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. Prashant Trivedi Utkarsh Sinha
Assistant Professor BBA-VI Sem
PSIT College of Higher Education Roll.No.0302614

Session 2020– 21

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 Utkarsh Sinha

Date: Roll. No.0302614

2
CERTIFICATE

3
 PREFACE

Every other day in India, there is a new startup offering efficient cab services to the citizens
operating in urban and rural lifestyles. In this report an attempt has been made to study the
consumer perception towards online car booking service with special reference to Ola.We will
try to understand the different dynamics of consumer perception towards Ola by studying various
factors like pricing, comfort, app convenience, behavior of Ola drivers and safety.

Ola spun off its electric vehicles business into a separate unit called Ola Electric Mobility with
US$56 million of funding capital in February 2019.

The funding was provided by Tiger Global and Matrix India. Apart from electric vehicles, Ola
Electric also works on charging solutions, EV batteries and developing viable infrastructure to
allow commercial EVs to operate at scale. The company announced on 6 May 2019 that Ratan
Tata had invested an undisclosed amount in Ola Electric as part of its Series.

The refund policy of Ola Cabs has been criticized because of charging errors caused by technical
glitches in their system. Surge pricing has been an issue with customers, as Ola is said to initially
eliminate competition by lowering prices, and then hiking up prices through what it calls surge
pricing.

4
 ACKNOWLEDGEMENT

I got support in many ways from different people while conducting this report. First, I
am deeply grateful to my project guide, Dr. Prashant Trivedi who helped me with full
devotion and always supported me earnestly whenever it was needed. Without his
guidance, support and academic inputs this report was not possible.

This Market survey report could never have seen the light of the day without his co-
operation. I am thankful to all of them for giving me their valuable time.
I am also thankful to my friends who were the biggest support for me in completing this
project. They manifested their great interest in my research work also and always tried to
make things easy for me.
A word of gratitude goes to my family members whose love; affection and understanding
have enabled me to complete this endeavor with ease.

At the end, I thank to Almighty for giving me courage and strength to conduct this project
report.

Utkarsh Sinha

0302614

5
 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

6
INTRODUCTION

7
 INTRODUCTION:-
The first Indian cab aggregator company, Ola has made availing cab services a smooth
experience. Owned by ANI Technologies Pvt. Ltd., and formerly known as Ola Cabs, Ola was
started in Dec 2010 by two IIT Bombay graduates. Ola serves as an efficient taxi aggregator and
bridges the gap between cab owners and commuters.

Instead of buying and renting out their own cars, Ola partners with a number of taxi drivers and
owners, add a touch of modern technology to the whole set up, where people could book cars at
short notice through their app. Ola is India’s homegrown ride-hailing app with about 60%
market share (as of 2014) in India with users across 100 cities of India and 15 lakh driver-
partners. Driven by a hyperlocal approach, Ola is committed to its mission of building mobility
for a billion people. Staying in line with its mission, Ola has also ventured into auto and bike
booking services. In 2017, Ola also started off a bicycle sharing service called 'Ola Pedal' to
facilitate last mile connectivity. Here is a detailed company profile of OLA.

Ola has super simplified the process of cab booking. From easy payment options to keeping the
passenger entertained on the go with 'Ola Play', Ola takes care of all to ensure a smooth ride. Ola now
also offers self-drive cars. Besides, be it for self-drive or as cab, Ola offers a wide range of cars to
choose from depending on the number of travelers, budget and convenience. For traveling
within the city, apart from cabs, one can also hire shared taxis, auto, bike and even e-rickshaws
through Ola.

In 2016, Ola launched ‘Ola Corporate’. Through Ola Corporate while employees can easily
book their rides, the fare is deducted from a company’s Ola Corporate prepaid account. Through
Ola Corporate, any company can easily track the travel expenses of its employees while also
ensuring their safety.

8
Ola launched India's first multimodal electric vehicle project on 26th of May, 2017. The
project brought together industry and government to pioneer electric vehicles for public and
shared mobility in Nagpur. Ola is providing 200+ electric vehicles for booking in Nagpur
through its app. Established as a separate entity, Ola Electric Mobility Pvt. Ltd also reached
unicorn status with $250 million investment from Soft Bank in July 2001 Ola Cabs, is an
Indian ridesharing company (TNC) offering services that include peer-to-peer ridesharing, ride
service hailing, taxi and food delivery. The company is based in Bangalore, Karnataka, India and
was developed by ANI Technologies Pvt. Ltd. As of October 2019, Ola was valued at about
$10 billion. A variety of venture capitalists including Soft Bank have large stakes in the
company.

Ola Cabs was founded on 3 December 2010 as an online cab aggregator in Mumbai, and is now
based in Bangalore. As of 2019, the company has expanded to a network of more than
15 lakh (1.5 million) drivers across 250 cities.

In November 2014, Ola diversified to incorporate auto rickshaws on a trial basis

in Bangalore. After the trial phase, Ola Auto expanded to other cities
like Delhi, Pune, Chennai and Hyderabad starting in December 2014.

Ola Cabs' technology came under criticism regarding the security of its mobile app. The API
calls could be replayed to top up its wallet.

In August 2016, a privacy breach occurred when customers' details such as names, phone
numbers and addresses, in Bangalore, are received as SMS messages by an individual
in Chennai. Although these messages are reported to Ola, the company ignored them, even under
the threat of being reported to the TRAI.The issue was reportedly fixed three weeks later after
receiving considerable media coverage and social media attention.

In January 2018, Ola extended into its first overseas market, Australia, and in New Zealand in
September 2018. In March 2019, Ola began its UK operations introducing auto rickshaws in UK.
More than 10,000 drivers have applied both in online and offline mode ahead of its launch
in London. In February 2020, launched its taxi-hailing services with over 25,000 drivers
registered.

9
COMPANY PROFILE

10
 COMPANY PROFILE

Founded in 2011, Ola is one of the largest ridesharing companies in the world. Ola relies on
advanced technology that acts as a bridge between taxi owners and customers. The company
utilizes a hyperlocal approach to its business, which has been instrumental in providing
affordable and 24/7 mobility to millions of customers.

Ola offers a wide range of options to customers, everything from cabs, taxis, shared cabs, auto,
e-rickshaws, and luxury cars. Ola rides come with advanced security features, which ensure the
safety of passengers. In-cab entertainment options, cashless rides and Ola credit have made this
cab aggregator a popular choice for customers.

HISTORY:-
The idea for Ola came to co-founder Bhavish Aggarwal when he had a harrowing experience
with car rental services. Bhavish had started his tours and holidays business and on a business
trip, he had rented a car to travel from Banglore to Bandipur. Once the car had reached
somewhere around midway, the driver started demanding more money for the trip. When
Bhavish did not agree, the driver left him enroute to his destination.

11
This is when Bhavish realized how bad the situation was for people who wanted to use car rental
services in India. He also realized the huge potential that was there in the car rental business.
This inspired him to change his tours and holidays business into a cab booking service. In 2010,
Ankit Bhati joined Bhavish in the initiative and they launched Ola Cabs in 2011. Ola currently
operates in more than 110 cities and has driver-partners in excess of 10 lakh. Its fleet has more
than 9 lakh vehicles that serve millions of customers every day.

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:

• 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.

12
COMPETITION:-

Ola competes with other ridesharing companies such as Uber, Didi Chuxing, Grab, Careem.

About the Founders:

Ola was founded by Bhavish Aggarwal and Ankit Bhati. Bhavish is an alumnus of IIT Mumbai
and he currently serves as the CEO of Ola. Prior to launching Ola, Bhavish had worked with
Microsoft Research for two years. Ankit Bhati is also an alumnus of IIT Mumbai and he
currently serves as the CTO of Ola. His primary responsibilities include product management,
data sciences and engineering.

OLA ELECTRIC MOBILITY:-

Ola spunoff its electric vehicles business into a separate unit called Ola Electric Mobility with
US$56 million of funding capital in February 2019. The funding was provided by Tiger Global
and Matrix India. Apart from electric vehicles, Ola Electric also works on charging solutions, EV
batteries and developing viable infrastructure to allow commercial EVs to operate at scale.
The company announced on 6 May 2019 that Ratan Tata had invested an undisclosed amount in
Ola Electric as part of its Series A round of funding.

13
Ola Electric raised $250 million from Soft Bank during Series B round funding in July 2019,
earning a valuation of over $1 billion.
Anand Shah, co-founder, Ola Electric and senior VP, Ola Cabs said that Ola Electric will need
more capital to achieve its target of putting 10 lakhs EVs on the roads by 2021.

TECHNOLOGY:-

Ola Cabs' technology came under criticism regarding the security of its mobile app. The API
calls could be replayed to top up its wallet.
.
In August 2016, a privacy breach occurred when customers' details such as names, phone
numbers and addresses, in Bangalore, are received as SMS messages by an individual
in Chennai. Although these unanticipated messages are reported to Ola, the company ignored
them, even under the threat of being reported to the TRAI.The issue was reportedly fixed three
weeks later after receiving considerable media coverage and social media attention.

Overcharging and lack of transparency in charging:-

The refund policy of Ola Cabs has been criticised because of charging errors caused by technical
glitches in their system. Surge pricing has been an issue with customers, as Ola is said to initially
eliminate competition by lowering prices, and then hiking up prices through what it calls surge
pricing. The fact that the same ride can cost different amounts depending on the time, day and
the profiles, history and rating of the driver as well as passenger has also incurred much
customer wrath.

Driver concerns:-

Ola from January 2017 has been highly criticised for continuously dropping the driver incentives
which in turn is affecting driver-partner's monthly income. Most nowadays fail to cope up with
their monthly EMIs and other dues. Daily income of cab drivers is now equal to auto drivers
running in the city after deducting all dues.

• Taxes Distance fare (charged per kilometre)

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

14
• GST (5%)
• Toll charges (toll collection if crossing a toll junction)

Ola and Uber have also been criticised due to their practice of baiting drivers and passengers,
initially with discounts and bonuses, and then hiking up fares without passing the proceeds to
drivers. Their practice of taking large signing up amounts from drivers and not considering them
employees has also been criticised. Both companies contractually treat drivers as "contractors"
thus excusing themselves from any legal obligations .In an interview, Pranay Jivrajka, a co-
founder of OLA, claimed that the company will be creating 50 lakh new "opportunities" in the
next five years. He was, however, careful not use the word jobs for these opportunities. He added
that it was not just about jobs but creating an ecosystem.

Comprises:-

Assaults on and Murders of Ola cab drivers:-

There have been 11 cases of murders, and over 90 cases of kidnapping and robbery of drivers
working for app-based cab aggregators including Ola, by criminals posing as passengers using
fake profiles. The most recent case happened in the city of Pune in June 2019 when a passenger
killed the driver to steal his car. Two other murders of Ola drivers by robbers took place in New
Delhi and Agra respectively.

Driver credibility:-

Delhi Transport authority in early 2015 questioned the credibility and required verification of
drivers working for Ola, along with other competitors such as Uber.

15
LITERATURE REVIEW

16
 LITERATURE REVIEW:-

Online car Booking service:-

It is an online system through which customers can view available cars, view profile of drivers
and book car as per their convenience. The advancement in Information Technology and internet
penetration has greatly enhanced various business processes and communication between
companies (services provider) and their customers of which car rental industry is not left out.

This online car booking service is developed to provide the following services:-

➢ Enhance Business Processes: To be able to use internet technology to project the rental
company to the global world instead of limiting their services to their local domain alone,
thus increase their return on investment (ROI).

➢ Online Vehicle Reservation: A tools through which customers can reserve available cars
online prior to their expected pick-up date or time.

➢ Customer’s registration: A registration portal to hold customer’s details, monitor their

transaction and used same to offer better and improve services to them.

➢ Group bookings: Allows the customer to book space for a group in the case of
weddings or corporate meetings (Event management).

How Car Rental Services Work

A car rental is a vehicle that can be used temporarily for a period of time with a fee. Renting a
car assists people to get around even when they do not have access to their own personal vehicle
or don't own a vehicle at all.

The individual who want to rent a car must first contact the car rental company for the desire
vehicle. This can be done online. At this point, this person has to supply some information such
as; dates of rental, and type of car.

After these details are worked out, the individual renting the car must present a valid
Identification Card. Most companies throughout the industry make a profit based of the type of
cars that are rented.

The rental cars are categorized into economy, compact, compact premium, premium and luxury.
And customers are free to choose any car of their choice based on their purse and availability of
such car at the time of reservation.

17
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 idea for Ola came to co-founder Bhavish Aggarwal when he had a harrowing experience
with car rental services.

Bhavish had started his tours and holidays business and on a business trip, he had rented a car to
travel from Banglore to Bandipur.

Once the car had reached somewhere around midway, the driver started demanding more money
for the trip. When Bhavish did not agree, the driver left him enroute to his destination.

This is when Bhavish realized how bad the situation was for people who wanted to use car rental
services in India and this brings the origin of the concept of Ola.

He also realized the huge potential that was there in the car rental business. This inspired him to
change his tours and holidays business into a cab booking service. In 2010, Ankit Bhati joined
Bhavish in the initiative and they launched Ola Cabs in 2011. Ola currently operates in more
than 110 cities and has driver-partners in excess of 10 lakh. Its fleet has more than 9 lakh
vehicles that serve millions of customers every day.

18
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 understand Ola’s business model

Identify who are major competitors for Ola cabs.

Analyse customers increasing preference to Ola cab service

How Ola defer themselves by using unique marketing Strategy

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.

19
OBJECTIVES OF THE
STUDY

20
 OBJECTIVES OF STUDY

• To study customer perception towards online car booking with special reference to OLA.

• To identify the factors which contributes towards perception of online car booking with
special reference to OLA.

• To understand about the customer satisfaction for OLA booking services.

• To find out the convenience and comfort level of customers with Ola.

• To identify the problems faced by consumers while using cab services.

21
SIGNIFICANCE OF THE
STUDY

22
 SIGNIFICANCE OF STUDY:-
• No manual processing required for booking online reservations.

• Reduced errors with rental data effectively stored in a database.

• The entire network works on one single platform, seamless flow of data.

• Standardization of processes and services ensure clients receive the correct rates.

• Improvements in overall management efficiency help in providing quality services

to customers.

• More customers through external reservation links.

• Don’t re-invent the wheel, focus on growth with online car rental system.

23
 RESEARCH
METHODOLOGY

24
 RESEARCH METHODOLOGY

Research:-
Once the problem has been carefully defined, the researcher needs to establish the plan that will
outline the investigation to be carried out. The research design indicates the steps that have been
taken and in what sequence they occurred. It is a systematic and purposive investigation of facts
with an objective of understanding the customer perception towards online car booking with
special reference to OLA. The methodology that will be applied by the study has been chosen in
order to acquire information and deduce conclusions about the consumer perception towards
OLA.

Research Design:-
Research design is the arrangement of conditions for the collection and analyze of data in a
systematic manner that aims to combine relevance to research purpose with economy in
procedure. The research study applied here is purely DESCRIPTIVE.

Descriptive Research: The main characteristics of this method is that the researcher has no
control over the variables, but can report what has happened or what is happening. In descriptive
research survey methods is utilized.

Sampling Technique:-
Judgmental sampling method was used for the primary data collection. Judgmental sampling is a
non-probability sampling technique in which the sample members are chosen only on the basis
of the researcher’s knowledge and judgment. Judgmental sampling is most effective in situations
where there are only a restricted number of people in a population who own qualities that a
researcher expects from the target population. Researchers prefer to implement this sampling
technique when they feel that other sampling techniques will consume more time and that they
have confidence in their knowledge to select a sample for conducting research.

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

25
Data Collection
1. Primary Data: The research collection of primary data. The data is collected from the
respondents through the questionnaire to know their perception regarding OLA.
2. Secondary Data: The data is collected from:-
• Websites
• Journals
• Books

Research Instruments:-
I have prepared questionnaire for the survey consisting of multiple choice questions for the
respondents.

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

26
DATA ANALYSIS

27
 DATA ANALYSIS
For evaluating the consumer perception towards online car booking with special reference to
OLA, a number of critical variables are selected for conducting an in depth analysis. The results
of the analysis are presented in the following sections.

GENDER:-

RESPONSES NUMBERS PERCENTAGE

Male 62 62
Female 38 38
Total 100 100

Male
Female

INTERPRETATION:-

From the above table, it shows that, 38% of the respondents are female and 62% of the
respondents are male.

28
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:-

From the above table, it shows that, 31% of the respondents are below 20 years, 49% of 20-30
years, 15% of 30-40 years, and 5% of above 40 years.

29
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:-

From the above table, 10% of the respondents are matriculate, 60% of intermediate, 20% of
graduate, and 8% of post graduate and 2% of doctorate.

30
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

From the above table, it shows that 45% of the respondents are earning below 20000 per month,
30% of them have between 20000-40000 per month, 20% of them have between 40000-60000
per month and 5% of them are earning more than 60000 per month.

31
1. Making payment to Ola driver is quite convenient.

RESPONSES NUMBERS PERCENTAGE

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

Strongly agree
Agree
Neutral
Disagree
Strongly disagree

INTERPRETATION:-

From the above table, 7% of the respondents are strongly agree, 65% are agree, 8%% are
neutral, 10% are disagree, 10% are strongly disagree.

32
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:-

From the above table, 50% of the respondents are strongly agree, 20% are agree, 15% are
neutral, 10% are disagree, 5% are strongly disagree.

33
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:-

From the above table, 22% of the respondents are strongly agree, 10% are agree, 27% are
neutral, 26% are disagree,15 % are strongly disagree.

34
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.

35
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.

36
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.

37
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.

38
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.

39
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.

40
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.

41
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.

42
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.

43
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.

44
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.

45
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.

46
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.

47
FINDINGS

48
 FINDINGS

➢ Generally, I found that most of the customers are very much satisfied in making payment
to Ola.

➢ Most of the customers found that it is easy to book an Ola.

➢ Customers are satisfied as they get the service within the expected time.

➢ Customers are satisfied with the safety concern as it provides a safe, secure and
comfortable ride.

➢ Most of the customers are satisfied with the behavior of Ola car drivers

➢ Most of the customer says that it is easily available in their localities.

49
RECOMMENDATIONS

50
 RECOMMENDATIONS

➢ Majority of the customers suggest that prices of Ola car should be a bit lower.

➢ It is also suggested that Ola car services should also avail in remote and semi urban areas.

➢ Ola car service needs to work upon its complex procedure of booking cars.

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

51
LIMITATIONS

52
 LIMITATIONS

• One cannot stop the car and pick something or meet someone in the middle of the
ride.

• The cost could be an issue for daily travelers.

• Low prices negatively affect drivers’ earnings

• Although Uber in general is cheaper and more convenient than a local car service or
limousine, trip cancellations by drivers can cause disruptions to a passenger's plans.

• Safety issue for solo women travelers

53
CONCLUSION

54
 CONCLUSION:-

Ola has been and will be a great technology platform for transportation and offering
flexible options of booking and payment to customers and flexible timings and facilities
to drivers. And shortly, we are going to experience a big boom and great facility of
getting our grocery delivered to us with ease.

Ola has seen a tremendous growth in the taxi market sector. There is surely no looking
back for Ola as it is improving day by day in every prospect. Revenue of Ola has
increased almost 10 folds over the past four years. Today, it is the largest cab service
provider in the country. Ola has successfully achieved public support and has created a
buzz about its brand in the market. Furthermore if some more technological advancement
is done at Ola then the customer base can be increased by providing better experience to
the customer. Ola now has shifted its focus on target markets and is focused on providing
desired service to the people in the target market. The economic segregation depending
upon the income group and requirement of the people is well appreciated. On one hand
Ola promotes its brand by traditional methods and on the other hand it also uses the
modern techniques of promotion. At the same time it does not forget to highlight its name
in social safety, creating social awareness and promoting acts of humanity. The key
element in making Ola a successful brand is the efficient and quick accessibility which is
offered by the firm. The firm not only improves through its intense promotional activities
but also due to the services and comfort offered to users and employees. Ola is making
you sluggish. A single tick gets you a taxicab. Habits are less demanding to develop
when the change required in conduct is minor. What's more, once a habit is shaped, it’s
difficult to backtrack

55
REFERENCE

56
 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

57
ANNEXURE

58
 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. Educatioanl Qualification

(i) Matriculate
(ii) Intermediate
(iii) Graduate
(iv) Post Graduate
(v) Doctorate

5.Making payments to Ola Drivers is quite convienient

(i) Strongly Agree

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

6.Booking Ola cars is quite easy.

(i) Strongly Agree

(ii) Agree
(iii) Neutral
(iv) Disagree
(v) Strongly Disagree
59
7.Prices of Ola car is Satisfactory.

(i) Strongly Agree

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

8.Ola car service provides a comfortable ride.

(i) Strongly Agree

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

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

(i) Strongly Agree

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

10.Travelling to Ola cars is very much safe.

(i) Strongly Agree

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

11.Ola car booking service is secure.

(i) Strongly Agree

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

60
12.Ola car Drivers are well behaved with the Customers.

(i) Strongly Agree

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

13.Making payment to Ola car Drivers follows a difficult and complex procedure.

(i) Strongly Agree

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

14.It is not easy to book an Ola car.

(i) Strongly Agree

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

15.Ola car service renders high price for its services.

(i) Strongly Agree

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

16.Riding on Ola cars is comfortable.

(i) Strongly Agree

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

61
17.It is difficult to find Ola cars at every place.

(i) Strongly Agree

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

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

(i) Strongly Agree

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

19.Security is the biggest concern on which Online car service need to work.

(i) Strongly Agree

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

20.Behaviour of Ola car Driver is unsatisfactory .

(i) Strongly Agree

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

62