Marketing Research Report: Factors Influencing Ride-Sharing App Use

This marketing research report analyzes the factors influencing the use of ride-sharing applications. It examines data collected from 40 respondents through a questionnaire, focusing on factors like price, enjoyment, social influence, sustainability, and perceived risk. The report provides a brief overview of the research methodology, including the use of Likert scales and a combination of primary and secondary data. It presents a tabular analysis of the questionnaire responses, covering aspects like gender, age, household composition, employment status, frequency of app usage, and opinions on various aspects of the ride-sharing experience. The analysis reveals insights into consumer preferences, satisfaction levels, and the impact of factors such as price, service quality, and social influence on the adoption and usage of ride-sharing apps. The report supports its findings with relevant literature, highlighting the increasing use of technology for transportation and the growing awareness of environmental concerns among consumers. The report concludes with a discussion of the implications of these factors on the overall adoption and future of ride-sharing applications.

Marketing Research Report
1

Contents
Introduction................................................................................................................................3
A brief overview of research methodology................................................................................4
Responses to the questionnaire..................................................................................................5
Analysis of the responses...........................................................................................................7
Conclusion................................................................................................................................12
References................................................................................................................................13
2

Introduction
Research overview and research methodology report with respect to the topic under
consideration is already been provided in previous assignments. The main focus of this report
will be to analyse the responses provided by people with respect to a questionnaire developed
in the research methodology assignment (Kumar, 2019). The main focus of this report will be
to identify the factors that are affecting the use of ride-sharing applications. There are various
factors that can affect the use of ride-sharing applications and the primary focus of this report
will be to identify these factors. Data is collected from 40 different respondents of the
question is and it is expected that views presented by these 40 people will be helpful in
providing clarity to the topic. In addition to the research methodology that is used in the
development of the questionnaire and analysis of responses will also be discussed in brief
(Mackey and Gass, 2015).
3

A brief overview of research methodology
This research has been using an approach for conducting the research as it helps in increasing
the accuracy of a research outcome. In addition to that this research will be using a
combination of Likert scales and yes and no questions. The Likert scale will help in
identifying the level of satisfaction or preference of a particular factor among respondents
(Silverman, 2016). Both primary and secondary data have been used for the collection of data
in this research proposal. Primary data with respect to the questionnaire has been collected
from 40 different respondents. On the other hand, the literature review has also been
conducted in order to support the conclusions made from the collection of primary data. For
example, if it is identified that the majority of respondents are using the ride-sharing app then
such data will be supported with the journal article analysis that has identified the use of the
ride-sharing app in the current environment.
Data collected from customers with respect to the question is not very complicated, therefore
MS Excel has been used for analysing the data with the help of tables (Flick, 2015). The
quantitative approach has been used in this research for analysing the factors that affect the
use of rideshare apps among customers. It is expected that data collected from 40 respondents
with respect to position and will help in identifying the factors. The primary factor that is
expected to have a significant impact on the use of rideshare app are price, enjoyment, social
influence, sustainability, and perceived risk. These factors are pre-determined on the basis of
secondary research and they are also included in the questionnaire in order to identify its
relevancy with this particular set of respondents (Bresler and Stake, 2017).
4

Responses to the questionnaire
Tabular presentation of the responses is as follows-
Question A B C D E F Total
1 21 19 - - - - 40
2 6 10 5 11 6 2 40
3 11 15 14 - - - 40
4 22 6 4 5 3 - 40
5 2 5 10 8 15 - 40
6 - 0
A 0 2 12 10 16 - 40
B 1 3 5 18 13 - 40
C 3 2 22 5 8 - 40
7 31 9 0 - - - 40
8 19 21 0 - - - 40
9 28 12 0 - - - 40
10 35 5 0 - - - 40
11 34 6 0 - - - 40
12 10 30 0 - - - 40
13 24 16 - - - 40
14 - 0
Safety 8 11 10 5 6 - 40
Affordability 2 5 15 10 8 - 40
5

Enjoyment 1 5 22 7 5 - 40
Satisfaction 0 0 10 16 14 - 40
Sustainabilit
y 1 1 8 17 13 - 40
15 - 0
Safety 0 0 5 15 20 - 40
Affordability 1 1 8 13 17 - 40
Enjoyment 2 2 5 11 20 - 40
Satisfaction 0 0 5 18 17 - 40
Sustainabilit
y 0 0 3 16 21 - 40
6

Analysis of the responses
Question 1
It can be said that there is an effective and efficient diversity with respect to gender in the
collected sample. The total number of females and males in the sample is approximately each
other which will help in providing a more effective view with respect to rideshare apps.
According to the views presented by Kopp, overall interpretation and efficiency of the data
collection process can be improved significantly if gender diversity is maintained during the
data collection process (Kopp, 2017). In the given scenario where there are various factors
that you will be different for different genders such as security while taking services of
rideshare.
Question 2
On the basis of responses provided to this question, it can be said that data has been collected
effectively from each of the age groups under consideration. The majority of the data has
been collected from each group of people between 21 and 50. Another aspect of diversity that
should be included in the data collection process is age diversity. This type of diversity is
important in collecting data with respect to the advanced use of technology as the use of
technology in different age groups is different from each other (Ali and French, 2019).
Question 3
This question is concerned with the household composition that is whether the respondent is
single or married or married with children. On the basis of collected data, it can be said that it
has been collected equally from each of the categories under consideration. The majority of
the respondents are married but the margin of difference with comparison to other categories
very limited. This will also provide an effective overview of primary research questions as it
will help in understanding the use of rideshare apps among married people as generally, they
have already had their own cars (Ågerfalk, 2013). This will help in understanding whether are
using these type of applications irrespective of whether they own a car or not.
Question 4
The current level of employment is also included in the questionnaire as it will help in
identifying income generation capabilities of the sample that are responding to the
7

questionnaire. On the basis of this analysis, it can be said that more than 50% of the
respondents are working full time and only 3 out of 40 respondents are not currently
employed. It can be said that the rideshare app is affordable to the majority of the respondents
under consideration. According to the views presented by Beza, Silva, Kooistra, and
Reidsma, it is important to ensure that diversity in income generation capabilities of
respondents is maintained in the data collection process (Beza et.al, 2017). This type of
diversity helps in researches where answers of the respondent are dependent his/ her income
generation capabilities.
Question 5
This question is the related frequency of respondents to use the rideshare app. the basis of
collected data it can be said that a majority of the respondents are using right share
application at least once per week. 15 out of 40 respondents are using right share application
more than once a week and 10 out of 40 respondents are using other application on a daily
basis. It clearly shows that to use of right share application has increased over the period of
time as people are understanding the importance of conserving fuel and protecting the
environment. In addition to that use of mobile phones and Smartphones is also contributing
significantly towards the use of applications like Uber. According to the research conducted
by Zmud and Sener, use of Technology use for transportation apps has been increasing
significantly. The authors in this research conducted research on around 556 people that have
identified that around 69% of the respondents are using Technology for transportation
applications (Zmud and Sener, 2017).
Research conducted by these authors clearly shows that the use of mobile phones and
Smartphones for transportation applications has increased significantly. On the other hand
use of rideshare app as also increasing as it is very cost-efficient and it helps in the reduction
of pollution and saves fuel.
Question 6
It is concerned with the opinion of respondents with respect to price service and
entertainment experience during their ride. On the basis of collected data, it can be said that
majority of the respondents agrees or strongly agree that prices charged by these type of
applications are very reasonable. It clearly shows that it is a cost-efficient option for
transportation. Quality of services is another important factor and 31 out of 40 respondents
8

you have been satisfied with the quality of services provided to them. In terms of
entertainment value, majority of the respondents are neutral i.e. entertainment value is not a
very significant factor that might be affecting decision making process of a rider to rate their
rideshare experience (Kumar and Kumar, 2016).
According to an article published in the international journal of effective engineering, there
are various factors that are generally considered by every person while selecting a mode of
transportation. According to the authors, two of the most important aspect of selecting a
mode of transportation are the price and quality of service (Maduwanthi et.al, 2015). These
are the two primary factors and others are considered by riders after considering price and
quality. In addition to that, the concept of online transportation network companies is
significantly newer as compared to other modes of transportation. While evaluating a new
mode of transportation price in quality is the basic factor to be considered.
Question 7
More than 70% of the respondents in the given scenario have enjoyed the ride during their
rideshare journey. It clearly shows that the quality of services provided by online
organizations with respect to rideshare service is effective and efficient. These online
transportation network companies are also focused on increasing the use of rideshare
applications as overall profit generated from this service is significantly higher as compared
to other services (Alonso-Mora et.al, 2017). This is due to the factor that overall fuel
consumption in such services is limited and revenue can be collected from more than one
person.
Question 8
Equal responses are provided by the respondent with respect to this question which has asked
the image created among peers by using ride-sharing apps. It clearly shows that the image of
a person will not be affected in any significant manner with the use of the ride-sharing
application (Mittendorf, 2017).
Question 9
On the basis of response is provided to this question it can be said that more than 70% of
people think that their friend and peers expect them to use a ride-sharing application. One of
the primary reasons behind this perspective of friends and peers is that people become more
9

aware of the damage to the environment due to an excessive number of cars on the road.
Conservation of fuel and protection of pollution is one of the primary factors that is
considered by these pairs in friends while providing this viewpoint on the use of rideshare
applications (Li, Hong, and Zhang, 2016).
Question 10
The majority of the respondents have also agreed that they would like to reduce the
consumption of fuel and other resources. As it is already discussed that people are becoming
more aware of the conservation of energy and other natural resources due to their scarcity.
Therefore this viewpoint presented by the respondents is very common in this type of
research. Similar views have been presented by Pagiaslis and Krontalis in their journal
article. According to their opinion, people are changing their views over the period of time in
relation to the environment and it will have a positive long-term impact (Pagiaslis and
Krontalis, 2014).
Question 11
This question is also concerned with the social responsibility of people for the protection of
the environment. Around 87% of the respondents are agreeing to the fact that it will be
socially responsible for them to use services like ridesharing in order to conserve fuel
consumption and protect the environment from pollution.
Question 12
The majority of the respondents have an opinion that their rideshare experience has not to
meet the standard of quality. It can be said that ride-sharing facility is currently in its
production period and it is very difficult for an organization to monitor the behaviour of other
customers in the ride-sharing facility. It is expected that over the period of time the quality of
services will improve with better monitoring processes in this facility by business
organizations like Uber (Joy and Gerla, 2017). In addition to that these services will not
always provide full satisfaction to customers as there will always be security concerns due to
the unexpected behaviour of humans that are travelling in ride-sharing.
Question 13
Around 60% of the respondents are satisfied with the worth of cost provided by these
ridesharing facilities. One of the primary reasons behind this is the level of satisfaction is
10

that ride-sharing services are significantly cheaper as compared to other services provided by
these transportation networking companies. These organizations are able to reduce the cost
by collecting a fee from each of the riders in ride-sharing facility whereas individual bill
amount is reduced. There are other factors that are required to be considered while
identifying the worth of money such as security. Security issues have always been a very
significant problem with transportation applications (Rogers, 2015). Security issues have
increased in the case of ridesharing as people are not aware of the other people whom they
are sharing the ride.
Question 14
This question is concerned with the primary factor that is considered by respondents in
selecting a particular ride-sharing service. On the basis of this evaluation, it can be said that
respondents are satisfied with the safety, overall satisfaction and sustainability characteristics
in their experience with ride-sharing. On the other hand, the majority of respondents are
neutral about affordability and enjoyment. It shows that in the opinion of the limited sample
of 40 people these ride-sharing services have been able to provide effective safety. In
addition to that in their opinion, these services will be helpful in the conservation of the
environment and the reduction of pollution.
Question 15
This question is concerned with the expectation of respondents with respect to the five factors
under consideration. An overall analysis of response to this question it can be said that all the
factors can be considered as important for the respondents while selecting a particular ride-
sharing service. The primary focus of respondents is on safety, satisfaction, and
sustainability. medicine to that all of the factors can be considered important from the
perspective of respondents as at least 30 respondents have provided a ranking of four and five
to each of the factors under consideration.
It can be said that the use of ride-sharing applications has been increasing and there is a fixed
evaluation process of making decisions with respect to search services. It can be said that and
security, cost efficiency and sustainability are the three major factors that will help users to
make decisions with respect to ride-sharing.
11

Conclusion
On an overall conclusion of this report, it can be said that ride-sharing facilities are still at
their introductory phase and there are various issues with these services. Over a period of
time, it is expected that business organizations that are operating such businesses will be able
to provide effective solutions to these issues. After analysing the responses provided by 40
different respondents to the question it can be said that the majority of the customers are
satisfied with the services. In addition to that security, price and sustainability are the primary
factors that are considered by these respondents in selecting ride-sharing services.
12