An investigatin into the use of market segmentation analysis in transportation energy planning

The purpose of this research is to explore the application of market segmentation analysis in transportation energy planning. The study builds on the concepts of market segmentation developed in the marketing literature to suggest a strategy of segmentation analysis for use in transportation planning.

The results of two statewide telephone surveys conducted in 1979 and 1980 for the New York State Department of Transportation are used as the data base for identifying target segments. Subjects in these surveys were asked to indicate which of 18 energy conservation actions had been implemented over the prior year to conserve gasoline. These responses serve as the basis for segmentation.

Two alternative methods are pursued in identifying target market segments for purposes of energy transportation planning. The first approach consists of the application of conventional multivariate analysis procedures. The second method exploits the principles of latent trait or modern test theory. The results of the conventional analysis suggest that the data collected can be divided into eight segments. The results of the application of latent trait theory identify three market segments.

The results of this study may be used to design future responses to energy shortages in addition to suggesting strategies to be pursued in measuring consumer response.