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.