Reconnoitering issues in Consumer’s Personality Similarity and Convenience while purchase

The book touches upon one of the interesting aspect in the consumer behavior i.e. the consumer personality similarity. After the advent of globalization especially in the emerging markets, there was a rise in the awareness amongst the buyers about the preferences. The preferences are linked with the personality association and the convenience that the products offer. The present book explore the relationship of personality similarity and the role of convenience amongst the youth while purchase through a literature review.