To understand the target market for transportation services we need to look at the two main types of transportation services and then analyze the reasons why people choose to use them.
Broadly speaking there are two types of transportation services: Mass transportation and transportation for individuals or smaller groups. Every city and town will have its own unique needs, and all transportation providers have to cater to these needs in order to be successful.
Mass transportation services include buses, trains, and subways. These services are typically used by commuting workers or students who need to get to their destination quickly and cheaply. In order to target this market, transportation providers need to offer reliable service at an affordable price.
Transportation for individuals or smaller groups includes taxis, Uber, and Lyft. This market is typically used by people who need to get to their destination quickly and are willing to pay a premium for the service. In order to target this market, transportation providers need to offer fast and reliable service.
In this article, we will take a look at the different segments of the target market for transportation services and discuss who is most likely to use each type of service. We will also look at some factors that influence people’s choice of transportation service.
Let’s get started!
Who is the Target Market for Transportation Services?
To understand the target market for transportation services outlined in the introduction we need to analyze the reasons why someone might choose a transportation service instead of driving themselves in their own vehicle.
This needs-based segmentation gives us the following segments of the target market for transportation services:
- People who cannot drive
- People who do not want to use their own car
- Students going to school
- People who are traveling to another city
- People traveling long distances
- People commuting to work
- People who have been drinking alcohol
- People with disabilities
Each of these market segments has different needs when it comes to transportation services. Let’s take a look at each one in turn.
1. People Who Cannot Drive
This group includes people who do not have a driver’s license, people who are too young to drive, people who’ve had their driving license confiscated, and people who are not able to drive for medical reasons.
They need a transportation service that can get them from point A to point B without requiring them to drive. This group also includes those who do not own a car and so they tend to be more regular users of transportation services.
2. People Who Do Not Want to Use Their Own Car
Then there are people who own a car, have a valid driver’s license, and are able to drive but do not want to. Maybe they do not want the hassle of driving in traffic, finding and paying for parking, or worrying about getting their car stolen.
These people are usually occasional users of transportation services and only use these services when they really need to.
3. Students Going to School
Students will typically use transportation services to get to and from school. Not everyone will have access to a school bus and so may rely on public transportation to get them to and from school.
Students may also use transportation services to get to after-school activities, such as sports practice or club meetings. They look for a service that is affordable and can get them where they need to go on time.
4. People who are traveling to another city
When going from one city to another, many people might choose to use public transportation instead of using their own car. This is especially true if the person is going on a short trip and plans to return home quickly.
Taking their own car might not be convenient especially if there is a great deal of traffic between the two cities. In this case, people might choose to use a train or bus that makes fewer stops and can get them to their destination faster.
5. People traveling long distances
For those going on a longer trip, they might choose to fly or take the train or bus instead of taking their own car. This is usually the fastest and most convenient option when traveling great distances.
Some people might even consider a long-distance taxi service because it is more relaxing when someone else is driving. The passenger can just sit back and enjoy the scenery or take a nap.
6. People commuting to work
Every day, millions of people commute to work using some form of transportation other than their own car. This might be because they live too far away to drive, they do not have a car, or they just want to avoid the traffic.
When people work in the downtown of a large city, they may also want to avoid the hassle of looking for parking. It is often easier to take the subway if one exists. If they live further away, they might take the train or bus. Some people might even choose to put a bicycle on the train and commute part of the way on their bikes.
7. People who have been drinking alcohol
The dangers of drinking and driving mean that many people will choose to use a transportation service if they have been drinking alcohol. This is especially true if friends have been drinking together and there isn’t a designated driver in the group.
In this case, people are looking for a safe and reliable way to get home after a night out. They want to avoid the risk of getting pulled over by the police or getting into an accident.
8. People with disabilities
For those with disabilities, there are often transportation services that can help them get around. This includes wheelchair-accessible buses and trains, as well as taxis with ramps or lifts.
There are also services that provide door-to-door service for those who cannot use public transportation. These services are often more expensive but provide much-needed help for those who cannot use traditional transportation options.
Summary
Transportation Services can be broadly classified into two groups: Mass transportation and transportation for individuals and smaller groups. Mass transportation includes subways, trams, trains, buses and planes. Transportation for individuals and smaller groups includes taxis, Uber, Lyft and shuttle services.
The target market for transportation services includes people who cannot or will not drive. It includes students going to school and other activities. People who travel to another city also often prefer to use transportation services as do people who travel long distances.
Daily commuters often take public transport rather than drive their own car to avoid the nuisance of being stuck in traffic and find parking. It can also be a safer option. People who drink at a party or a bar also turn to transportation services to get them home safely.
And finally, people with disabilities who cannot drive or find it difficult to do so also use transportation services to get them from one point to another.
Now that you understand the target market for transportation services, you can begin to think about how to reach them. You can also start to develop marketing campaigns and target your advertising to reach the right segments of this vast market.
