The objectives of this paper are two-fold: first of all, it seeks to test a model of consumer behaviour and secondly to present a new approach to segmentation studies by using the results of the test as a guide. To this end, a survey of 352 cases of new perfume purchase was carried out. The incidence of personal values ,involvement, and innovativeness on the number of such articles bought was estimated using the L.V.P.L.S structural equations model. On the bases of these results, a typology is presented which establishes four groups of consumer types. The results show that each group has a specific structure as far as the variables considered are concerned.