It is known, as well as accepted in marketing, that consumer attitudes are a variable which is used in behavioral approach to market segmentation. Former experience and published literature is almost completely based on the direction of attitudes and market segments are defined and differentiated among positive and negative consumer attitudes.
Attitudes, as complex and very comlicated mental categories, always give much more possibilities than its direction. They can successfully be applied in market segmentation. In this work the authors tried to analyze and point to more metrical aspects of market segmentation on the basis of attitudes through direction, stability, intensity and change of attitude direction and intensity. Since attitudes are almost always and very often an important factor in consumer behaviour function, the authors tried to present market segmentation models also on the basis of relationship between attitudes and behaviour.