Abstract. The typology of buyers and buying actions contracts are specific categories of consumer behaviour, determining group buyers and buying actions in classes, to fragment the markets. Market fragmentation through buyer typoligy and/or segmentation is presently characterized by a multitude of theoretical approaches and are especially generated by the common practice in the respective business. These two concepts are used for the same purpose, the essential difference being their starting point: the segmentation fragments the markets as a whole, while the typology of the buyer and of buying actions generate classifications starting from individual cases.

Keywords: buyer typlogy; buying actions typology; market fragmentation; statistical methods in buying typology.