DEMOGRAPHIC SEGMENTATION IMPACT ON CUSTOMER PERCEPTION TOWARDS CALL TAXI SERVICES IN TIER – II TOWN OF NAGPUR IN MAHARASHTRA (INDIA)

Abstract

There is a steep fall in the sale of customer cars for private owners but the business of Ola and Uber is on the rise.  The taxi market has seen tremendous growth over past 5 years with the introduction of Uber in 2013, when it came with mobile applications and from there on the business is growing.  As the disposable income of the consumer is increasing there is a rise in the customers who are looking for a safe and quick pick up and drop facility to their destination and that too hassle free.  This research study tires to find what impact these cab aggregators have on the consumers and the perception consumers have in availing call taxi services in Tier – 2 cities, with concerns in ease of access, security, payment options, promotions, discounts, convenience, knowledgeable drivers, GPS enabled vehicles, payment options, 24×7 user support, electronic fare meters, etc. and what has resulted in its growth. Hypotheses were framed with respect to the demographics factors and these were tested along with the data reliability test which was also performed.  The outcome clearly shows that the perception of the customers is motivated with demographic factors such as education, income, occupation and age.