THE EFFECT OF ASTROLOGY ON YOUNG CUSTOMER BEHAVIORS

Gulmez Mustafa, Kitapci Olgun and Dortyol Ibrahim Taylan
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Gulmez Mustafa: Akdeniz University, Antalya, Turkey
Kitapci Olgun: Cumhuriyet University, Sivas, Turkey
Dortyol Ibrahim Taylan: Cumhuriyet University, Sivas, Turkey

Studies in Business and Economics, 2011, vol. 6, issue 3, 97-109

Abstract: The main purpose of this study was to examine the effect of date-of-birth on consumption behaviors of young people. A face-to-face interview survey is conducted to collect data. SPSS 18.0 for Windows was used for data analysis. Descriptive statistics such as means, frequencies, ANOVA tests and Chi-square tests were calculated. The findings pointed out that the young consumers on fire group (Aries, Leo, and Sagittarius) take more instant and impulsive purchase actions. It is a new study about the effect of astrology on young customer behaviors. It presents valuable information that can assist marketers to understand young customers’ consumption behaviors.

Keywords: Astrology; Marketing; Young Consumers; Consumer Behaviors; Buying Behaviors (search for similar items in EconPapers)
Date: 2011
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