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.

Görüntülenme
17
23.02.2024 tarihinden bu yana
İndirme
1
23.02.2024 tarihinden bu yana
Son Erişim Tarihi
15 Mayıs 2024 19:08
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Detaylı Görünüm
Eser Adı
(dc.title)
Astrology marketing: Examining diverse factors affecting astrology related consumption
Yazar [Asıl]
(dc.creator.author)
Serbes, Ecesu
Yazar Departmanı
(dc.creator.department)
Yeditepe University Graduate School of Social Sciences
Yazar Departmanı
(dc.creator.department)
Yeditepe University Graduate School of Social Sciences Master’s Program in Business Administration
Yayın Tarihi
(dc.date.issued)
2024
Yayın Turu [Akademik]
(dc.type)
preprint
Yayın Türü [Ortam]
(dc.format)
application/pdf
Konu Başlıkları [Genel]
(dc.subject)
Astrology
Konu Başlıkları [Genel]
(dc.subject)
Consumer behaviour
Konu Başlıkları [Genel]
(dc.subject)
Market research
Konu Başlıkları [Genel]
(dc.subject)
New age products
Konu Başlıkları [Genel]
(dc.subject)
Target market analysis
Konu Başlıkları [Genel]
(dc.subject)
Astroloji
Konu Başlıkları [Genel]
(dc.subject)
Tüketici davranışı
Konu Başlıkları [Genel]
(dc.subject)
Pazar araştırması
Konu Başlıkları [Genel]
(dc.subject)
Yeni nesil ürünler
Konu Başlıkları [Genel]
(dc.subject)
Hedef pazar analizi
Yayıncı
(dc.publisher)
Yeditepe University Academic and Open Access Information System
Dil
(dc.language.iso)
eng
Özet Bilgisi
(dc.description.abstract)
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.
Kayıt Giriş Tarihi
(dc.date.accessioned)
2024-02-23
Açık Erişim Tarihi
(dc.date.available)
2024-02-23
Haklar
(dc.rights)
Yeditepe University Academic and Open Access Information System
Erişim Hakkı
(dc.rights.access)
Open Access
Telif Hakkı
(dc.rights.holder)
Unless otherwise stated, copyrights belong to Yeditepe University. Usage permissions are specified in the Open Access System, and "InC-NC/1.0" and "by-nc-nd/4.0" are as stated.
Telif Hakkı Url
(dc.rights.uri)
http://creativecommons.org/licenses/by-nc-nd/4.0
Telif Hakkı Url
(dc.rights.uri)
https://rightsstatements.org/page/InC-NC/1.0/?language=en
Açıklama [Genel]
(dc.description)
Final published version
Açıklama [Not]
(dc.description.note)
Note: This preprint reports new research that has not been certified by peer review and should not be used as established information without consulting multiple experts in the field.
Tanım Koleksiyon Bilgisi
(dc.description.collectioninformation)
This item is part of the preprint collection made available through Yeditepe University library. For your questions, our contact address is openaccess@yeditepe.edu.tr
Tek Biçim Adres
(dc.identifier.uri)
https://hdl.handle.net/20.500.11831/8292
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