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Each person has personality characteristics that influence his or her buying behavior. What does personality mean in terms of buying traits?

A consumer's personality, which is often described as buying characteristics such as self-confidence, dominance, autonomy, obedience, sociability, defensiveness, and adaptability, can influence the consumer's performance when purchasing items.

For example, in the process of purchasing, extroverted consumers prefer to exchange opinions with salespeople, will take the initiative to ask about things related to goods, and will be more decisive in the decision of whether to buy goods.

Personality is a useful variable in analyzing consumers' brand choices, and brands can master consumers' preferences through a large amount of data tracking analysis.

In addition, each brand also has its own personality, and consumers may choose brands that match their personality.