The term "individual level" refers to an individual person or consumer, as opposed to a group or market as a whole. It focuses on the specific characteristics and behaviors that influence an individual's choices, preferences, and decisions in areas such as consumption, investment, healthcare, education, etc. At this level, factors like age, gender, income, personality traits, values, beliefs, and attitudes play a crucial role in shaping an individual's actions and outlook. Understanding the behavior of individuals is important for businesses, policymakers, and researchers to develop targeted strategies, policies, and interventions that cater to specific needs and preferences at an individual level.