Personality in the context of buyer behavior refers to the unique psychological characteristics that lead to relatively consistent and lasting responses to a person's own environment. It influences how consumers make choices and develop preferences for products and brands.
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Consumer Behavior: The study of how individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy their needs and desires.
The process of dividing a market into distinct groups of buyers with different needs, characteristics, or behaviors who might require separate products or marketing strategies