The increased competition among charity sport events (CSEs) require charity organizations to utilize more sophisticated marketing programs - segmenting and targeting diverse participants more effectively. The study examines the effectiveness of demographic, psychographic, behavioral segmentation variables. In-depths interviews with 14 participants were conducted to obtain profiles of the four segments of survivor-centered teams, family and friends, company-sponsored teams, and other organization teams. The distinct profile of each segment had a combination of psychological, behavioral and demographic characteristics. Participation mode was identified as a proxy segmentation variable that can be easily obtained by event organizers at the time of participant registration Management of participant segments was discussed. / text

Women’s food purchasing and eating habits have been studied in detail, but are still not entirely understood. Prior research has sought to segment the female food shopper market, but typically use only demographic characteristics. In this study, fifty females were recruited in San Luis Obispo, CA from March 2012 to May 2012 to keep an electronic food-time diary for one week. By collecting information through surveys distributed using a smartphone application, SurveySwipe, the study investigated the amount of time expended for each meal, as well as the manner in which the meal was prepared or purchased, and the context surrounding the eating situation, for a period of seven days. A segmentation of these female food consumers was then formed in order to demonstrate that by using attitudinal and behavioral data, a unique segmentation scheme may be achieved, different than would have resulted using only demographic information. For the data analysis, four principal components analyses were conducted followed by subsequent cluster analyses, followed by ANOVA and Chi-Square tests. Study participants were segmented in four distinct sets of clusters, or consumer groups. Of the four sets of clusters formed, one was created using solely demographic variables, whereas the other three used “food time” variables comprised of behavioral and attitudinal information. It may be inferred from the results that the behavior of the participants within each cluster was similar regarding a particular variable being tested, while it differed from the behavior of participants in other clusters (regarding the same variable being tested). Specifically, an abundance of key, significant differences were found with the “food time” variables. The study supports the use of variables related to “food time” allocation and the context of the eating situation as they relate to the purchase, preparation, and consumption of food, instead of only demographic attributes. The results will be useful for food marketers and product developers seeking to understand how food fits into the lives of female consumers with diverse roles and behaviors, in addition to being valuable for segmenting a select market or targeting a particular customer type.

The aim of the current study is to investigate the role of social-cognitive (locus of control, rumination and socially-prescribed perfectionism), emotional (shame and guilt), and behavioral (conciliatory behaviors) reactions toward oneself in predicting self-forgiveness based on Hall and Fincham&rsquo / s (2005) theoretical model. The sample of this study was composed of 815 (445 female, 370 male) university students attending five different faculty programs at Middle East Technical University (METU). Heartland Forgiveness Scale, Trait Shame and Guilt Scale, Socially-Prescribed Perfectionism Scale, Ruminative Response Scale, The Internal-External Locus of Control Scale and Demographic Information Form were used in data collection. In the current study, structural equation modeling (SEM) was used primarily to test the hypothesized model, integrating the effects of the social-cognitive (locus of control, rumination and socially-prescribed perfectionism), emotional (shame and guilt), and behavioral (conciliatory behaviors) variables as determinants of self-forgiveness. The SEM results indicated that this model provided a good fit to the data in spite of three non-significant paths, including the direct paths from (a) socially-prescribed perfectionism to shame and guilt and (b) locus of control to self-forgiveness. Since some paths appeared to be non-significant, the hypothesized model was trimmed. The result of the trimmed model was surpassed many of the criteria for good fit. Overall, the total variance explained by the finalized model in self-forgiveness was .32.