Marketing Public Transit: Consumer Behavior, Market Segmentation, and Low Capital Marketing Approaches

摘要

The report summarizes the results of consumer behavior, market segmentation, and low capital marketing approaches for public transit in medium-size urban areas. Data collection was accomplished by the use of two questionnaires. One questionnaire was for the consumers in the Nashville Metropolitan Area and the other was for selected transit agencies nationwide. The following categories of questions were included on the home interview survey: work trip; modal choice; Nashville transit system; transit improvement ideas; marketing ideas; and consumer information. A proportionately stratified sample design was selected to provide a statistically reliable sample and approximately 200 personal interviews were completed. Transit questionnaires were sent to 50 transit companies serving medium-size urban areas. Twenty-six completed questionnaires (52 percent response rate) were returned. The following categories of questions were included on the transit agency survey: transit agency and service area; transit characteristics; information service and advertising; marketing; ridership and fare structure; special service; and fleet size.