The purpose of this study was to demonstrate the usefulness of hybrid market segmentation by identifying segments (e.g., clusters) of consumers using a combination of psychographics, demographic information, and behavioral bases. A sample of 621 saving employed adults from Botswana completed a structured questionnaire at their place of work. Results revealed six segments that depicted unique saving motives, attitudes, and perceptions. The six segments were labeled as “anxious detached, prudent, carefree egoistical, anxious fanatical, pragmatic, and apathetic savers.” Further differences were examined among the segments based on personal values, life satisfaction, usage of saving programs, and demographic information. Results are useful for researchers and practitioners as an alternative approach for analyzing savers through the use of hybrid segmentation. Results such as these could facilitate marketing efforts to serve those who are most likely to save.

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