MARKETING APPROACH USING PRODUCT DIFFUSION KNOWLEDGE TO MEASURE CONSUMER TRANSIT ATTITUDES (ABRIDGMENT)

This paper discribes a method that can be used to develop a measuring instrument that will determine specifically why shoppers do not use the urban bus system, and be sufficiently sensitive to identify whether the problem is a bus system design problem or a promotion problem. Such an instrument could be used by transit marketing managers to more effectively allocate their resources towards the goal of increasing bus patronage. The measuring instrument should be capable of providing information on all items and in the trade-off except the capital investment. The theoretical construct, questionnaire design, and validation of the questionnaire are also discussed. The author concludes that the measuring instrument developed and tested can be used to: Identify why many customers have never tried to use an urban bus; Identify the specific causes for consumer rejection; Identify the specific causes for consumer discontinuance after having adopted the bus for an extended period of time; Identify why occasional users do not use the bus more frequently; Determine which barriers to adoption of the bus system can be removed by promotion alone and which require system redesign; And, assist in determining how to best allocate resources in order to increase bus patronage.

• Record URL:
  • http://onlinepubs.trb.org/Onlinepubs/trr/1977/625/625-002.pdf
• Record URL:
  • https://scholar.google.com/scholar_lookup?title=MARKETING+APPROACH+USING+PRODUCT+DIFFUSION+KNOWLEDGE+TO+MEASURE+CONSUMER+TRANSIT+ATTITUDES+(ABRIDGMENT)&author=M.+Schwartz&publication_year=1977
• Availability:
  • Find a library where document is available. Order URL: http://worldcat.org/isbn/0309026504
• Supplemental Notes:
  • Publication of this paper sponsored by Committee on Public Transportation Planning and Development. Distribution, posting, or copying of this PDF is strictly prohibited without written permission of the Transportation Research Board of the National Academy of Sciences. Unless otherwise indicated, all materials in this PDF are copyrighted by the National Academy of Sciences. Copyright © National Academy of Sciences. All rights reserved
• Authors:
  • Schwartz, Martin L
• Conference:
  • 56th Annual Meeting of the Transportation Research Board
  • Location: Washington District of Columbia, United States
  • Date: 1977-1-24 to 1977-1-28
• Publication Date: 1977

Media Info

• Media Type: Print
• Features: References;
• Pagination: pp 4-6
• Monograph Title: Transit planning and operations
• Serial:
  • Transportation Research Record
  • Issue Number: 625
  • Publisher: Transportation Research Board
  • ISSN: 0361-1981

Subject/Index Terms

• TRT Terms: Attitudes; Bus transportation; Consumers; Market surveys; Marketing; Measuring instruments; Questionnaires; Ridership; Shopping; Urban transportation
• Old TRIS Terms: Shopping surveys; User characteristics
• Subject Areas: Highways; Motor Carriers; Planning and Forecasting; Public Transportation;

Filing Info

• Accession Number: 00168061
• Record Type: Publication
• ISBN: 0309026504
• Files: TRIS, TRB
• Created Date: Jan 30 1981 12:00AM