Study of consumer behaviour is very

important to understand the consumer

needs and perception about any brand or
product, it plays vital role towards the
success or failure of the brand in every
industry.

Consumer
Behavior
Study

Ishan Shetty (174)

Dinesh Shamnani (172)

Introduction
Makemytrip Inc. is an Indian online travel company, founded by Deep Kalra in 2000. Headquartered
in Gurgaon, Haryana, the company provides online travel services including flight tickets, domestic
and international holiday packages, hotel reservations, rail and bus tickets. In 2011 and 2012,
MakeMyTrip made strategic acquisitions in pursuit of growth through new channels and markets in
Southeast Asia. Recently, it launched Travel Apps for mobile devices. The company has been
consistently recognised as one of India's best travel portals. In addition to a full-service online portal,
the company also operates through 59 retail stores across 37 cities in India along with international
offices in New York City and Sydney.

Products and services

Flights - MakeMyTrip provides flight tickets for travel in all major domestic, international as
well as low-cost carriers operating in India. It caters to travellers for both domestic and
international travel from India. Apart from this, it caters to inbound travel to India from
countries like US, Canada, Singapore and UAE.

Rail and Bus tickets - MakeMyTrip sells online rail tickets to its customers offering features
like return tickets with single payment option, flexi-search and automatic alerts and updates
on the availability of tickets. It also offers bus tickets across different categories like Volvo,
Air Conditioned, Non Air Conditioned, Deluxe, Semi-Deluxe and Sleeper vehicles.

Cab Service - MakeMyTrip introduced car hire services on its Indian website in May 2010. It
currently provides car hire services in conjunction with holiday package bookings.

Hotels and Packages (Holidays) - The Company offers hotel reservations in India and
international cities alike. There are over 13,000 hotels and guesthouses in India that can be
searched and compared online on the MakeMyTrip website. The hotels range from luxury to
budget accommodations. In November 2012, MakeMyTrip acquired My Guest House
Accommodation to increase the overall inventory for budget rooms and service apartments.
MakeMyTrip also offers a wide selection of hotels outside India. Through the acquisition of
easytobook.com, MakeMyTrip now offers access to more than 184,000 hotels outside India.
MakeMyTrip also offers group and customised holiday packages for popular domestic and
international destinations.

Mobile Solutions - In 2012, MakeMyTrip launched travel mobile applications (Apps) for
iPhone, Android, and BlackBerry devices. The app offers services like flight and bus bookings,
hotel reservations and holiday packages. It also caters to other post-purchase requirements
like generating e-tickets, making cancellations, tracking status of refunds and other travel
alerts. The travel itineraries available on the Apps can be shared on Facebook and Twitter.

MakeMyTrip
Parent Company

Makemytrip Limited

Category

Website-online travel ticket

Sector

IT and Technology

Tagline/ Slogan

Memories unlimited

USP

Affiliation with large number of tourism entities leading to

easier bookings and effective online booking portal

4 P Analysis

PRODUCT

International and Domestic air tickets

Hotel Packages to different destination within India and international
Hotel booking in different destination both within India and International destination
Railway ticket
Private and taxi rentals
MICE (Meetings. Incentives, conferences and Exhibitions)

PRICE
Showing the best price offers the customers can get in different
airlines/railways/buses/cars.
Agents are not allowed to take extra commission.

PLACE
Internet marketing /e-business.
Dedicated 24X7 customer care support and they have offices in 20 cities across India
and 2 international offices in New York and San Francisco.

PROMOTION

Promotion in all social sites like Facebook, Twitter, You tube, Newspapers, Magazine.
Sales promotions:
By giving festival discounts,
Round trip tickets discounts,
Best deal of the month
Special offers to different holiday destination

3 Ps OF SERVICE MARKETING
PEOPLE
No direct relationship between customer and employee, it is mostly a self-service
marketing.
For the customers who dont know internet handling ,travel agents are available (who
are like distributors/dealers)

24x7 customer care service.

PHYSICAL EVIDENCE
Make my trip is offering best customer care service in support of Booking/cancelling
booking/Printing E-tickets/Checking Refund status/make a payment.

PROCESS
They follow easy process/simple process of booking tickets like filling up customer
name, phone number, address etc
Mode of payment is possible by any bank cards bank debit/credit cards.

COMPETITOR ANALYSIS

Yatra.com is an Indian online travel agency and a travel search engine based in Gurgaon, Haryana,
founded by Dhruv Shringi, Manish Amin and Sabina Chopra in August 2006.
In April 2012, it was the second largest online travel website in India, with 30 per cent share of the
370 billion (US$5.6 billion) market for all online travel-related transactions., it also launched a
"holiday-cum-shopping card" with State Bank of India (SBI), India's largest bank.

Acquisition
Yatra.com has made three acquisitions till nowticket consolidator Travel Services International
(TSI) in October 2010, global distribution system (GDS) provider MagicRooms.in, and Indian events
and entertainment portal BuzzInTown.comall for undisclosed amounts. July 2012, Yatra.com
Acquires 100% Stake in Travelguru.com.

Brand Ambassador
In March 2012, Yatra.com announced Bollywood actor Salman Khan not just as the brand
ambassador for the travel website but also as a shareholder.
Earlier, Bollywood actor Boman Irani has also been the brand ambassador for Yatra.com online flight
booking services. In April 2014, Yatra.com announced to be the Official Travel Partner of IPL Team
Rajasthan Royals.

Goibibo is a B2C online travel aggregator, headquartered at Gurgaon, India. Goibibo is a part of ibibo
group travel organisation that was founded by Ashish Kashyap in 2007.
Goibibo.com was organically developed and launched by ibiboGroup in 2010. The platform enables
travellers to search, compare and buy from across categories and width of travel suppliers
comprising: air tickets, hotels & bus tickets. Goibibo can be accessed via mobile app and available on
iOS, Android and Windows.

Products and services

Flights - Goibibo enable consumers to search across major international and domestic routes.
Consumers can search, compare and easily book from hundreds of airlines. Goibibo has real time
integrations with all domestic airlines and international airlines.

Hotels - The travel portal offers hotel bookings under different categories comprising budget as well
as luxury. Customers can benefit from real time booking services,[24] instant refunds, cancellation
and rescheduling among many other simplified booking options.

Bus Booking - Goibibo also provides bus ticketing services to its consumers. They can book, cancel
and check refund status directly from the website or mobile app. The bus booking is powered by
redBus.in

Mobile App - One of the top ranked app [25] on iOS, Android and Windows Consumers can download
the apps for free and book flights, hotels and buses on the go.

SERVICE COMPARISON
OF
ONLINE TRAVEL PORTALS

SWOT ANALYSIS
OF

STRENGTHS

MakeMyTrip is one of the earliest market entrants.

Presence in international business scenario.
Secured and trusted channel for facilitating payments.
Attractive brand name and convenient website navigation.
It offers services like International and Domestic Air Tickets, Holiday Packages and
Hotels, Domestic Bus and Rail Tickets, Private Car and Taxi Rentals, B2B and Affiliate
Services
Loyalty programs with several leading banks and debit/credit card companies.
High marketing ability (viral campaigns)
Size and choices in each segment.

WEAKNESSES
General reluctance in customers to use internet for financial transactions like
booking tickets online.
Absence of offline centres for point of sales.
Initiatives are imitable by other portals.
Inability to convert the volume of search into sales.
Unable to bridge air and non-air travellers for customized solutions.

OPPORTUNITIES

Customers currently using traditional methods of bookings.

Offer better travel packages in line with customer expectation.
Untapped sections of international tourism market.
More margins in non-air travels.
Leverage on market leader position to capture increasing trends of online bookings.
Consumer is ready to transact more if trust is built and assurance is given by peer
consumers.
Social networking and mobile internet are increasing trends that can be tapped.

THREATS

Possible lack of co-ordination with tourism entities.

Present competitors having substantial market share.
Newly emerging online booking portals with better offerings.
Competitors are increasing focus on non-air travels.
Airlines getting together to form independent sites
Service charges causing consumers to use MakeMyTrip only for best deals.
Competitors are setting up more offline centres.
Bad PR can defame brand value
Tour operators going online.

STP ANALYSIS

SEGMENTATION

TARGET MARKET

Males living in metros

Age group 24 to 44 yrs
Married
A monthly household income of over Rs 30,000
Families which are internet savvy i.e. who use internet beyond email, transacted on
the internet before.
Deal Hunters, Early Adopters.

POSITIONING

MMT positions as a single portal for all travel and accommodation needs. Its appeal
is reliable travel booking with Excellency.
MMT aims to position itself as total solution provider with convenience as key drive.

Learnings
This study has helped us to understand the consumer behaviour towards the online
travel booking portals.
It helped us to get awareness about consumer perceptions & experiences towards
the online travel booking portals.
How the perception and knowledge influences to the customer while it comes to the
planning for any travel trip for family or business purpose.
MakeMyTrip has very good image in the industry of travel booking online portals.
We found that people are more inclined towards MakeMyTrip than others travel
portals.
Customers use online travel portals mostly for family tour plan, railway ticket and air
ticket bookings.
Respondents find online travel booking as the most convenient method.
Customers hold a good image of MakeMyTrip in their minds.
It possesses the largest market share amongst online travel portals.

Results and Findings

Q1) Have you ever used any online travel booking portal?

14
YES (75.4%)
NO (24.6%)

43
Number of Responses

As per the above graphical representation sample size for survey was 57 people and among them
75.4% respondents were using any online travel booking portal for planning family or business tour
by their own efforts.
It shows in this digital era in major cities more than 70% people are using online travel booking
portals so they can make their plans and tours flexibly and efficiently.

Q2) If Yes, which of the following online booking portal do you use?

38

ONLINE B OOKING PORTALS

MakeMyTrip
Yatra

Cleartrip

8
9

Goibibo
Travelguru

1
0

10

15

Multiple responses

20

25

30

35

40

NUMBER OF RESPONSES

As per above bar chart we can see 43 respondents those who are users of online travel booking
portals are using multiple online travel booking portals and majority of people are using
MakeMyTrip as their 1st preference and very few respondents prefer yatra, cleartip and goibibo to
use for their travel booking plans.

Q3) I would like to know from the following for what purpose do you use
online travel booking portals?
24

Purposes of travel booking

Family tour plan

Business travel plan

24

Railway ticket booking

26

Air ticket booking

15

Hotel reservation

Car rental
0

10

15

20

25

30

Number of responses

As per above chart we can see most of the online booking portal users uses portals for Air ticket
booking, family tour plan and railway ticket booking. Some respondent uses online booking portals
for hotel reservation as well.

Q4) If No, which mode do you use for booking travel plan?
Followings are the few responses received from non-users of online travel booking portals
1.
2.
3.
4.

Visiting to Travel Agents

Offline procedure
Make a travel plan on my own and assemble it
IRCTC website

Q5) How frequently you make travel plans?

1
16

17

Yearly (28.1%)
Half-yearly (40.4%)
Quaterly (29.8%)
Monthly (1.8%)
Weekly (0%)

23
Number of Responses

As per the above chart we can see majority of respondents which is 40.4% makes travel plans halfyearly, whereas around 30% respondents plans their tour quarterly as well as once in a year.

Q6) According to you what is the convenient method of booking of travel

plan?

21

Methods of booking

From travel agents

38

From websites

From counter staff

Others

2
0

10

15

20

25

30

35

40

Number of responses

As we can see in above chart majority of respondents prefer travel plan to be booked from websites
directly instead of involving third person.

Q7) Kindly assign ranks to all the benefits mentioned in terms of MakeMyTrip
portal (Rank1 being most important)?

Ranks
Benefits
Discounted fares
Good service
Customer care
Cancellation Policy
Booking overall
process

Rank 1
(most important)

Rank 2

Rank 3

Rank 4

Rank 5
(least important)

17
8
8
10
8

21
28
21
19
26

8
10
23
17
11

7
8
1
6
9

4
3
4
5
3

As we can see in above table there are certain benefits derived from MakeMyTrip travel booking
portal, the responses about these benefits are quite satisfactory in consumers or respondents, most
of the respondents have given 2nd Rank, so it shows the satisfaction level of respondents towards
the certain benefits like discounted fares, good service, cancellation policy and booking overall
process.

Q8) Kindly rate MakeMyTrip on the basis of following key factors in

comparison with other travel plan booking portals? (1(low) to 5(high)?

Ratings
Key factors
The information on website is
simple and clear
Lots of information can be
searched
It is easy to use
Payment mode is easy and
safe
Hassle free booking
Convenient than other
methods

1
(low)

5
(high)

15

17

11

11

18

14

2
3

4
4

18
13

15
18

12
12

1
2

11
7

16
18

16
15

7
9

As we can see in the Table most preferable Ratings given by the respondents of MakeMyTrip online
booking portal users.
Respondents are very satisfied in terms of information available on MakeMyTrip website, easily
searchable information, user-friendly website, safe and secure payment mode available on website,
hassle free booking procedure and very convenient portal than other methods of travel plan
booking.

Q9) How likely would you recommend MakeMyTrip?

14

Number of responses

12

12

10

10

8
6

0
(Never)
0

10 (Most
likely)

Ratings

As you can see in the above bar chart responses are very average for recommendation of
MakeMyTrip website to other contacts.

Age?

1
14

42

Number of responses

Below 25
25-34
35-44
45-54
Above 55

Gender?

17

Male (70.2%)
Female (29.8%)
40

Number of responses

Above chart shows gender percentages of respondents in this survey.

Annual household income?

Above 10 lacs
Below 3 lacs
16%
19%
7 - 10 lacs
14%
5 - 7 lacs
19%

3 - 5 lacs
32%

Above chart shows household annual income range of respondents of this survey.

Questionnaire

Q1) Have you ever used any online travel booking portal?
o Yes
o No

Q2) If yes, which of the following online booking portal do you use?
o
o
o
o
o

MakeMyTrip
Yatra
Cleartrip
Goibibo
Travelguru

Q3) I would like to know from the following for what purpose do you use online travel
booking portal?
o
o
o
o
o
o
o

Family tour plan

Business tour plan
Railway tour plan
Airline ticket booking
Hotel reservation
Car rental
Other____________

Q4) If no, which mode do you use for booking travel plan?

Q5) How frequently you make travel plans?

o
o
o
o
o

Weekly
Monthly
Quarterly
Half-yearly
Yearly

Q6) Kindly assign ranks to all the benefits mentioned in terms of MakeMyTrip portal (Rank 1
being most important)

Benefits
Discounted fares
Good service
Customer care
Cancellation Policy
Booking overall process

Rank 1
(most important)

Rank 2

Ranks
Rank 3

Rank 4

Rank 5
(least important)

Q7) According to you what is convenient method of booking travel plan?

o
o
o
o

From travel agents

From websites
From counter staff
Others_________

Q8) Kindly rate MakeMyTrip on the basis of following key factors in comparison with other
travel plan booking portals? [1(low) to 5 (high)]

Key factors
The information on website is
simple and clear
Lots of information can be searched
It is easy to use
Payment mode is easy and safe
Hassle free booking
Convenient than other methods

1
(low)

Q9) How likely would you recommend MakeMyTrip?

Never 0 1 2 3 4 5 6 7 8 9 10 Most Likely

Ratings
3

5
(high)

Q10) Age?
o
o
o
o
o

Below 25
25 34
35 44
45 54
Above 55

Q11) Gender?
o Male
o Female

Q12) What is your annual household income?

o
o
o
o

Below 3 lacs
3 5 lacs
5 7 lacs
Above 7 lacs