CONSUMER REACTION TO TRANSIT MARKETING IN BOULDER, COLORADO

The results of a questionnaire used to measure resistances to the adoption of urban transit during off-peak hours in Boulder, Colorado, are discussed. The findings have implications for transit marketing managers regardless of the cities in which they are located. The questionnaire was administered to middle-class women, aged 20 to 65. A systematic cluster sample was used to identify potential respondents, and a 55 percent usable response rate was obtained. The results suggest that the barriers to trial of transit are different from the causes of rejection of transit after trial, from the causes of discontinuance of transit after adoption, and from the causes of low-frequency use by occasional users. The causes of rejection after trial are also different from the causes of discontinuance after adoption of transit. Although the specific barriers to adoption will differ among cities, depending on the structure of the city and of the transit system, the Boulder results illustrate the fact that differences do occur among different user groups within at least one market segment and that different marketing strategies may be needed to obtain increased transit ridership within each group. /Author/

• Record URL:
  • http://onlinepubs.trb.org/Onlinepubs/trr/1977/625/625-003.pdf
• Record URL:
  • https://scholar.google.com/scholar_lookup?title=CONSUMER+REACTION+TO+TRANSIT+MARKETING+IN+BOULDER%2C+COLORADO&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: Figures; References; Tables;
• Pagination: pp 7-11
• 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: Consumers; Marketing; Questionnaires; Ridership; Sampling; Urban areas; Urban transportation
• Geographic Terms: Boulder (Colorado)
• Old TRIS Terms: User characteristics
• Subject Areas: Highways; Planning and Forecasting; Public Transportation;

Filing Info

• Accession Number: 00168062
• Record Type: Publication
• ISBN: 0309026504
• Files: TRIS, TRB
• Created Date: Jan 30 1981 12:00AM