Which of the following is an example of personal characteristics influencing consumer buying behavior?
A. An individual preferring a brand because it is popular on social media.
B. A young adult prioritizing the purchase of trendy gadgets over durable goods.
C. Buying a product recommended by a friend.
D. Choosing products based on societal traditions.
Answer (2)
In the context of consumer buying behavior, personal characteristics refer to the individual traits or qualities that influence a person's decision-making process when purchasing a product or service. These characteristics can include age, gender, income, occupation, lifestyle, and personality.
Among the options provided:
Option A: An individual preferring a brand because it is popular on social media.
This choice is influenced by social factors rather than personal characteristics. The popularity on social media affects consumer behavior more from a social influence perspective.
Option B: A young adult prioritizing the purchase of trendy gadgets over durable goods.
This choice reflects personal characteristics. The decision reflects age and lifestyle, as young adults often have a preference for trendy and innovative products that align with their interests and way of life.
Option C: Buying a product recommended by a friend.
This option involves social influence, where an individual is swayed by the opinions or recommendations of peers. It is not primarily related to personal characteristics.
Option D: Choosing products based on societal traditions.
This choice is more about cultural influence, as societal traditions encompass broader cultural and social norms rather than individual traits.
Based on these explanations, Option B: A young adult prioritizing the purchase of trendy gadgets over durable goods is the example of personal characteristics influencing consumer buying behavior. This choice is driven by factors such as age and lifestyle preferences, which are intrinsic to the individual.
The selected answer is Option B: A young adult prioritizing the purchase of trendy gadgets over durable goods, as this choice reflects personal characteristics such as age and lifestyle. Personal characteristics are individual traits that directly influence buying decisions. The other options largely represent social or cultural influences rather than personal traits.
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