MARKET SEGMENTATION ANALYSIS: THE POTENTIALS OF CARTOGRAPHIC ANALYSIS AND CENSUS DATA

Segmentation of transportation markets is based on the principle that areas within the metropolitan region which have similar attitudinal/demographic characteristics will have similar transportation needs. This study examines several ways in which these homogeneous subareas of the city may be identified and in turn how they relate to the transportation (work trip) patterns, namely, mode split. The purpose of this study is to illustrate the strength of the relationships between demographic characteristics and modal choice patterns using census data. Most of the arguments developed use a cartographic based analysis supplemented by statistical measures; hence, the arguments rely extensively on visual interapretation. It is contended herein that such interpretations can, in some cases, be as powerful and convincing as numerically based evaluations. The maps produced in this study user the U.S. Bureau of the Census Urban Transportation Planning Package (UTPP) as input data. The authors demonstrate and conclude the validity/utility of three basic premises: 1) there are distinct areas within the metropolitan region which can be delimited by demographic variables which correspond to mode specific areas for the purpose of market segmentation; 2) the U.S. Bureau of the Census UTPP data can be easily used to easily and quickly perform such an analysis; and 3) this analysis can be conducted principally with maps to give visual credence to the relationships discussed. The authors point out that the main advantage of the UTPP data is that it can be readily mapped. /UMTA/

  • Corporate Authors:

    University of Illinois, Chicago

    Urban Transportation Center, 412 South Peoria Street, Suite 340
    Chicago, IL  USA  60607
  • Authors:
    • Soot, S
    • Sen, A K
  • Publication Date: 1978-3

Media Info

  • Pagination: 33 p.

Subject/Index Terms

Filing Info

  • Accession Number: 00184581
  • Record Type: Publication
  • Report/Paper Numbers: UMTA-IL-11-0008-78-3
  • Files: TRIS
  • Created Date: Feb 3 1981 12:00AM