Estudio de la personalidad en el marketing.

Abstract

The different concepts of personalities that the individual has for a greater knowledge are studied, through the bibliographic review where information is gathered on the behavior of the consumer in the purchase process, and studies of scientific articles that analyze the personality in the marketing therefore marketing experts have to be in constant research that allows you to know and adapt their strategies according to their personalities. A study analysis was carried out through bibliographic research of scientific articles, in order to know how the personality of the individuals influences marketing, considering that it was possible to emphasize that currently trends and fashion are in constant changes that allows the consumer to change their lifestyles, their behavior in the face of decision-making, analyze one of the different dimensions studied of the personality, which in order to know the profile of the consumer, must be investigated by applying research techniques. But finally the analysis of the personality of individuals in marketing in different areas is presented, with the respective analysis of the review of scientific articles.