Sun‐sign astrology in market segmentation: an empirical investigation
Abstract
Demographic segmentation variables are cheap and easy to measure, while psychographic variables are more expensive and harder to measure, but can provide more insight into consumers’ psychology. Suggests that a prima facie case exists for the suitability of astrology as a segmentation variable with the potential to combine the measurement advantages of demographics with the psychological insights of psychographics and to create segments which are measurable, substantial, exhaustive, stable over time, and relatively accessible. Tests the premise empirically using results from a Government data set, the British General Household Survey. The analyses show that astrology does have a significant, and sometimes predictable, effect on behavior in the leisure, tobacco, and drinks markets. Discusses managerial implications of the results in terms of market segmentation and promotion.
Keywords
Citation
Mitchell, V. and Haggett, S. (1997), "Sun‐sign astrology in market segmentation: an empirical investigation", Journal of Consumer Marketing, Vol. 14 No. 2, pp. 113-131. https://doi.org/10.1108/07363769710166756
Publisher
:MCB UP Ltd
Copyright © 1997, MCB UP Limited