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La percepción de los usuarios potenciales para el desarrollo de estrategias de mercadeo para Tren Urbano y ATI
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Abstract
Puerto Rico is experiencing the construction of an unprecedented infrastructure
project, the “Tren Urbano”. Behind this ambitious project there is a strategic vision
focused on changing the lifestyle of the Puerto Rican citizens, the implementation of an
efficient multimodal transportation system. The goal of this project is to deal with the
frequent traffic congestions, a problem that affects the quality of life. To some degree,
this problem is related to the dependency on the usage of the private automobile as the
main transportation medium. The “Tren Urbano” project offers a genuine alternative to
address this difficulty, because it will complement the current public transportation
system, creating the concept known as the Integrated Transportation Alternative
system. In order to ensure the success of the system it is important to motivate and
persuade the system’s potential riders to use it as their main transportation medium.
This research employs a methodology that follows the marketing research
process using a survey as the main component. This survey uses Stated Preference
Techniques that focus on compiling the preferences of the persons surveyed based on
several transportation situations presented. For the development of this research the
Hato Rey and Roosevelt stations of the “Tren Urbano” were selected because they are
part of the urban segment of the system’s alignment and because of their proximity to
the economic heart of the island, known as the Golden Mile. These conditions led to the
identification of a potential market which is composed of the employees in the zone that
use their private automobile to travel to their work places. Therefore, throughout this
research, marketing strategies based on the perception of the potential riders were
developed in order to fulfill the stated objective.
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Date
2004
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Keywords
Estrategias de mercadeo