Event Date: Wednesday, November 28, 2018, 10:00am to 11:00am PST Speaker(s): Philip Winters and Amy Lester, University of South Florida
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. It 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 successfully used in Europe for its applicability to marketing efforts in the United States. Attitudinal and demographic data were collected from 1900 individuals in Florida, Oregon, and Virginia modeled after the European approach. Clustering analysis was applied to divide the sample into segments so that members of the same group share similar attitudes. These include attitudes about various modes, car use, and congestion and environment. A classification model was built to predict group membership. The most stable and distinctive segmentation resulted in 7 segments. From this list of over 100 attitudinal questions, 17 questions were found to separate segments most significantly and predict group membership with high level of accuracy. Attitudinal profiles for each group were developed based on thee mean responses to these “golden questions”. This webinar will discuss the method and results.
This research was funded by the National Institute for Transportation and Communities (NITC) at Portland State University - a U.S. Department of Transportation national university transportation center (UTC) funded by the FAST Act.
More information: [ Ссылка ]
Keywords: Social marketing, segmentation, transportation demand management, TDM
