Pls answer all questions separately

Question 3: Consumer Compulsivity in the Indian Modern Retail Setting Banwari Mittal, Morris Holbrook, Sharon Beatty, Priya Raghubir and Arch Woodside state that the impulse behaviour of consumers consists of several factors being associated with the culture, the personality traits of consumers and the need states of consumers. They had identified a number of factors associated with these three basic factors. Need for gratification, need for excitement (shopping excitement), impulsiveness (consumer impulsivity), collectivism versus individualism (of the specific culture), materialism and saving mentality are the factors responsible for a consumer's impulsive behaviour. This approach fits into the Indian retailing context as well. With large modern outlets drawing the masses, consumer impulsivity seems to be triggered on the following lines; consumers get interested in discounts at a large format like Reliance Mart and seem to make purchases that they have not planned for in the respective retail visit. The excitement of making purchases advertised as the discounted merchandise of the day adds to the compulsivity of consumers. India being a dominant collectivist culture (meaning the need to conform to group norms and practices over individuality), word of mouth spreads fast about 'excitement-oriented deals' in modern retail outlets. The entertainment aspect of spending time in large outlets with good ambience also adds to the shopping excitement. The consumers feel gratified that they have been able to save on the shopping trip, especially when some of these savings are attributed to in-store purchases not planned earlier. a. What is brand personality? How does individual personality affect consumer purchase decisions? (5 Marks: 300 words) b. What is impulse buying? What are the factors that can lead an individual towards impulse buying? (5 Marks: 300 words)