DEMOGRAPHIC CHARACTERISTICS HAVING IMPACTS ON PURCHASING INTENTIONS OF CONSUMERS RELYING ON ASTROLOGICAL BELIEFS, MUANG DISTRICT, CHON BURI PROVINCE.

Abstract

This research was led by two objectives: 1) to investigate level of Purchase Intention of Consumers Relying on Astrological Belief and 2) to analyze demographic characteristics having impacts on Purchase Intention of Consumers Relying on Astrological Belief in Muaeng district of Chon Buri province. Population were consumers aged ≥20 years old who relied on astrological belief when buying products and service and 315 samples were taken from the population. Descriptive statistics used for the data analysis were mean, and standard deviation, and one-way ANOVA was used for hypothesis test.

          The results of the study were that the overview of purchase intention relying on astrological belief of the samples was in a high level. Planning and purchase intention were both rated in high levels. Involvement was rated in a moderate level. The hypothesis test indicated the impact of occupation on purchase intention at a statistical significance level of 0.05. From the results, it could possibly be concluded that marketing based on astrological belief is partially a strategy to motivate consumers’ purchase intention, involvement, and planning to buy products and service. However, knowledge, understanding and accurate information about astrological belief are all required when presenting products or service of the kind.