Segmentation of Czech Consumers Based on the Attitudes Towards Money

Understanding current and potential customers´ behaviour is one of the key factors of marketing efficiency 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 possibilities how to obtain data for segmentation process (e.g. data mining, demographical segmentation, analyzing shopping behaviour, media behaviour or their combination). This paper concentrates on financial behaviour 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 ethic and money role in the society. Seven consumer segments that differ in attitudes towards money were identified and described.