Consumer Behaviour: Transportation in Singapore
Defining the objective of the research study is crucial to understand consumer and ultimately to predict how they would react. By understanding the reasons that drive them to use the service or dislike the service, we can then understand the motivation behind it and make necessary correction or plan appropriate strategies for the target segment. The objective for this survey is to find out the personality traits of users, the perception of the public transport system the public has, and their attitude towards the system. The research objective can be clearly defined as:
1. To find out the average waiting time for bus during peak hours (7-9am & 5:30-7pm) in major town of Singapore.
2. To find out the average waiting time for train during peak hours (7-9am & 5:30-7pm) in various lines (NS, EW, NE, CC line).
3. To find out the waiting time passenger perceive as reasonable for bus & train.
4. To find out consumer satisfaction level in train and bus transport system. i.e driver’s skill, driver’s service, availability of alternative bus services, reasonableness of fare etc.
5. To find ways to measure the perception of consumer towards bus and train system.
6. To improve ridership of the train and bus network.
As this is a survey where the results has to be representative of the entire population, a quantitative research would be ideal in this case. Quantitative research enable us to generalize the data and hence about the behaviour of the population in Singapore. The findings which can come in the form of descriptive, empirical and data are collected in a systematic manner i.e probability sampling and sample size is normally large. This way, results and findings can be generalized to a larger population (the targeted segment for the project). In qualitative research, results cannot be generalized, it focus more on richness of date, speed of data collection, accuracy of recording behaviour and gaining insight for model building. In quantitative research method, we use formal questions and predetermined response options to gain meaningful insights to relationships. It can make accurate predictions about relationships between market factors and consumer behaviour. Lastly, in quantitative research, we can test hypothesis between factors in quantitative research.
Market segmentation is the process of dividing a market into subsets of consumers with common needs or characteristics. (TB Pg 28) There are two bases of segmentation namely consumer rooted segmentation and consumption specific segmentation. Two ways that we can employ to segment the market includes segmenting the market according to the usage rate. This means we can target different consumers according to their usage of the public transport system. We can group them according to heavy, medium, light users and nonusers. Heavy users can be given more rebates in the transport fares. For example, currently passengers who change their mode of transport from trains to buses enjoy greater savings in their transport fares than passengers who use only the trains. The more you use, the greater savings you get! This can encourage greater usage of the public transport service and falls in line with the LTA aim of improving rider ship in the network.
Another way to segment the market is to group them according to their demographics such as income level. Income level can determine different social classes in the society and we can group them together to study them in details to fulfill their needs. Higher income personnel may own cars and thus form the minority group who will use public transport. More efforts can be put in to encourage them in using the public transport such as ingraining the idea into them that taking public transport is a way of protecting the environment by reducing pollution and is an efficient system to use.
For my project, I will choose to target the segment of...
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