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Webinar: Segmenting The Market For Transportation Demand Management Campaigns, Philip L. Winters, Amy Lester
Webinar: Segmenting The Market For Transportation Demand Management Campaigns, Philip L. Winters, Amy Lester
TREC Webinar Series
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 …