ESTIMATING THE POTENTIAL FOR MARKETING URBAN PUBLIC TRANSPORT

The paper describes a market research case study which assessed the potential of marketing to control the rate of growth of the Perth urban public transport operating subsidy. Emphasis is on philosophy and methodology. Subjects covered include the collection and use of attitudinal and factual information, market segmentation and possible financial implications. The identification of the work trip and shopping trip target markets is described in more detail. An assessment is made of the size and financial significance of these potential markets and one of the conclusions reached is that a public transport marketing campaign, incorporating substantial media advertising, would be an acceptable and feasible approach to increase passenger revenues. /Author/TRRL/

  • Availability:
  • Supplemental Notes:
    • Australian Transport Research Froum. Fourth Annual Meeting, May 24-26, 1978, Perth, Forum Papers.
  • Corporate Authors:

    Western Australia Director General of Transport

    68 St. Georges TCE
    Perth, Western Australia,   Australia 

    Director General of Transport Western Australia

    68 St Georges Terrace
    Perth, Western Australia,   Australia 
  • Authors:
    • Bettison, G E
    • DONOVAN, R J
    • WILDERMUTH, H K
  • Publication Date: 1978

Language

  • English

Media Info

Subject/Index Terms

Filing Info

  • Accession Number: 00183490
  • Record Type: Publication
  • Source Agency: Transport and Road Research Laboratory (TRRL)
  • Report/Paper Numbers: Book
  • Files: ITRD, TRIS, ATRI
  • Created Date: Dec 29 1981 12:00AM