AN EVALUATION OF A COMPLIMENTARY PASS PACKAGE AS AN ACCEPTABLE MARKETING TECHNIQUE FOR ATTRACTING NEW PASSENGERS TO URBAN BUS TRANSIT LINES
The urban bus transportation industry's dramatic patronage decline since the Second World War has resulted, in part, from transit management's lack of a marketing awareness. Only through a complete marketing program can the industry determine and provide various services to meet the diverse needs of the community. This research examines a complimentary pass package distribution, one of several marketing "tools" available to transit management, in terms of its ability to attract new passengers to urban bus transit lines. Part one of the study examines, by means of a survey of transit operators, any past uses of complimentary pass packages in ridership promotion campaigns. Part two distributes complimentary pass packages to a random sample in a selected city and determines subsequent pass utilization by various market subgroups. An attitudinal survey of pass recipients' feelings toward various transportation issues is also conducted.
Purdue UniversitySchool of Civil Engineering, 550 Stadium Mall Drive
West Lafeyette, IN USA 47907
- Brogan, J D
- Heathington, K W
- Publication Date: 1973-5
- Features: Appendices; Figures; Tables;
- Pagination: 166 p.
- TRT Terms: Bus transportation; Data collection; Management; Marketing; Public transit; Ridership; Social values; Surveys; Urban transportation
- Old TRIS Terms: Community values; Passes
- Subject Areas: Administration and Management; Finance; Highways; Motor Carriers; Planning and Forecasting; Public Transportation;
- Accession Number: 00264762
- Record Type: Publication
- Report/Paper Numbers: CE-TRA-73-1 Final Rpt.
- Files: TRIS
- Created Date: Feb 11 1981 12:00AM