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...

Full-text of this article is not available in this e-prints service. This article was originally published following peer-review in International Journal of Retail & Distribution Management, published by and copyright Emerald.

Full-text of this article is not available in this e-prints service. This article was originally published following peer-review in Journal of Fashion Marketing and Management, published by and copyright Emerald.