ENHANCING CONSUMER AWARENESS AND PERCEPTIONS OF PUBLIC TRANSIT PROVIDERS

This research project was undertaken to determine public opinion about the use and effectiveness of public transportation services and organizations. This includes local bus systems, subways, and commuter railroads. An important part of the mission of the public transit organizations is to foster a positive public perception of their services. Some describe this process as building brand equity, others refer to it as image building or product positioning. No matter the description, the process requires a fundamental understanding of how consumers perceive the services offered. The primary objectives of this study were to (1) identify current opinions, attitudes, and perceptions of public transit services and (2) establish marketing priorities for public transit service organizations. This report summarizes the results of personal interviews conducted by trained student interviewers. The students were offered bonus points in classes taught by the primary researcher in return for their efforts. Training took place in class and specific written instructions were given to each interviewer. A total of 371 interviews were completed.