In the last thirty years segmentation has been recognised as a fundamental
concept in the understanding of a market. This research undertakes a benefit
segmentation of the passenger and freight, sea and air transport markets
between Great Britain and Ireland (both Northern Ireland and Eire). In
so doing, two areas which have been under-researched are addressed; segmentation
in a transport market and the Irish sea passenger and freight
market.
The dominant features of the Irish sea passenger and freight markets are
identified; seasonality in the passenger market and imbalance in the freight
market. The concept of segmentation is applied to the short-sea passenger
and freight market and a conceptual model for the research is developed.
Extensive data collection in the passenger markets takes place over a twelve
month period. Four surveys are conducted on board ferries (on the Larne-
Stranraer, Holyhead-DunLaoghaire and Fishguard-Rosslare routes) and in
airport departure lounges (Belfast City airport, Belfast International airport
and Dublin airport) at three monthly intervals. Two postal surveys are
conducted in the freight market, one addressed to shippers of goods and the
other to carriers.
Two sets of analyses are conducted. The first is concerned with presenting an
overall profile of the markets and identifying areas where differences occur in
the markets. This structural variation is found to exist in the ferry passenger
market and to a lesser extent, in the air passenger market. The second set
of analyses undertakes a benefit segmentation of the markets.
Benefit segments (groups of passengers and freight customers who choose
the service for similar reasons) are constructed for car and foot passengers
on each route, business and non-business passengers at each airport, freight
shippers, freight agents purchasing air transport services and freight agents
purchasing sea transport services. The differing transport service needs of
the segments are discussed and comparisons made. The segments are profiled
in terms of independent variables. Travel behaviour, buying behaviour
and demographic characteristics are used to profile segments in the passenger
market. Product characteristics, transport service characteristics and
company characteristics are used to profile benefit segments in the freight
market. The benefit segments may be used to guide resource allocation for
the ferry company by suggesting how the results of the benefit segmentation
may influence the marketing mix variables.
Date of Award | 1991 |
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Original language | English |
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Awarding Institution | |
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The Existence and Use of Benefit Segments in the Irish Sea Ferry Market
Matear, S. M. (Author). 1991
Student thesis: PhD