The forgotten public transport mode : market research into Melbourne's taxis.

Taxis are an important part of public transport in Melbourne carrying over 30 million passengers and earning in excess of $ 88 million in revenue annually, but there has been relatively little research into the industry.Some market research on the sociodemographic characteristics of taxi users and non- users in Melbourne are described. The model developed in this paper provides a basis upon which marketing of the industry may begin and stresses the importance of marketing an integrated public transport system of which taxis are a key part.