A MARKETING ANALYSIS OF THE KINGSTON TRANSIT SYSTEM

This report analyzes the appropriateness of the operating deficit of the Kingston Transit System, in addition to identifying opportunities for increasing bus ridership. Of interest to researchers concerned with the modal choice process are the results of a probability sample of metropolitan Kingston residents. Cognitive, affective and conative responses to alternative modes are analyzed within the context of Fishbein's multiattribute attitude model. Of interest to transportation marketers are the results of a longitudinal comparison of Kingston respondents before and after the implementation of a marketing strategy for the Kingston Transit System. The strategy was based upon an analysis of consumer needs and perceptions and attempted to correct perceptual problems through an extensive program of advertising and promotion. Illustrations of the advertising are included in a case study which accompanies the report. The case can be used as a vehicle for implementing a discussion on the marketing of public transportation. Of particular interest are the results which apppear to indicate that marketing had little or no effect on travellers' responses to the bus system. (Author)

• Corporate Authors:

  Queen's University, Ontario

  School of Business
  Kingston, Ontario  Canada  K7L 3N6
• Authors:
  • Arnold, S J
• Publication Date: 1977-9

Media Info

• Features: Appendices; Figures; References; Tables;
• Pagination: 59 p.

Subject/Index Terms

• TRT Terms: Advertising; Attitudes; Bus transportation; Deficits; Market research; Marketing; Mathematical models; Mode choice; Needs assessment; Operating costs; Perception; Public transit; Ridership
• Uncontrolled Terms: Models; User needs
• Old TRIS Terms: Modal selection
• Subject Areas: Motor Carriers; Planning and Forecasting; Public Transportation; Safety and Human Factors; I72: Traffic and Transport Planning;

Filing Info

• Accession Number: 00322672
• Record Type: Publication
• Report/Paper Numbers: Rept 78-15 Final Rpt.
• Files: TRIS
• Created Date: Mar 12 1981 12:00AM