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OCR for page 151
Applying Market Research to Airport Ground Access 151
60%
50%
Mode Share
40%
30%
20%
10%
0%
Res Biz Res Non- Non-res Biz Non-res
biz Non-biz
Segment: Central DC Market
SOURCE: TCRP Report 83.
Figure 6-6. Variation by market segment:
Inner Washington to Dulles airport (1998).
segment for rail and public transportation is the resident non-business traveler. The non-resident
business traveler is the least likely to choose the public options, with a high 61% market share to taxi.
Applying the Four Market Segments:
Looking for the Factor of Familiarity
Careful use of market segmentation allows the analyst to understand which factors are influ-
ential in the decision of the mode of ground access to an airport. As noted in Chapter 4, O'Hare
airport as a whole has a relatively low mode share to rail. This statistic might imply that the cit-
izens of Chicago have significantly less propensity to choose rail than do citizens of other cities.
However, when the two stages of market segmentation are applied in this case--first geographic
segmentation and then demographic segmentation--a more interesting picture of market
behavior can be drawn. One of the reasons that the rail mode share is low for the full airport is
that the airport has a wide coverage area, and the majority of travelers are simply not coming
from or going to the area served by Chicago transit. When a prime market area for the rail ser-
vice is defined, then the mode share observed in that area quadruples. When the second step of
market segmentation is applied (i.e., within the smaller geographic area defined by the prime
35%
Bus/limo
30% Rail
25%
Public
20% transportation share
between DCA and
15% Washington Prime
Market Area = 19%
10%
5%
0%
Res Biz Res Non- Non-res Non-res
biz Biz Non-biz
Segment: Central DC Market
SOURCE: TCRP Report 83.
Figure 6-7. Variation by market segment: Inner
Washington to Reagan National airport (1998).
