The transportation sector has undergone a profound structural shift due to the advent of Aggregator-Based Models (ABM). This research paper provides a multi-dimensional comparative analysis of consumer behaviour toward the two dominant players in the Indian ride-hailing market: Ola (ANI Technologies) and Uber (Uber Technologies Inc.). This study investigates the psychological and economic drivers—ranging from price sensitivity to brand prestige—that dictate platform preference. Utilizing a descriptive research design, primary data was collected from a diverse demographic of 45 respondents and analyzed using Percentage Analysis and the 5-point Likert Scale. The findings reveal a market characterized by "Multi-homing" (51% usage overlap) and extreme price elasticity. While Uber is perceived as a "Premium Service" with superior UI/UX, Ola maintains a stronghold through localized "Service Diversity" (Auto/Bike). The paper concludes that brand loyalty is virtually non-existent in the digital utility era, and strategic differentiation must now focus on driver professionalism and "Frictionless Reliability