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. Which term refers to these traits that differ among consumers?

Question

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Individual difference variables refer to traits that differ among consumers, such as learning style, spending habits, and personality. Demographics refer to basic descriptive traits like age, gender, and income, while psychographics refer to attitudes, values, and lifestyle preferences. Self-concept variation is not a commonly used term in consumer behavior research.

Understanding Consumers Is Very Important for Marketers