TARGETING MOBILITY MANAGEMENT POLICY USING MARKET SEGMENTATION

摘要: This paper asserts that in order to achieve sustainable change travel attitudes and behaviour, mobility management needs adopt principles from both attitude marketing theory. The merit of using psychological theory, psychometric questioning techniques statistical segment ation understand mode-choice is assessed. In particular, segmentation used identify the motivations characteristics groups potential ‘mode switchers’ assist design policy at organisational level - this case a major UK countryside leisure provider (The National Trust). A detailed self-completion mail-back questionnaire, based on an expanded version theory attitude-behaviour relations, namely Theory Planned Behaviour (TPB), was administered following short intercept survey around 1000 Trust visitors. 69% response rate achieved. Multi -dimensional attitudinal statements were factor -analysed structure underlying constructs scores respondents cluster analysis those most likely their behaviour. Six distinct psychographic identified. Their current mode choice behaviour reactions each group messages specific transport initiatives discussed. Two already exhibit above average use green modes, but are distinguishable by extent which discretionary. further for least partial conversion alternatives car day trips, preferences, perceived difficulties environmental values two differ. importance attached journey attributes association with found differ among segments. Socio-demographic factors have little bearing profiles segments demonstrating largely cut uniformly across personal characteristics. Most significantly, differences intention between interpretable respect used. However, research indicates requires unique, TPB incorporating notions moral norm attachment improve its explanatory utility. results recommend how targeted solutions can be designed best influence behavioural chang e level.