What term refers to the psychological characteristics of consumers that shape their buying behavior?

Psychographics is the correct term that refers to the psychological characteristics of consumers that influence their buying behavior. This concept encompasses a range of factors, including personality traits, values, interests, lifestyles, and opinions. Understanding psychographics allows marketers and retailers to segment their target audience more effectively, enabling them to tailor their marketing strategies and product offerings to resonate with specific consumer motivations and preferences.

In contrast, demographics focus on statistical characteristics such as age, gender, income, and education level, which provide information about who the consumers are but do not delve into the psychological motivations behind their purchasing decisions. Geographics pertains to the physical locations where consumers live, which can influence buying behavior but does not capture the psychological aspects. Cognitive behavior generally refers to the mental processes involved in perception, memory, and decision-making, but it is not specifically a term used for consumer characteristics related to buying behavior in the context of marketing. Therefore, psychographics stands out as the most relevant term for understanding the psychological characteristics that drive consumer behavior.