Effects of Road Pricing Policies on Customers’ Behavior in Traffic Congestion Area (Case Study: Tehran Traffic Scheme Zone)

The growth of cities population has caused many problems in the large cities. Among the largest and most prominent are the high volume of vehicles in the passages of such cities, which have caused damaging effects such as pollution, disruption of public traffic, public disturbance, etc. in the central of cities area. One of the most important approaches used to manage demand and financial is the use of congestion pricing. Therefore, in this study investigates the pricing effects of Tehran traffic scheme on retailers and shops customers of this area. The target community of this research is the customers who shop inside the Tehran traffic plan and have the possibility of using a private car. For this purpose, a questionnaire has been designed using stated and revealed preferences methods, and it has been collected in the form of on-site questioning, and then its information has been evaluated by binary logit models and NLogit 5 software. The results show that the consumers of the three commercial land uses of apparels, bags and shoes, electronics and home appliances that are most in the range are sensitive to cordon pricing. For prices of scheme above 20,000 Tomans, the amount of customer changes for all three categories of goods is similar.