HomeMy WebLinkAboutEast End Demand Analysis by LIRR Mar-98
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East End Demand Analysis
Marketing Research Department
MTA - Long Island Rail Road
March 1998
EAST END DEMAND ANALYSIS
BA.tKCROUND & OBJECTIVES:
The L1RR will be introducing the new fleet and new Bi-Level Parlor
car service, for the East End travelers.
The objectives of the research were to:
. Assess potential changes in travel patterns from New York City to the East
End, as a result of the introduction of the new fleet.
. Examine the overall consumer appeal for new Initiatives Including the
new Bi-Level Parlor Car service and a conceptual Premium Parlor Car
service.
. Evaluate which programs would have the greatest business potential.
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EAST END DEMAND ANALYSIS.
M_EtHODOLOCY:
· . Phase I: Oualitative Research:
FocuS groups were conducted with each study segment (Coach, Parlor, Bus and Automobile).
· I!base_lI: OuantJ.tative ReSearch:
A comprehensive telephone survey was conducted, including conjoint trade-off analysis which
was used to reveal customers' preferences for potential changes.
Customers were asked to rate different service scenarios, based on the following variables:
· Le.a9ttLQE.TriD;.
· Irif} CQu,venle.o"e /Tr:rms.fer;.
· /;lddnl. FriCl~p~M. Deoarture:
. erfcing:
· Di.$c.ount sea$on.Tickets.;,
· Ticket Buyina ootioOs;'
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EAST END DEMAND ANALYSIS
East_En_d TraJlel Patterns:
. Few travelers from New York City to the East End use one
mode of transportation exclusively.
- Train customers are the most loyal
- Automobile Travelers also use the L1RR
- Bus Travelers also drive to the East End
. Coach and parlor customers tend to travel from the office,
while Automobile and BUS travelers are more likely to leave
from home.
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EAST END DEMAND ANALYSIS
East_End_TravelPatt~ros CContdJ:
I!erceived Benefit of Most olten_Used Made:
. Train:
Avoiding Traffic
Having Less stress and Hassle
Able TO sleep/Read/Relax
. BUS:
Convenience (Pickup and Discharge stoPS)
Comfortable and Relaxing
. AutomObile:
Convenience (Point to Point)
Set own Schedule
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EAST END DEMAND ANALYSIS
N.ew-Bi-.:-Leyel Coaches:
. More than 8 in 10 East End travelers, across all segments expressed
favorable comments about the new bi-levels.
. The majority of East End travelers, more than 7 in 10, indicate they
would be highly likely (43% extremely, 29% very likely) to take the
new L1RR Bi-Levels to the East End from New York City.
. Parlor Car and Coach customers indicate a very high likelihood (over
80%) to continue taking the L1RR when the new Bi-Levels are put in
service.
Maciel Simula~ions:
. Express service to the East End has the greatest impact on the
demand for L1RR trips followed closely by single seat service from
penn Station.
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