One day on-site research

Factors influencing the decision-making process while booking an Auto rickshaw or Cab.

Sundar Nursery

Purpose:

The research aimed to understand the factors affecting the decision to book a taxi or auto-rickshaw. The study was conducted through passive observation of subjects at the JLN Metro Station and analyzed the data collected to determine the factors influencing the decision-making process. The pursuit was to shed light on why, despite the convenience and cost-effectiveness of online taxi services, some still opt for the familiarity of auto-rickshaws. The research results will contribute to understanding consumer behaviour and decision-making in the transportation industry.

To investigate the factors affecting the choice between a taxi or an auto-rickshaw through passive observation at the JLN Metro Station. The aim was to clarify a complex decision-making process and consumer behaviour in transportation.

Research Method:

The research method used to study the factors affecting the decision to book a taxi or an auto-rickshaw involved passive observation at the JLN Metro Station. The study focused on people taking an auto-rickshaw directly or through some online app to a place they were unfamiliar with but had an idea that the destination was close.

The research involved passive observation of the subjects, focusing on things like facial expressions, gestures, touching, body movements, and voice tone and volume that make up our nonverbal communication and communication with friends, family, and the auto-rickshaw driver. The observations were made while the subjects departed the metro station and searched for public transportation. The second scenario was when they were returning to the JLN Metro Station from Humayun’s Tomb and Sundar Nursery.

The data collected through this observation-based research method was analyzed to understand the factors affecting the decision to book a taxi or an auto-rickshaw.

Research Limitations:

1. Sample Size: The sample size of the research was limited; this may not have painted a complete picture and might not have reflected the entire population’s opinions.
2. Passive Observation: The research method employed was passive observation. The passive nature of the research prevented any interference or manipulation of the subjects’ behaviour. Also, the lack of interaction with the issues may have resulted in some data needing to be noticed or interpreted.
3. Limited Data Collection: The data collected through passive observation was limited to the subjects’ body language and communication, which may not accurately reflect their thought and decision-making processes.
4. Bias: The researcher(Me) may have brought their own biases and preconceptions to the research.

In conclusion, the research method employed had limitations that may affect the validity and reliability of the results. However, the research provides valuable insights into the factors affecting the decision to book a taxi or an auto-rickshaw and provides a foundation for future studies in this area.

Introduction:

Booking a taxi or an auto-rickshaw has become a standard mode of transportation for people, especially in urban areas. With the arrival of technology and the rise of online taxi-hailing services, the way people book taxis has changed dramatically, as discussed in the last article. The decision to book a taxi or an auto-rickshaw largely depends on the comfort and convenience of the user and the availability of options in the surrounding environment.

Insights

Comfortability as a Factor:

Comfortability plays a significant role in the decision-making process of booking a taxi or an auto-rickshaw. In scenarios where people are at home and can book a cab through an app, the cognitive load attached to booking the cab is lesser, and people are more likely to opt for the app-based booking option. In such situations, the comfort of sitting at home and having the ride confirmed with all the details readily available makes it a more attractive option. However, this is also subject to other factors like time availability and other loads at that time.

Crowded Settings:

The decision-making process is different in crowded settings, where people are surrounded by independent auto-rickshaws offering rides. In such situations, people may check the fare on the app and negotiate with the auto-rickshaw driver, even if it means paying a slightly higher price than what the app was offering. This is because, when the user thinks about booking a taxi through the app, they subconsciously take all the steps involved in the booking process into account, such as the time required to book, the time taken by the taxi to arrive, coordinating with the driver, sharing OTPs and other details. The constant offers from the auto-rickshaw drivers increase the cognitive load; hence, the user may opt for the easier option of taking an auto-rickshaw ride.

In the research, it was observed that there were instances where individuals opted to book a taxi through an app, despite the presence of local auto-rickshaws. One fascinating insight was that this decision was influenced by the interaction between the customer and the auto-rickshaw driver. In some cases, drivers may have used persuasion tactics, such as being uncooperative, to sway the customer towards using their service. However, this approach can have unintended consequences, as it can also push the customer towards using the more convenient option of booking a taxi through an app.

From a psychological perspective, this behaviour highlights the impact of perceived control on decision-making. The customer may have felt that they had more control and autonomy in the booking process through the app, leading them to choose this option over the local auto-rickshaw. This is in line with the concept of reactance, where individuals resist persuasion attempts that threaten their sense of control.

The research findings suggest that the dynamics of the customer-driver interaction can play a role in the decision to book a taxi or an auto-rickshaw and highlight the importance of understanding persuasion tactics and consumer behaviour in the transportation industry.

Conclusion:

In conclusion, the decision to book a taxi or an auto-rickshaw largely depends on the user’s comfort and convenience and the availability of options in the surrounding environment. While app-based booking options are preferred in comfortable settings because that is where booking from the app is the most comfortable option, independent auto-rickshaws in crowded locations may lead to a preference for small distances. The comfortability factor plays a crucial role in the decision-making process and is a significant determinant in the choice between booking a taxi or an auto-rickshaw.