Typology of readers: qualitative and quantitative approach in book market segmentation

The paper deals with the perception of public towards literature, books and their reading habits. Qualitative and quantitative methods of research were used. Research data presented in the paper deal with questions regarding when, where, why and how much people read, what literal genres they prefer and what they have associations with them. The qualitative research examines the meaning of reading for people. The quantitative research examines the differences between behaviours and preferences of particular groups of the public (men and women, various age groups, people of various jobs, etc.) and what has affected their attitudes to literature and reading (the influence of family and upbringing, society and reference groups). At the end of the paper various fields of culture like theatre, cinema, museums and galleries, classical and popular music are analysed. Concurrently, it is a part of a long-term research of buying behaviour on cultural products markets which examines the demand for particular cultural product markets and tries to describe these markets in terms of the condition and evolution of preferences of buying behaviour of the Czech consumers.