Understanding Customer: Micro and Macro Segmentation of Consumer

Understanding
customer

Table of Contents
Main Body..............................................................................................................................................3
Micro segmentation of customer......................................................................................................3
Macro segmentation of consumer.....................................................................................................4
Conclusion.............................................................................................................................................5
References.............................................................................................................................................6

Introduction
A customer is a person that purchase anything for exchange money. It is very important driver
for any business as without this no business can exist and operate in a continuous way. The main
purpose of this essay create a link between person and organization success(Cui and et.al., 2020).
To achieve specific elements needs to be consider that the buying procedure where the problems are
identified and provide them a better solution. This perspective concentrate on customer satisfaction
level and and their behavior for increasing business growth. This essay is based on Hilton Hotels, it is
a American multinational hospitality company which headquarters is in Virginia,U.S. It provides their
services across the world. This essay will cover micro and macro understanding of consumer which
includes managerial analysis, personality and self in marketing, concept of motivation, word of
mouth, cultural system ecology and define various cultural values based on hospitality.
Main Body
Micro segmentation of customer
Consumer based on micro segment is refers to process for differentiate clients into various groups that
is really significant for a particular business. For defining this in a clear manner, following topics
should be used:
 Decision making in low and high involvement: It is a analysis related to individual that is
based on two aspects in high emerging analyzing is important for buyer because it closely
relate to customer self image and ego. It include several risk as well (Tyagi, 2018). Whereas,
in low decision consumer are straight forward and require less risk too. Hilton is a best
example of this as it determine customer satisfaction through the way that meet with their
guest expectation.
 Perceptual process: It determines a sequence that can start up with environment and leads in
some stimulus action. This process is based on selecting , organizing and interpret the given
data. In case of Hilton hotel, this procedure is based on marketing stimulus that means if any
customer rely on sensation, then they draw anything related to similar products differentiation
by the help of marketing mix.
 Concept attitude is used in consumer marketing: This involves a procedure which is based
on emotions and feelings related to favorable / unfavorable terms towards a specific object
(Jain, Goel and Jain, 2021) In accordance to Hilton hotels, Consumer behavior is based on
social, psychological, cultural and personal. This can be done while individual meet with their
certain desire that means consumption of goods and services.
 Personality and self in marketing: It is a concept which shows the interest and choice of
person on various products and brands as it create easiness for marketer to where, when and
how to promote product. In case of respected hotel, Personality is based on trait theories and
self include some concepts which relate to ideas , feelings and emotions of person has about
their capabilities. This terms is helpful for retain consumer sand influence the hotel image.
 Key concept of motivation: This refer to a procedure which assist to people for identify and
buy specific services that can fulfills each of one desire this can derive customer motivation