A Study On The Influence Of Price Consciousness And Coupons On Consumers While Selecting A Cab Service In Guwahati City

Abstract

The objective of this paper is to research what influences Guwahati consumers' decisions regarding taxi services. The
independent variable is price consciousness, whereas the dependent variable is "coupon redemption behaviour." Through a variety of techniques, the link between the dependent and independent variables is empirically confirmed. For data analysis, both primary and secondary sources are utilised. According to the survey, consumers are likely to evaluate prices across different cab service providers before choosing a cab service, and it is extremely likely that they will choose a cab service based only on the lowest price offered. It is found from the study that consumers are interested to redeem coupons while selecting cab services. It is also revealed from the study that consumers redeem coupons to save money and satisfied with the cab services in terms of their coupon off rent and likely to continue using a cab services before the coupon expires.