While the generalized cost, based on the factors of expense and time, exerts a significant effect on the choice between modes of transportation, all of the companies in the industry also aim at growing the cus- tomer base through the expansion of facilities and services. For our research, we used factor analysis to determine which points are most important in regard to modes of transportation in the mind of the customer as well as travelers’ evaluations of and attitudes towards modes of transportation; a conjoint analysis using a mixed-logit model was employed to show the effects of these factors on choice of transportation in a more quantitative manner. From this we were able to extract the factors that exert an influence on real-world transportation choice and produce suggestions for future transportation policy and marketing.