CONSUMER PSYCHOGRAPHICS: TRANSIT RIDER AND NONRIDER MARKET SEGMENTS

This study attempted to apply psychographic analysis to the mass transit market and more specifically: to obtain a lifestyle profile of the users as compared to the nonusers of mass transit; to pinpoint some of the subtle variations between riders and nonriders in terms of their psychographics; and to establish some of the motive the transit marketer can appeal to in marketing efforts directed to the rider and nonrider market segments. The research methodology is detailed, and the findings are tablulated and discussed. The findings provide useful insights for the effective design of marketing programs. Some of the programs offered by transit operators reflect and cater to the tendencies noted in the findings. Thus, the data serve to validate marketing policies, or to give a sense of direction for future marketing efforts. Separate marketing programs can be designed to appeal to each of the market segments, rider and nonrider.

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Filing Info

  • Accession Number: 00189836
  • Record Type: Publication
  • Files: TRIS
  • Created Date: Apr 12 1981 12:00AM