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Attitudinal segmentaion of drivers in Pakistan: the potential for effective road safety campaigns
University of Engineering & Technology, Lahore, Pakistan.
University of Leeds.
2016 (English)Conference paper, Published paper (Refereed)
Abstract [en]

Deviant driving behaviours are considered as the main cause of road traffic accidents in Pakistan. This research is founded on the premise that driving behaviours are mediated by attitudinal and motivational factors. It advocates that rather than simply aggregating drivers’ responses or a-priori classification of them based on their personal characteristics, adoption of segmentation technique is more useful to look at multiple factors provoking aberrant driving behaviour in combination and not just in isolation. For this, the study generated an Attitudinal Questionnaire, inspired by the Ajzen’s Theory of Planned Behaviour (TPB), and a modified Driver Behaviour Questionnaire (DBQ). Attitudinal and behavioral items are first factor analyzed. Then, cluster analysis is performed on extracted attitudinal factors which classified sample driving population into four relatively homogenous and distinct groups of drivers. The results demonstrated the explanatory utility of the market segmentation approach to systematically relate the interaction between attitudes, behaviours and socio-demographic characteristics of drivers. It is concluded that the approach is successful in distinguishing safe drivers from unsafe driver and therefore, can legitimately form the basis of road safety interventions. Finally, the findings are used to recommend targeted information-based road safety solutions with a focus on the diverse characteristics of each of the identified segments.

Place, publisher, year, edition, pages
Linköping: Statens väg- och transportforskningsinstitut, 2016. 1-13 p.
National Category
Vehicle Engineering
Research subject
X RSXC
Identifiers
URN: urn:nbn:se:vti:diva-10310OAI: oai:DiVA.org:vti-10310DiVA: diva2:923431
Conference
17th International Conference Road Safety On Five Continents (RS5C 2016), Rio de Janeiro, Brazil, 17-19 May 2016
Available from: 2016-05-04 Created: 2016-04-26 Last updated: 2016-06-27Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf