Marketing Implications of Perceptions of Transitby Wilfred W. Recker, Prof. of Engrg.; School of Engrg. and Inst. of Transportation Studies, Univ. of California, Irvine, Calif.,
Harry J. Schuler, Riverside County Transportation Comm., Riverside, Calif.,
Serial Information: Transportation Engineering Journal of ASCE, 1982, Vol. 108, Issue 6, Pg. 650-661
Document Type: Journal Paper
Perceptions of Public Transit and other, psychographic, information are used to develop a segmentation-based approach to marketing public transit. Factor analysis is used to identify differences between the perception structures of male and female respondents. Logit analysis of intention to use public transit is employed to identify the salient dimensions of this decision process. The respondents are segmented into groups that are homogeneous with respect to these dimensions. The results of the analysis indicate directions for marketing approaches to the various subgroups. Empirical results reveal differences between male and female samples both in perception as well as in decision process.
Subject Headings: Marketing | Public transportation | Women | Public information programs | Logistics | Structural analysis | Information management | Public opinions
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