Exploring Market Segmentation for Autonomous Ferries

Abstract

This study aims to investigate the determinants that underlie psychographic segmentation in the domain of autonomous ferries (AFs) by using the theory of planned behaviour (TPB) as a guiding theoretical construct. The paper focuses on Indonesian individuals who had previously utilised conventional ferry services. TPB was applied as a catalyst to identify possible market segmentation among potential AF passengers. In this study, cluster analysis is used to differentiate passengers by their perception of using AFs. The results identified three market segments through cluster analysis based on passengers' perceptions of using AFs: Resource -Limited, Resource -Capable, and Value -Optimistic. Among these segments, the Resource -Capable and Value -Optimistic groups are most inclined toward using AFs. This research contributes to the extension of the application of TPB by assessing the potential AF market and emphasising the relevance of TPB in understanding user preferences and decision -making processes. Furthermore, several managerial considerations aimed at enhancing awareness of AFs within the segmented research are discussed.