Public Transit Market Research of Low-Income Commuters Using Attitude-Based Market Segmentation Approach: Case Study of Fushun, China

In China, low-income commuters are usually concentrated in peripheral settlements outside downtown areas, where travel services are inadequately provided. These commuters are dependent on fewer travel options, considering their affordability. Based on the recognition that public transit is an important mode to enhance low-income commuters’ travel mobility, a comprehensive attitude-based market segmentation analysis was performed to identify distinct market segments to best serve the needs of each segment and to develop plans to increase transit usage. First, a detailed household survey was conducted in Fushun, China, to obtain commuters’ attitudes toward daily travel. Then, factor analysis was utilized to explore latent attitudinal factors. The structural equation modeling investigated the correlations between attitudes and public transit usage. The k-means clustering was then employed to partition the transit market into several subgroups. Finally, five segments of transit market with distinct attitudes ...