MGBBT0UCT - Understanding Customers: Micro and Macro Aspects Essay

This essay explores the micro and macro aspects of understanding customer behavior, emphasizing the importance of a loyal customer base for organizational success. It discusses how consumer preferences and technological advancements impact businesses, highlighting the need for companies to stay updated and competitive. The essay delves into micro aspects, focusing on internal factors within a company that influence its operations and strategies, such as analyzing weaknesses and leveraging strengths. It also examines macro aspects, which encompass external factors like political, social, economic, and technological elements that affect brand value and consumer mindset, particularly within the tourism sector. The EKB model is used to analyze consumer attitudes and buying policies. The impact of the COVID-19 pandemic on the tourism industry is discussed, emphasizing the shift in consumer behavior and the challenges faced by travel companies. Ultimately, the essay concludes that understanding consumer behavior through various practices and adapting to technological changes are crucial for businesses to achieve their goals and sustain long-term success.

Understanding
Customer

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
Most important function of the organisation is to have loyal customer base and their requirement
to have more new consumers. Their consumers gets attracted only when the manufacturer
constantly work on the requirement of the their user. The sales department is assigned in the
work place because their responsibility is to convert the expected consumer into the loyal
consumer organisation continuously requires to keep updated with the technology so that they
can have their own consumer that can be familiar with the company (Soares,and et., al., 2017). In
this essay will learn about the basic two aspects of consumers behaviour.
MAIN BODY
Consumer behaviour depends on the their taste and preferences that is the responsibility of the
producer to understand the needs of the user because in the market lot of competitor is presented
who is competing with the top brand and now technology is getting more rapidly changing it
spread the offers and the changes in a seconds to the public technology have both aspects
negative and positive it can enhance the product or can decline the brand image too. So the
owner has to b aware of the rival steps and their action that can effect the brand image (Fox, and
Royne, 2018).
Understanding users behaviour is the basic duty of the company its is necessary for the
business as they have to attain the company objectives and they too have to be In the long run.
Different customer have varied taste and preferences so the producer has divided the consumer
in the different segments on the basis (Rajkumar, Vishwakarma, and Gangwani, 2020) of age,
sex, demographic, groups and income. The small industries contributes in developing the
economy of the country as they provide a good cost of the goods. The basic aspects of the
consumers behaviour are micro and macro aspects of the consumers behaviour. These aspects
helps in understanding the requirements of the consumer in the target market. These factors
directly hit the operative activities of the industry.
Micro aspect of the consumer behaviour, affects the varied operation of the company.
These components are directly connected with the different departments of the business
factors. These include various components that impact the operations of the organisation and
that beneficial for the marketers too. It is connected to the points that are with in the workplace.
These factors directly hit the business operations (Ma, 2021.)nd their practices on the daily
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basis. The micro aspect of the user behaviour is the basic concept of the marketer it is with in the
company that analyse the weakness and threats in order to reduce them from the company and
uses the opportunity and strength to improve the operation of the organisation that are so related
in the growth of the company. Every business wishes to have a long term sustainability of the
organisation and the brand goodwill in the targeted market.
If the company fails in making a good strategies and operations that can reduce the sales
and can be able to sustain in long run. These organisation are responsible for having a good and
fair practices with the consumers so that they can be a good competitor in the market. If a firm
focuses in the activities (Raman, 2019) of the production they can have a competitive advantage
in the market.
In this report the theory of EKB model(Engel, Kollet, Blackwell) assist in analyse the
which aids in growing and understanding the detail related to the users attitude. This is
common a four level theory that covers the theory of the consumer practice and their buying
policy, in the first level, here the user captures a details and information related to the
material from the newspaper or the varied forms of the sources. In next level the user compare
the details that has been captured by them. In third stage they will buy the goods n the basis
decision they had made through their study of buying. And in last stage they get influence by
their decisions they can influence in negative ans positive both way. It is essential for all the
retailers to get an idea about these attitudes of the consumers.
Macro factors of the organisation covers the external factors that directly hit the position of
the business. They get the idea of the component that impacts the business though the extrnal
points like political, social, environmental, legal, technological, economical these are the
common factor that hit the brand value and these are the points that changes the prospectus of
consumer mindset of using goods (Rijnsaardt,2021). These features has the ability of reducing
the marketers organisational value and these factors give the competing advantage to the
company. These aspects include the tax policies, tariffs, legal activity, environment and social
believes and many more. If a administrative have a advanced political stability and strong
profitable conditions then this lead to addition in buying quality of the user. Affirmative system
and pecuniary position alteration the assets of user on buying the ware. Social science
explanation, is a possibility which inform the action of buyer when they concern in the assorted
unit action by grouping force. The geographical area or club in which an individual active is
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being advised as an essential cause for causing the conduct of the user. The social culture
environment impact immediately and straight off on the conclusion of the purchaser. This
explanation gives cognition and confide to the marketplace in a very easy style of the consumers
in a definite style and forecasting of industry.
In connection to the touristy sector, various structure who deals in the tourism industry
is straight impressed by micro and macro aspects of the user action or consumer determination
devising. Manufacture like airlines, travel agencies and many more institution is instantly being
stricken by some of the factor (Prasad, and Verma, 2020). The purchasing form of the user is
now touch the operative as well as the income of these institution. The acquire conclusion of the
user straight away meditate on the gross sales, stableness, growing and net income of an
arrangement. Business is wholly depend on the period of the country. But due to the Covid 19
pandemic, the impact which are faced by the travels company is very bad. As they faced a lot of
loss in the company they have to face the lack of sources and people have the fear of getting
infected they have invest in services like covid protocols like sanitizers and separate boxes
contact less offers for the travellers so that they have safe travelling and environment. But any
how the legal activity of the government for travelling outside the policy of being quarantine
gives the reason of not going outside.Consumer decision respect to the movement have been
reduced. Consumers start avoiding the motion and dependent around the nation. These decision
which are taken by the traveller effect highly on the tourist business. Due the spread of virus and
becoming more conscious about their health influence them to take decision like that. These are
the big reason of lacking the industry in growing (Lau, and Lee, 2019). These industries are
facing the high time to be in market every business is having and time in this situation. This
situation give the fear of going outside travel outside because of this the travel industry is
reducing. They are using a different policies to overcome from these lacking points.
CONCLUSION
From the above essay it is concluded that buyers is always the markers should always apply
various practices to understand the consumer behaviour so that they can produce the goods as
per the needs of the consumers so that they can satisfy. They should apply a varied factors so
that they can communicate with their consumers in a different ways they should adapt a rapid
changes in the technology so that they can have a competing advantage in the market place.
The consumer behaviour has two aspects that are micro and macro these helps in understanding
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the behaviour of the user and their mindset of buying the goods. These include the external and
internal factors before making the decision the consumer see the all details and reviews of the
previous consumers. These helps in making decision. The above study analyse the they
constantly practice to promote the goods so that they can attain the goals and objective of the
company and have a long run in the market. This report also complete the various explanation
and conception in abstraction to some the facet. Afterwords a appropriate illustration has been
acknowledged in abstraction to the tourist manufacture which inform the user action and
judgement production.
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REFERENCES
Books and Journals
Fox, A.K. and Royne, M.B., 2018. PRIVATE INFORMATION IN A SOCIAL WORLD:
ASSESSING CONSUMERS’FEAR AND UNDERSTANDING OF SOCIAL MEDIA
PRIVACY. Journal of Marketing Theory and Practice, 26(1-2), pp.72-89.
Lau, K.W. and Lee, P.Y., 2019. Shopping in virtual reality: a study on consumers’ shopping
experience in a stereoscopic virtual reality. Virtual Reality, 23(3), pp.255-268.
Ma, Y., 2021. To shop or not: Understanding Chinese consumers’ live-stream shopping
intentions from the perspectives of uses and gratifications, perceived network size,
perceptions of digital celebrities, and shopping orientations. Telematics and Informatics,
59, p.101562.
Prasad, R.K. and Verma, S., 2020. An investigation on brand boycott: understanding negative
psychology of consumers in the era of digital marketing. Academy of Marketing Studies
Journal, 24(1), pp.1-16.
Rajkumar, N., Vishwakarma, P. and Gangwani, K.K., 2020. Investigating consumers' path to
showrooming: a perceived value-based perspective. International Journal of Retail &
Distribution Management.
Raman, P., 2019. Understanding female consumers’ intention to shop online: The role of trust,
convenience and customer service. Asia Pacific Journal of Marketing and Logistics.
Rijnsaardt, P.B., 2021. Not using, but at least not losing A Study on the effect of Loss Aversion
on the Product Disposition Behaviour of Consumers in Neglected Durable Products.
Soares, E.K., and et., al., 2017. What are the cultural effects on consumers' perceptions? A case
study covering coalho cheese in the Brazilian northeast and southeast area using word
association. Food Research International, 102, pp.553-558.
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