SEGMENT: Applicability of an Existing Segmentation Technique to TDM Social Marketing

Winters, Philip; Lester, Amy; Pham, Minh; University of South Florida. Center for Urban Transportation Research

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SEGMENT: Applicability of an Existing Segmentation Technique to TDM Social Marketing

2018-10-01
By Winters, Philip ; Lester, Amy ; Pham, Minh

[PDF-3.48 MB]

English

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Creators:

Winters, Philip ; Lester, Amy ; Pham, Minh

Winters, Philip ; Lester, Amy ; Pham, Minh Less -
Corporate Creators:

University of South Florida. Center for Urban Transportation Research
Corporate Contributors:

National Institute for Transportation and Communities (NITC) ; University Transportation Centers Program (U.S.)

National Institute for Transportation and Communities (NITC) ; University Transportation Centers Program (U.S.) Less -
Subject/TRT Terms:

[+]

Data And Information Technology Planning And Forecasting Segmentation (Communications) Segmentation Technique Social Marketing Social Media TDM Transportation (General) Travel Behavior Travel Demand Management Validation
Publication/ Report Number:

NITC-RR-1057
Resource Type:

Tech Report
Geographical Coverage:

United States
TRIS Online Accession Number:

01684429
Edition:

Final Report
Corporate Publisher:

National Institute for Transportation and Communities (NITC)
Abstract:

Social marketing seeks to develop and integrate marketing concepts with other approaches to influence behaviors that benefit individuals and communities for the greater social good. Social marketing is a useful transportation demand management (TDM) planning approach to promote travel-behavior change. The purpose of this study was to explore a consumer market segmentation technique (SEGMENT) successfully used in Europe for its applicability to social marketing campaigns in the United States. Major contributions of this project are the validation of a successful existing segmentation technique for applicability in the United States, which will maximize the impact of TDM social marketing campaigns on changing travel behavior and reduce the costs of customized segmentation studies
Format:

PDF
Collection(s):

University Transportation Centers US Transportation Collection
Main Document Checksum:

[+]

urn:sha256:f6e21a8900ae6676035d5fa7c3920c8b780bc4ef0b21df224cdf7b5c25742450
Download URL:

https://rosap.ntl.bts.gov/view/dot/37519/dot_37519_DS1.pdf
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No Additional Files

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SEGMENT: Applicability of an Existing Segmentation Technique to TDM Social Marketing

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