In customer buying behavior, which factor includes aspects such as personality and lifestyle?

The correct choice relates to personal factors, which indeed encompass aspects such as personality and lifestyle. Personal factors are intrinsic to the individual and significantly influence their buying behavior. These factors include age, gender, income level, occupation, education, and, most pertinently here, the individual’s personality traits and lifestyle choices.

Personality affects how consumers perceive brands and make decisions; for example, an environmentally conscious consumer may prefer brands that emphasize sustainability. Similarly, lifestyle—shaped by interests, activities, and opinions—shapes how consumers engage with products and services, thereby guiding their purchasing behaviors.

Understanding these personal factors helps marketers tailor their strategies to meet the preferences and expectations of their target audience, leading to more effective marketing efforts. In contrast, economic factors are more related to the financial situation of consumers, cultural factors involve broader societal influences, and social factors dive into the impact of a consumer's social interactions, all of which play important roles but do not specifically address personality and lifestyle as directly as personal factors do.