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Mock Market Research Survey for Women's Cab Services

Neville Chesan
Neville Chesan

Viira Cabs, a women-only taxi service in Mumbai, commissioned a market research survey from IQ Research to inform plans to expand. The survey found: 1) There is high demand for women's taxi services, but low awareness - only 20% of women surveyed were aware of such services. 2) Safety is the top priority for women, with over 80% regarding it as most important when choosing a taxi. 3) Over 70% of women are willing to pay more for additional safety features like GPS tracking and emergency buttons. The survey recommends that Viira Cabs retain its focus on being a women-only service and increase efforts to raise awareness of its brand given the clear

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WOMENS RADIO CAB SERVICES A Market Research Survey for Viira Cabs
IQ RESEARCH Incorporated in 2007, IQ Research Services, is a leading market research company providing accurate, effective, and cost effective market research solutions. We provides a vast range of tested and refined services such as market modeling, product pricing, demand forecasting, product conceptualization, market segmentation and customer analysis. Our clients include banks, insurance companies, corporate houses, leading consulting firms and other public and private organizations worldwide.
CLIENT: VIIRA CABS Viira Cabs is an exclusive ladies taxi service run by lady chauffeurs in Mumbai. The company currently operates a fleet of 25 of Maruti Eeco with highly trained women chauffeurs. Some of the exclusive features offered by Viira Cabs include; Well trained lady chauffeurs in self defense & defensive driving. Tabbie TM (Tablet in a Cab!) In-cab security features like GPS system, panic buttons & pepper spray
CLIENT REQUIREMENTS Viira Cabs has attracted some new investors on- board their management board. With a sizeable amount of new corpus funds the management is weighing new expansion plans. The board is at crossroads whether to retain its identity as a Womens Cab Service or expand into the regular radio cabs domain. To base their decision on practical market knowledge and insights, the company has consulted IQ Research to advise them on their expansion plans.
RESEARCH OBJECTIVE TO IDENTIFY THE DEMAND & AWARENESS OF VIIRA WOMENS CAB SERVICES
TARGET AUDIENCE WOMEN WORKING PROFESSIONALS HOUSEWIVES FOREIGN TOURISTS STUDENTS
RESEARCH METHODOLOGY SAMPLING METHOD RANDOM SAMPLING SAMPLE SIZE 50 TARGET AREA COLABA (Tourists) DADAR-MATUNGA (Students) ANDHERI (Professionals Business Travellers) MALAD (Call Centre Employees)
QUESTIONNAIRE 1) Which of the following ranges indicates your age? 18-24 25-32 33-45 45-60 60+ 2) What describes you best? Working Professional Homemaker Student NRI / Tourist 3) Have you ever used a radio cab service? Yes No 4) Which of these radio cab service brands you have heard of? Meru Cabs Easy Cabs Viira Cabs Mega Cabs Tab Cabs Priyadarshini 5) Where have you heard of these brands? Newspapers Outdoor Advertising Through Reference On-Road Presence Other ____________
QUESTIONNAIRE (Contd.) 6) Which of these radio cab service brands you have you used? (Tick) Meru Cabs Easy Cabs Viira Cabs Mega Cabs Tab Cabs Priyadarshini 7) How frequently do you use radio cab services (monthly)? 1-4 4-8 8-12 More than 12 8) For what activities do you use the radio cab services for? Airport Pickup / Drop Late Night Travel Festive Occasions Business Travel Other_____________________ 9) Why do you prefer radio cabs? Ability to pre-plan the journey Availability of an travel bill Transparency of tariff Comfort & Safety Others_____________________
QUESTIONNAIRE (Contd.) 10) Have you ever travelled via a womens radio cab services? Yes No 11) Would you prefer to travel via a womens radio cab service? Yes No 12) On a scale of 1 to 10 (10 being the highest value), how frequently would you choose a womens radio cab service over a regular radio cab service? 1 2 3 4 5 6 7 8 9 10 13) Which factors dissuade (disappoint) you from choosing a womens radio cab service over a regular radio cab service? Price Availability Driver Skill Type of Car 14) What additional safety features would you like to have in a womens radio cab service? GPS System Easy Accessible Emergency Buttons In-car Pepper Spray Shatter Proof Glass Separate Driver & Passenger Bays Would you be willing to pay a premium of the above services? Yes No
ANALYSIS
ANALYSIS There is a high demand for womens cab services with 4 out of ever 5 women preferring a womens cab service over a regular radio cab service. However, presently there are less than 100 women cabs operating and catering to women passengers. There is certainly a demand-supply gap and there is an urgent need to have more women-exclusive cabs.
ANALYSIS The market demand for womens cabs is high, however consumer awareness about such services is very low. Less than 20% of women have heard of such services. More than 80% of the women respondents regard safety as the single most important factor while choosing a womens radio cab service. More than 70% of women are willing to pay a premium for additional safety measures while travelling.
49 11 3 7 35 5 43 5 0 3 14 0 0 10 20 30 40 50 60 Brand Awareness Actual Usage OVERALL MARKET SCENARIO Direct correlation between the brand awareness and service usage.
MOST EFFECTIVE MARKETING CHANNELS Print Media 4% OOH Advertising 22% Reference 14% On-Road Presence 56% Others 4% On-road presence of the vehicles is the biggest channel of marketing such services. This is followed by outdoor advertising and word of mouth channels.
USAGE STATISTICS 42% 29% 9% 20% Airport Pickup / Drop Late Night Travel Festive Occasions Business Travel * Usage of radio cabs is limited amongst users (less than twice a month) * More than 70 percent of the respondents sighted that they used radio cab services in due to a time constraining situation (airport travel) or safety situation (late night travel)
CUSTOMER DEMANDS: SAFETY MEASURES 28% 20% 11% 18% 17% 6% GPS System Easy Accessible Emergency Buttons In-car Pepper Spray Shatter Proof Glass Separate driver & passenger bays All of the above More than 70% of women are willing to pay a premium for additional safety measures while travelling.
FACTORS DISSUADING CUSTOMERS FROM WOMENS RADIO CAB SERVICES Price 23% Availabil ity 47% Driver Skill 23% Type of Car 7% Availability of women's cab service is major factor dissuading customers from choosing womens radio cab services
RECOMMENDATIONS IQ Research advises Viira Cabs to continue and retain its identity as a Womens Only Cab Service. The market demand for womens cabs is high, however consumer awareness about such services is very low. Viira Cabs should look towards reaching out to their customers and channelize efforts towards increasing their brand awareness.
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Mock Market Research Survey for Women's Cab Services

  • 1. WOMENS RADIO CAB SERVICES A Market Research Survey for Viira Cabs
  • 2. IQ RESEARCH Incorporated in 2007, IQ Research Services, is a leading market research company providing accurate, effective, and cost effective market research solutions. We provides a vast range of tested and refined services such as market modeling, product pricing, demand forecasting, product conceptualization, market segmentation and customer analysis. Our clients include banks, insurance companies, corporate houses, leading consulting firms and other public and private organizations worldwide.
  • 3. CLIENT: VIIRA CABS Viira Cabs is an exclusive ladies taxi service run by lady chauffeurs in Mumbai. The company currently operates a fleet of 25 of Maruti Eeco with highly trained women chauffeurs. Some of the exclusive features offered by Viira Cabs include; Well trained lady chauffeurs in self defense & defensive driving. Tabbie TM (Tablet in a Cab!) In-cab security features like GPS system, panic buttons & pepper spray
  • 4. CLIENT REQUIREMENTS Viira Cabs has attracted some new investors on- board their management board. With a sizeable amount of new corpus funds the management is weighing new expansion plans. The board is at crossroads whether to retain its identity as a Womens Cab Service or expand into the regular radio cabs domain. To base their decision on practical market knowledge and insights, the company has consulted IQ Research to advise them on their expansion plans.
  • 5. RESEARCH OBJECTIVE TO IDENTIFY THE DEMAND & AWARENESS OF VIIRA WOMENS CAB SERVICES
  • 7. RESEARCH METHODOLOGY SAMPLING METHOD RANDOM SAMPLING SAMPLE SIZE 50 TARGET AREA COLABA (Tourists) DADAR-MATUNGA (Students) ANDHERI (Professionals Business Travellers) MALAD (Call Centre Employees)
  • 8. QUESTIONNAIRE 1) Which of the following ranges indicates your age? 18-24 25-32 33-45 45-60 60+ 2) What describes you best? Working Professional Homemaker Student NRI / Tourist 3) Have you ever used a radio cab service? Yes No 4) Which of these radio cab service brands you have heard of? Meru Cabs Easy Cabs Viira Cabs Mega Cabs Tab Cabs Priyadarshini 5) Where have you heard of these brands? Newspapers Outdoor Advertising Through Reference On-Road Presence Other ____________
  • 9. QUESTIONNAIRE (Contd.) 6) Which of these radio cab service brands you have you used? (Tick) Meru Cabs Easy Cabs Viira Cabs Mega Cabs Tab Cabs Priyadarshini 7) How frequently do you use radio cab services (monthly)? 1-4 4-8 8-12 More than 12 8) For what activities do you use the radio cab services for? Airport Pickup / Drop Late Night Travel Festive Occasions Business Travel Other_____________________ 9) Why do you prefer radio cabs? Ability to pre-plan the journey Availability of an travel bill Transparency of tariff Comfort & Safety Others_____________________
  • 10. QUESTIONNAIRE (Contd.) 10) Have you ever travelled via a womens radio cab services? Yes No 11) Would you prefer to travel via a womens radio cab service? Yes No 12) On a scale of 1 to 10 (10 being the highest value), how frequently would you choose a womens radio cab service over a regular radio cab service? 1 2 3 4 5 6 7 8 9 10 13) Which factors dissuade (disappoint) you from choosing a womens radio cab service over a regular radio cab service? Price Availability Driver Skill Type of Car 14) What additional safety features would you like to have in a womens radio cab service? GPS System Easy Accessible Emergency Buttons In-car Pepper Spray Shatter Proof Glass Separate Driver & Passenger Bays Would you be willing to pay a premium of the above services? Yes No
  • 12. ANALYSIS There is a high demand for womens cab services with 4 out of ever 5 women preferring a womens cab service over a regular radio cab service. However, presently there are less than 100 women cabs operating and catering to women passengers. There is certainly a demand-supply gap and there is an urgent need to have more women-exclusive cabs.
  • 13. ANALYSIS The market demand for womens cabs is high, however consumer awareness about such services is very low. Less than 20% of women have heard of such services. More than 80% of the women respondents regard safety as the single most important factor while choosing a womens radio cab service. More than 70% of women are willing to pay a premium for additional safety measures while travelling.
  • 14. 49 11 3 7 35 5 43 5 0 3 14 0 0 10 20 30 40 50 60 Brand Awareness Actual Usage OVERALL MARKET SCENARIO Direct correlation between the brand awareness and service usage.
  • 15. MOST EFFECTIVE MARKETING CHANNELS Print Media 4% OOH Advertising 22% Reference 14% On-Road Presence 56% Others 4% On-road presence of the vehicles is the biggest channel of marketing such services. This is followed by outdoor advertising and word of mouth channels.
  • 16. USAGE STATISTICS 42% 29% 9% 20% Airport Pickup / Drop Late Night Travel Festive Occasions Business Travel * Usage of radio cabs is limited amongst users (less than twice a month) * More than 70 percent of the respondents sighted that they used radio cab services in due to a time constraining situation (airport travel) or safety situation (late night travel)
  • 17. CUSTOMER DEMANDS: SAFETY MEASURES 28% 20% 11% 18% 17% 6% GPS System Easy Accessible Emergency Buttons In-car Pepper Spray Shatter Proof Glass Separate driver & passenger bays All of the above More than 70% of women are willing to pay a premium for additional safety measures while travelling.
  • 18. FACTORS DISSUADING CUSTOMERS FROM WOMENS RADIO CAB SERVICES Price 23% Availabil ity 47% Driver Skill 23% Type of Car 7% Availability of women's cab service is major factor dissuading customers from choosing womens radio cab services
  • 19. RECOMMENDATIONS IQ Research advises Viira Cabs to continue and retain its identity as a Womens Only Cab Service. The market demand for womens cabs is high, however consumer awareness about such services is very low. Viira Cabs should look towards reaching out to their customers and channelize efforts towards increasing their brand awareness.