METHODS OF MEASURING CONSUMER SENSITIVITY TO PERSONAL AND PUBLIC TRANSPORT COSTS DURING SUBURBAN TRAVEL

Abstract

Modern megacities are becoming inconvenient not only for the lives of citizens, but also become uncomfortable for visiting suburban residents and guests. For harmful substances that get into the air, three quarters consist of emissions from road transport. The infrastructure of megacities is subject to cars, and people in the car-centered city are subjected to various oppressions, their natural rights suffer. Because of this, changes in the transport behavior of suburban residents who use private cars to travel to the city (they make up the bulk of the flow of cars) are an urgent need. Since the cost of a suburban trip by private car can be significant (especially when applying the economic impact on destructive transport behavior), and the number of costs will be a significant part of the family budget, in the context of managing transport behavior there is a search question: would you prefer public transport?” The article is devoted to the creation of methodological bases for finding the answer to it. This creation will take place as a justification for the choice of methods for measuring a person's sensitivity to the cost of travel and their adaptation to the specifics of suburban transportation. Thus, the work aims to develop methods for finding grounds to increase the cost of suburban travel by private car, which forces its owner to change its transport behavior in favor of public transport in the implementation of suburban services. To achieve the goal set in the article, it is necessary to investigate the existing procedures of organization and methods of measuring price sensitivity and adapt them to suburban travel by private car and public transport. Determining a person's attitude to the price is a non-trivial marketing task, so solving it requires the introduction of the necessary concepts, explanation of introductory theses and consideration of factors that motivate the driver from the suburbs to switch to public transport or continue to use a private car. The practical implementation of such initiatives can take place by increasing the direct costs of drivers of private cars, as the most effective measure to manage their transport behavior. The work implies such an increase in the cost of suburban travel.