A STUDY REPORT ON CONSUMER BEHAVIOR IN FLIPKART

Dissertation submitted in partial fulfilment of the requirements for the award of the
degree of BBA.
BACHELOR OF BUSINESS ADMINISTRATION
OF BANGALORE UNIVERSITY 2020-2023

Akash Joshi
20SBC26013
Under the guidance of
Bhawana Tanwar
Assistant Professor

ADMINISTRATIVE MANAGEMENT COLLEGE 18th KM, AMC CAMPUS,

BANNERGHATTA MAIN ROAD, BENGALURU. Bangalore University 2023

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 College letter head
Department of Commerce

This is to certify that MR. Akash Joshi bearing Reg.no 20SBC26013 has
successfully completed the project entitled “A Study report on OLA”
under the guidance of Lakshmipathi S, as the partial fulfilment of the
requirements for the award of BBA under Bangalore University for the
Academic year 2022-2023.

Bhawana Tanwar
Assistant professor

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 Declaration

I hereby declare that “Study report on OLA” is the result of the project work
carried out by me under the guidance of Bhawana Tanwar, in partial fulfilment
for the award of Bachelor of Business Administration(BBA) by Bangalore
University.
I also declare that this project is the outcome of my own efforts and that it has not
been submitted to any other University or Institute for the award of any degree or
diploma or certificate.

Place: Bangalore Student: Akash Joshi

Date:04/02/2023
Reg. No: 20SBC26013

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 CERTIFICATE

This is to certify that the dissertation titled “The Study report on customer
satisfaction on OLA”,
is an original work of Mr. Akash Joshi bearing registration number 20SBC26013
and is being submitted in partial fulfilment for the award of the Bachelor of
Business Administration (BBA) of Bangalore University. The report has not been
submitted earlier either to this University or Institution for the fulfilment of the
requirement of a course of study.

Bhawana Tanwar
Akash Joshi
Assistant professor
Date: 04/02/2023

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 CHAPTER -1
INTRODUCTION

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1.1 INTRODUCTION:

Taxi market in India is growing rapidly with a lot of new entrants who run
private taxi companies apart from the existing public taxi market. The public taxi
market consists of taxis that are too old with very little comfort and safety, while on the
other hand the taxis in the private taxi market are modern along with features like GPS,
more comfort and safety. Thus, to study the impact of the private taxi companies on the
public taxi market, we have carried out this research by using specific variables that
will explain the effect of the private taxi market on the public taxi market. These
variables have been taken into account considering the usual factors that a customer
might think of while thinking hiring a taxi. So according to the variables considered, a
theoretical framework was developed containing the dependent and independent
variables along with the null and alternate hypotheses that had to be proved true or false
depending upon the data collection. A questionnaire was prepared with the help of
which two sets of data were collected of the public taxi market and the private taxi
market through a survey filled by people chose at random using the random
probabilistic sampling technique. The data collected was analyzed using the SPSS
software and Minitab software for which a set of analysis techniques were applied and
the data was interpreted which helped in proving the corresponding null or alternate
hypotheses true as per the requirement of the research.

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 Managing and growing a successful startup is ripe with challenges from all
sides from keeping employees and investors happy, to raising money and constantly
improving your bottom line. Not every start-up is bound for success.

In actuality, getting money from an investor is no easy feat, but when you know
what states are the most investor friendly, what investors are looking for and how to
build a powerful team around your organization -- then you are much more likely to
find startup success. Ola Cabs, more popularly known as Ola, is just like any other
marketplaces online, but more specifically into providing Taxi services. Ola, which
started as an online cab aggregator in Mumbai, now resides in the Silicon Valley of
India a.k.a. Bangalore, and is also known to be one of the fastest growing businesses in
India, out-beating its competitors Uber & Meru. Coming back to the man behind Ola;
simple yet charming Bhavish, with the success of his prodigy has certainly become the
talk of the town. But even after becoming a millionaire, he still prefers to not buy a car
and take a cab (to set an example, we presume), certainly doesn’t goes down well with
his wife. He believes that, such is a small price that every entrepreneur has to pay.

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 CHAPTER:- 2

RESEARCH DESIGN

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 2.1 TAXI SERVICES IN INDIA

The middle class population in India rose from 15 million in 1991 to160 million
in 2011. This segment with its increasing disposable income started demanding and has
been willing to pay for better services across sectors including private and public
transportation. Rapid economic growth coupled with huge infrastructure development,
rigorous effort from Ministry of Tourism to project India as travel destination and
emergence of Business Process Outsourcing (BPO)industry has given a huge push to
the car rental industry in India. Till2003, the point-to-point taxi market in India’s big
metropolitan cities was completely unorganized.

It was served either by unorganized, inconsistent and somewhat expensive

private operators or by state government controlled prepaid taxis offering a
standardized but low quality service. But in 2003 the Radio cabs business emerged as
one of the fastest growing businesses in the Indian transportation sector with Delhi-
based Mega Corp setting the wheels rolling under the Mega Cabs brand in cities such
as Bangalore, Mumbai, Calcutta, Chandigarh, Ludhiana and Amritsar. Today, 15,000
plus professionalized air-conditioned taxis are available to customers in 6 big cities in a
largely reliable, convenient and affordable manner (Rahman &Anand, 2014).

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2.2 OLA - COMPANY PROFILE
Ola Cabs (stylized as OLA) is an Indian multinational ridesharing company,
headquartered in Bangalore. It also operates in other business verticals including
financial services and cloud kitchens.

A variety of venture capitalists including Softbank have large stakes in the

company. In January 2018, Ola extended into its first overseas market, Australia, and
launched in New Zealand in September 2018. In March 2019, Ola began its operations
in the UK.

Ola initially started off as Olatrip.com a small website venture that offered
weekend trip packages. It was started as a startup business by two IIT Mumbai
graduates Bhavish Aggarwal and Ankit Bhati. Bhavish worked for Microsoft after
college for almost two years and then started a small website to sell online tour
packages. Due to a bad experience during a car rental situation they decided to mend
the system of car rental and this became the basis for the initiation of ola cabs. Ola cabs
are now referred as Ola. Ola is a Spanish term which means hello! This indicates that
hiring a cab at Ola as well as the services provided are easy and friendly as conveying
hello. Ola cabs were founded on 3 December 2010 by Bhavish Aggarwal and Ankit
Bhati. Initially Ola operated from Mumbai as a taxi aggregator service. Now it has
shifted its head office at Bengaluru and works efficiently from there. Since Ola

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received its first investment there has been no looking backward for this initiative
venture. Until the year 2014, the company had expanded to a widely distributed
network which comprised of 200,000 cars across 85 cities. These 85 cities include all
the metropolitan cities and various important cities in it. During November 2014, along
with car rental scheme Ola also tried to incorporate autos on trial basis in Bengaluru.
After its success there it initiated the same idea in Delhi, Pune and Chennai by
December 2014. In the year 2015 Ola also started its auto services in Chandigarh,
Indore and Jaipur. In March 2016, Ola started its two wheeler services in Bengaluru as
a trial venture. Until September 2015 Ola was valued at around $5 billion market. Taxi
for sure as acquired by ola in march 2015 for $200 million. The company averages a
total of about 150,000 bookings per day and has the highest market share in India of
60%.

2.3 SWOT ANALYSIS

A brief idea about the position of the company in the market can be estimated
from the SWOT analysis which indicates the respective strengths, weaknesses,
opportunities and threats faced by the company.

2.3.1 Strengths:
1. Ola is first of its kind taxi aggregator service provider in the country.
2. It achieved the no.1 rank in the sector after acquiring Taxi for sure.
3. The services offered by ola are well appreciated by the public
4. TV, online and print media marketing has helped to create awareness about the
company.
5. Increase in customer base due to strong network effect.
6. Financial condition of the company has improved after investments by various
firms.

2.3.2 Weaknesses:
1. Brand image can be easily influenced by the misbehavior of the drivers as they are
the ne in direct contact with the customers.
2. Monetization becomes difficult due to the demand.

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 2.3.3 Opportunities:
1. There is a huge potential for the company to penetrate deep into the market as the
unorganized market hold almost 85% of the segment.
2. As Ola coordinates through the smart phone app, increase in number of smart
phone users provides them with a great platform to increase their customer base.
3. Disposable income can be increased.
4. Convenient services create huge demand among customers.
5. Acquisition of smaller company of the market.

2.3.4 Threats:
1. Increasing competition.
2. Heavy usage of cash to attract customer due to strong financial root of Uber.
3. Presence of competitors at the national level.
4. No specific regulatory body of the government.
5. Customer loyalty is rare in this segment.

2.4 HISTORY OF OLA :

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 In March 2015, Ola Cabs acquired Bangalore-based taxi service
TaxiForSure for approximately ₹12.37 billion (US$150 million). June
2015 onwards, Ola users gained access to TFS cabs via the Ola mobile
application. Later in the year in November, Ola further acquired Geotagg,
a trip-planning applications company, for an undisclosed sum.

In a move to expand beyond cab aggregation, Ola acquired

struggling food tech company Food panda India with an eye on
leveraging the growing food delivery segment business in December
2017. In April 2018, Ola made its second acquisition with Ridlr (formerly
Traffline), a public transport ticketing app. Later in August 2018, Ola
financed Series A funding of the scooter rent startup Vogo, and again in
December, invested another $100 million.

In March 2019, the Karnataka state transport department

suspended Ola's operating license for six months for violation of license
conditions and violation of Karnataka On-Demand Transportation
Technology Aggregator Rules, 2016. This was on account of Ola running
bike taxi services though it only had license for four wheeler taxi
operations. The company termed the order unfortunate and was looking
at working with driving partners to continue functioning. They also
claimed to be in touch with authorities to sort things out.

In 2019, more than 10,000 drivers applied both in online and

offline mode, ahead of its launch in London. In February 2020, Ola
launched its taxi-hailing services in London with over 25,000 drivers
registered.

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Ola posted its first-ever operating profit of ₹90 crore (US$11

million) in the financial year 2020-21

Ola translates to ‘Hello’ in Spanish. Probably to indicate that their

services are as easy and friendly as that, just like saying a ‘hello’.

Perhaps every story of an entrepreneur starts off with a “bad”5

experience. First of all to people who may not know, Bhavish Aggarwal
and Ankit Bhati, the founders of Ola cabs, are two Indian Institute of
Technology (IIT) Bombay graduates. Engineers are good at engineering
and can be good businessmen too, especially if they come from IIT6 !
Bhavish worked for Microsoft after college for two years and then left
Microsoft and started an online company to sell short duration tours and
holidays online. While running that business for a couple of months, he
took a car rental from Bangalore to Bandipur and had a very bad
experience.

This is what happened - The driver stopped the car in the middle
of the journey and demanded a renegotiation of what Bhavish was
paying. After being refused, he proceeded to abandon him enroute his
destination. This is when he realized how his plight was probably similar
to a lot of customers across the country who were looking for a quality
cab service, but ended up with a one that stood them up, arrived and
dropped them off late7 or did not stick to their promises, and came with
drivers that were nightmares behind wheels. For the first time, he saw the
amount of potential that a cab booking service could have, and hence, he
changed his business from the earlier mentioned start-up to the one we
today know as – Ola Cabs. This was in December 2010, where he was
joined by his co-founder Ankit Bhati in his start-up journey. His parents

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didn’t agree with his idea in the beginning of course, like all Indian
Parents won’t. They were thoroughly displeased with his decision to
become a ‘travel agent’, but when OlaCabs received its first round of
funding from two angel investors, they started to believe in the change he
was planning to bring (Santosh, 2015).

Ola is now handling around 1.5 lakh booking requests per day
which translates into around 40 lakh for a full month (factoring in a few
low days). With the average ticket size (gross transaction value of ride)
being Rs 320-400, it is doing Rs 130-160 crore in gross transaction value
a month, which means on an annualized basis it is on a run rate of $250-
300 million. Ola, is now planning to add on-demand auto rickshaw
booking facility to its platform, and is running a pilot with around 300
three-wheelers in Bangalore (Abudheen, 2014).

2.5 Scope of the study:

• The scope of project included evaluation of the application and
was primarily concerned with the transaction related to booking of
tickets from the terminal operated by the railway personnel.
• Scope for new players to enter in this market.
• Enough scope for all existing players and perhaps a couple of new
players as well (Find a real and sizeable problem to solve, create a
very strong value proposition and execute brilliantly.)
• More and more hatchbacks and low cost options will be
introduced cater to the price conscious Indian market and to
compete against other form of public transports.
• In the next five years, Ola cabs is looking to create a presence in
10 to 12 metro and TierII cities and make transportation
economical, efficient and effortless for everyone. In all, our goal
is to empower the operators as entrepreneurs and hence deliver
great customer value.

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2.6 OBJECTIVE OF THE STUDY:

To understand underline phenomena of the:
1. Impact on private car ownership / usage.
2. Impact on parking.
3. Commuter perception (safety, comfort, reliability, cost / price last
city).
4. Impact on the environment.

2.7 METHODOLOGY
The methodology includes using online surveys of commuters,
surveys and personal interviews. The survey included questions regarding
user demographics, techno friendly, and preferences of these services
over auto-rickshaws, car ownership, and reasons for using on demand cab
services, and the quality of these services

2.7.1 DATA COLLECTION:

In the light of the above problems I surveyed 200 people from my
society.
Following are the 7 statements which were put to the respondent’s likert’s
data were coded +2, +1, 0, -1, and -2 after rectifying the missing entries.

The statements are as follows:

1. Ola services are convenient services at anytime of the day or
night.
2. Ola services are safe.
3. These services will reduce the use of auto-rickshaws.
4. Ola users will not have to worry about parking their vehicles.
5. These services can be used only by Internet-savvy people.

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6. It will reduce traffic on roads as personal cars will be used lesser.

7. While using Ola services you are protected from pollution.

2.7.2 RESULTS:
Statement 1,2,3,4,5,6 are Accepted which are:

1. Ola services are convenient services at anytime of the day or

night.
2. Ola services are safe.
3. These services will reduce the use of auto-rickshaws.
4. Ola users will not have to worry about parking their vehicles.
5. These services can be used only by Internet-savvy people.
6. It will reduce traffic on roads as personal cars will be used
lesser.

Statement 7 is Neutral which is:

7. While using Ola services you are protected from pollution

2.8 LIMITATION OF THE STUDY

➢ Fix your location tracking
The drivers are unable to reach the pick-up point based on the
GPS / location from the app. Many drivers have complained that they
don't get a clear location or a route map on the apps. Ola is accurate but
not real-time .

➢ Penalize errant drivers

In order to increase the availability of the cabs, the service providers
(Ola) give them a bonus for being online for a certain time daily or
weekly. Therefore, many of the drivers keep their apps turned on even
when they are unavailable to respond to a request. They are willing to
take the chance of turning away a customer in order to add to punch in

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more hours. Also, some drivers refuse to show up when they realize that
the destination is not very attractive to them.

➢ Set an example on the roads

While there has been much discussion on improving security /
transparency through better verification of drivers, an equally important
expectation from Ola is that they would follow safe traffic practices. No
mobile phone while driving, following speed limits, obeying traffic lights,
using a seat belt, using turn indicators while shifting lanes / turning.
These have to become standard driving practice. If Ola cannot have better
driving practices than the regular taxis, autos and buses, then what's the
point?

➢ Ola cabs stop taking online booking

Ola cabs, an online car rentals and cab services venture has stopped
taking rental booking from all the Indian cities where it operates. Ola cabs
has indeed stopped accepting rental bookings, citing poor demand behind
this move.

➢ Government Regulations
With the increasing crime rates in the national capital, Delhi government
has banned radio taxi and certain services of taxies acting as a critical
roadblock in their expansion and growth.

2.9 MARKET SHARE OF OLA AND COMPITITION

The New Concept of “Taxi Aggregator”
The aggregator or “marketplace model”4 is new in India and until
now there has been a lack of clarity about whether operators such as
Uber, Ola and Taxi For Sure are radio taxi or just an aggregator. This
came into sharp focus especially with the ban on Uber services when a

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woman in Delhi, who used the Uber Company’s app to hire a taxi, was
allegedly raped by the driver. Uber may face lesser liability if it is treated
as a taxi aggregator and a greater liability if it is treated as radio taxi
(Vijayakumar, 2014). What or, who then, is a taxi aggregator? The central
government, vide its budget 2015-16 has now clearly defined the term
aggregator:

“Aggregator means a person, who owns and manages a Web-

based software application, and by means of the application and a
communication device, enables a potential customer to connect with
persons providing service of a particular kind under the brand name or
trade name of the aggregator;” (Shah, 2015).
In the budget, the government has also clearly stated that if the
aggregator does not have a physical presence in the taxable territory, any
person representing the aggregator for any purpose in the taxable territory
shall be liable for paying service tax.

The budget also stated that if the aggregator does not have a physical
presence or does not have a representative for any purpose in the taxable
territory, the aggregator shall appoint a person in the taxable territory for
the purpose of paying service tax, and such person shall be liable for
paying service tax (Verma & Dalal, 2015).

Indian taxi market is estimated to be around $8 billion (Rs 48,000

crore) right now, out of which only 5% is being managed under organized
sector; which means that the market is wide open right now. It is being
projected that in the next 5 years, organized players such as Uber, Meru

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and Ola will capture 15% of this market, which is growing at an

astounding rate of 45% per year (Ghosh, 2015).

Taxi space (market) in India is seeing a phenomenal growth in the

past six years. $400 million (Rs 2400 cr) of venture capital (VC) is
pumped in the last four years (20102014) (Utkarsh, 2014). The major
player in the taxi aggregator space is Olacabs and is threatened by the
coming of Uber. These taxi aggregator companies don’t own cars or even
employ drivers; they simply connect users with drivers, using technology.
They are not into inventory but technology-driven marketplace business
model and will make money (not yet, though!) and how?

The online taxi service offers mobility services to customers via

mobile platform connected through the Global Positioning System (GPS)
or General Packet Radio Service (GPRS) system. Organized cab services
were introduced in the Indian market with the launch of Mega Cabs
services in 2000, and the market evolved from the car-ownership concept
to the alternative of ride-sharing. Online taxi or radio taxi service
providers in India operate either as aggregators or as radio cabs, based on
their tracking feasibility.

With the transition from the radio signals-based conventional

tracking system to the GPS or GPRS-enabled system, the organized taxi
market in India witnessed a momentous growth. In FY 2019, the
organized taxi market held a share of ~11.5% of the total revenue
generated by the overall taxi market in India. The online taxi services
market in India was valued at INR 29.75 Bn in FY 2019. The market is
anticipated to expand at a compound annual growth rate (CAGR) of
~16.60% to reach a sales value of INR 61.59 Bn by 2024. A rise in
smartphone penetration in India, improved availability of high-speed

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internet connectivity, increasing investments in the online taxi market by

the foreign institutional investors (FII) and swelling disposable income
are the major factors that are driving the growth of the market.

2.10 INDIAN TAXI MARKET

The taxi market scenario in India is hugely fragmented. The taxi
market in India is divided into two major segments which are the
organized and unorganized markets. The unorganized market has a
market value of $8.5 billion and the organized market holds a market
value of almost $500 million. The organized sector is the recently
emerged segment in the market scenario. It is further classified into
owners, affiliators and aggregators. The owned vehicle segment is
inclusive of the pure car rentall companies like meru. The affliators are
accomplished with multiple car rental agencies and they are known to
provide different tour packages or deals. Whereas the aggregator are the
newest phenomenon which are driven by start ups like ola cabs.

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Due to the increase in competition and a steep rise in public

demand due to the quality and comfort of service provided by these taxi
services there has been an increase in the investment activity for the
same. In the interim, big cash is making this fight worth battling for. As
indicated by the Association of Radio Taxi India, the taxi business in the
nation is developing at 20 to 25 for each penny a year. The sorted out taxi
area represents only four to five for every penny of the business and sums
$800 million. It is relied upon to develop to $7 billion by 2020.The
central government, vide its budget 2015-16 has now clearly defined the
term aggregator: “Aggregator means a person, who owns and manages a
Web-based software application, and by means of the application and a
communication device, enables a potential customer to connect with
persons providing service of a particular kind under the brand name or
trade name of the aggregator;” Indian taxi market is assessed to be around
$8 billion (Rs 48,000 crore) at this moment, out of which just 5% is being
overseen under sorted out area; which implies that the market is
completely open right at this point. It is being anticipated that in the
following 5 years, sorted out players, for example, Uber, Meru and Ola
will catch 15% of this market, which is developing at an astonishing rate
of 45% every year. The Indian cab market has seen a lot of traction, with
over INR 600 crores being raised by the leading players in the sector.
While this has been a very competitive market, the organized sector
forms a small percentage of the overall market. It is estimated that the
radio taxi market in India is $69 billion dollars growing at 17-20%. It is
also estimated that the number of taxis in the organized sector will reach
30,000 by 2017. The sector has in the past few years seen tremendous
growth with nearly 10 fairly large companies operating in various models.
But even in this clutter, three companies stand out in their product
uniqueness, customer service responsiveness, driver behaviour and timely
arrivals – Ola cabs, Taxi For Sure and the global sharing economy

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pioneer, Uber. Other companies that are operating include Meru, Easy
Cabs, Savaari and BookMyCab.

The market made a transition from owned fleet to a fleet

aggregator model where anyone could own a car and become an
entrepreneur – in fact, Ola Cabs conducted a Driver Mela in Pune and
Bangalore to get vehicles at a discount to potential drivers. As well as
aggregators are coming up with lots of attractive schemes and plans for
drivers and to lure their customers by getting different schemes to drivers
from the manufacturers like OlaCabs did Driver Mela in Pune and
Bangalore, TaxiForSure came up with Magic Trip on their Mobile
Application, Uber comes up with different promo code from time to time.

2.11 Business model:

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Ola taxicabs go about as a facilitator in giving taxicab booking

administrations to clients through numerous channels. Prior, clients could
book their taxicabs through the site, call center or the application. But
later on Ola reconsidered their methodology and made appointments just
through the application. The drivers have an adaptability to choose their
own particular time to login to OLA Application and acknowledge
demands for rides from clients. They may remain logged out of the
framework according to their need. The source of income for OLA is the
commission for every drive and the costs they bring about are
additionally low as they significantly need to contribute just on the
technological innovation.

Ola has turned out to be an awesome innovation stage for

transportation and offers simple alternatives of booking a taxi through an
application and offers adaptability to the driver as far as readiness to
work. The individuals who work more get incentives.
These companies don’t own cars nor do they employ the drivers, they
simply connect with the drivers through the application. They are the

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technology driven market place. The company thus began to grow at a

speed of light due to accomplishment of ahead of its time strategies

2.11.1 Promotional and marketing strategy of Ola :

At Ola the strategy was to leave no stone unturned. They at Ola
did everything from attending the calls of the customer to providing
driving facility to desired destination. All this was done to sustain the
market leadership in their hands. To achieve this various strategies and
promotional activities were adopted by the company. Some of them are
discussed below.

2.11.2 EMPOWERING THE DRIVERS :

They offered micro entrepreneurship for the drivers by helping the
drivers buy their own cars at huge discounts and affordable repayment
scheme as they collaborated with leading car manufacturers

2.11.3 OLA MINI :

One of the most successful marketing campaign launched by Ola
is OLA MINI. The feature f this strategy was that the price of this service
was equal to the auto fares. The idea worked well and got accepted by the
public when they offered cab rides at auto fare price on auto strike days in
2012 and 2013. Because Ola Cabs are having deep pocketed investors
and can burn money such services can be launched to cater the dire needs

2.11.4 STRATEGIC PARTNERSHIP WITH MAKE MY TRIP:

In the year 2013, la cabs launched its partnership with make my
trip. Under this partnership the customers of make my trip would receive
rental car facility for pick up and drop at desired destination. This move

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by Ola helped acquire large customer base as people became more aware
about the brand.

2.11.5 TREATING CUSTOMER WITH CARE:

Customer is at the centre in marketing. The main purpose of all
these promotional activities is to build customer loyalty. Thus when it
comes to taking care of the customer, Ola leaves n stone unturned. Ola
makes sure that all the customers who use the service of Ola are well
satisfied. If at all any mistake occurs by the system Ola makes sure to
provide extra credit to the customer’s account and also apologize for that
matter. In this way it makes sure that the customer base developed should
not be hampered.

2.11.6 ADVERTISING PARTNERSHIP WITH TVF:

Ola has created partnership with TVF (The viral Fever) which is
an Indian online web series platform. TVF has a strong fan base and Ola
has tried to take advantage of this situation. Ola gets to acquire customers
from TVFs existing fan base while on the other hand even TVF gets to
reach out to Ola’s customers.

2.11.7 ECONOMIC STRATEGY:

Ola focuses on target marketing by segregating its fleet into
different models which are suitable for the demand of the customer and
also fits their budget.

This includes Ola mini, Ola sedan, Ola micro, Ola prime, Ola
pink, carpooling for corporate, etc. Ola micro offers a base fare of rupees
40 with charges of rupees 6 per km. whereas Ola sedan and mini have
different package ranging between rupees 80 to 100 base fare. These are
suitable for customers planning long distance journey. Ola pink focuses

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on women safety and is introduced for the women. The revenue through
all this is created by supplying large volume services by the adoption of
this fee tiered system.
People prefer it even more because ola offers the lowest price rate
compared to all other taxi aggregators.

2.11.8 SOCIAL MEDIA:

These include other means of promotion used by Ola to promote
the brand in the market. Ola cabs have used channels such as banner ads,
newspaper ads, television ads on a large scale as well as online marketing
channel on Facebook, twitter as a part of its campaign.

From the online marketing tool Ola chose Facebook to run its first
campaign as the number of users is high over it. It enabled Ola to target
right people at the correct time. The campaign over Facebook which was
termed as the #chaloniklo campaign was a huge success. Various video
ads featured content of #chaloniklo over Facebook including call to action
by which people would be propelled to download Ola app. It increased
the popularity of Ola apps.With Facebook campaign, the consumer
acquisition rate increased and searches concerning Ola cabs also
increased, sales boost up by 60% as a result.

Henceforth, Ola picked Facebook over other advanced media

implies in light of the fact that it has biggest client base crosswise over
India. The focused on crusade setting makes it more reachable and gives
organizations an exceptional yield on venture. Be that as it may, with FB
advertising, application clients expanded, the organization started getting
greatest booking therefore. Remarketing focused on the individuals who
may have viewed the first campaign called #Chaloniklo.

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2.12 FINANCIAL PLAN

➢ Funding :
It raised $330k in its initial round of funding on April 21, 2011.
The company received Series A funding of $5 million from Tiger
Global Management; Series B funding of USD 20 million from
Matrix Partners and Tiger Global; Series C funding of $41.5 million
from Steadview Capital, Sequoia Capital and its existing investors.
In Series D round of funding on Oct 25, 2014, it raised $210 million
from SoftBank Internet and Media Inc. and its existing investors. It is
back in process to scoop between $300-500 million more in its series
E funding.

➢ REVENUE:
For 2013-14, ANI Technologies, which runs Ola Cabs, reported a
50 per cent jump in net loss at Rs 34.21 crore, against Rs 22.80 crore
in 2012-13, according to filings with the Registrar of Companies
(RoC). In terms of revenue, Ola Cabs, backed by private equity funds
Tiger Global and Matrix Partners, has reported solid growth. Its Rs
51-crore revenue in 2013-14 was 219 per cent higher than Rs 16 crore
the previous financial year.

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 ➢

CHAPTER:- 3
DATA ANALYSIS AND INTERPRETATION

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TABLE 3.1: AWARE OF HUMAN RESOURCES PLANNING

PROCEDURE

Response No. of Responses Percentage

Yes 40 80%

No 10 20%

Total 50 100%

Analysis & Interpretation:

From the above table it is evident that 80% respondent are aware
of human resources planning procedure in OLA 20% respondent are not
aware of human resources planning procedure in OLA.

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TABLE 3.2 NUMBER OF PROGRAMS AND

RESPONDENTS

Interpretation
44 % of the employees have attended 6-15 training programs in
the last 5 years, which is an indication of an effective training policy of
the organizations. However, 40% of the employees have attended only 0-
5 training programs, which needs to be even noticed by the organizations.

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TABLE NO 3.3 HOW OFTEN THE TRAINING PROGRAM

ARE CONDUCTED IN YOUR ORGANIZATION?

Interpretation
From the responses received we can say that how often the
training programs are conducted in their respective organizations
Frequency of training depends on the type of work and the skills that
operators possess and when there is possibility of new technology in the
market so that the employees are up to date

Usually, the trainings were planned once in a year according to

40% of the respondents and half yearly in few organizations According to
25% of the employees and another 25% employees said training happens

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quarterly while 10% of the employees said that there were training
programs every month and this would be on some special purpose

3:4 MARITAL STATUS RESPONDENTS:

Marital Status respondents :

Analysis and Interpretation

From the above table, it can be analyzed that out of 100 percent
respondents 82% percent of respondents are unmarried in the marital

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status, 18% percent of respondents are belongs to the marital status

married.

TABLE 3.5 DOES ORGANIZATION PROVIDE TRAINING

TO NEW EMPLOYEES

Analysis and Interpretation :

From the above table and graph showing the most of 91% of
respondents are given response Yes Organization provides training to
new Employees, only 9% of respondents are given response No
Organization provides training to new Employees

TABLE 3.6: RATING FOR EFFECTIVENESS

FOR THE INTERVIEWING PROCESS AND ANY OTHER
SELECTION INSTRUMENTS LIKE TESTING

Response No. of Responses Percentage

Poor 4 16%

Adequate 25 50%

Excellent 21 42%

Total 50 100%

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In the above table, 50% of respondents answered that the

evaluation for the effectiveness of the interview process and other
selection instruments such as testing is adequate, and 42% of the
respondents test the evaluation for the effectiveness of the interview
process Choice equipment such as is excellent.

TABLE 3.8: MAIN MOTIVE BEHIND CHOOSING THE

JOB AT OLA

Response No. of Responses Percentage

Financial support 8 16%
Skill enhancement 10 50%
Knowledge gaining 9 18%
Career growth 23 70%
Total 50 100%

The above table shows that 46% of the respondents says that main
motive behind choosing the job at Karnataka. OLA career growth, 70% of
the respondents says that main motive behind choosing the job at OLA is

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through skill enhancement, 50% of there respondents says that main

motive behind choosing the job at OLA is for knowledge gaining.

TABLE 3:9 OFTEN THE TRAINING PROGRAM CONDUCTED IN

THE OLA:

Particulars No of respondents

Regularly 63

Quarterly 19

Half yearly 7

Yearly 11

Often the training program conducted in the OLA :

From the above table and graph, it can be analyzed that majority
63% respondents are given Regularly often the training program
conducted in your organization, 19% respondents are given Quarterly
often the training program conducted in your organization, 7%

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respondents are given Yearly often the training program conducted in

your organization.

TABLE 3.10: SATISFIED WITH THE PROGRAMME OF INDUCTION

AND
ORIENTATION

Response No. of Responses Percentage

Yes 42 84%

No 8 16%

Total 50 100%

Chart 13: Satisfied with the

programmedof

yes yes
Tota
l 42 No
Tota
No
l
8%

The above table depicts that 84% of the respondents says yes that
they are satisfied with the programmed of induction and orientation in
your company and 16% of the respondents says no that they are not

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satisfied with the programmed of induction and orientation in your

company.

TABLE 3.11: SATISFIED WITH THE TRAINING PROCEDURE IN

THE
OLA

Response No. of Responses Percentage

Strongly Disagree 1 2%
Disagree 3 6%
Neither agree nor disagree 5 10%
Agree 21 42%
Strongly agree 20 40%
Total 50 100%

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In the above table, 42% of respondents say they are satisfied with
the training procedure given by the organization, and 40% of the
respondents say they are satisfied with the training procedure given by the
organization Also, they disagree with the satisfaction of the training
procedures given to the organization, and 6% of the respondents do not
oppose dissatisfaction with the training procedures given to the
organization.
TABLE 3.12: SUCCESSION PLANNING IS IN ADVANCE IN OLA

Response No. of Responses Percentage

Strongly Disagree 2 4%
Disagree 3 6%
Neither agree nor disagree 6 12%
Agree 24 48%
Strongly agree 15 30%
Total 50 100%

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In the above table, 42% of respondents say they are satisfied with
the training procedure given by the organization, and 40% of the
respondents say they are satisfied with the training procedure given by the
organization Also, they disagree with the satisfaction of the training
procedures given to the organization, and 6% of the respondents do not
oppose dissatisfaction with the training procedures given to the
organization.

TABLE 3.12: SUCCESSION PLANNING IS IN ADVANCE

IN OLA

Response No. of Responses Percentage

Strongly Disagree 2 4%
Disagree 3 6%
Neither agree nor disagree 6 12%
Agree 24 48%
Strongly agree 15 30%
Total 50 100%

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The above table depicts that 48% of the respondents agree to

succession planning is in advance in OLA, 30% of the respondents
strongly agree to succession planning is in advance in OLA and 12% if
the respondents neither agree nor disagree to succession planning is in
advance in OLA and 6% of the respondents disagree to succession
planning is in advance in OLA.

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CHAPTER:- 4

SUMMARY OF FINDINGS, SUGGESTION &

CONCLUSION

4.1 FINDINGS:

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➢ The study depicts that 80% respondent are aware of human resources planning
procedure in OLA and 20% respondent are not aware of human resources
planning procedure in OLA.
➢ Age Majority of 56% percent of respondents are male, 44% percent of
respondents are female.
➢ Among the respondent’s 23% percent of respondents are PUC qualification,
35% percent ofrespondents are completed Graduation and Remaining 42%
percent of respondents are completed Post Graduation
➢ Majority 65% of the respondent’s occupation is business people and 20% of the
respondents are students and 15% of the respondents are professionals.
➢ Out of 100 percent respondent’s 82% percent of respondents are unmarried in
the marital status, 18% percent of respondents are belonging to the marital status
married.
➢ Most of 91% of respondents are given response Yes Organization provides
training to new Employees, only 9% of respondents are given response No
Organization provides training to new Employees
➢ Most of 59% respondents are given response is on the job kind of training
methods are being followed in your Hiring studios, 21% respondents are given
response is off the job kind of training methods are being followed in your
Hiring studios, 13% respondents are given response is Both kind of training
Analyzed that 43% respondents are satisfied with the service of OLA training
and development, 8% respondents are not satisfied, 2% respondents are
neutral,32% respondents are highly satisfied with and remaining 15%
respondents are highly not satisfied.
➢ Majority 63% respondents are given Regularly often the training program
conducted in your organization; 19% respondents are given Quarterly often the
training program conducted in your organization.
Majority 51% respondents are given performance basis of selection of training
program is done, 23% respondents are given working level basis of selection of

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training program is done, 20% respondents are given Fresher level basis of
selection of training program is done.
➢ Most of 70% of respondents are given Yes we are participating in the training
event and 30% of respondents are given No we are participating in the training
event .
➢ Majority 80% of respondents are given response is yes training material is
useful in job to develop the skills and only 3% of respondents are given no
training material is not use full in the job.
➢ Majority 76% respondents are given yes showing them do you feel training and
development program is helpful in future or not and only 24% of respondents
are given number.

4.2 SUGGESTIONS :
➢ Many organizations have realized the importance of the role of Training and
Development programs as it increases the organization’s people efficiency,
skills and productivity. In order to achieve the benefits of training initiative.
➢ The research shows that there is strong impact of training and development on
employee performance.
➢ All Employees of the organizations find their training and development
beneficial for their performance.
➢ Employers should be provided with more training programs in order to reduce
the cost of recruiting and training new members.
➢ On the other hand, the provision of feedback to employees after training is
recommended in order for employees to become aware of areas where they can
improve their performance.
➢ The organization should focus on awareness of human resources planning
procedures.

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The OLA should focus on the time management for completing the interview
process.
➢ OLA should also focus on internal promotion should be performed regularly
over a specific period of time.
➢ The organization should focus on the human resources to provide an adequate
pool of quality applicants for growth of the organization.
➢ The OLA should focus on the promotion of the employees for effective
achieving of the vision and mission.\

4.3 CONCLUSION:
➢ To conclude the summary of the project report titled “a study on Training and
development at “OLA”.
➢ Training and Development is an important aspect of human resource
management. It is important for organization to get skilled and capable
employees for better performance, and employees will become competent when
they have the knowledge and skill of doing the task. Training and Development
would provide opportunities to the employees to make a better career life and
get better in the organization. Therefore, the purpose of this study is to analyze
the impact of training and development on employee performance. Human
Resources Department is continuously hiring skilled people and thus provides
trainings to cope with global challenges. Through various Human Resources
activities and training programs they retain talent in the organization, ensure
career path for performers to perform more efficiently and effectively to
contribute more and more.
➢ It has received both favorable and unfavorable responses from both the
interviewer and the candidates. The study of the project is carried out as per
norms of Visvesvaraya Technological University for the academic purpose.
➢ The study in “OLA” helped us understand the various aspects of the
organization and how the organization works and how to identify and solve
problems.

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The organization's recruitment sources are based on factors, both internal and
external. The recruitment of candidates for a particular post depends on the age,
experience, qualifications, and percentage of the academic year. The selection
process is entirely based on communication skills and technical qualities.
➢ Human resources are becoming an integral part of an organization. Work,
functions, tasks, and tasks may be performed by a skilled person skilled in the
art. When the number of members of the organization is aware of the more
appropriate recruitment and selection process that can make a choice of human
resources in the right way. The employed individual may have experience and
knowledge, but how to change within the organization about various aspects
such as working conditions, attitudes and behavioral characteristics of
jobperforming employers, how to increase productivity, the use of innovative
technologies, and so on. When an employee is selected, it must be dedicated to a
loyal organization. They must attempt to perform their duties and have the
qualities of wit, diligence, and conscience. Finally, it may be said that
organizations are required to practice recruitment and selection processes with
accuracy, accuracy, and truth.

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BIBLOGRAPHY

• www.google.com
• https://www.olacabs.com/info/about_us.
• http://www.ciim.in/ola-cabs-business-strategy-case-study.
• https://yourstory.com/2014/06/ola-taxiforsure-uber/.
• https://techstory.in/olacabs/.
• http://www.themultiplier.in/2016/02/the-secret-behind-ola-
cabsmarketing.html.
• http://www.startuptimes.in/2014/10/ola-cabs-business-revenue-model.html/.
• http://www.business.com/starting-a-business/key-factors-that-
determinestartup-success/.
• http://www.businessinsider.com/5-keys-to-startup-success-2011-5?IR=T
• http://www.estartups.co.in/ola-success-story/
• http://taxguru.in/finance/ola-success-story-business-model-future.html

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