THE STARS ALIGN: HOW ASTROLOGY INFLUENCES CONSUMER BEHAVIOUR AND FESTIVAL SALES IN INDIA

In the diverse cultural landscape of India, traditional beliefs and practices profoundly shape societal norms and individual behaviours. Among these, astrology, particularly Vedic astrology or Jyotish Shastra, holds a significant position, influencing daily decisions, life events, and even auspicious timings for significant undertakings. This pervasive cultural influence extends to economic activities, presenting a unique intersection between ancient wisdom and modern commerce. Specifically, during India\'s numerous vibrant festivals, which are often deeply rooted in spiritual and astrological calendars, consumer spending patterns can be observed to align with traditional beliefs. Understanding how astrology impacts purchasing decisions and sales performance during these peak consumer periods offers invaluable insights for businesses operating in the Indian market. Despite the evident cultural significance of astrology, its deliberate and strategic integration into contemporary marketing practices remains underexplored. Businesses frequently launch festival campaigns, yet the extent to which these campaigns are informed by astrological considerations, such as shubh muhurats (auspicious timings) or planetary transits, is not well-documented. This research seeks to bridge this knowledge gap by investigating the direct and perceived influence of astrology on consumer behaviour and sales outcomes during Indian festivals. By examining consumer awareness and belief in astrology, evaluating current business practices, and assessing the observed impact on sales, this study aims to provide actionable recommendations for businesses to ethically and effectively leverage astrological insights in their festival marketing strategies.