FIELD STUDY REPORT

On

“A Study on Customer Satisfaction towards OLA Cab

Services in Lucknow”

Towards partial fulfillment of

Bachelor of Business Administration (BBA)

School of Management, Babu Banarasi Das University, Lucknow

Submitted To: Submitted by:

Dr. Afeefa Fatima Ritik Jaiswal
(Assistant Professor) Roll No. 1210671378
SOM, BBD University BBA 3rd Semester
Session 2022-2023
School of Management

Babu Banarasi Das University

Lucknow

i
 DECLARATION

I hereby declare that the field work entitled of “A Study on Customer Satisfaction

towards OLA Cab Services in Lucknow” submitted to the BABU BANARASI DAS

UNIVERSITY, Lucknow is a record of an original work done by me under the guidance

of Dr. Afeefa Fatima (Faculty Guide) (SOM BBDU, Lucknow) and this field study

report is submitted in the partial fulfillment of Bachelor in Business Administration.

Ritik Jaiswal

ii
 ACKNOWLEDGEMENT

Before I get into the thick of the things I would like to add a few heartfelt words for the

people who were part of this Field Study Report in numerous ways and people who gave

unending support right from the stage the project was started, appreciated and

encouraged when being depressed.

I would like to express my deep sense of gratitude to the respectable Prof. (Dr.) Sushil

Pande Sir, I\C, SOM, BBDU personalities for their precious suggestions and

encouragement during the project.

In this context I would like to express my gratitude towards my parents and family

members who have constantly supported and played a pivotal role in shaping my career.

I owe my sincere gratitude towards faculty guide Dr. Afeefa Fatima of BBDU,

Lucknow for extending the support towards the completion of the Field Study Report.

And finally I would like to thank my friends for their unending support

Ritik Jaiswal

iii
 PREFACE

Field Study Report is an important part of the Management studies. It bears immense

important in the field of Business Management. It offers the student to explore the

valuable treasure of experience and an exposure to real work culture followed by the

industries and thereby helping the students to bridge gap between the theories explained

in the book and their practical implementations.

Research plays an important role in future building of an individual so that we can

understand the real world in which he has to work in future. The theories greatly

enhance our knowledge and provide opportunities to blend theoretical with the practical

knowledge where researcher gets familiar with certain aspect of research. I feel proud to

get myself to do research at topic “A Study on Customer Satisfaction towards OLA

Cab Services in Lucknow”.

iv
 Declaration

Acknowledgement

Preface

Sr. No. Topic Page no.

1. Introduction 1

2. Review of literature 2

3. Company profile 4

4. Research methodology 5

5. Limitations 6

6. Data analysis 7

7. Findings 22

8. Recommendations 24

9. Conclusions 26

10. Bibliography 27

11. Annexure 28

TABLE OF CONTENT

v
 INTRODUCTION
Customer satisfaction is defined as a measurement that determines how happy customers

are with a company’s products, services, and capabilities. Customer satisfaction

information, including surveys and ratings, can help a company determine how to best

improve or changes its products and services.

An organization’s main focus must be to satisfy its customers. This applies to industrial

firms, retail and wholesale businesses, government bodies, service companies, nonprofit

organizations, and every subgroup within an organization.

Model of Customer Satisfaction

1
 COMPANY PROFILE

Ola Cabs (stylized as OLΛ) is an Indian multinational ridesharing company offering

services that include vehicle for hire and food delivery. The company is based in

Bengaluru, Karnataka. As of October 2019, Ola was valued at about US$6.5 billion. 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 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, Ola launched its taxi-hailing

services with over 25,000 drivers registered.

History

In March 2015, Ola Cabs acquired Bengaluru-based taxi service TaxiForSure for

approximately ₹12.37 billion (US$160 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 foodtech company

Foodpanda 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
2
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.

3
 OBJECTIVES OF THE STUDY

 To study the level of customer satisfaction towards OLA cab services in Lucknow.

 To analyse the preferences of customers regarding services of Ola Cab.

 To study the impact of promotional strategies adopted by Taxi owners in order to

increase their market viability.
 To analyse the preferences of customers regarding services of Ola Cab.

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 RESEARCH METHODOLOGY

RESEARCH DESIGN:- Descriptive Research design

Descriptive research is a study designed to depict the participants in an accurate way.

The three main ways to collect this information are: Observational, defined as a method
of viewing and recording the participants. Case study, defined as an in-depth study of an
individual or group of individuals.

DATA COLLECTION

The task of data collection is begins after a research problem has been defined and
research designed/ plan chalked out. Data collection is to gather the data from
the population. The data can be collected of two types:

 Primary Data

 Secondary Data

Primary Data

The Primary Data are those, which are collected afresh and for the first time, and thus
happened to be original in character.

 Questionnaires

Sample Design-

 Universe - Lucknow
 Sample Area - Lucknow
 Sample Unit - Customers of OLA (Lucknow)
 Sample Size - 100 (respondents)
 Sampling Technique – Convenience sampling

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 LIMITATIONS OF THE STUDY

 Some of the persons were not so responsive.

 Possibility of error in data collection because many of investors may have

not given actual answers of my questionnaire.

 Some respondents were reluctant to divulge personal information which

can affect the validity of all responses.

 The research is confined to a certain part of Lucknow.

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 DATA ANALYSIS
Q1) Gender
Male Female
No. of Respondent % Respondent
Male 60 60
Female 40 40
Total 100 100

Respondent
Male Female

40%

60%

Interpretation: Most of respondents are Male.

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Q1) Do you use OLA or UBER any of the cab services.
Yes No
No. of Respondent % Respondent
Yes 40 40
No 60 60
Total 100 100

Respondent
Yes No

40%

60%

Interpretation: Only 40% respondents use Cab facility provided by OLA and UBER

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Q2) Which one do you think is better.
OLA UBER Both None
No. of Respondent % Respondent
OLA 40 40
UBER 30 30
Both 10 10
None 20 20
Total 100 100

Respondent
OLA UBER Both None
20%

40%

10%

30%

Interpretation: Most of respondents say Ola is better than UBER.

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Q3) which provide you better in terms of Drive ?
Ola UBER
No. of Respondent % Respondent
Ola 26 52
UBER 24 48
Total 50 100

Respondent
Ola UBER

48%
52%

Interpretation: Most of respondents say Ola is better than UBER.

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Q4) which suits you better in terms of driving courtesy & conduct
Ola UBER
No. of Respondent % Respondent
Ola 24 48
UBER 26 52
Total 50 100

Respondent
Ola UBER

48%
52%

Interpretation: Most of respondents say UBER suits better in terms of driving courtesy
& conducts.

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Q5) Which suits you in to safety facilities.
Ola UBER None Both.
No. of Respondent % Respondent
OLA 24 24
UBER 16 16
None 40 40
Both 20 20
Total 100 100

Respondent
OLA UBER None Both
20% 24%

16%

40%

Interpretation: Most of the respondents say that cab facilities not suit them to safety

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Q6) Which provides you better initiation facility
Ola UBER None Both
No. of Respondent % Respondent
OLA 20 20
UBER 30 30
None 40 40
Both 10 10
Total 100 100

Respondent
OLA UBER None Both

10% 20%

40%

30%

Interpretation: Most of the respondents say that no one provide better initiation
facilities

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Q7) Are you aware of any of promotion strategy.
Ola UBER Both None of any
No. of Respondent % Respondent
OLA 28 28
UBER 22 22
Both 20 20
None of any 30 30
Total 100 100

Respondent
OLA UBER Both None of any
30% 28%

20% 22%

Interpretation Most of the respondents are aware to the promotional strategy of OLA
and uber.

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Q8) Which promotional strategy among both is better.
Ola UBER Both None of any
No. of Respondent % Respondent
OLA 22 22
UBER 28 28
Both 20 20
None of any 30 30
Total 100 100

Respondent
OLA UBER Both None of any
22%
30%

28%
20%

Interpretation : Most of the respondents say UBER promotional strategy is better than
OLA

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Q9) In terms of cost which one would you Prefer.
Ola UBER both None
No. of Respondent % Respondent
OLA 20 20
UBER 30 30
Both 40 40
None 10 10
Total 100 100

Respondent
OLA UBER Both None

10% 20%

40%

30%

Interpretation: Most of the respondents say both OLA and UBER preference suits for
them.

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Q10) Do you provide feedback after the drive.
Yes No Sometime
No. of Respondent % Respondent
Yes 30 30
No 40 40
Sometime 30 30
Total 100 100

Respondent
Yes No Sometime
30% 30%

40%

Interpretation: few one provide feedback offers most of them not after feedback form.

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Q11) The promotional scheme of ola cab of Get Rs 75 cash back on next 3 Rides
via visa card what are your in regards of this scheme.
1) Good 2) Excellent 3) Average

No. of Respondent % Respondent

Good 30 30
Excellent 40 40
Average 30 30
Total 100 100

Respondent

Good
Excellent
Average

Interpretation: Most of the respondents say OLA promotional schemes is excellent.

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Q12) Are you aware of the scheme of OLA cab refer your friends to Ola and earn
Rs 50
1) Yes 2) No

No. of Respondent % Respondent

Yes 60 60

No 40 40

Total 100 100

Respondent
Yes No

40%

60%

Interpretation: most of them are aware of the scheme of OLA cab refer your friends to
Ola and earn Rs 50.

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Q13) Are you aware of the scheme get Rs 50 off on first four ride of UBER cab.
1) Yes 2) No

No. of Respondent % Respondent

Yes 50 50

No 50 50

Total 100 100

Respondent
Yes No

50% 50%

Interpretation: 50 % are aware and 50 % are not aware from promotional strategies of
UBER.

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Q14)What are your views regarding scheme of Rs 50 off fist free ride with GRAB
50 Exclusive Uber cab, coupon ( valid across India).
1) Good 2) Bad 3)Excellent 4) Average

No. of Respondent % Respondent

Good 30 30
Bad 20 20
Excellent 30 30
Average 20 20
Total 100 100

Respondent
Good Bad Excellent Average
20%
30%

30%
20%

Interpretation: your views regarding scheme of Rs 50 off fist free ride with GRAB 50
Exclusive Uber cab, coupon ( valid across India) is good.

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 FINDINGS

 The use is not so spread as awareness is ongoing so people are getting aware

slowly

 The feedback of uber is on a dominating Scale over ola

 Ola and uber can be termed differently on the basis of drive, Driving, courtesy,

conduct , safety and initiation facilities.

 People are getting aware of the promotional strategies slowly.

 In terms of cost uber dominates ola

 The feedback of cab services by customers influence the promotion of cab.

 The promotional schemes by both ola and uber helps in the comparative analysis.

 Ola cabs is an aggregator of car rental service focusing on creating a

technology platform that seamlessly connects drivers with those who need a ride.

The burden of owning, licensing, insuring and maintaining a car rests with the

driver, not Ola. Thus it has limited exposure - as defined by total fixed and quasi-

fixed costs like payroll.

 Aggressive TV, online and print media marketing has helped in increasing its

customer base and due to network effect it is increasing.

 Ola Cab’s business model allows it to exercise limited control over its drivers

who represents the face of the company. Thus any misbehavior on the part of the

drivers directly affect the company’s brand image.

 Loyalty is elusive in this business model with customers always flocking to the

most attractive alternative. This is true for its driver partners as well, as several

of them cut off ties with Ola Cabs after it revised its incentive policy which cut

into the earnings of the drivers.

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 Ola Cabs faces fierce competition from its most significant rival Uber, the global

giant in this field, with presence in 66 countries and a market valuation of more

than $ 50 billion. Despite its late entry in India compared to Ola Cabs, it has

expanded aggressively, currently offering its services in 26 cities with a fleet

strength of 2,00,000

 Ola Cabs also faces competition from multiple local players like Meru Cabs,

Easy Cabs,

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 RECOMMENDATION

 The safety services for women mist be improved specially in OLA services.

 As we are aware of the waiting charges changed by both the cab So some

gracing must be done to compensate the waiting

 From my point of view the services must be 24 hours for convenience of people

 India’s online taxi services market is estimated to be around $9 billion, pegged to

grow at a CAGR of over 17% during 2015-2020. This shows huge potential for

expansion with Ola Cabs rightly deciding to register its presence in Tier – 2 and

Tier – 3 cities as well.

 Increasing internet penetration and smartphone users has further helped the cause

of Ola Cabs. Rising disposable income has led to shifting of consumers towards

convenience, thus further increasing demand.

 Acquisition of Taxi for Sure and other smaller companies by Ola Cabs has

established it as the market leader.

 Dissatisfaction with unorganized market: Customers are unsatisfied with the

unorganised cab market which presents an opportunity for Uber to take

advantage of. This is one of the main reasons for the success of Uber. Local cab

drivers are known to be rude and do not comply.

 Increasing internet penetration: With Government’s move to digitise India,

Number of smartphones are increasing and technology based applications like

Uber can expand their services to other cities and enlarge its footprint over the

country.

 Rising Disposable income: With rising disposable income, customers are

willing to spend higher on convenience.

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 Alternate transport: Uber has launched ‘Uber chopper’ in various countries and

can look for other transport medium catering local needs. In India, Uber can

launch Bus aggregator system.

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 CONCLUSION

Ola Cabs is a mobile app used as a service provider for personal transportation. It has

revolutionized the concept of travelling, Earlier hiring taxis from roads was a

harassment but now it has become hassle free as one can easily make a booking at

his/her convenience without stepping out.

Ola Cabs by the year 2015, September, was valued at 5 billion dollars with its estimated

revenues at the end of the fiscal year 2014-15 at 62 million dollars. At its onset, Ola cabs

supported payment via Paytm only but later it included options for both cash and

cashless via Paytm

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 BIBLIOGRAPHY

BOOKS REFERED

 Kotler Philip (2008), Marketing Management 12th Ed, New Delhi, Pearson

Education, PP34-42

 Kotler, Philip and Pfoertsch (2006) Waldemar, 12th Ed, New Delhi,

Pearson publication, PP 56-66

 Shah .K and D’Souza .A (2009) Advertising and Promotions :An IMC

Perspective 11th Ed, New Delhi ,TMH Publications, PP359-366

 Fareena Sultan and Russell S. Winer, Journal of Economic Psychology

Volume 14, Issue 4, December 1993, Pages 587-61

 Menon 1994: “Customers' Perception Advertisements An Analytical

Study” , Journal of Services Marketing, Vol. 5, No. 3, pp. 39-52, September

2007

 Miss Amanda Spry, Dr. Ravi Pappu, Prof. Bettina T Cornwell, (2011)

"Celebrity Endorsement, Brand Credibility and Brand Equity", European

Journal of Marketing, Vol. 45 Iss: 6.

WEBSITES:

http://www.websitemarketingplan.com/mplan/swot.htm/
http://www.mbaskool.com/brandguide/it-technology/12849-olacabs.html
http://www.wikiwealth.com/swot-analysis:ola
http://www.marketing91.com/swot-analysis-uber/
https://www.scribd.com/document/336715296/Swot-Analysis-for-OlaCabs
http://www.marketing91.com/swot-analysis-uber/
http://pestleanalysis.com/swot-analysis-for-uber/

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 QUESTIONNAIRE

I) Name : ____________________________________

II) Age : ____________________________________

III) Qualification : ____________________________________

Q1) Do you use OLA or UBER any of the cab Services.

Yes No

Q2) which one do you think is better.

OLA UBER Both None

Q3) which Provide you better in terms of Drive?

OLA UBER

Q4) which suits you better in terms of driving courtesy & conduct.

OLA UBER

Q5) which suits you in to safety facilities.

OLA UBER None Both.

Q6) Which provides you better initiation facility

OLA UBER None Both

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Q7) Are you aware of any of promotion Strategy.

OLA UBER Both None of any

Q8) which promotional strategy among both is better.

OLA UBER Both None of any

Q9) What are your cost preferences when both companied to suit are of this.

OLA UBER both None

Q10) Do you provide feedback offer the drive.

Yes No Sometime

Q11) The promotional scheme of ola cab of Get Rs 75 cash back on next 3 Rides via
visa card what are your in regards of this scheme.
2) Good 2) Excellent 3) Average

Q12) Are you aware of the scheme of ola cab refer your friends to ola and earn Rs 50
2) Yes 2) No

Q13) Are you aware of the scheme get Rs 50 off on first four ride of uber cab.
2) Yes 2) No

Q14)What are your views regarding scheme of Rs 50 off fist free ride with GRAB 50
Exclusive Uber cab, coupon ( valid across India)
Good 2) Bad 3)Excellent 4) Average

30