UNDERSTANDING ASIAN COMMUTERS IN SOUTHERN CALIFORNIA: IMPLICATIONS FOR RIDESHARE MARKETING

Asian Americans are the fastest growing segment of the U.S. population, more than doubling in the past decade from 3.7 million in 1980 to 7.9 million in 1990. Findings on the travel behavior and commuting concerns of the Asian-American commuter are based on an analysis of "State of the Commute" surveys conducted by Commuter Transportation Services, Inc. (CTS) in 1991, 1992, and 1993. Supporting data are taken from the 1980 and 1990 Censuses. CTS has also reviewed marketing literature for techniques that have proved effective in reaching the Asian-American market in other industries. It should be noted that within the Asian community, there is a wide range of ethnic groups that are diverse in many characteristics: language, religion, culture, and value system. Some general inferences made, therefore, may not apply to all Asian ethnic groups. Results show that Asian commuters have a higher drive-alone rate and a lower carpool rate than other ethnic groups. However, Asians are the most likely to indicate that they would be interested in trying carpooling or vanpooling. Marketing literature indicates that Asians concentrate in suburban strongholds and identify with their native language; marketing campaigns that are in Asian languages and that promote a sense of community have been effective. It is concluded that Asian commuters are likely to choose an alternative to driving alone if given more information on their commute options. CTS can increase the rideshare rate of Asian commuters by investing in marketing programs targeted at this group. The marketing campaigns should include home-end corridor programs and promotional material in Asian languages.

• Record URL:
  http://onlinepubs.trb.org/Onlinepubs/trr/1994/1433/1433-018.pdf
• Record URL:
  https://scholar.google.com/scholar_lookup?title=UNDERSTANDING+ASIAN+COMMUTERS+IN+SOUTHERN+CALIFORNIA%3A+IMPLICATIONS+FOR+RIDESHARE+MARKETING&author=A.+Ho&publication_year=1994
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• Supplemental Notes:
  • This paper appears in Transportation Research Record No. 1433, Public Transportation: Bus, Rail, Ridesharing, Paratransit Services, and Transit Security. 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:
  • Ho, Amy M
• Publication Date: 1994

Language

• English

Media Info

• Features: Figures; References;
• Pagination: p. 145-151
• Monograph Title: Public transportation: bus, rail, ridesharing, paratransit services, and transit security
• Serial:
  • Transportation Research Record
  • Issue Number: 1433
  • Publisher: Transportation Research Board
  • ISSN: 0361-1981

Subject/Index Terms

• TRT Terms: Car pooling (Railroads); Marketing; Ridesharing; Travel behavior; Vanpools
• Uncontrolled Terms: Asian Americans
• Geographic Terms: Southern California
• Old TRIS Terms: Carpooling
• Subject Areas: Highways; Planning and Forecasting; Public Transportation; Society;

Filing Info

• Accession Number: 00667630
• Record Type: Publication
• ISBN: 0309055105
• Files: TRIS, TRB
• Created Date: Oct 7 1994 12:00AM