Commuters Level of Awareness on Metropolitan Manila Development Authority (MMDA)'s Bus Segration Scheme : Basis for Integrated Marketing Communications Campaign / Enriquez, Adle Meye R.; Litonjua, Louise C.; Manalo, John Exequiel, Nazario, Gian Carlo M. and Principe, Mary Ann V. 6
By: Enriquez, Adle Meye R.; Litonjua, Louise C.; Manalo, John Exequiel, Nazario, Gian Carlo M. and Principe, Mary Ann V. 4 0 16 [, ] | [, ] |
Contributor(s): 5 6 [] |
Language: Unknown language code Summary language: Unknown language code Original language: Unknown language code Series: ; 201646Edition: Description: 28 cm. 116 ppContent type: text Media type: unmediated Carrier type: volumeISBN: ISSN: 2Other title: 6 []Uniform titles: | | Subject(s): -- 2 -- 0 -- -- | -- 2 -- 0 -- 6 -- | 2 0 -- | -- -- 20 -- | | -- -- -- -- 20 -- | -- -- -- 20 -- --Genre/Form: -- 2 -- Additional physical formats: DDC classification: | LOC classification: | | 2Other classification:| Item type | Current location | Home library | Collection | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|---|
| Book | PLM | PLM Filipiniana Section | Filipiniana-Thesis | T PN4700.E67.2016 (Browse shelf) | Available | FT5982 |
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Thesis: (Bachelor of Mass Communication) - Pamantasan ng Lungsod ng Maynila, 2016. 56
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ABSTRACT: An estimated population of 13 million commuters pass by major roads in Metro Manila, specifically Epifanio de los Santos Avenue or commonly known as EDSA. However, problem then arises as more people commute from one place to another. This further worsens the congestions of vehicles along EDSA. Several programs to lessen the problem of traffic along EDSA were implemented by Metropolitan Manila Development Authority (MMDA), one of which was the Bus Segregation Scheme. Buses plying EDSA were categorized as Bus A, Bus B, and Bus C wherein Buses A and B have designated drop-off and pick-up points. Meanwhile, Bus C can load and unload at the designated bus stops for Bus A and B. The said scheme aims to address the problem of congestion on bus caused by commuters and buses. This study determined the commuters level of awareness on MMDA's Bus Segregation Scheme. Aside from commuters awareness level of participation and perception were also considered. The survey involved 120 respondents, which were randomly chosen from six cities along EDSA. Validation was also sought from the experts from the field of transportation studies. Interviews were conducted to enrich the understanding with regard to the scheme. Results of the study show that commuters are moderately aware on the bus segregation scheme. Thus, it is important for the commuters to know more about the scheme in order to avoid confusion and inconvenience while commuting. This can be done by creating an integrated marketing communications campaign, which strategically uses cohesive of different media platforms.
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