Green, B. Christine2014-10-092018-01-222018-01-222014-08August 201http://hdl.handle.net/2152/26415textThe 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.application/pdfenCharity sport eventSegmentationParticipantsParticipation modeProxy segmentation variablesDemographic variablesPsychographic variablesBehavioral variablesThesis2014-10-09