EVALUATION OF ALTERNATIVE MARKET SEGMENTATIONS FOR TRANSPORTATION PLANNING

In transportation planning, market segmentation is the division of a total population of travelers into groups (segments) that are relatively homogeneous with respect to certain personal characteristics (the segmentation base). It is desirable that the segments be distinct in terms of travel behavior and their reactions to changes in the travel environment, such as the introduction of new transportation services. This paper describes a comparison of market segmentation using six different bases--two based on demographic variables, two on travel choice constraints, and two on attitudinal variables. The six segmentations were compared with respect to five criteria judged to be important considerations in transportation planning: measurability (data availability), statistical robustness, substantiality (size and importance of the resulting segments), relation to travel behavior, and relation to planning of service options. The comparisons showed that no single segmentation base was superior, according to all criteria, but that the segmentation based on multivariate choice constraints satisfied more of the criteria than did the other segmentations. Segmentations of the traveling population based on attitudes were found to have certain specific uses, but to be inferior to choice-constraints segmentation for most planning purposes. (Author)

Media Info

  • Media Type: Print
  • Features: References; Tables;
  • Pagination: pp 23-31
  • Monograph Title: Preferences, perceptions and market segments in travel behaviour
  • Serial:

Subject/Index Terms

Filing Info

  • Accession Number: 00179382
  • Record Type: Publication
  • ISBN: 0309026784
  • Files: TRIS, TRB
  • Created Date: Aug 30 1983 12:00AM