ATTITUDINAL MARKET SEGMENTATION FOR TRANSIT DESIGN, MARKETING, AND POLICY ANALYSIS

Abstract

The segmentation of a population into groups that have similar perceptions of transit attributes or similar outlooks on transportation issues could be very useful in the design, marketing, and operation of transit systems and in the analysis of transit policies. This paper uses a variety of statistical methodologies in the development of such market segments. The data are from a representative sample of households in the Sacramento metropolitan region. A set of 23 general transportation attitude items and a set of 30 specific transit attributes are the basic inputs into the analysis. Responses to items in each set are factor analyzed, and the resulting factor scores are input into a hierarchical cluster-analysis program. The outputs are the market segments. The segments are then examined for differences in objective characteristics and travel behavior patterns. Groups that have similar patterns of general or specific attitudes were found to emerge, and these groups differ in some objective characteristics and travel behavior. The market segmentation based on specific transit attributes appears to be useful for design and marketing decisions; the general market segments are primarily useful for analyzing support for transportation policies. (Author)

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