Personality characteristics are often easier for a firm to understand and measure than lifestyle traits.

Personality Characteristics

Traits and attributes that form an individual's distinctive character.

Firm

A business organization, such as a corporation, partnership, or any other entity engaged in professional or commercial activities.

Lifestyle Traits

Refers to the habits, attitudes, tastes, moral standards, economic level, etc., that together constitute the mode of living of an individual or group.