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

Details

• Creators:
  Winters, Philip ; Lester, Amy ; Pham, Minh
• 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.)
• Subject/TRT Terms:
  • Segmentation (Communications)
  • Travel demand management
  • Social media
  • Travel behavior
  • Validation
  • Segmentation Technique
  • TDM
  • Social Marketing
  • Data and Information Technology
  • Planning and Forecasting
  More +
• 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
• Download URL:
  https://rosap.ntl.bts.gov/view/dot/37519/dot_37519_DS1.pdf
• File Type:
  [PDF - 3.48 MB]
• Collection(s):
  University Transportation Centers ; US Transportation Collection
• Main Document Checksum:
  urn:sha256:f6e21a8900ae6676035d5fa7c3920c8b780bc4ef0b21df224cdf7b5c25742450