How would you explain the fact that although no two individu

How would you explain the fact that, although no two individuals have identical personalities, personality is sometimes used in consumer research to identify distinct and sizable market segments?

Solution

Consumer research is a study of of consumer behaviour which helps in understanding of the consumption patterns of goods and services.

It is a study of consummation. It is a branch of market research. It gaters information on consumer\'s needs and prefeences.

As has been outlined in the question, each individual has a different personality trait. However, it is used as a metric in consumer research as the personality and behavior traits and characteristics of a group are common and differs from other groups. The group in question can be identified on the basis of demographics. For instance the young consumers - belonging to the age group 15 to 30 years - have a different personality which gets reflected in their consumption pattern from consumers in the age group 30-45 years. Although each individual consumer will have his/her own personality, as a group they will demonstrate a common trait in terms of personality. This common trait can be attributed to all the members of the group.

Thus, personality is used in consumer research as a metric to understand the preferences of a group.