The Effect Of Astrology On Young Customer Behaviors

Gülmez M., Kitapcı O., Dörtyol İ. T.

Studies in Business and Economics, cilt.6, sa.3, ss.97-109, 2011 (ESCI)

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 6 Sayı: 3
  • Basım Tarihi: 2011
  • Dergi Adı: Studies in Business and Economics
  • Derginin Tarandığı İndeksler: Emerging Sources Citation Index (ESCI), Scopus
  • Sayfa Sayıları: ss.97-109
  • Akdeniz Üniversitesi Adresli: Evet

Özet

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.