fares on bus services have risen very rapidly in the last two years. in an attempt to reduce the off-peak traffic loss likely to result from a general increase in fares, cumberland motor services introduced a differential peak/off-peak fare system on 29 february 1976. the changes in traffic levels and fares paid on the company as a whole, and on various categories of service within the first few weeks of the introduction of the scheme, are investigated. the desired objective of increasing revenue at peak times whilst keeping off-peak fares virtually unaffected was achieved, although an unexpected amount of off-peak traffic was lost. marked differences in the public's reaction to the new scheme were found between workington and whitehaven, although these towns are similar in population, location, and bus service provision; the percentage fall in traffic in workington was about double that in whitehaven.(a)

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