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 “Women’s 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.
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 women’s
radio cab services?
Yes
No
11) Would you prefer to travel via a women’s
radio cab service?
Yes
No
12) On a scale of 1 to 10 (10 being the
highest value), how frequently would you
choose a women’s 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 women’s 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 women’s 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 women’s cab services
with 4 out of ever 5 women preferring a women’s
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 women’s 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 women’s radio cab service.
More than 70% of women are willing to pay a
premium for additional safety measures while
travelling.
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
WOMEN’S 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 women’s
radio cab services
19. RECOMMENDATIONS
IQ Research advises Viira Cabs to continue and
retain its identity as a “Women’s Only Cab
Service”.
The market demand for women’s 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.
