APPLICATION OF CONSUMER BEHAVIOUR THEORY TO PUBLIC TRANSPORT MARKETING

This paper begins with a brief description of a general model of consumer behaviour and a more specific model of transport mode choice. The key element in the latter is the concept of the 'modal pool'. When people plan a trip they bring into their modal choice decision only those modes which they regard as suitable and available to them for that trip. Their perception of what is suitable and available may or may not correspond with what actually exists. A mode cannot be chosen if it is not in a person's modal pool. The paper goes on to report a study conducted in adelaide in which the processes of formation and change in modal pools were investigated. The conclusions reached are applied to market segmentation, with the market for travel to work examined in detail as an example. The application of consumer behaviour theory to practical marketing planning is illustrated by discussion of development and promotion of new services in outer suburban areas. /Author/TRRL/

  • Supplemental Notes:
    • Proceeding of the 3rd Annual Meeting of the Australian Transport Research Forum--"Getting the Best Use from the Transport Infrastructure" Melbourne, Australia, May 24-25, 1977.
  • Corporate Authors:

    VICTORIA MINISTRY OF TRANSPORT

    MELBOURNE,    
  • Authors:
    • Godfrey, AWW
    • Affleck, F N
  • Publication Date: 1977-5

Media Info

  • Features: Figures; Tables;
  • Pagination: 16 p.

Subject/Index Terms

Filing Info

  • Accession Number: 00165564
  • Record Type: Publication
  • Source Agency: Transport and Road Research Laboratory (TRRL)
  • Report/Paper Numbers: Proceeding
  • Files: ITRD, TRIS, ATRI
  • Created Date: Jun 14 1981 12:00AM