1

CHAPTER 1: INTRODUCTION

1.1 Purpose of Study

The purpose of the study was to clearly study the attitude which is being
associated with a consumer while using and selecting self-drive car rentals
because he might experience a lot of things whenever he opts for a particular self-
drive company for travelling as this effect the perception of customers and
changes attitude accordingly. The attitude affects the behavior of customers as
they should hire a cab or travel agency or self-drive cars. We would find the
service experience of the customers of self-drive car rentals in Delhi-NCR. Self-
drive car rentals are emerging market in India as it appeals to a large customer
base because majority of the people hires cabs and travel companies and it comes
with driver but self-drive cars are provides option to drive at like own car. In the
end we can say that attitude is very important for a product to be successful as it is
a new and innovative product for Indian market.

1.2 Context of Study

Cognitive, Conative and Effective attitude will be measured after a particular
study of the research papers. We will be studying perception, behavior and
experience of customers in details as we will see that how these effect customer
attitude that it influence upon selecting decision of customers while going for a
vacation and outing. Also how the self-drive car companies have been able to
measure customer behavior with themselves which might took a long period of
time for Indian consumers because it is new product in Indian industry. We will
also see that how companies are taking steps to improve their image among
consumers because they want more and more consumers to opt self-drive.
 2

1.2.1 Company Profiles

Zoomcar was launched in February

2013 by David Back and Greg Moran
in Bangalore, India. At present,
company operates in 9 cities with 1800 vehicles across India
including Bangalore, Delhi, Gurgaon, Mumbai, Hyderabad, Chennai, Pune and
Chandigarh. In September 2015, Zoom car raised $3 million in equity capital and
a debt of $2 million from Indian venture debt firm InnoVen Capital. The company
was unable to get the desired valuation as major firms tapered their investments in
India. It is growing very fast in Indian market because it is the only company
which offers prices including fuel. The price ranges from km. A customer can
travel up to 480 km through Zoomcar. Zoomcar has quick response and customer
care which helps customer fast in need. Now, Zoomcar provides an option to opt
for door step delivery and pick up which was not available before. Zoomcar has a
wide availability of cars and its center across Delhi-NCR and other metro cities.
They are planning to expand their business in non-metro cities in future.

Letmedrive was started by Navendu and

Nimish Agarwal, classmate of Delhi
College of engineering. They used to going
on many trips and did not have their own
car so they came up with idea of starting a self-drive car company Letmedrive.
Letmedrive is operational since 2014 and is operational in Delhi, Chandigarh and
NCR. The company offers Ford Figo, Maruti Swift, Swift Dzire, Toyota Innova,
Mercedes E class, Audi A6, BMW 5 Series. Letmedrive has wide range of centers
in Delhi where customers can pick up and drop cars. Customer can choose desired
car from a wide range of available models through mobile app and website.
Letmedrive is trying hard to provide fast and quality of service to customer by
asking for feedback and riding experience of customers. Letmedrive offers for
door step delivery and pick up at cost of 400-500 rs which attract the customers
 3

and company offers competitive prices to customers. Letmedrive provides luxury,

sedan, SUV and hatchback car to customers.

Myles was launched by carzonrent in November

2013 in Delhi, India .Carzonrent, India’s largest
car rental company, separated a new unit named
Myles to raise fresh capital to grow a new
venture. Carzonrent raised about $20 million as
capital in 2014. Myles is growing 30% on
monthly basis since its launch 20 years ago.
Myles was started with 14 cars but now it currently run more than 1000 cars.
Myles is giving tough competition to its customers by providing quality of service
and competitive prices. Myles offers prices excluding fuel, toll and state mcd
charges. Customers can select a car from various models and book it through
mobile app or desktop website. Customer care is always available to users when in
need. Myles are providing competitive prices and a tough competition to other
companies. Myles is trying to attract customers through discount coupons and
attractive prices.

Eco-Rent a car is a self-drive car rental company

provides luxury car rental services in India for
over 19 years. Company has a network in 52
cities in India. Company launched its self-drive
car rental services 2 years back. It is providing
services in Delhi-NCR, Bengaluru and Mumbai.
The company is providing huge option of cars to
its customers and also provide car which is good
in condition. The company is getting good response from the customers and so the
company is expanding in other countries and different cities in India. The
company name defines that renting a car which is economical to the consumer.
The company is providing many other services to the consumer to satisfy their
needs and wants. The company has also achieved many award and achievements
 4

one of the recent on is “Best luxury car Rental company” so basically the
company is renting the luxury cars at an economical rate which is an edge to the
company over its competitors. The company offer many other services such as
hotel travel desk, Event transportation, Chauffeur drive, Employee transport
service, corporate rental car which is an added advantage to the company to
compete in the market.

Justride was launched in april,2015

by Ashwarya Pratap Singh, Hemant Sah,
Vasant Verma and Amit Sahu. It has
headquarters in Mumbai, Maharashtra. As of
now Justride has over 350 vehicles and providing services in 7 cities including
Mumbai, Navi Mumbai, Bangalore, New Delhi, Gurgaon, Pune and Noida.

Voler was launched in august 2015 by Vikas

Parasrampuria. Voler provides a wide range of
cars including luxury segment car eg. Mercedes
GLA, Audi Q3, Toyota Fortuner and other
economic car like Maruti Swift, Honda City, and
Mahindra Scorpio etc. Voler provides rent
excluding of fuel and provides door step delivery
and pick-up of cars. Voler has targeted a huge
audience by providing them me huge of cars from hatch back to luxury cars for
their use. The company also provides pick and drop facilities which give more
advantage to the customers. As the company is new to the market so the company
is renting the cars at a nominal rate to capture the market share. The company is
planning to capture about 23 percent of the market share by 2020. Voler is
investing huge amount in marketing and promotion activities so as to get huge
market share and let the population know about such services which the company
is providing.

Revv was launched in July 27 in Delhi-NCR

by Anupam Agarwal and Karan Jain two
 5

experienced professional from Mckinsey. They started home delivery of cars at

door step. Revv provides various luxury and economy cars to customers on a
reasonable price. Revv’s portfolio includes 60% SUV cars, 10% Ultra-Luxury and
30% Sedan and Hatchback. Revv also has launched a mobile application so that it
is more helpful to its customers to book a car. The mobile application help the
company to get added advantage of its competitors as only 1 more company has
the application facility to book a car. Also the company has its offices in every
10km from where the customers can easily pick and drop the car. The company is
planning to expand in different cities by 2017 in Chandigarh, Hyderabad, Pune,
Mumbai and many more cities. The model of the company is such that the
company charges you for the car and you can drive as much as km per day
without any restriction. Also the fuel cost is paid by the customer so there is no
hesitation of any fraud by the customers. The company is new to the market at
present and to survive in the existing market the company is providing value
added service to capture the market share. The company also charges hourly basis
so you have just pay how much you used which is the strength to this company
and their business model.

Micar was launched in April 2014 by Suyagya

Agarwal. Micar operates in Delhi, Gurgaon and Noida.
The USP of the start-up is – 'How to own a car without
the hassles of owning one'. At present Micar has more
than 50 cars in compact, SUV and sedan category.
Customers can get self-drive car at any time at any
place in Delhi-NCR for as much time as they want.

1.3 Self-Drive Car Rental Services in India

Self-drive cars in India were launched in 2013 whereas it was already in existence
in US in 2003. The self-drive car industry has a huge scope and also a great
platform to provide services to its consumers. As there are huge number of
population who are still not aware of such services and also there are huge no of
people who are investing in such business as they have huge cars. Self-drive cars
are especially popular among young professionals and entrepreneurs in cities such
as Bengaluru, Mumbai, Delhi and Pune. There are lot many companies such as
 6

Zoomcar.com, Carzonrent’s Myles, and letmedrive.in, among others. This is

usually used by those who want to go on short trips in a group or alone, or to use
within a city for business or personal purposes. The attraction lies in being able to
drive high-end cars at an affordable price, and avoiding the hassles of dealing with
a driver and pay for extra charges. These cars are well used while planning a trip
or any work as it is economical and easy to book it gives added advantage over
other taxi services. The company different range of cars such as hatch back, sedan
, xiv and luxury cars too. The companies provide different range of cars as per the
need and demand of the consumer. The booking of car is also very easy as there is
different application for the easy use of the consumer. The booking process is also
very easy and company charges 5000Rs as a security which is transferred to your
wallet after completion of your trip. The company also provided services such as
if the car gets break down during the trip the company will help you to arrange
another car of your convince. In case of any emergency during the trip there is
helpline number in which company will assist you and help you out if you are in
any trouble.
The best advantage of self-drive cars is you can save the cost of driver and also
the cars are available hourly basis so the consumer has to pay according to his/her
usage.

1.4 Hiring a Self-Drive Car

To hire self-drive car, a person would choose service provider. It would have its
website and mobile app. He would register; upload necessary documents of
identity such as driving license. He would have to deposit a refundable deposit.
Some companies charge 5000 to 10000, but some companies charge 20000-30000
for it. In case of damage, company will forfeit the deposit but limited to security
deposit. These companies provide 24X7 roadside assistance at some locations.
These vehicles come with insurance, registration and pollution check documents.
Usually the car comes will a full tank and the customer has to return it in same
way. If customer picks up a car from a point than he would have to return at that
same point, otherwise there are some charges for it. There are many other charges
such as cancellation depends how soon or late customer informs them. Payments
are made online before hiring and refundable at the same in 2-3 days after drop of
the car.
 7

1.5 Benefits of Self-Drive Cars

Self-drive car rentals provide luxury and pocket friendly services to customers
who want to drive themselves. This service provides an opportunity to rent a car
across all model. This service is popular among young professionals who want to
travel in vacations. This concept is famous in US and European countries but now
it is available in various metro cities in India from 2013. These services are
available at affordable prices and avoiding hassles of dealing with a driver. These
services are available at hourly rent basis ranging from 60 rs per hour to 250 rs per
hour. Zoomcar provides an option of rent including fuel charges but other
companies excludes the fuel expenses and offers car rental charges. Some
companies provide door step delivery and pick-up services and they charge extra
money for that.

1.6 Future of Self-Drive Cars in India

At present there are numerous players in Indian self-drive cars market but a few
players will survive in future. Zoomcar, Revv, Just Ride, MiCar, Carzonrent,
Voler and many other have entered in the self-drive car market and many new
players are joining in. The market is at very nascent stage when the market will
mature only two or three players will survive. As per a prediction, by 2020, there
will be two lakh self-drive cars. US, currently has 20 lakh of self-drive cars in
market. As per increment of population the Indian market will grow on the same
line. Self-drive car industry is threatened by cab service providers because they
provide on demand cabs to customer in a very short period of time such as Ola,
Uber and Taxi for sure. The self-drive companies are giving a tough competition
to each other by providing discount offers, cheap prices and door step delivery and
pick-up. Customers can book cars through mobile apps or websites of the
company. As the online market of India would grow in future, customer opting for
self-drive cars would increase. Customer feel rich when they drive self-drive cars
because it gives them feel like their own car. They can drive it anywhere they
want.

1.7 Customer Attitude

Attitude consists of thoughts or beliefs, feelings, and behaviors or intentions
towards a particular thing, which in this case is usually a service.
 8

There are three major components of attitude:-

 Cognitive- Cognitive attitude represents a person’s ideas, thoughts and
belief about something.
 Affective – It represents a person’s feelings or emotions about something
such as fear or hate.
 Conative- This is behavioral component and centers on individuals acting
a certain way towards something.

1.8 Significance of the Study:

 This study will enable us to understand and examine the attitude of custom
ers towards self-drive cars in Delhi NCR.
 Understand the factors affecting success/failure of self-drive car services in
Delhi NCR.
 Quality services provided by self –drive cars companies to tap in more cust
omers.

1.9 Objectives of the Study:

 To understand the customer attitude and responses towards self-drive cars.

 To understand the service expectation of consumer towards self-drive car
rentals.
 9

CHAPTER 2: REVIEW OF LITERATURE

The self-drive cabs business has emerged as one of the rapid growing businesses
in the Indian transportation sector. The concept of 24X7 hour cabs has introduced
in the country recently zoom cars and revv, (Dr. Tazyn Rahman) and so the
increasing demand for car rental services.

As the company is providing 24hrs facility so it is very easy for the consumers to
get this car. Also there is huge range of cars available as option to the consumer as
per their needs and wants. This business has a huge potential in near future and
there are huge number of companies investing in such a business, the customer are
also very satisfied with the charges companies are charging as it is more
economical to them. Also due to digitalization it has an added advantage as
because the consumer can book the cars online and the company provides both
pick and drop facility so within seconds customer can get the car. Customer
feedback form should be provided to each customer c to gather Customer
experience and to improve service quality. Presently only online payment mode is
accepted. These car are available at affordable price.

Potential drivers must adapt their behavior to meet the expectations of customers,
which is essential to their future success. This research paper stresses the need to
improve quality service to all background passengers, (Anne G. Morris Alan
Foster, 2012).The company should take the feedback of the customers so that they
can provide them with better services. Also the car condition should be good so
that the consumers don't face any difficult. There is only online mode of payment
in this self-drive car so there should be other modes of payment so that more
customers get attracted. The services should be as per the needs and wants of the
customer so that they are happy and come again. The bottom line that must be
repeatedly stated is that improved service to passengers pays off at the fare box---
a win-win situation for both passengers and drivers.

Technology is a strategic tool and innovation in this field has become all the way
more important and glorious. To enhance customer relationship, to manage
business operations, to achieve sustained competitive advantage, it’s important to
 10

update the technology. The company should maintain good relationship with
customers as this will have edge to retain more customers. There are huge option
to maintain a good relationship with the customers, as the technology is advanced
so the company should use it to get more customers and provide them with more
and more services to satisfy their needs and wants. All this forms an integral part
of customer satisfaction and acceptance on a larger scale, (Sridhar
Vaithianathan Kartikeya P Bolar, 2008)

The purpose of this paper is to examine the relationship and effects of service
quality on customer satisfaction by applying the RESCA model (service quality)
with the introduction of another variable, driver behavior, (Solomon Tawiah
Yeboah Emmanuel Nondzor Horsu, 2000). The study focused on customer
satisfaction towards minicab taxi acceptance in Ghana. In all six (6) variables;
reliability, continuous service, safety, comfort, affordability and drive behavior
were tested to examine its relationship with on customer satisfaction. Pearson
correlation illustrated that all the variables had a positive and significant
relationship with customer satisfaction. The totality of customer satisfaction
towards minicab taxi services are however not only influenced by service comfort,
safety, reliability, affordability, driver behavior and continuous service. Customer
satisfaction is very important in car rentals because it attracts the customer to hire
those services again. The cab market in Ghana was in growth stage at that point
where it was important to enhance the service quality. The price of the car,
comfort, driver behavior, availability of car plays an crucial role in customer
satisfaction and service quality.

The convenience of taking a taxi is the most frequently cited factor that influences
using a taxi, (MM research, 2013). This is uniform across all regions. Motivation
for choosing taxis over other transport options is the overall standard of taxi
driving and driver behavior. The level of public knowledge and understanding of
passengers rights when choosing to use taxis. The behavior of driver is crucial in
success of taxi services because it affects the quality of services. The influencers
of user for hiring a taxi are comfort, timing and availability of the cars. Taxi
driving is common in all over the world as it is very common practice in the
world.
 11

Most women drivers find a considerable degree of membership within the larger
community of drivers, and in this sense become "one of the men"; seen first as
taxi drivers and then as women, (Kimberly Berry, 1993). The popular perception
of taxi drivers is that they are, and should only be, men. Women are perceived as
either completely absent from the business or only exist on the margins of the
industry. However, the number of women is greater than many guess, and their
participation and adaptation in the industry is considerably more significant.
 12

CHAPTER 3: RESEARCH METHODOLOGY

This chapter describes the type of research design taken up. The details focus
majorly on the philosophy of the research, the research approach that was taken up
in order to develop a method to address the questions that need to be answered in
the research. The questionnaire was designed to provide an insight into the
parameters and data that was required to achieve the objectives of the research.

3.1 Research Objectives

 To understand the customer attitude and responses towards self-drive cars.
 To understand the service expectation of consumer towards self-drive car
rentals.

3.2 Research Design

The research deign would be descriptive research design as this study aims at
collecting first-hand information about the perception of consumers and their
response towards self-drive cars in Delhi NCR.

3.3 Questionnaire Design

The questionnaire that have designed in this research such that there is focus on all
of the objectives and attributes that have been selected. The questionnaire
designed is a structured questionnaire. The questionnaire comprised of 23
questions.

3.4 Instruments Used

The data was collected using the survey method that is by getting questionnaires
filled
by the consumers.
For data collection:-
 Questionnaire
For analysis:-
 SPSS Analysis.
 13

3.5 Data Collection

The proposed research will be based on survey method and feedback collected by
the people who are regular use self-drive car rentals. Relevant data for the study
will be collected using questionnaire to effectively fulfil the objectives of the
research which have been stated above.

3.5.1 Method of Data Collection

Primary data collection as well secondary data collection technique was used for
the study.
Primary data
The method of primary data collection involved getting Structured Questionnaires
filled from various consumers online.
Secondary Data
The method of Secondary data collection was through various research papers,
newspapers, and various other magazines through which the data was collected.

3.6 Scale’s Used

The scale which has been mainly used in this research is a 5 point Likert Scale.

3.7 Sampling Technique

Convenience sampling technique has been used by me during the survey as the
respondents were selected as they happen to be at the right time and at the right
place.

3.8 Sample Size

The sample size for my survey was of 152 respondents.

3.9 Survey Area

The survey was conducted by me in the area of Delhi-NCR.

3.10 Tools Used

The usage and importance of SPSS tool as to code and analyze as well as interpret the
primary data was the crucial part of the study. These tests included one way Anova,
Univariate analysis, slandered deviation of data cross tabulation, KMO test, Cronbach
alpha test.
 14

CHAPTER 4: DATA ANALYSIS AND

INTERPRETATION

4.1 Reliability Testing

Table 4.1.1 Reliability Statistics

Cronbach's Alpha N of Items

.767 17

Interpretation: value of Chronbach alpha is 0.767 that shows the data reliability.
Data used in this research is reliable therefore we can get some meaningful result.

4.2 Sample Adequacy Test

Table 4..2.1 KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .726

Approx. Chi-Square 1140.331

Bartlett's Test of Sphericity Df 136

Sig. .000

Interpretation: Above table depicts that KMO value is .726 which is more than
0.6 this means sample of this research is sufficient and adequate.
 15

4.3 Descriptive Analysis

Table 4.3.1 Descriptive Statistics

N Minimum Maximum Mean Std. Deviation

Renting Risky 152 1.00 5.00 3.8421 .92145

Expensive 152 2.00 5.00 3.8553 .94489
Personality 152 2.00 5.00 3.9671 .88712
Feel Driving like Own Car 152 1.00 4.00 1.8224 .75557
Emotional Attachment 152 2.00 5.00 3.7895 .91080
Enjoyment 152 3.00 5.00 4.0987 .79535
Future Booking 152 3.00 5.00 4.2171 .62949
Refer 152 1.00 5.00 3.9013 1.00172
My Status 152 2.00 5.00 4.0066 .84176
Convenience 152 1.00 5.00 1.9276 .73783
Assistance Required 152 1.00 3.00 2.1908 .81974
Selection 152 1.00 5.00 2.1776 1.10449
Quality of Car 152 1.00 4.00 1.9342 .86638
Experience 152 1.00 4.00 1.8947 .83909
Behavior of Staff 152 1.00 4.00 1.9803 .80124
Over Price 152 2.00 5.00 3.9145 .91307
Profits 152 1.00 5.00 3.2500 1.17507
Valid N (list wise) 152

Table 4.3.2 I find self-drive car renting risky/safe

Frequency Percent Valid Percent Cumulative

Percent

most risky 4 2.6 2.6 2.6

Risky 10 6.6 6.6 9.2

Neutral 24 15.8 15.8 25.0

Valid
Safe 82 53.9 53.9 78.9

Safest 32 21.1 21.1 100.0

Total 152 100.0 100.0

 16

Table 4.3.3 Self-drive car is most/least expensive than other cab services

Frequency Percent Valid Percent Cumulative

Percent

Expensive 12 7.9 7.9 7.9

Neutral 44 28.9 28.9 36.8

Valid less expensive 50 32.9 32.9 69.7

least expensive 46 30.3 30.3 100.0

Total 152 100.0 100.0

Table 4.3.4 Self-drive cars diminish/enhance my personality

Frequency Percent Valid Percent Cumulative

Percent

Diminish 8 5.3 5.3 5.3

Neutral 38 25.0 25.0 30.3

Valid Enhance 57 37.5 37.5 67.8

most enhance 49 32.2 32.2 100.0

Total 152 100.0 100.0

 17

Table 4.3.5 Feel Driving like Own Car than cabs

Frequency Percent Valid Percent Cumulative

Percent

strongly agree 58 38.2 38.2 38.2

Agree 64 42.1 42.1 80.3

Valid Neutral 29 19.1 19.1 99.3

Disagree 1 .7 .7 100.0

Total 152 100.0 100.0

Table 4.3.6 I feel emotionally detached/attached with self-drive cars

Frequency Percent Valid Percent Cumulative

Percent

Detached 16 10.5 10.5 10.5

Neutral 34 22.4 22.4 32.9

Valid Attached 68 44.7 44.7 77.6

most attached 34 22.4 22.4 100.0

Total 152 100.0 100.0

 18

Table 4.3.7 I get bored/enjoy while using self-drive car

Frequency Percent Valid Percent Cumulative

Percent

Neutral 41 27.0 27.0 27.0

Enjoy 55 36.2 36.2 63.2

Valid
enjoy most 56 36.8 36.8 100.0

Total 152 100.0 100.0

Table 4.3.8 I am least likely/most likely to book self-drive car in future

Frequency Percent Valid Percent Cumulative

Percent

Neutral 17 11.2 11.2 11.2

Likely 85 55.9 55.9 67.1

Valid
most likely 50 32.9 32.9 100.0

Total 152 100.0 100.0

 19

Table 4.3.9 I would least like/most like to refer this service to other people

Frequency Percent Valid Percent Cumulative

Percent

least like 2 1.3 1.3 1.3

less like 14 9.2 9.2 10.5

neutral 30 19.7 19.7 30.3

Valid
Like 57 37.5 37.5 67.8

most like 49 32.2 32.2 100.0

Total 152 100.0 100.0

Table 4.3.10 Self-drive car would decrease/increase my status

Frequency Percent Valid Percent Cumulative

Percent

Decrease 5 3.3 3.3 3.3

Neutral 38 25.0 25.0 28.3

Valid Increase 60 39.5 39.5 67.8

most increase 49 32.2 32.2 100.0

Total 152 100.0 100.0

 20

Table 4.3.11 I can book any time as per my convenience

Frequency Percent Valid Percent Cumulative

Percent

strongly agree 38 25.0 25.0 25.0

Agree 95 62.5 62.5 87.5

Neutral 12 7.9 7.9 95.4

Valid
Disagree 6 3.9 3.9 99.3

strongly disagree 1 .7 .7 100.0

Total 152 100.0 100.0

Table 4.3.12 I don’t feel need for any booking assistance

Frequency Percent Valid Percent Cumulative

Percent

strongly agree 39 25.7 25.7 25.7

Agree 45 29.6 29.6 55.3

Valid
Neutral 68 44.7 44.7 100.0

Total 152 100.0 100.0

 21

Table 4.3.13 I get better selection of cars

Frequency Percent Valid Percent Cumulative

Percent

strongly agree 40 26.3 26.3 26.3

Agree 74 48.7 48.7 75.0

Neutral 21 13.8 13.8 88.8

Valid
Disagree 5 3.3 3.3 92.1

strongly disagree 12 7.9 7.9 100.0

Total 152 100.0 100.0

Table 4.3.14 The quality of most self-drive car conforms to my expectations

Frequency Percent Valid Percent Cumulative

Percent

strongly agree 56 36.8 36.8 36.8

Agree 56 36.8 36.8 73.7

Valid Neutral 34 22.4 22.4 96.1

Disagree 6 3.9 3.9 100.0

Total 152 100.0 100.0

 22

Table 4.3.15 Experience of trip is better than cab services

Frequency Percent Valid Percent Cumulative

Percent

strongly agree 56 36.8 36.8 36.8

Agree 62 40.8 40.8 77.6

Valid Neutral 28 18.4 18.4 96.1

Disagree 6 3.9 3.9 100.0

Total 152 100.0 100.0

Table 4.3.16 Companies behave responsibly to their consumers

Frequency Percent Valid Percent Cumulative

Percent

strongly agree 44 28.9 28.9 28.9

Agree 73 48.0 48.0 77.0

Valid Neutral 29 19.1 19.1 96.1

Disagree 6 3.9 3.9 100.0

Total 152 100.0 100.0

 23

Table 4.3.17 Most self-drive cars I booked were overpriced

Frequency Percent Valid Percent Cumulative

Percent

Agree 18 11.8 11.8 11.8

Neutral 16 10.5 10.5 22.4

Valid Disagree 79 52.0 52.0 74.3

strongly disagree 39 25.7 25.7 100.0

Total 152 100.0 100.0

Table 4.3.18 Most companies are more interested in making profits than in serving
consumers

Frequency Percent Valid Percent Cumulative

Percent

strongly agree 6 3.9 3.9 3.9

Agree 45 29.6 29.6 33.6

Neutral 33 21.7 21.7 55.3

Valid
Disagree 41 27.0 27.0 82.2

strongly disagree 27 17.8 17.8 100.0

Total 152 100.0 100.0

 24

Table 4.3.19 Age

Frequency Percent Valid Percent Cumulative

Percent

18-25 years 46 30.3 30.3 30.3

25-35 years 71 46.7 46.7 77.0

Valid 35-45 years 21 13.8 13.8 90.8

more than 45 years 14 9.2 9.2 100.0

Total 152 100.0 100.0

Table 4.3.20 Gender

Frequency Percent Valid Percent Cumulative

Percent

Male 111 73.0 73.0 73.0

Valid female 41 27.0 27.0 100.0

Total 152 100.0 100.0

 25

4.4 Univariate Analysis Of Variance

Figure 4.4.1

Interpretation: with the help of this plot we can understand the representation of
gender and age over the service experience. Here we can see that as age of male
increasing their service quality experience is decreasing but after the age of 35
their service quality expectation is again increasing. Although on an average they
are not satisfied with the quality of car and its service provided by the company.
While in case of females service quality experience is very similar but average
experience is low as compare to male.
 26

Figure 4.4.2

Interpretation: above table shows the representation of age and gender over
emotional attachment. Here we see that as age of male is increasing from 18-25 to
25-35 age group their emotional attachment with the company is increasing and
going very high, but people of 35-45 age group does not seen to be happy and
emotionally attached to the company. While in case of females as their age
increasing their emotional attachment with the company is also increasing, but
female more than 45 years are not very much emotionally attached with the
company.
 27

Figure 4.4.3

Interpretation: on an average both male and female enjoyed the rental cars and
its services offered by the company. In case of female who spend less than 3 hour
or who drove rental car for less than 3 hour are very much enjoying the car
service. Males are also enjoying rental car but male who drove 3-10 hour enjoyed
the most.
 28

4.5 One Way Anova

Ho: There is no significance difference between renting risk and different age group

H1: There is significance difference between renting risk and different age group

Ho: There is no significance difference between Convenience and different age

group

H2: There is significance difference between Convenience and different age group

Ho: There is no significance difference between Quality and different age group

H3: There is significance difference between Quality and different age group

Ho: There is no significance difference between Experience and different age group

H4: There is significance difference between Experience and different age group

Ho: There is no significance difference between Behavior of Staff and different age
group

H5: There is significance difference between Behavior of Staff and different age group

Table 4.5.1 Anova

Sum of Squares Df Mean F Sig.

Square

Between Groups 3.985 3 1.328 1.583 .196

Renting Risky Within Groups 124.225 148 .839

Total 128.211 151

Between Groups 3.920 3 1.307 2.470 .064
Convenience Within Groups 78.284 148 .529
Total 82.204 151
Between Groups 4.126 3 1.375 1.864 .138
Quality of Car Within Groups 109.217 148 .738
Total 113.342 151
Between Groups 17.608 3 5.869 9.792 .000
Experience Within Groups 88.708 148 .599
Total 106.316 151
Between Groups 7.998 3 2.666 4.436 .005

Behaviour of Staff Within Groups 88.942 148 .601

Total 96.941 151
 29

Interpretation: Here I analyzed the significant difference between different age

group with different other variables. P vale of experience and behavior of staff are
0.000 and 0.05 respectively, which are less than 0.05. This means we will reject
the null hypothesis in both case. P value of risk, convenience and quality is not
greater than 0.05, we will accept the null hypothesis. There is a significant
difference between experience and age, behavior of staff and age.
 30

CHAPTER 5: CONCLUSION

5.1 Findings
 As Age of male increasing their service quality experience is decreasing
but after the age of 35 their service quality expectation is again increasing.
Although on an average they are not satisfied with the quality of car and its
service provided by the company. While in case of females service quality
experience is very similar but average experience is low as compare to
male.

 Age of male is increasing from 18-25 to 25-35 age group their emotional
attachment with the company is increasing and going very high, but people
of 35-45 age group does not seen to be happy and emotionally attached to
the company. While in case of females as their age increasing their
emotional attachment with the company is also increasing, but female
more than 45 years are not very much emotionally attached with the
company.

 On an average both male and female enjoyed the rental cars and its
services offered by the company. in case of female who spend less than 3
hour or who drove rental car for less than 3 hour are very much enjoying
the car service. Males are also enjoying rental car but male who drove 3-10
hour enjoyed the most.

 P vale of experience and behavior of staff are 0.000 and 0.05 respectively,
which are less than 0.05. This means we will reject the null hypothesis in
both case. P value of risk, convenience and quality is not greater than 0.05.
There is a significant difference between experience and age, behavior of
staff and age.

 The reliability test of the data was done and it was successful. Thus the
answers of the respondents were having good adequacy.
 31

5.2 Recommendation
 Focus on customer service experience is required especially for females of
age group 25-35 with respect to experience as they feel that is very hectic
to perform the formalities so they should be given a first-hand experience
as they should be the priority for the company as these services are
launched in major cities of India where people have a good income status
so the females should be given the first priority.

 Loyalty program for male age group 18-25 and females age group 25-35 is
required they are very much attached with the car rental companies
because they are the frequent users of the company and this could be the
major target segment for the company as they are the frequent users of the
self-drive cars and they are totally happy with the service they provide.
The loyalty programme should be such that they are retained by the
company at all the time as their engagement with the company is the self-
drive car company’s priority.

 Female who drive less than 3-10 hour does not enjoy rental car so
company should make some effort to increase their level of enjoyment
because they prefer to take their own cars when going out for vacation
which means that they are taking car for a small ride as they might not be
happy with the service. Whereas males prefer to take car for short as well
as on long journey as the level of contentment is high in case of males.
 32

REFERENCES

Amy Dunckel-Graglia SUNY Stony Brook (2013). Women-Only Transportation:

How “Pink” Public Transportation Changes Public Perception of Women’s
Mobility. Journal of Public Transportation, Vol. 16, No. 2, 2013

Dr. Tazyn Rahman (2014). International Journal of Advance and Innovative

Research Volume 1, Issue 1

Emmanuel Nondzor Horsu Solomon Tawiah Yeboah (2015). Influence of service

quality on customer satisfaction: a study of minicab taxi services. International
Journal of Economics, Commerce and Management. Vol. III, Issue 5

Rakesh Belwal and Shweta Belwal (2010). Public Transportation Services.

Journal of Public Transportation, Vol. 13, No. 4, 2010

Sridhar Vaithianathan Kartikeya P Bolar (2013). Self-drive car: past perfect and
future tense. Emerald Emerging Markets. Retrieved from: Ziqi Liao (2001) Taxi
dispatching via Global Positioning Systems. Volume:48 , Issue: 3

Sanjeet Kaur, Sumit Kumar Verma (2010). Winning Customers Through Service
Innovation-CAB WISE. Indian journal of marketing. Volume 40, Issue 11
 33

APPENDICES

Questionnaire

Section 1
To measure customer attitude (cognitive, effective, conative)

Q: 1 I find self-drive car renting_______

Risky 1 2 3 4 5 Safe
Q: 2 I find self-drive car renting________
Non beneficial 1 2 3 4 5 Beneficial
Q: 3 Self-drive car is ___________ expensive than other cab services.
Most 1 2 3 4 5 Least
Q: 4 Self-drive cars _____________ my personality.
Diminish 1 2 3 4 5 Enhance
Q: 5 I feel like Driving __________
My own car 1 2 3 4 5 A taxi
Q: 6 I feel emotionally ______ with self-drive cars.
Detached 1 2 3 4 5 Attached
Q: 7 I ____________ while using self-drive car.
Get bored 1 2 3 4 5 Enjoy
Q: 8 I am ________ to book self-drive car in future.
Least likely 1 2 3 4 5 Most likely
Q: 9 I would _________ refer this service to other people.
Not like 1 2 3 4 5 Like
Q: 10 Self-drive cars would ___________ my status.
Decrease 1 2 3 4 5 Increase

Section 2
To gauge satisfaction and driving experience of self-driven cars

Indicate your level of agreement (Strongly Agree – Strongly Disagree) with each
of the following statements:-

Q: 11 I can book any time as per my convenience.

 34

Q: 12 I don’t feel need for any booking assistance.

Q: 13 I get better selection of cars.
Q: 14 the quality of most self-drive car conforms to my expectations.
Q: 15 Experience of trip is better than cab services.
Q: 16 Companies behave responsibly to their consumers.
Q: 17 most self-drive cars I booked were overpriced.
Q: 18 most companies are more interested in making profits than in serving
Consumers.

Section 4
Usage and Demographics:-

Q: 19 since how long you’ve been using self-drive rental services?

A) More than 1 year
B) More than 6 months
C) More than 3 months
D) More than 1 month
E) Recently

Q: 20 how often do you use book self-drive car during a month?

A) Once in month
B) Once a week
C) 1-3 days
D) 3-5 days
E) Daily

Q: 21 How long do you book self-drive car?

A) Less than 3 hours
B) 3-10 hours
C) 10-24 hours
D) 1-3 days
E) More than 3 days

Q: 22 your age?
A) 18-25 years
 35

B) 25-35 years
C) 35-45 years
D) Above 45 years

Q: 23 your gender?
A) Male
B) Female

Q: 24 Your Name
________________________