SEGMENTATION OF CZECH CONSUMERS BASED ON THEIR ATTITUDES TOWARDS MONEY

Understanding current and potential customers ´ behavior is one of the key factors of marketing effi ciency and it brings competitive advantage. Companies usually classify their customers and create client groups with similar characteristic features. Such grouping activity is called segmentation or typology. There are many possible methods to obtain data for the segmentation process (e.g. data mining, demographic segmentation, analyzing shopping behavior, media behavior or their combination). This paper concentrates on the fi nancial behavior of the Czech population and brings a survey based on primary data. It takes into consideration aspects like attitude towards risk and savings and even aspects like money ethics and the role of money in society. Seven consumer segments that differ in attitudes towards money were identifi ed and described. JEL classifi cation: M3