CONSUMER ATTITUDES TOWARD PUBLIC TRANSIT

Transit planning requires a high level of input from the public. Market survey research has been found to be a very useful and simple tool for collecting and analyzing data on key user groups and public opinion segments. Therefore, the objectives of this study were to identify and weight the factors that jointly influence the use of public transportation and, with this information, to formulate guidelines for both marketing and policies of transit operations. In summary, a transit system must, if it is to solve urban transportation problems, be designed to provide service that is attractive and competitive in a consumer-oriented market and socially concerned society. This paper reports preliminary results from a 1972 study conducted in Orange County, California. Changes have been made in the questionnaire, and a more detailed market segmentation study was conducted in 1974.