Citation

Brogan JD, Heathington KW, Satterly GT. Transp. Plann. Tech. 1976; 3(2): 103-114.

Copyright

(Copyright © 1976, Informa - Taylor and Francis Group)

DOI

10.1080/03081067608717097

PMID

unavailable

Abstract

The urban bus transportation industry's dramatic patronage decline since World War II has resulted, in part, from transit management's lack of a marketing awareness. Only through a complete marketing program can the industry determine and provide various services to meet the diverse needs of the community. This research examines a complimentary pass package distribution, one of several marketing ?tools? available to transit management, in terms of its ability to attract new passengers to urban bus transit lines. Part one of the study examines, by means of a survey of transit operators, any past uses of complimentary pass packages in ridership promotion campaigns. Part two distributes complimentary pass packages to a random sample in a selected city and determines subsequent pass utilization by various market subgroups. An attitudinal survey of pass recipients? feeling toward various transportation issues is also conducted. The survey of transit operators showed little previous use of complimentary pass packages distribution campaigns. The complimentary pass package distribution in Part two resulted in pass utilization primarily by current bus users. Statistically, no new riders were attracted by the pass and the ridership of current users showed no significant increase. The attitudinal questionnaire showed significant differences between pass users and non?pass users regarding some aspects of bus service; various selected market subgroups also exhibited some dissimilarities.