A Study on Consumption

Pattern of Ride Sharing

Services
 Introduction
• The idea of ride sharing allows individuals the access to a car
which is owned by an others in exchange of some sort of
monetary payment.
• The concept found massive popularity in Dhaka city due to the
everlasting traffic congestion and scarcity of public transportation.
• Although this a fairly new market for the service providers but
they are steadily gaining momentum in terms of consumer base
and market share.
 Objective of the Study
I. Analyzing consumption pattern in terms of
-Price
-Safety
-Comfort
-Time saving
-Ease of use
-Customer Service
II. Determining factors which influence consumer loyalty
 Methodology
• Initially Secondary Sources of information were researched to
obtain a surface level insights on consumer preference and
determine deciding factors for analysis.
• Secondly an online survey was conducted for ride sharing
service users to obtain more in depth data.
• With the findings of the survey, analysis was done using Likert
Scale and SPSS models to determine correlation between the
variables and consumption pattern which ultimately
influence consumer loyalty.
Findings
Findings
 Findings 1.2%
6

75%
366
23.8%
116
 Factors Numbers and Percentage

Peer Group 10 (2.1%)

Friends 66 (13.5%)
Findings
Factors Family Members 14 (2.9%)
Influencing
the
Promotional Activities 110 (22.6%)
Usage
Nobody (on my own) 277 (56.8%)

Others 11 (2.1%)
Findings

 42.8% stated they are

loyal to one brand
 57.2% (a majority) stated
they are not loyal, they use
service from different
companies different times.
 Factors Numbers and Percentage

Customer Service 34 (18%)

Price 45 (23.4%)
Findings
Reasons Availability 56 (29.2%)
Behind
Loyalty Safety and Security 35 (18.3%)

Complementary Options 10 (5%)

Others 11 (6.1%)
 Consumer Feedback on Loyalty
• Chi Square test was run on SPSS to initially determine
whether there is any relation between consumer
loyalty and Gender of Consumer, Monthly Income and
Monthly Expenditure for Transportation.
• The result showed no significant relationship with any
of those variables.
• Hence consumers were directly asked in the survey to
provide their own feedback on factors which to them
are important to establish loyalty.
 Consumer Feedback on Loyalty
Pricing:
• Major influencing factor for
gaining consumer loyalty.
• A respondent states, “The
bottom-line is the price of the
service. Uber and Pathao are
almost equally available
everywhere. I pick the one
that is cheaper”
 Consumer Feedback on Loyalty
Availability of Rides:
• Consumers usually rely on
multiple platforms, especially
during emergency.
• The service provider which
responds quicker and its ride
is nearer to the user is often
preferred rather than a
particular service provider.
 Consumer Feedback on Loyalty
Availability of Rides:
• A respondent states, “I
actually check 3/4 ride
sharing apps at a time
to measure which one
has more available
riders nearby”.
 Consumer Feedback on Loyalty
Rider/Driver Competence
and Behavior:
• Well behaved and
skilled riders/drivers are
preferred with proper
background checking so
consumers feel safe.
 Consumer Feedback on Loyalty
Rider/Driver Competence
and Behavior:
• Quoting a respondent, “I
used to use Pathao on a
daily basis. But lately I
found they register
anyone who has a bike
without checking their
 Consumer Feedback on Loyalty
Customer Service:
• On encountering any issues
consumers expect quick,
effective and satisfactory
solution.
• Consumers tend to be loyal to
those service providers who
value their feedback and take
quick actions.
 Consumer Feedback on Loyalty
Customer Service:
• A consumer loyal to Uber states,
“I always prefer a better
customer service. So I choose
Uber because they are quite
strict with their commitment
whereas the other providers
don't even reach the average
limit of customer services &
satisfactions.”
 Consumer Feedback on Loyalty
Promotional Offer:
• Consumers often choose to
switch loyalty due to
attractive discounts and other
offers.
• They perceive all of the
service providers as same and
often a differential factor is
discounts.
 Consumer Feedback on Loyalty
Other:
• Consumer loyalty can be due to other reasons. A
respondent states, “I prefer Uber for car rides and prefer
Pathao for bike rides. So I can't be loyal to a single app.
Ubers' cars are standard level. But Pathao cars are not.”
• Again there are some who are not loyal to any particular
service and there are no significant reason behind it.
 Conclusion
• Consumers are prone to use ride sharing services mainly to beat
Dhaka traffic and as an alternative to scarce public transports.
• Saving of time and Safety are the key factors which influence the
consumption pattern the most. Others include ride fare,
availability of rides and promotional offerings.
• Consumers view all service providers as same and hence
whoever offers best service at cheapest rate, they tend to be
frequently using that particular platform
Thank you