Abstract
The history of astrology dates back many years. There can be no doubt that astrology is a very popular concept. It is arguable whether or not astrology can be termed a science. This is the reason why there were few researchers willing to prove it. Based on classification, the signs divided people into twelve, is a natural way. While it is important to note some studies when considering the validity of astrology, they are of less relevance when measuring the use of astrology for marketing purposes. This research is not really concerned with why or how date of birth may influence the way people behave. What is more important is the fact that it does or at the very least, people who have an acquaintance with astrology believe that it does, which as the figures above demonstrate is a very significant proportion of the population. The main potential use of astrology in marketing would appear to be in consumer classification. The method is cheap and easy to implement because data on people’s date of birth are often readily available. The method is likely to be appropriate in industries which reflect lifestyles and personality. This research based on the signs characters and consumption; further discuss the signs’ personalities, actual consumer behavior and the relationship to products. Refer to common opinions and proposed research hypotheses, such as which signs prefer utilitarian or symbolic products, which signs are sensitive to price, which signs’ the amount of money or purchase times are the highest. According to a home furnishings chain store’s members data, which store owns more than one hundred branches in Taiwan, and trying to convert all members’ date of birth to their signs to verify all hypotheses. In all hypotheses, some can identify with common astrology thoughts. In researcher’s mind, astrology as a strong popular culture, is globalization and popular, still has some interesting opportunities and cannot reject it overall, need to be more serious methods to verify in depth.