

33
 DATA ANALYSIS
To assess consumer perception regarding online car booking, particularly
focusing on OLA, several key variables have been identified for detailed
analysis. The findings of this analysis are presented in the subsequent sections.
GENDER:-

RESPONSES NUMBERS PERCENTAGE

MAN 62 62
WOMEN 38 38
Total 100 100

Male
Female

INTERPRETATION:-
According to the data presented in the table above, 38% of the participants identify as
female, while 62% identify as male.

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AGE GROUP:-

RESPONSES NUMBERS PERCENTAGE

Below 20 years 31 31
20-30 years 49 49
30-40 years 15 15
Above 40 years 5 5
Total 100 100

Below 20 years
20-30 years
30-40 years
Above 40 years

INTERPRETATION:-
The table above indicates that 31% of the respondents are aged below 20 years, 49% fall within the 20-
30 age bracket, 15% are between 30-40 years old, and 5% are above 40 years of age.

35
EDUCATIONAL QUALIFICATION:-

RESPONSES NUMBERS PERCENTAGE

Matriculate 10 10
Intermediate 60 60
Graduate 20 20
Post graduate 8 8
Doctorate 2 2
Total 100 100

Matriculate
Intermediate
Graduate
Post graduate
Doctorate

INTERPRETATION:-
Based on the data presented in the table above, it can be observed that 10% of the
respondents have a matriculate education level, 60% have completed intermediate studies,
36
20% are graduates, 8% hold postgraduate degrees, and 2% have obtained doctorate.
INCOME

RESPONSES NUMBERS PERCENTAGE

Below 20000 per month 45 45
20000-40000 per month 30 30
40000-60000 per month 20 20
Above 60000 per month 5 5
Total 100 100

Below 20000 per month

20000-40000 per month
40000-60000 per month
Above 60000 per month

INTERPRETATION

According to the data presented in the table above, 45% of the respondents have a monthly
income below 20000, while 30% fall within the income range of 20000-40000 per month.
Additionally, 20% report earning between 40000-60000 per month, and 5% indicate
earning above 60000 per month.

1. Making payment to Ola driver is quite convenient.

RESPONSES NUMBERS PERCENTAGE

Strongly agree 7 7
Agree 65 65
Neutral 8 8
37
 Disagree 10 10
Strongly disagree 10 10
Total 100 100

Strongly agree
Agree
Neutral
Disagree
Strongly disagree

INTERPRETATION:-

According to the data provided in the table above, 7% of the respondents strongly agree,
65% agree, 8% remain neutral, 10% disagree, and 10% strongly disagree.

38
2. Booking Ola car is quite easy.

REPONSES NUMBERS PERCENTAGE

Strongly agree 50 50
Agree 20 20
Neutral 15 15
Disagree 10 10
Strongly disagree 5 5
Total 100 100

Strongly agree
Agree
Neutral
Disagree
Strongly disagree

INTERPRETATION:-

According to the table above, half of the respondents (50%) strongly agree, while 20%
agree, 15% remain neutral, 10% disagree, and 5% strongly disagree.

39
 3. Prices of Ola car is satisfactory.

RESPONSES NUMBERS PERCENTAGE

Strongly agree 22 22
Agree 10 10
Neutral 27 27
Disagree 26 26
Strongly disagree 15 15
Total 100 100

Strongly agree
Agree
Neutral
Disagree
Strongly disagree

INTERPRETATION:-

Based on the data presented in the table above, 22% of the respondents strongly agree, 10%
agree, 27% are neutral, 26% disagree, and 15% strongly disagree.

40
4. Ola car service provides a comfortable ride.

RESPONSES NUMBERS PERCENTAGE

Strongly Agree 20 20
Agree 17 17
Neutral 24 24
Disagree 13 13
Strongly disagree 26 26
Total 100 100

Strongly Agree
Agree
Neutral
Disagree
Strongly disagree

INTERPRETATION:-

From the above table, 20% of respondents are strongly agree with prices, 17% are agree, 24%
are neutral, 13% are disagree, and 26% are strongly disagree.

41
 5. Ola car booking service is found even in rural and semi-urban areas.

RESPONSES NUMBERS PERCENTAGE

Strongly agree 15 15
Agree 65 65
Neutral 15 15
Disagree 2 2
Strongly disagree 3 3
Total 100 100

Strongly agree
Agree
Neutral
Disagree
Strongly disagree

INTERPRETATION:-

From the above table, 15% of respondents are strongly agree that Ola car service is found even in
rural and semi-urban areas, 65% of them are agree, 15% are neutral, 2% are disagree, and 3% are
strongly disagree.

42
6. Travelling to Ola car is very much safe.

RESPONSES NUMBERS PERCENTAGE

Strongly agree 5 5
Agree 60 60
Neutral 25 25
Disagree 9 9
Strongly disagree 1 1
Total 100 100

Strongly agree
Agree
Neutral
Disagree
Strongly disagree

INTERPRETATION:-

From the above table, 5% of the respondents are strongly agree that travelling to Ola car is very
much safe, 60% are agree, 25% of them are neutral, 9% are disagree and 1% of them are strongly
disagree.

43
7. Ola car booking service is secure.

RESPONSES NUMBERS PERCENTAGE

Strongly agree 40 40
Agree 15 15
Neutral 29 29
Disagree 14 14
Strongly disagree 2 2
Total 100 100

Strongly agree
Agree
Neutral
Disagree
Strongly disagree

INTERPRETATION:-

From the above table, 40% of the respondents are strongly are that the Ola car booking service is
secure, 15% are agree, 29% of them are neutral, 14.5% of the respondents are disagree and 1.5%
of them are strongly disagree.

44
8. Ola car drivers are well behaved with the customers.

RESPONSES NUMBERS PERCENTAGE

Strongly agree 20 20
Agree 15 15
Neutral 60 60
Disagree 4 4
Strongly disagree 1 1
Total 100 100

Strongly agree
Agree
Neutral
Disagree
Strongly disagree

INTERPRETATION:-

From the above table, 20% of the respondents are strongly agree that Ola car drivers are well
behaved with the customers, 15% of them are agree, 60% are neutral, 4% are disagree and 1%
of the respondents are strongly disagree.

45
9. Making payments to Ola car follows a difficult and complex procedure.

RESPONSES NUMBERS PERCENTAGE

Strongly agree 3 3
Agree 7 7
Neutral 25 25
Disagree 60 60
Strongly disagree 5 5
Total 100 100

Strongly agree
Agree
Neutral
Disagree
Strongly disagree

INTERPRETATION:-

From the above table, 3% of the respondents are agree that making payments to Ola car follows a
difficult and complex procedure, 7% of them are agree, 25% are neutral, 60% are disagree and
5% of the respondents are strongly disagree.

46
10. It is not easy to book an Ola car.

RESPONSES NUMBERS PERCENTAGE

Strongly agree 2 2
Agree 1 1
Neutral 7 7
Disagree 65 65
Strongly disagree 25 25
Total 100 100

Strongly agree
Agree
Neutral
Disagree
Strongly disagree

INTERPRETATION:-

From the above table, 2% of the respondents are strongly agree that it is not easy to book an Ola
car , 1% of them are agree, 7% are neutral, 65% are disagree, and 25% of them are strongly
disagree.

47
11. Ola car service renders high price for its service.

RESPONSES NUMBERS PERCENTAGE

Strongly agree 5 5
Agree 15 15
Neutral 20 20
Disagree 50 50
Strongly disagree 10 10
Total 100 100

Strongly agree
Agree
Neutral
Disagree
Strongly disagree

INTERPRETATION:-

From the above table, 5% of the respondents are strongly agree that Ola car service renders high
price for its services , 15% of them are agree, 20% are neutral, 50% are disagree, and 10% of
them are strongly disagree.

48
12. Riding on Ola car is comfortable.

RESPONSES NUMBERS PERCENTAGE

Strongly agree 62 62
Agree 28 28
Neutral 4 4
Disagree 3 3
Strongly disagree 3 3
Total 100 100

Strongly agree
Agree
Neutral
Disagree
Strongly disagree

INTERPRETATION:-

From the above table, 62% of the respondents are strongly agree that riding on Ola car is
comfortable , 28% of them are agree, 4% are neutral, 3% are disagree, and 3% of them are
strongly disagree.

49
13. It is difficult to find Ola car at every place.

RESPONSES NUMBERS PERCENTAGE

Strongly agree 17 17
Agree 10 10
Neutral 30 30
Disagree 33 33
Strongly disagree 10 10
Total 100 100

Strongly agree
Agree
Neutral
Disagree
Strongly disagree

INTERPRETATION:-

From the above table, 17% of the respondents are strongly agree that it is difficult to find Ola
cars at every place, 10% of them are agree, 30% are neutral, 33% are disagree, and 10% of them
are strongly disagree.

50
14. There is always a safety concern with the Ola car service.

RESPONSES NUMBERS PERCENTAGE

Strongly agree 12 12
Agree 28 28
Neutral 13 13
Disagree 15 15
Strongly disagree 32 32
Total 100 100

Strongly agree
Agree
Neutral
Disagree
Strongly disagree

INTERPRETATION:-

From the above table, 12% of the respondents are strongly agree that there is always a safety
concern with the Ola car service, 28% of them are agree, 13% are neutral, 15% are disagree, and
32% of them are strongly disagree.

51
15. Security is the biggest concern on which Ola car service need to work.

RESPONSES NUMBERS PERCENTAGE

Strongly agree 38 38
Agree 15 15
Neutral 15 15
Disagree 20 20
Strongly disagree 12 12
Total 100 100

Strongly agree
Agree
Neutral
Disagree
Strongly disagree

INTERPRETATION:-

From the above table, 38% of the respondents are strongly agree that Security is the biggest
concern on which Ola car service need to work, 15% of them are agree, 15% are neutral, 20%
are disagree, and 12% of them are strongly disagree.

52
16. Behavior of Ola car driver is unsatisfactory.

RESPONSES NUMBERS PERCENTAGE

Strongly agree 12 12
Agree 18 18
Neutral 20 20
Disagree 27 27
Strongly disagree 23 23
Total 100 100

Strongly agree
Agree
Neutral
Disagree
Strongly disagree

INTERPRETATION:-

From the above table, 12% of the respondents are strongly agree that Behaviour of Ola car driver
is unsatisfactory, 18% of them are agree, 20% are neutral, 27% are disagree, and 23 % of them
are strongly disagree.

53
FINDINGS

54
 FINDINGS

1. The majority of customers express high satisfaction with making payments to Ola,
indicating a positive experience with the payment process.

2. Many customers find booking an Ola to be easy and straightforward, highlighting the
convenience of the booking system.

3. Customers report satisfaction with the punctuality of Ola services, indicating that
they receive the service within the expected time frame.

4. Customers express satisfaction with Ola's safety measures, feeling reassured by the
safe, secure, and comfortable ride experience provided.

5. The behavior of Ola car drivers receives positive feedback from most customers,
suggesting professionalism and courteousness.

6. A significant portion of customers note the easy availability of Ola services in their
localities, indicating widespread accessibility and convenience.

55
RECOMMENDATIONS

56
 RECOMMENDATIONS

1. A significant portion of customers advocate for lower prices for Ola car services,
indicating a desire for more affordability and competitive pricing in the market.

2. Suggestions are made for Ola car services to expand their availability to remote and
semi-urban areas, addressing the need for transportation options in less densely
populated regions.

3. Customers highlight the need for simplifying the booking process for Ola cars,
emphasizing the importance of a user-friendly and intuitive interface to enhance the
overall customer experience.

4. . Security emerges as a major concern among customers, signaling a need for Ola car
services to prioritize and improve safety measures to ensure the well-being and peace
of mind of passengers.

57
LIMITATIONS

58
 LIMITATIONS

- Customers note that one limitation of using ride-hailing services like Ola is the inability to
stop the car during the ride for personal errands or meetings, which can be inconvenient for
some passengers needing to make intermediate stops.

- The cost of using Ola may pose a challenge for daily commuters, suggesting that pricing
structures could be a deterrent for frequent travelers relying on ride-hailing services for
their transportation needs.

- While lower prices may attract customers, there is concern that these reduced fares
negatively impact the earnings of drivers, highlighting a potential issue with the economic
sustainability of ride-hailing platforms like Ola.

- Comparisons with other ride-hailing services such as Uber reveal concerns about trip
cancellations by drivers, which can disrupt passengers' plans and lead to inconvenience.

- Safety emerges as a significant concern, particularly for solo women travelers, indicating
the need for enhanced safety measures and protocols to ensure the security of passengers,
especially those traveling alone.

59
CONCLUSION

60
 CONCLUSION:-

Ola has emerged as a leading technology platform in the transportation sector, offering
customers flexible booking and payment options, as well as providing drivers with flexible
timings and facilities. The company is poised to further expand its services to include
grocery delivery, providing customers with added convenience.

The growth trajectory of Ola in the taxi market sector has been remarkable, with the
company experiencing exponential revenue growth over the past four years. As the largest
cab service provider in the country, Ola continues to enhance its services and garner public
support, establishing itself as a prominent brand in the market.

To further augment its market presence, Ola is focused on technological advancements

aimed at enhancing the customer experience. The company strategically targets specific
markets and segments its services based on the income group and requirements of its
clientele.

Ola employs a comprehensive marketing strategy that encompasses both traditional and
modern promotional techniques. Additionally, the company actively engages in social
initiatives, promoting social safety and awareness, and fostering acts of humanity.

A key factor contributing to Ola's success is its efficient and quick accessibility, making it a
preferred choice among consumers. Through its relentless promotional efforts and
commitment to providing superior services and comfort to users and employees alike, Ola
has established itself as a reputable brand in the industry.

Furthermore, Ola's user-friendly interface and seamless booking process have made it an
integral part of customers' daily routines, facilitating the formation of habits that are
difficult to break.

61
REFERENCE

62
 REFERENCE:-

DR. ASHOK KUMAR PANIGRAHI (2018) - Marketing Management

KOMAL BAKSHI (2017) – Research Methodology.

Ashish Avinash Khade & Dr. Vaibhav Patil, customer satisfaction level of Ola and Uber paid
taxi services with special references to Pune city, International Journal of Management,
Technology and Engineering.

https://en.wikipedia.org/wiki/Ola_Cab

https://www.mouthshut.com/

https://www.businessinsider.in/

https://economictimes.indiatimes.com/

http://www.ndtv.com/article/india/here-is- the-difference-between-radio-taxis-and-uber-cabs-631787

63
ANNEXURE

64
 ANNEXURE

1. Gender:
(i) Male
(ii) Female

2. Age:
(i) Below 20 Years
(ii) 20-30 Years
(iii) 30-40 Years
(iv) Above 40 Years

3. Income:
(i) Below 20000 per month
(ii) 20000-40000 per month
(iii) 40000-60000 per month
(iv) Above 60000 per month

4. Educational Qualification:
(i) Matriculate
(ii) Intermediate
(iii) Graduate
(iv) Post Graduate
(v) Doctorate

5. Convenience of Making Payments to Ola Drivers:

(i) Strongly Agree
(ii) Agree
(iii) Neutral
(iv) Disagree
(v) Strongly Disagree

65
6. Ease of Booking Ola Cars:
(i) Strongly Agree
(ii) Agree
(iii) Neutral
(iv) Disagree
(v) Strongly Disagree

7. Satisfaction with Prices of Ola Car:

(i) Strongly Agree
(ii) Agree
(iii) Neutral
(iv) Disagree
(v) Strongly Disagree

8. Comfort of Ola Car Service:

(i) Strongly Agree
(ii) Agree
(iii) Neutral
(iv) Disagree
(v) Strongly Disagree

9. Availability of Ola Car Booking Service in Rural and Semi-Urban

Areas:
(i) Strongly Agree
(ii) Agree
(iii) Neutral
(iv) Disagree
(v) Strongly Disagree

10. Perception of Safety while Traveling with Ola Cars:

(i) Strongly Agree
(ii) Agree
(iii) Neutral
66
 (iv) Disagree
(v) Strongly Disagree

11. Security Concerns with Ola Car Service:

(i) Strongly Agree
(ii) Agree
(iii) Neutral
(iv) Disagree
(v) Strongly Disagree

12. Behavior of Ola Car Drivers:

(i) Strongly Agree
(ii) Agree
(iii) Neutral
(iv) Disagree
(v) Strongly Disagree

13. Complexity of Making Payment to Ola Car Drivers:

(i) Strongly Agree
(ii) Agree
(iii) Neutral
(iv) Disagree
(v) Strongly Disagree

14. Ease of Booking an Ola Car:

(i) Strongly Agree
(ii) Agree
(iii) Neutral
(iv) Disagree
(v) Strongly Disagree

15. Perception of High Prices for Ola Car Services:

(i) Strongly Agree
67
 (ii) Agree
(iii) Neutral
(iv) Disagree
(v) Strongly Disagree

16. Comfort Level while Riding on Ola Cars:

(i) Strongly Agree
(ii) Agree
(iii) Neutral
(iv) Disagree
(v) Strongly Disagree

17. Difficulty in Finding Ola Cars at Every Place:

(i) Strongly Agree
(ii) Agree
(iii) Neutral
(iv) Disagree
(v) Strongly Disagree

18. Safety Concerns with Ola Car Service:

(i) Strongly Agree
(ii) Agree
(iii) Neutral
(iv) Disagree
(v) Strongly Disagree

19. Importance of Improving Security Measures for Online Car

Service:
(i) Strongly Agree
(ii) Agree
(iii) Neutral
(iv) Disagree
(v) Strongly Disagree
68
20. Satisfaction with Behavior of Ola Car Drivers:
(i) Strongly Agree
(ii) Agree
(iii) Neutral
(iv) Disagree
(v) Strongly Disagree

69