Understanding consumers is very important for marketers. But not all consumers are alike. For example, some consumers learn better through written words, while others prefer images. Some are frugal, while others are free-spenders. These traits that differ among consumers are referred to as _____.

Question

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The traits that differ among consumers and affect their behavior are referred to as individual difference variables. Demographics refer to characteristics such as age, gender, income, education, etc. Psychographics refer to personality traits, values, attitudes, interests, etc. Personality variances and self-concept variation are not commonly used terms in marketing research.

Understanding Consumers Is Very Important for Marketers