Holmesglen University Business Research: Uber Market in Australia

This report provides a comprehensive analysis of the Uber market in Australia, examining its market position, passenger preferences, and competitive landscape. The research utilizes both qualitative and quantitative methodologies, including in-depth interviews and statistical analysis of survey data collected from 25 passengers. The findings reveal Uber's significant market share, particularly among younger demographics, and highlight the importance of factors like safety and price in influencing passenger choices. The report also discusses customer satisfaction levels, perceived service quality, and the impact of Uber's professional conduct. It acknowledges limitations such as the small sample size and geographical scope, while suggesting avenues for future research, including expanding the sample and considering regional variations. The analysis concludes with an overview of the limitations and references used in the research.

Running head: BUSINESS RESEARCH METHODS
Assignment Part 2 Semester 2 2018
Business Research Methods
Name of the student
Name of the University
Author Note

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Table of Contents
Introduction................................................................................................................................4
Research Overview....................................................................................................................4
Quantitative Research Findings:................................................................................................5
Discussion:.................................................................................................................................5
Limitations of Research and Future Research.........................................................................10
References................................................................................................................................11
Appendix..................................................................................................................................12

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Executive summary
The paper will conduct an analysis on Uber market in Australia. The chief purpose of this
service is to understand actual market condition of Uber in this country, as it needs to
compete with other transport services like public transport and taxi. After conducting
statistical analysis, the paper will represent that Uber has earned significant market position
and demand in this country.

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Introduction
Uber technologies Inc operates within a peer-to-peer sharing economy. The company
provides ridesharing, food delivery, and taxicab and so on to their customers. The chief focus
of this research paper is to conduct a survey on this company through considering various
variables. In the following section, the paper will discuss about research overview focusing
on some specific research objectives (Baker, Merkert & Kamruzzaman, 2015). Moreover, the
paper will provide brief overview of qualitative findings in the context of collecting
information. In the section of quantitative research findings, the paper will discuss about
software that the researcher will use for analysing the entire concept. In this section, the paper
will describe sample, graphs through which it can provide specific research objectives.
Research Overview
This paper has conducted a research survey on Uber to understand that which
transport service passengers prefer depending on cheaper price (Zhang et al., 2015).
According to some newspaper report, Queensland has declared that it provides strict legalise
services for booking rides and in this context Uber plays a vital role. This taxi company
captures maximum part of the entire taxi industry (Matherne & O’Toole, 2017). However,
this service company cannot capture the Northern Territory of this country. When many
territories and states have intended to implement Uber through applying proper legislation,
some other regions do not pass or receive exact regulation for using this service (ABC News.,
2016). To understand the real scenario, this paper has conducted a research considering Uber
and other taxi services in Australia.
Thus, the specific research objective of this paper is to analyse the Uber service in
Australia considering some external factors. These factors consider prices, preference of

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passengers, advertisement and availability of this service. The paper has considered other
factors as well. To gather qualitative information, the researcher has arranged in depth
interview. For this, the concerned researcher has formed a set of research questions
containing 21 questions. These questions are formed in such a way that these can meet
desired objectives of the paper.
Quantitative Research Findings:
Quantitative research questions help researchers to analyse the data properly with the
help of statistical tools. To do so, the paper has used Microsoft Excel for analysing the
obtained data. The paper has considered 25 passengers, who use transportation service. Thus,
the sample size of this particular research work is 25 that have represented the entire
passenger of Australia. The paper has used diagrammatical representation to analyse the
entire data for obtaining desired outcome. In this context, the paper has used pie chart, which
represents proportion as well as percentages of different variables. These variables are
segmented a circle into different proportion.
Discussion:
In this section, the paper will represent all statistical analysis briefly to analyse the
actual scenario of Uber in Australia.

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4.00%
12.00%
84.00%
Total
Other Services
Public Transport
Uber
Taxi
Figure 1: transportation service preference of passengers
The above pie chart has represented that most of the passengers in Australia has used
Uber by large number compare to other services. Thus, from here it can be stated that Uber
has significant demand in Australian transportation industry.
40.00%
60.00%
Total
Public Transport
Uber
Taxi
Figure 2: Cheaper transport service
According to above diagram, Uber provide comparatively cheaper service for their
passengers compare to public transport. On the contrary, all passengers have stated that taxi
service do not provide any cheaper service for them.

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4.00%
8.00% 4.00%
36.00%
48.00%
Total
Other
Easy to use
It depends on the situation.
But most of the time, it is
price and easy to use
Price
Safety
(blank)
Figure 3: Important factor for selecting transport
The above figure has represented that Safety influence demand for selecting any
transport compare to price. Thus, all transport services give huge importance to provide
services with best safety quality.
76.00%
24.00%
Total
no
yes
(blank)
Figure 4: Problems associated with Uber service
The above diagram has stated that very limited number of passengers, who belong
from this sample, has experienced problems from Uber service. Therefore, according to

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maximum passengers, Uber provide safe service and this further has attracted passengers
across the country.
4.00%
24.00%
4.00%
44.00%
20.00%
4.00%
Total
2 Slightly satisfied
3 Satisfied
4 Satisfied
4 Very satisfied
5 Highly satisfied
5 Satisfied
Figure 5: Satisfaction level of customers receiving from Uber service
Figure 5 has represented satisfaction level of customers. They have obtained these
through using this transport service. According this analysis, maximum customers have
become very satisfied after using this service. This means the service has huge possibilities to
increase customer base in future.
20.00%
52.00%
4.00%
4.00%
20.00%
Total
3 Moderate
4 Excellent
4 Moderate
5 Moderate
5 Very excellent
Figure 6: Professional behaviour of Uber

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Figure 6 represents that the professional behaviour of Uber drivers and customer care
in Australia is excellent. This means many passengers have not received excellent services
from this company during some times. However, the company does not discourage them
from using this service.
12.00%
88.00%
Total
Not Sure
Yes
Figure 7: Recommendation for using Uber
According to above figure, most of the customers prefer to recommend Uber to their
friends and families. This is because various issues have encouraged those passengers to use
this service. On the contrary, people do not suggest using public transport or taxis to their
families or friends.

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76.00%
12.00%
4.00%
8.00%
Total
18-25
26-35
36-45
Above 46
Figure 8: Gender wise use
Age of passengers play significant role for influencing passengers to use this transport
service. This is also applicable for Uber as well. In most of the situation, teenagers use this
kind of service more compare to others. According to above figure, people, aged between 18
years and 25 years, have used this service more. Thus, it can be stated that Uber has provided
modern service to influencing those teenage people.
Limitations of Research and Future Research
The entire research work has selected very limited number of samples while actual
size of population, who use transport service in Australia, is very large. Thus, the obtained
outcome can be biased towards a specific service. Moreover, the paper has considered only a
limited area of Australia while in other parts of the country; this demand pattern may vary
significantly. This variation may be occurred due to different legal activities of the Australian
government on transport service.
Therefore, the research work has future prospects, as other researchers can conduct
research work on the same context but for another region of the country. Moreover, the
researcher can increase sample size to obtain variation within the outcome.

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References
ABC News. (2016). These are the states and territories where Uber is (and isn't) legal.
[online] Available at: https://www.abc.net.au/news/2016-08-11/where-is-uber-legal-
in-australia/7719822 [Accessed 4 Nov. 2018].
Baker, D., Merkert, R., & Kamruzzaman, M. (2015). Regional aviation and economic
growth: cointegration and causality analysis in Australia. Journal of Transport
Geography, 43, 140-150.
Matherne, B. P., & O’Toole, J. (2017). Uber: aggressive management for growth. The CASE
Journal, 13(4), 561-586.
Zhang, D., Sun, L., Li, B., Chen, C., Pan, G., Li, S., & Wu, Z. (2015). Understanding taxi
service strategies from taxi GPS traces. IEEE Transactions on Intelligent
Transportation Systems, 16(1), 123-135.