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Identification of Market Segments: An Analysis of Transit Needs and Service Requirements
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1977-06-01
[PDF-10.27 MB]
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Edition:Final Report: June 1976 - June 1977
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Abstract:Marketing in the area of public and mass transportation involves a consumer orientation whereby systems attempt to best serve the needs of potential transit markets. By structuring service developments and promotional activities to satisfy the service requirements of targeted population segments, systems maximize the effectiveness of their efforts to increase ridership and system revenues. Six viable, adult population segments, as well as the critical factors sought by each segment, were identified using survey data from Beaumont and Waco, Texas. A concentrated marketing approach, however, which focuses on only four of the six segments, was recommended for small transit systems because of their limited operating resources and generally lower levels of service. This information should prove extremely helpful to smaller transit systems in Texas, particularly those which have not been actively involved with marketing programs in the past. In addition, data concerning optimum promotional techniques and advertising media are included to illustrate the integration of market research findings with subsequent transit marketing activities.
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