Astrology marketing: Examining diverse factors affecting astrology related consumption

This thesis explores the factors influencing expenditure on astrology-related products and services by examining the psychological, social, and demographic determinants of consumer behavior in this domain. The literature review defines astrology, traces its historical roots, and assesses its current popularity. The methodology outlines robust data collection, sampling strategies, and ethical considerations. The analysis reveals a positive correlation between individuals' extraversion and openness to new experiences and their financial commitment to astrology-related goods and services. Additionally, the study establishes a significant connection between participants' monthly income levels and their spending patterns. Individuals surrounded by peers allocating funds to astrology-related products demonstrate a tendency to do the same. The discussion section contextualizes findings within existing literature, emphasizing both commonalities and divergences in consumer behavior. Practical implications for marketers, astrologers, and researchers are highlighted, providing insights into this distinct market segment. The study concludes by recognizing limitations and suggesting directions for future research. In essence, this thesis contributes significantly to understanding consumer behavior in the astrology domain by dissecting factors influencing expenditure on related products and services, emphasizing the role of psychological attributes, income levels, and social networks in shaping financial decisions.