This project focuses on transit management as it relates to marketing to the transportation disadvantaged. It is designed to stimulate ridership and to improve the image of public transit generally through a marketing program tailored to the needs of special users. The objectives of the project are: (1) To examine existing marketing techniques in urban areas which are potentially applicable to increasing public transit ridership and revenues; (2) to analyze, through market research, the mobility wants, needs, and preferences of disadvantaged groups and potential users; (3) to develop techniques for increasing The measurable ridership and public awareness among special users, namely the transportation disadvantaged; and (4) to assess the impact of these marketing techniques and to develop data that will provide specific guidance to transit professionals for effectively incorporating marketing into planning and decision-making. This study was designed to increase the level of public transit patronage among special user groups in the Houston, Texas Metropolitan Area. The first phase of the project entailed assessing community needs for the elderly, handicapped, poor, minority groups, and youth. Based on the inventory of needs and the demographic characteristics of these special user groups, the findings of other studies, and transit-related information from a representative sample of community agencies and groups, a marketing/education plan to promote public transit ridership will be developed. This latter task will comprise the second phase of the project. Therefore, objectives one and two were completed during Phase I of this study and documented in this report and objectives three and four will be completed during Phase II of the project.

  • Corporate Authors:

    Texas Southern University, Houston

    Urban Resources Center, 3017 Wheeler Avenue
    Houston, TX  United States  77004

    Urban Mass Transportation Administration

    University Research and Training Program, 400 7th Street, SW
    Washington, DC  United States  20590
  • Authors:
    • Lede, N W
    • Cooper, L C
    • Thompson, L
    • Wade, D A
  • Publication Date: 1984-3

Media Info

  • Pagination: 6 p.

Subject/Index Terms

Filing Info

  • Accession Number: 00389759
  • Record Type: Publication
  • Report/Paper Numbers: UMTA-TX-11-0014-84-1Final Rpt.
  • Contract Numbers: TX-11-0014
  • Files: TRIS, USDOT
  • Created Date: Oct 30 1984 12:00AM