ASTROLOJİNİN TÜKETİCİ DAVRANIŞLARI ÜZERİNDEKİ ETKİSİNİN BELİRLENMESİ.

The individual activities of humans to select, buy and use a product in order to satisfy their needs and desires constitute the consumer behavior. Consumer behavior and the factors affecting these behaviors lead both marketing activities and sales improvement efforts. Due to the complex nature of consumer behavior, astrology is thought to be effective in the personality, character, attitude and attitudes of individuals. Therefore, it is necessary to investigate whether there is a relationship between consumer behavior and astrology. In this study, it has been determined whether the astrological characteristics of consumers have an impact on purchasing behavior. And the effect of cardinal, fixed and variable bushes which are quartet bushes were investigated first. Face-to-face survey method was used to collect data. The survey data were analyzed using SPSS 25. Descriptive statistics such as means, frequencies and chi-square independence tests were applied. According to the results of the study, it is seen that consumers are more inclined to the effects of astrology than the trio and quartet signs. This study is thought to be the source of further studies due to the limited number of studies in the literature on the effect of astrology on consumer behaviors. [ABSTRACT FROM AUTHOR]