Modeling of Drivers' Route Choice Behaviour in Urban Area

This paper describes the application of the perception-preference- selection model which has been utilized in the field of marketing science to the study of the route choice behaviour based on a variety of factors including the mental aspects. The analysis of the data from the questionnaires revealed the major route choice criteria i. e., road conditions, variability in travel time and driver's familiarity with the route. The probability of a specific route being chosen estimated by the utility function which was derived from the preference model agreed well with the observed value. In conclusion the usefulness of the model was proved.