Marketing Analysis of Moscow Residents’ Preferences in Choosing Alternative Modes of Transportation

Abstract

The article presents a marketing analysis of Moscow residents’ preferences in choosing alternative modes of transportation against the backdrop of increasing car ownership and growing traffic congestion. The study is based on survey data from 2021–2024 and official statistics from the Moscow Department of Transport, allowing for an assessment of the current distribution of passenger traffic between private and public transport. The survey revealed that most Muscovites do not plan to purchase a car, while some car owners are willing to limit or completely abandon private vehicle use. Key factors influencing the choice of alternative transportation include safety, cost, comfort, and travel speed, with the metro and the Moscow Central Circle (MCC) remaining the most popular options due to their reliability and speed, while taxis and the Moscow Central Diameters (MCD) are gaining popularity due to increased comfort. Two demographic groups are of particular interest for marketing efforts: young people aged 18–30, who are initially more inclined to use public transport, and middle-aged individuals (30–50), who use cars irregularly but are open to switching to alternatives. The findings demonstrate the potential for implementing urban transport strategies aimed at reducing road network congestion and highlight the importance of considering behavioral and demographic factors when developing marketing programs and infrastructure solutions.