PROTOTYPICALITY AND STRUCTURE OF THE SAVING CONCEPT FOR CONSUMERS

The present paper reports on an exploratory study in which an attempt is made to acquire a deeper understanding of how consumers classify va rious forms of saving. Using a questionnaire, respondents were intervi ewed about the prototypicality of various forms of saving. The main re sults of the study are presented and discussed, elaborating a multidim ensional prototypical approach, Special attention is given to the stru cture of the saving concept as it is related to demographic variables, In the latter context, the advantages of the BINCLUS clustering proce dure are demonstrated.