engleski

STUDY OF THE BEHAVIOUR OF TRAFFIC SERVICE USERS FROM THE MARKETING ASPECT

As the title already suggests, the main purpose of this paper is to analyse the possibilities of applying a special kind of quantitative models in the field of studying the behaviour of traffic service users. The paper considers the given problem from a marketing point of view. In order to meet the traffic service users' requirements, regarding marketing, it is necessary, among other things, to study and analyse their behaviour. As known, the consumer is the centre. i.e. the starting and the end point of the marketing system. In the transport system, the marketing process starts and ends with the consumer. The model of behaviour of the traffic service users is explained from various aspects, and the basic components that form the users'decision-making process are mentioned. Some measurable characteristics of traffic service users are specially dealt with, as well as relations that may be established among these characteristics.

transport market; decisiom-making process; marketing; Markoff model; traffic demand planning

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