THE EFFECT OF ASTROLOGY ON YOUNG CUSTOMER BEHAVIORS

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.Astrology, Marketing, Young Consumers, Consumer Behaviors, Buying Behaviors