Benefit Segmentation. Personal Mobility in India

This paper presents benefit segmentation as a tool, which in conjunction with other consumer information helps obtain directions for new products catering to the mobility needs of different segments.

Benefit Segmentation: Personal Mobility in India

N. S. Muthukumaran, ORGMARG India

INTRODUCTION 

The Indian subcontinent accommodates its approximately 900 million people in over 3000 towns and 650,000 villages. Roughly, 75% of the population lives in villages.

Public transportation is the main mode used by the majority, even in urban areas. With the implementation of conscious rural development programs, roads capable of conveying motor traffic connect most of the villages. Bus services cater to the personal transportation needs of the rural populace, rendering animal drawn carts essentially for carrying agricultural inputs and commodities rather than transporting people. Even...

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