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A buyer's decisions are influenced by personal characteristics of the buyer. a) Discuss with example on how the consumer lifestyle's AIO dimensions(activities, interests, and opinions)

A buyer's decisions are influenced by personal characteristics of the buyer.

a) Discuss with example on how the consumer lifestyle's AIO dimensions(activities, interests, and opinions) can affect one's purchase decision onapparel. (12 marks)

b) Discuss how a cloth seller can use occasion segmentation and benefitsegmentation to segment their female consumer market. (8 marks)

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