KNOW THY CUSTOMER: CHANGING TIMES REQUIRE NEW MARKETING APPROACH

Today's changing society requires that transit providers conduct market research more often to access the needs of their customers and most importantly, to know just who is their customer. As more and more women are entering the workforce, transit providers should take a serious look at their most captive rider, women and women with children, to address the needs of these riders and work with other agencies which they frequent such as day care facilities in order to provide appropriate transit services. Safety and unsightly graffiti are other areas which need to be addressed.