Attitudinal segmentaion of drivers in Pakistan: The potential for effective road safety campaigns

Deviant driving behaviors are considered as the main cause of Road Traffic Accidents in Pakistan. This research is founded on the premise that driving behaviors are mediated by attitudinal and motivational factors. It advocates that rather than simply aggregating drivers' responses or a-priori classification of them based on their personal characteristics, adoption of segmentation technique is more useful to look at multiple factors provoking aberrant driving behavior in combination and not just in isolation. For this, the study generated an Attitudinal Questionnaire, inspired by the Ajzen's Theory of Planned Behavior (TPB: Ajzen, 1991), and extended violation scale of modified Driver Behavior Questionnaire (DBQ: Lawton et al., 1997). Attitudinal and behavioral items are first factor analyzed. Then, cluster analysis is performed on extracted attitudinal factors which classified sample driving population into four relatively homogenous and distinct groups of drivers. The results demonstrated the explanatory utility of the market segmentation approach to systematically relate the interaction between attitudes, behaviors and socio-demographic characteristics of drivers. It is concluded that the approach is successful in distinguishing safe drivers from unsafe driver and therefore, can legitimately form the basis of road safety interventions. Finally, the findings are used to recommend targeted information-based road safety solutions with a focus on the diverse characteristics of each of the identified segments.