Green market research in behavioral evaluation of public bicyclists: an innovative approach to public sport management
Oral Presentation XML
1Imamreza international university
2دانشگاه بین المللی امام رضا ع
3associate proffessor
Introduction: The age of living in the past is over and it is time to evaluate the old courses of actions. Having said that, development of public bicycles schemes and public attitude towards green transportation are significant for the progress of public sport. It is therefore important to investigate evaluate the performance of these bicycles by the municipality in order to control traffic and air pollution.
Methodology: The aim of this investigation is to market research the public bicycle schemes in the city of Mashhad with a descriptive-correlative approach on 170 citizens who are permanent users of these services. The tools of the research include a questionnaire from civil services investigations with a focus on behavior and level of satisfaction. The results are analyzed using an expletory and confirmatory factor analysis approach.
Results: According to results, marketing mix Including; product, place, price and promotion are analyzed and only place and distribution channel did not meet the satisfactory standards. Also, satisfaction on the equipment (the quality of bicycles and proper functioning) were far from satisfactory. Given the nature of the investigation, the behavioral evaluation expressed public support for the municipality. According to the results, 30 percent of the citizens' satisfaction was because of marketing and place as the most important factor had the greatest effect. However, Citizen's re-entry was only predicted due to the effectiveness of 17% of the marketing mix.
Discussion: According the findings, it is necessary to market research the public sport schemes. Thus, any measurement based on fundamental knowledge will prevail. This is only achieved through users’ choice. Given the places and poor advertisements which already exist for bicycle schemes, this issue can be a matter of verification. Obviously, any investment in this field will be fruitful only when it is met with public satisfaction. The fact that the bicycles are of low quality and they are not designed for different ages and there are few safe track for bicycles, these schemes have already failed to satisfy the public demands. Public behavior research has shown than people are innately inclined to use such services but this notion has been overlooked by the providers. Public bicycles can lead to public health and welfare on one hand and promote public transportation on the other. Therefore, it is essential to evaluate the cons and pros for such services and integrate the findings in the public sport management with a new look.