15 Feb 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

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 a. Brand name 20% 2.5 2.7 b. Rates 35% 4.6 5.0 c. Use of Greyball software/drivers can reject rides 18% 3.0 2.5 d. Passenger safety/background checks for drivers 20% 4.7 3.8 e. 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. 5. Given the data, which ride-sharing service is preferred by the customers? Explain and show any calculations clearly. How will you improve the services of Lyft so that customers prefer Lyft to Uber? …… [ 15 Marks}