A mechanism that sorts large amounts of information about many consumers' previous purchases that may be related and help predict consumer preferences is called collaborative filtering.
A consumer's preference can be referred to or considered as the choice of a consumer in purchasing a product over the other in order to make an economic decision as a part of his or her rational behavior compared to other consumers in a market structure, as such. It can be determined with the help of his or her previous purchases, and changing behaviors.
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