You are the global marketing manager for Lyft for Canada. You hire a market research company to determine the preference of Lyft vs Uber by the consumers in Canada and the criteria riders use to decide which ride-sharing company they will use. The company conducts some focus groups and also conducts a survey which lead to the following criteria:

                                                                                      Importance                   Rating 1-5 scale

                                                                                                                                     Uber       Lyft

1. Brand name                                                                            20%                              2.5          2.7                                                                        
2. Rates                                                                                         35%                             4.6          5.0
3. Use of Greyball software/drivers can reject rides            18%                              3.0         2.5
4. Passenger safety/background checks for drivers              20%                              4.7        3.8
5. Drivers are like employees, 

not completely independent contractors                             7%                              1.0        2.0

 

A separate survey shows how Uber and Lyft are rated by its riders on a 5-point scale, see above.

Answer rating: 100% (QA)

To determine the overall preference of consumers in Canada for Lyft vs Uber based on the provided cr... View the full answer