This research develops a conceptual model of freight modal
choice in which the basic unit of analysis is the socio-organisational
group.
Research into freight modal choice at the level of the firm
has tended to disregard the nature of human choice and to
assume that modal choice can be explained in terms of
technological phenomena or cost relationships. There is also
a tendency to equate the modal choice of organisational members
with the modal use of firms. The approach adopted in this work
is to accept that there are different interest groups within
shipper firms and that such groups may not necessarily form a
consensus of opinion about freight model choice. It is assumed
that different socia-organisational groups may form different
implicit theories about transport systems. Such an approach is
called the social perceptual approach.
The conceptual modal is converted into an operational model
and an empirical investigation is undertaken into the area of
modal choice between air freight transport end surface less
than full load freight transport from the United Kingdom
to Western Europe. In particular, the standpoint of shipping
managers (managers responsible for arranging international
freight transport in exporting companies) is examined
vis-a-vis certain normative approaches such as the through
transport concept