THE MARKETING OF MASS TRANSPORTATION TO DIVERSE GROUPS WITHIN A COMMUNITY

Recent "broadening" trends in marketing and an awakened stress on public transportation have combined to evoke developments in the marketing of public transportation. This article discusses these trends and presents a research method for identifying persons likely to switch to improved public transportation systems. Market segmentation strategies are developed for this group, as well as a community "leaders" segment, whose support is also required for effective transportation improvement. Attributes of transportation which may determine modal choice were investigated for a general adult sample, potential switchers to public transportation and community leaders. These determinant attributes for modal choices and the demongraphic profiles were significantly different among these different groups. This suggests that advertisements directed toward the general public (or to potential switchers) are not likely to appeal as strongly to the leaders. Two distinct operationally meaningful, market segments have been identified and they should be treated as such. (AUTHORS)

  • Corporate Authors:

    GORDON AND BREACH SCIENCE PUB.

    AMSTERDAM:
    ,    
  • Authors:
    • Alpert, M F
    • Golden, L L
  • Publication Date: 1978

Media Info

  • Features: References; Tables;
  • Pagination: p. 285-302
  • Serial:

Subject/Index Terms

Filing Info

  • Accession Number: 00310763
  • Record Type: Publication
  • Files: TRIS
  • Created Date: Oct 8 1981 12:00AM