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
| Identifer | oai:union.ndltd.org:UTEXAS/oai:repositories.lib.utexas.edu:2152/26415 |
| Date | 09 October 2014 |
| Creators | Ogura, Toshiyuki |
| Source Sets | University of Texas |
| Language | English |
| Detected Language | English |
| Type | Thesis |
| Format | application/pdf |
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