Understanding Customers: Micro and Macro Aspects of Consumer Behaviour

Understanding
Customers

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
CONCLUSION ...............................................................................................................................6
REFERNCES:..................................................................................................................................7
Books and Journals:................................................................................................................7

INTRODUCTION
Understanding consumer behaviour is very essential for any organisation. It represents
the study of consumers to make certain choices about the purchase, wants, requirements and act
in regards to a brand and its offered goods and services. It will also assist the company to know
and find the unmet opportunities (Ahmad and et.al., 2018). Somehow, if the business firm is
unable to reaslise the buying patterns of cleints then then will be a greater chance of fails of
product. Consumer behaviour can be characterized as the understanding of consumer buying
behaviour and how they take decisions regarding purchasing (Sharma and Yadav, 2021). It is
very complicated to know how prospective consumers will react to a new product and service.
There are lots of changes in the technology, fashion, disposable income, lifestyle, trends and
other similar factors, consumer behaviour also changes (Jaca and et.al., 2018). The assessment is
consider the micro and macro aspects of customer behaviour with relevant theories and examples
associated with tourism sector.
MAIN BODY
Consumer behaviour is meant by the acknowledgement of individuals, group of
individuals and organisations as well as all the activities relates with purchasing, consumption
and disposal of goods and services. This contains consumer, tastes, preferences, attitudes and
emotions influence the purchasing way of consumer (Pinarbasi, 2019). It is important to study
the consumer behaviour because it assists the marketers to study what influences customers
purchasing decisions. With the help of understanding the consumer behaviour, companies can fill
up the gaps in the marketplace and find the goods that are required and the the goods that are
outdated (Michelini, Principato and Iasevoli, 2018). Consumer behaviour is not only deals with
the new customer attraction but it also relates with retention of old and current customers. When
a consumer is satsfy and happy for a specific product then he or she will definitely repeat the
good. Therefore, advertisements should be finished in such a way that it should convert the
minds of customers to shop the certain goods and customers. It deals with the forecasting of
trends in marketing. For example, the recent trend is towards environment friendliness and
hygiene due to the Covid-19 pandemic (Haugtvedt, Herr and Kardes, 2018). These trends must
be analysed by the marketers including tourism companies. So that they can better understand
the consumer and their buying behaviour. Understanding consumer behaviour is also