Factors Influencing Consumer Behaviour

Factors Influencing Consumer Behaviour

1. Price

   • "Uber is far cheaper than normal taxis"
   • "I find taxis to be well overpriced"
   • "With Uber you know the price before you book"
     • "I sometimes feel taxis go longer routes just to cost me more"
     • "I like that you know what you'll pay before you've even got in the car"

2. Promotions/Offers

   • "Ubers sign up off was what made me use them in the first place"
   • "I've never been offered a discount or promotion with a normal taxi company"
   • "Ubers free ride promotion is a great sign up offer"
   • "I got a further £10 free ride when I introduced each friend, you can travel as many times for free as long as you have lots of friends"

3. Branding

   • Brand Perception/Reputation
     • "Uber gets a lot of negative press"
       • "This would put me off if it wasn't so much cheaper than taxis"
     • "Uber is a strong brand, I normally choose brands I recognise over ones I don't
     • "I hear a lot of bad stuff regarding Uber and especially how they treat their drivers"
     • "If I need a taxi I'm not fussed about brand I just want the cheapest and fastest option"

4. Group Influence

   • "All of my friends have and use Uber"
   • "I first joined Uber after speaking to friends who have it
   • "I signed up all my friends and family for the free rides"
   • "Uber seems to be quite trendy at the moment"

5. Customer Service

   • "I generally find taxi drivers are friendlier and more chatty than Uber drivers"
   • "I find Uber drivers are friendly but its a false friendly because they just want a high rating"
     • "Uber drivers give god customer service"
   • "I've never had a bad experience with either"

6. Technology Acceptance

   • "The app is really easy to use"
   • "It couldn't be simpler"
   • "On the app you can see on a map exactly how close your driver is to you, it's one of the best things about Uber
   • "It's a great app and it runs really well"