Sun-sign astrology in market segmentation: an empirical investigation

Vincent-Wayne Mitchell; Sarah Haggett

doi:10.1108/07363769710166756

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Journal of Consumer Marketing

ISSN: 0736-3761

Online from: 1984

Subject Area: Marketing

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Sun-sign astrology in market segmentation: an empirical investigation

Document Information:
Title:	Sun-sign astrology in market segmentation: an empirical investigation
Author(s):	Vincent-Wayne Mitchell, (Lecturer in Marketing at the University of Manchester’s Institute of Science and Technology), Sarah Haggett, (Currently working in the market research department of Cadbury’s, Birmingham)
Citation:	Vincent-Wayne Mitchell, Sarah Haggett, (1997) "Sun-sign astrology in market segmentation: an empirical investigation", Journal of Consumer Marketing, Vol. 14 Iss: 2, pp.113 - 131
Keywords:	Astrology, Communications, Drinks industry, Leisure industry, Market segmentation, Tobacco industry
Article type:	Research paper
DOI:	10.1108/07363769710166756 (Permanent URL)
Publisher:	MCB UP Ltd
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.