4.5 Sociodemographic Variables
Other than the alternative-specific variables, the other group of variables is sociodemographic variables. The sociodemographic characteristics of an individual determine his/her perception of the alternative specific attributes. Sociodemographic variables may cover the impact of different travel purpose (business, leisure, etc.), different
income groups, age groups, and etc.
Sociodemographic variables may be additive to the utility function, or can be considered as a variable that affects the evaluation of all the variables. For example, the income factor may affect the weight of monetary cost in ones
decision, whereas the value of time may follow another pattern while varying with income
4.5 Sociodemographic Variables Other than the alternative-specific variables, the other group of variables is sociodemographic variables. The sociodemographic characteristics of an individual determine his/her perception of the alternative specific attributes. Sociodemographic variables may cover the impact of different travel purpose (business, leisure, etc.), differentincome groups, age groups, and etc. Sociodemographic variables may be additive to the utility function, or can be considered as a variable that affects the evaluation of all the variables. For example, the income factor may affect the weight of monetary cost in onesdecision, whereas the value of time may follow another pattern while varying with income
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