The Effect Of Astrology On Young Customer Behaviors
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.
Volume (Year): 6 (2011)
Issue (Month): 3 (December)
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- O'Guinn, Thomas C & Faber, Ronald J, 1989. " Compulsive Buying: A Phenomenological Exploration," Journal of Consumer Research, Oxford University Press, vol. 16(2), pages 147-157, September.
- Faber, Ronald J & O'Guinn, Thomas C, 1992. " A Clinical Screener for Compulsive Buying," Journal of Consumer Research, Oxford University Press, vol. 19(3), pages 459-469, December.
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