GSB experts on promising marketing research on transport
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A retrospective review of previously conducted marketing research in 2013-2023 was presented by Roman Sidorchuk, Professor of the Marketing Department of the Plekhanov Russian State University of Economics, and Petr Nevostruev, Associate Professor of the Marketing Department of the Plekhanov Russian State University of Economics. The research was carried out by specialists of the Plekhanov Russian State University of Economics under the order of the Moscow Department of Transport. Zhanna Musatova, Associate Professor of the Marketing Department of the HSE Graduate School of Business, announced promising areas of research.
The presented projects covered the full range of issues of transport complex development and contained assessments of the main parameters of transport services provision to the population. Public ground transport; underground and MCC; parking spaces; service at city stations; transport accessibility of housing complexes; route network; transport impact on the environment and health of residents; analysis of the tariff system and current tariffs — these and other aspects were studied by a large group of researchers. The experts presented an overview of applied marketing research with assessments of the main parameters of transport service provision to the population, conducted in 2013-2023.
Among a large amount of data discussed at the GSB research seminar, the participants highlighted the cost of travelling in public transport in Moscow in comparison with the capitals of other countries and the largest cities of Russia. According to the presented research it turned out that out of 12 cities in the world: Berlin, New York, Bangkok, Delhi and others, Moscow provides its citizens with one of the lowest shares of public transport costs: 2.46% of the average salary. Only Budapest residents spend less on transport: 1.95% of the average salary. In Bangkok, for example, spending on public transport is significantly higher and reaches 10% of average monthly earnings. In Berlin, the figure is 7.41 per cent. Similarly, in comparison with large Russian cities — 85.1% of Muscovites spend up to 3,000 roubles a month on travel, which is no more than 3% of the average salary. This is the lowest indicator among Kazan, St. Petersburg, Yekaterinburg, Novosibirsk and Vladivostok.
Academic Head of the GSB Marketing and Market Analytics programme
"It is important to continue studying various aspects of transport system development. One of the possible directions will be to analyse the satisfaction with services on the part of elderly citizens — today their share is about 25% of the capital. We should also study the city's transport system from the point of view of safety. It is necessary to continue work on monitoring residents' satisfaction with the quality of public transport services," outlined the main lines of prospective marketing research Zhanna Musatova, Associate Professor of the GSB Department of Marketing and Academic Head of the GSB Marketing and Market Analytics programme.
GSB Deputy Director, Head of the GSB Marketing Department
"In the concept of development of the HSE Graduate School of Business as an expert platform lies both the realisation of fundamental scientific works and applied projects as well. The results of the presented market research of the transport complex and elaboration of new directions are at the intersection of interests of the scientific community, business and consumers. All three aspects of this work are equally important for us," emphasised Vera Rebyazina, moderator of the discussion, the GSB Deputy Director, Head of the GSB Marketing Department.
The plan of fundamental and applied research of the GSB for 2024 contains more than 20 projects. The GSB plans to present them to the business community, academia and experts on a monthly basis.