Market Segmentation Analysis Using Attitudes Toward Transportation: Exploring the Differences Between Men and Women

Document Type

Journal Article

Publication Date

2008

Subject Area

infrastructure - vehicle, ridership - mode choice, ridership - drivers, ridership - attitudes, mode - mass transit

Keywords

Travellers, Travelers, Travel behavior, Transit riders, Transit, Public transit, Motor vehicle operators, Mode choice, Modal choice, Mental attitudes, Mass transit, Market segmented groups, Local transit, Highway users, Gender, Drivers, Consumers' preferences, Consumer preferences, Cluster analysis, Choice of transportation, Attitudes, Aggregation

Abstract

Traveler attitudes and preferences as well as demographic variables are important components of travel behavior. By using travel attitudes, factor and cluster analyses were conducted to segment the sample. Six distinct groups were extracted: transit enthusiasts, anxious status seekers, carless riders, green cruisers, frugal travelers, and obstinate drivers. The segments showed unique combinations of attitudes with distinct travel behaviors and various degrees of intention to use public transportation. Gender differences were then investigated, and the results suggest that women and men exhibit differences in attitudes, preferences, and behaviors. The design of strategies to promote alternatives to car use should target the market segments that are most motivated to change, focusing on the attitudes that can induce a change, such as pro transit or sensitivity to the environment.

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