Identifying Segments of BRTSs for Targeting

Population growth of Ahmedabad is increasing, from 55 lakh in 2007 to 65 lakh in 2011 and it is forecasted 100 lakh in 20351. So requirement of metro level transportation is necessary. BRTS fulfilled this requirement. BRTS covers most of the area of city like educational, commercial, industrial, residential, old city area. So all age of people from school students to aged persons use this system.

BRTSs service segmentations:

1. Geographic region: Ahmedabad is becoming next Metro city in India. Ahmedabad city have very good physical infrastructure and civic infrastructure and on social and cultural values takes city top spot. So, as per the growth of the city gets 1st rank in India.2 Everyday around 2 lack travelers and visitors comes Ahmedabad for Schools, Colleges, Schools, Job opportunity, Cultural heritage of city and local admin and cosmopolitanism.3 BRTS service covers major Railway stations of IRTC like Kalupur, Maninagar, Sabarmati and Gandhigram. BRTS service also covers major terminals of Gujarat State Road Transport Corporation (GSRTC) bus station like Gitamandir, Naroda, Kalupur and Sabarmati. A unique transportation systems roots covers major educational areas/ Educational campus of Ahmedabad city in which it covers Gujarat University, Andhjan mandal/IIM (vastrapur), Shivrajni and Nehrunagar area. Gujarat is a growth engine of India, Gujarat is known for industrial growth and Ahmedabad is known for its in city industrial assets Dudheswer and major GIDC area like Naroda, Odhav, Vastral and Narol.

Message from Shri Narendra Modi Hon. Chief Minister, Gujarat State at Inauguration on 27th April 2010.

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As per Times of India-IMBR Quality of life Survey. As per Times of India-IMBR Quality of life Survey is published on Sunday Dec 11, 11.

2. Income & Occupation based: India is facing a major problem of unequal distribution of income, and every major cities of India faces this problem of unequal wealth distribution. And BRTS Ahmedabad offers their services to Students, Professionals, labors and others. BRTS service used by students for college, school, coaching classes and for part-time job. Professionals in industrial areas and educational campuses at various income levels and labors in commercial and industrial areas like GIDC and aged persons, housewives and servant class.4

3. Behavioral occasion Generally, working class and student classs working time is mostly same in morning between at 8:00 AM 11:00 AM and 5:30 PM 8:30 PM when they come back at home. This are the peak hours for BRTS and BRTS call that a regular service users. Gujarat is the state of festival and every traditional festival like Navratri, Uttarayan and many more. Gujarat government celebrate every cultural festival under the banner of Vibrant Gujarat festival and all festivals and exhibitions are arranged at GMDC ground and that benefits earns BRTS by stretching its services to 1 a.m. and also earns benefits of Kankariya Carnival at Kankariya. Different Schedules for weekday and weekend as per the demand. Weekend times the rush for Kankariya is boost up and the working peoples have holiday. So, BRTS manage the different schedules for those situations.

As per the survey of Prof. H.M. Shivanand Swamy Centre of Excellence in Urban Transport, CEPT University, Kasturbhai Lalbhai Campus, Ahmedabad after Seven Months of Commercial Operations of BRTS Ahmedabad.

BRTSs service Targeting: 1. Income & Occupation based regular users: As per the times survey they realize that 6% car users, 18% two wheelers users, 8% bicycle users, 57% AMTS users and 11% auto rickshaw users change their transport mode and use BRTS as daily transport.5 Office time & college time, 8:00 AM 11 AM and 5:30 PM 8:30 PM are the Peak period for the BRTS service when working people and students whose income is below 20,000rs and students family income is below 1,00,000rs. BRTS target those workers and labors whose income is below 10,000rs and fro that at a peak hours BRTS increase Frequency of buses 2.5 and 4minutes and normally 6-12 minutes for off-peak period.

As per the survey of Times Public Poll, Times of India, Ahmedabad after one year of Commercial Operations of BRTS Ahmedabad.

References: 1. www.ahmedabadbrts.com 2. Times of India IMRB Quality of Life Survey, Published in Sunday Times Dec 11, 11. 3. The survey of Prof. H.M. Shivanand Swamy Centre of Excellence in Urban Transport, CEPT University, Kasturbhai Lalbhai Campus, Ahmedabad after Seven Months of Commercial Operations of BRTS Ahmedabad. 4. Message from Shri Narendra Modi Hon. Chief Minister, Gujarat State at Inauguration on 27th April 2010 in BRTS news letter 5. Personal interaction with staff member at RTO Circle Bus Station. 6. Times survey, www.bestcitysurvey.timesofindia.com

Submitted by:
Vaibhav Shah Umang Gajjar Pallav Pandya Shaymal Patel Kunal Bachani