Preferences for Carsharing Service Attributes: A Survey of University Students in Belgrade

Abstract

Carsharing is a mobility service and a specific business model launched in many cities worldwide. The research investigates the prospects to bring carsharing to the market where it is not yet developed. In doing so, an extensive survey was conducted among university students in the city of Belgrade. This specific target group is recognized as promising, because students are more receptive to new services, have intensive mobility needs and operators are partnering with universities for mutual benefits. Preferences for particular service attributes were explored using a choice-based conjoint analysis. Further market segmentation was obtained using the Partitioning Around Medoids (PAM) method. The study finds two principal clusters - users whose participation in carsharing is heavily dependent upon purchasing costs and those who express an equal interest in price and other service attributes. To match the requirements of both target segments, carsharing operators should consider more than one service package.