CONSUMER RESEARCH ON OLA CABS

ANUKRITI EHTESHAM HIMANI SHIVANSHI PRANATI PURNIMA

 ABOUT THE BRAND

Founded in: 2010

CEO: Bhavish Aggarwal
Headquarter: Bengaluru, India.
Type: Private
Product and Services: Online ride-sharing services I food delivery I services mobile wallet.
Number of Employees: 8134
Annual revenue: Rs. 2,222.6 crores
Profit I Net Income: Rs. 2,842.2 crore 1 bn+
Rides every year
Competitors: Uber , Meru, Saavari.com, Local transport

1.5 mn
Driver-Partner

250+
Cities serviced
 SAMPLE DESIGN
● Locale – Tier I and Tier II Cities
● Target population – Individuals having Cellular and Internet Connectivity, Ola Consumers
● Sampling technique – Snowball Sampling
● Sample Size - 200
● Type of Response Scale - Multiple Choice Single Response (Largely)Multiple Choice Multiple Response
(Largely), Single Category(Dichotomous) Scale, Likert Scale
● Types of Data Type - Nominal & Interval
 SAMPLE DESIGN
●
 LEARNING THEORY
OF
CONSUMER BEHAVIOUR
 Learning Process

Do you use Online Cab Services for travelling?

Was Ola the first Cab Service that you used?

Has Online Cab Services become a necessity that you CAN’T do without ?
Behavioural Learning Theory
 What made you switch to Ola, if it was
Have you ever booked Ola for someone else?
not your first Online cab service?

Social Cognitive Theory

Which of the following attributes about

the driver are of concern to you ?
Incidental and Intentional Learning
Marketer must teach Consumer: How to use
DECISION MAKING
NEED RECOGNITION
INFORMATION SEARCH AND EVALUATION OF
ALTERNATIVES
PURCHASE DECISION
PURCHASE DECISION
POST PURCHASE BEHAVIOUR
 MOTIVATION THEORY
OF
CONSUMER BEHAVIOUR
CONSUMER PERCEPTION
 CONSUMER PERCEPTION
Among the various options available for consumers in hailing a taxi we wanted to identify
the reasons and needs why people choose OLA services in particular and their
perception towards online app taxi services. Because Ola works hard to build and
maintain its customer experience. To provide a systematic account of the impact of
e-hailing applications' wide adoption on the taxi system, this study is made to analyze the
customers perception on:
● Perception to ascertain satisfaction level of consumers.
● Consumer Perception towards safety.
● Consumer perception towards Ola in respect of its competitors

This study focuses on customers and the sample of 186 respondents is been collected
and analyses is made for the future scope to retain the effective services of OLA.
CONSUMER PERCEPTION
TOWARDS SAFETY
PERSONALITY
FREUDIAN THEORY
FREUDIAN AND TRAIT THEORY
TRAIT THEORY
TRAIT THEORY
ATTITUDE & ATTITUDE
FORMATION
Tri-component
model

Theory of
Reasoned
Action Model :
Subjective
norms
1. Micro-Marketing moulds
Attitude
2. Personalities with high need
of communication form
positive attitudes in response
to info rich content

Change Attitude by making

particular needs prominent
 Multi Attribute Model : Shift their
favourable attitude to another
version

Elaboration Likelihood Cognitive Dissonance Theory

Model : Peripheral Route
THANK YOU!