IDEAS home Printed from https://ideas.repec.org/a/eee/trapol/v145y2024icp279-290.html
   My bibliography  Save this article

Examining market segmentation to increase bike-share use and enhance equity: The case of the greater Sacramento region

Author

Listed:
  • Mohiuddin, Hossain
  • Fitch-Polse, Dillon T.
  • Handy, Susan L.

Abstract

As bike-share systems proliferate across the US, a deeper understanding of current bike-share users could enable an expansion of these services and their benefits to a larger population. To grow bike-share demand sustainably and equitably, cities must understand how different segments of the population use this service. Understanding the different segments within a market enable operators to develop strategies that are tailored toward the needs of each segment. This study uses data from bike-share user surveys in the Sacramento region to perform market segmentation based on perceptions of the bike-share service, mode use patterns, and bike-share use. We focus on the market segments with more limited means of transportation: low-income individuals, zero-car households, students, and transit and car-share users. The results show that individuals with low incomes, those without cars, and students use the service frequently for commuting and a variety of non-commuting purposes. Bike-share is generally adopted by all mode user groups but is used at a higher rate by the super multimodal and active multimodal groups. The occasional users of the bike-share service are mainly those with higher incomes and individuals who have access to a personal car. The segments consisting of non- and infrequent-personal bike users use the bike-share service at a greater rate for different purposes than regular bicyclists, suggesting that bike-share may act as a lever for increasing bike travel for some users. Results from data mining suggest that bike-share operators should target low-income and zero-car owners for new recruitment as these groups are more likely to use bike-share frequently. The results provide insights that may be helpful to cities as they consider strategies to increase bike-share demand in a way that enhances social equity.

Suggested Citation

  • Mohiuddin, Hossain & Fitch-Polse, Dillon T. & Handy, Susan L., 2024. "Examining market segmentation to increase bike-share use and enhance equity: The case of the greater Sacramento region," Transport Policy, Elsevier, vol. 145(C), pages 279-290.
    • Handle: RePEc:eee:trapol:v:145:y:2024:i:c:p:279-290
    DOI: 10.1016/j.tranpol.2023.10.021
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0967070X23002950
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.tranpol.2023.10.021?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Duran-Rodas, David & Villeneuve, Dominic & Pereira, Francisco C. & Wulfhorst, Gebhard, 2020. "How fair is the allocation of bike-sharing infrastructure? Framework for a qualitative and quantitative spatial fairness assessment," Transportation Research Part A: Policy and Practice, Elsevier, vol. 140(C), pages 299-319.
    2. van Buuren, Stef & Groothuis-Oudshoorn, Karin, 2011. "mice: Multivariate Imputation by Chained Equations in R," Journal of Statistical Software, Foundation for Open Access Statistics, vol. 45(i03).
    3. Wagner A. Kamakura & Byung-Do Kim & Jonathan Lee, 1996. "Modeling Preference and Structural Heterogeneity in Consumer Choice," Marketing Science, INFORMS, vol. 15(2), pages 152-172.
    4. Dillon T. Fitch & Hossain Mohiuddin & Susan L. Handy, 2021. "Examining the Effects of the Sacramento Dockless E-Bike Share on Bicycling and Driving," Sustainability, MDPI, vol. 13(1), pages 1-26, January.
    5. Daniel McFadden, 1986. "The Choice Theory Approach to Market Research," Marketing Science, INFORMS, vol. 5(4), pages 275-297.
    6. Hossain Mohiuddin, 2021. "Planning for the First and Last Mile: A Review of Practices at Selected Transit Agencies in the United States," Sustainability, MDPI, vol. 13(4), pages 1-20, February.
    7. J. A. Hartigan & M. A. Wong, 1979. "A K‐Means Clustering Algorithm," Journal of the Royal Statistical Society Series C, Royal Statistical Society, vol. 28(1), pages 100-108, March.
    8. Rezwana Rafiq & Michael G. McNally, 2023. "An exploratory analysis of alternative travel behaviors of ride-hailing users," Transportation, Springer, vol. 50(2), pages 571-605, April.
    9. Fitch, Dillon PhD & Mohiuddin, Hossain & Handy, Susan PhD, 2020. "Investigating the Influence of Dockless Electric Bike-share on Travel Behavior, Attitudes, Health, and Equity," Institute of Transportation Studies, Working Paper Series qt2x53m37z, Institute of Transportation Studies, UC Davis.
    10. Şimşekoğlu, Özlem & Nordfjærn, Trond & Rundmo, Torbjørn, 2015. "The role of attitudes, transport priorities, and car use habit for travel mode use and intentions to use public transportation in an urban Norwegian public," Transport Policy, Elsevier, vol. 42(C), pages 113-120.
    11. Robert Tibshirani & Guenther Walther & Trevor Hastie, 2001. "Estimating the number of clusters in a data set via the gap statistic," Journal of the Royal Statistical Society Series B, Royal Statistical Society, vol. 63(2), pages 411-423.
    12. Noland, Robert B & Kunreuther, Howard, 1995. "Short-run and long-run policies for increasing bicycle transportation for daily commuter trips," Transport Policy, Elsevier, vol. 2(1), pages 67-79, January.
    13. Bergström, A. & Magnusson, R., 2003. "Potential of transferring car trips to bicycle during winter," Transportation Research Part A: Policy and Practice, Elsevier, vol. 37(8), pages 649-666, October.
    14. Hossain Mohiuddin & Md Musfiqur Rahman Bhuiya & Shaila Jamal & Zhi Chen, 2022. "Exploring the Choice of Bicycling and Walking in Rajshahi, Bangladesh: An Application of Integrated Choice and Latent Variable (ICLV) Models," Sustainability, MDPI, vol. 14(22), pages 1-20, November.
    15. Mohiuddin, Hossain & Fitch-Polse, Dillon T. & Handy, Susan L., 2023. "Does bike-share enhance transport equity? Evidence from the Sacramento, California region," Journal of Transport Geography, Elsevier, vol. 109(C).
    16. Shaheen, Susan PhD & Martin, Elliot PhD & Cohen, Adam, 2013. "Public Bikesharing and Modal Shift Behavior: A Comparative Study of Early Bikesharing Systems in North America," Institute of Transportation Studies, Research Reports, Working Papers, Proceedings qt7010k9p3, Institute of Transportation Studies, UC Berkeley.
    17. Elliot Fishman & Simon Washington & Narelle Haworth, 2013. "Bike Share: A Synthesis of the Literature," Transport Reviews, Taylor & Francis Journals, vol. 33(2), pages 148-165, March.
    18. Li, Zhibin & Wang, Wei & Yang, Chen & Ragland, David R., 2013. "Bicycle commuting market analysis using attitudinal market segmentation approach," Transportation Research Part A: Policy and Practice, Elsevier, vol. 47(C), pages 56-68.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Mohiuddin, Hossain & Bhuiya, Md Musfiqur Rahman & Hasan, Md Musleh Uddin & Jamme, Huê-Tâm, 2024. "How individual perceptions of transportation systems influence mode choice for mobility-challenged people: A case study in Dhaka using an integrated choice and latent variable model," Transport Policy, Elsevier, vol. 147(C), pages 259-270.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Mohiuddin, Hossain & Fitch, Dillon & Handy, Susan, 2022. "Examining Market Segmentation to Increase Bike-Share Use: The Case of the Greater Sacramento Region," Institute of Transportation Studies, Working Paper Series qt71h6g0td, Institute of Transportation Studies, UC Davis.
    2. Mohiuddin, Hossain & Fitch-Polse, Dillon T. & Handy, Susan L., 2023. "Does bike-share enhance transport equity? Evidence from the Sacramento, California region," Journal of Transport Geography, Elsevier, vol. 109(C).
    3. Mohiuddin, Hossain & Bhuiya, Md Musfiqur Rahman & Hasan, Md Musleh Uddin & Jamme, Huê-Tâm, 2024. "How individual perceptions of transportation systems influence mode choice for mobility-challenged people: A case study in Dhaka using an integrated choice and latent variable model," Transport Policy, Elsevier, vol. 147(C), pages 259-270.
    4. Umer Mansoor & Mohammad Tamim Kashifi & Fazal Rehman Safi & Syed Masiur Rahman, 2022. "A review of factors and benefits of non-motorized transport: a way forward for developing countries," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 24(2), pages 1560-1582, February.
    5. Hyungkyoo Kim, 2020. "Seasonal Impacts of Particulate Matter Levels on Bike Sharing in Seoul, South Korea," IJERPH, MDPI, vol. 17(11), pages 1-17, June.
    6. Jelle R Dalenberg & Luca Nanetti & Remco J Renken & René A de Wijk & Gert J ter Horst, 2014. "Dealing with Consumer Differences in Liking during Repeated Exposure to Food; Typical Dynamics in Rating Behavior," PLOS ONE, Public Library of Science, vol. 9(3), pages 1-11, March.
    7. Fitch-Polse, Dillon T & Mohiuddin, Hossain & Fukushige, Tatsuya & Darr, Justin & Agarwal, Swati, 2023. "American Micromobility Panel: Part 1," Institute of Transportation Studies, Working Paper Series qt8bs198sz, Institute of Transportation Studies, UC Davis.
    8. Nordfjærn, Trond & Egset, Kaja Solland & Mehdizadeh, Milad, 2019. "“Winter is coming”: Psychological and situational factors affecting transportation mode use among university students," Transport Policy, Elsevier, vol. 81(C), pages 45-53.
    9. Todd, James & O'Brien, Oliver & Cheshire, James, 2021. "A global comparison of bicycle sharing systems," Journal of Transport Geography, Elsevier, vol. 94(C).
    10. Raux, Charles & Zoubir, Ayman & Geyik, Mirkan, 2017. "Who are bike sharing schemes members and do they travel differently? The case of Lyon’s “Velo’v” scheme," Transportation Research Part A: Policy and Practice, Elsevier, vol. 106(C), pages 350-363.
    11. Ruiz, Tomás & Bernabé, José C., 2014. "Measuring factors influencing valuation of nonmotorized improvement measures," Transportation Research Part A: Policy and Practice, Elsevier, vol. 67(C), pages 195-211.
    12. Baltas, George & Doyle, Peter, 2001. "Random utility models in marketing research: a survey," Journal of Business Research, Elsevier, vol. 51(2), pages 115-125, February.
    13. Li, Zhibin & Wang, Wei & Yang, Chen & Ragland, David R., 2013. "Bicycle commuting market analysis using attitudinal market segmentation approach," Transportation Research Part A: Policy and Practice, Elsevier, vol. 47(C), pages 56-68.
    14. Nkurunziza, Alphonse & Zuidgeest, Mark & Brussel, Mark & Van Maarseveen, Martin, 2012. "Examining the potential for modal change: Motivators and barriers for bicycle commuting in Dar-es-Salaam," Transport Policy, Elsevier, vol. 24(C), pages 249-259.
    15. Verma, Meghna & Rahul, T.M. & Vinayak, Pragun & Verma, Ashish, 2018. "Influence of childhood and adulthood attitudinal perceptions on bicycle usage in the Bangalore city," Journal of Transport Geography, Elsevier, vol. 72(C), pages 94-105.
    16. Greg M. Allenby & Thomas S. Shively & Sha Yang & Mark J. Garratt, 2004. "A Choice Model for Packaged Goods: Dealing with Discrete Quantities and Quantity Discounts," Marketing Science, INFORMS, vol. 23(1), pages 95-108, June.
    17. Ralph Buehler & John Pucher, 2012. "Cycling to work in 90 large American cities: new evidence on the role of bike paths and lanes," Transportation, Springer, vol. 39(2), pages 409-432, March.
    18. Kim, Kyoungok, 2023. "Investigation of modal integration of bike-sharing and public transit in Seoul for the holders of 365-day passes," Journal of Transport Geography, Elsevier, vol. 106(C).
    19. Yuanyuan Zhang & Yuming Zhang, 2018. "Associations between Public Transit Usage and Bikesharing Behaviors in The United States," Sustainability, MDPI, vol. 10(6), pages 1-20, June.
    20. Frondel, Manuel & Vance, Colin, 2017. "Cycling on the extensive and intensive margin: The role of paths and prices," Transportation Research Part A: Policy and Practice, Elsevier, vol. 104(C), pages 21-31.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:trapol:v:145:y:2024:i:c:p:279-290. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/wps/find/journaldescription.cws_home/30473/description#description .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.