Abstract:

This paper demonstrates, by reference to the Taylor Nelson MONITOR of Social Trends: 1. That savings and investment behaviour shows the same lack of rationality as other consumer behaviour; 2. that socio-economic variations are different from those which might be predicted in the absence of survey information; 3. that choice of savings media is influenced by social attitudes. It argues that a typology of social attitudes would be an essential input into any complete segmentation of the savings and investment market.