Consumer Behavior Analysis: Micro, Macro Aspects & Theory Use

This report provides a comprehensive analysis of consumer behavior, differentiating between micro and macro aspects and exploring relevant theories. The macro aspect delves into cultural, subcultural, social class, family, and social group influences, utilizing consumer culture theory to understand consumption choices from a socio-cultural perspective. The micro aspect focuses on individual decision-making, considering personal, psychological, social, and cultural factors, and employs the theory of achievement and motivation to understand individual needs and goals. The report further discusses how organizations apply these theories to understand consumer behavior, develop targeted products, and achieve their objectives. It concludes that understanding consumer behavior is crucial for business growth, enabling better planning and increased profitability. Desklib provides access to similar solved assignments and past papers for students.

Understanding Costumers

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Section -1 Macro aspect of consumer behaviour.........................................................................3
Section -2 Micro aspect of consumer behaviour.........................................................................4
Section -3 Use of theories in different organisations...................................................................5
CONCLUSION................................................................................................................................6
REFERNCES...................................................................................................................................7

INTRODUCTION
Understanding customers is important because it helps in identifying choice of customers and
products can be made accordingly. customers are the king of market and to earn profit it is
important to solve their problem and provide them good quality products so that goals and
objectives can be accomplished. For achieving targets of an organisation, managers have to focus
on satisfying need of people (do Paço, Shiel and Alves, 2019). Understanding customers is
beneficial for growth of company because they can make better products as per need of
customers and satisfy their needs. The report examines, micro and macro aspects of consumer
behaviour. There are different perspective of customer and their way of buying things is
different. Further, difference between macro and micro aspect of consumer behaviour while
buying different products.
MAIN BODY
Section -1 Macro aspect of consumer behaviour
There are some macro aspects of consumer behaviour which affect consumer behaviour
and their buying decision. It is essential for managers to identify choice of people and make
products accordingly. this helps in achieving goals and objectives of company and more revenue
can be generated. Macro aspect of consumer behaviour includes, cultural influences, sub-
cultural influences, social class, family influences, social group influences. These are some
aspects which influence behaviour of consumers and managers are responsible for identifying
choice of people and make products accordingly so that targets can be achieved. Macro aspects
means elements that are present on large level and affect buying behaviour of consumers. Theory
for macro aspect of consumer behaviour is consumer culture theory (Dootson and et.al., 2017).
This theory refers to study of consumption choices and behaviours from a social and cultural
point of view. It is essential to determine choice of people and good quality products should be
provided to people.
Consumer culture theory includes, consumer identity projects, marketplace cultures, socio
historic pattering of consumption, mass media marketplace ideologies and some strategies are
used to determine choice of people. All the consumers are having different perspective of buying
thigs and choice is different. So, managers of an organisation should conduct market survey
before making any product and target audience so that better plans can be made and it helps in
achieving goals and objectives. It is difficult to satisfy need of every people but managers can

make product which satisfy need of most of the people. With the help of this theory managers
can identify choice of people and target a group of people who are having same needs. This helps
in attracting more people and revenue can be generated. It is important to identify choice of
people and make new products so that targets can be accomplished. To gain competitive
advantage, managers are conducting market survey to identify choice of people and their buying
pattern. Consumer culture theory includes different aspects and helps in identifying market
cultures. This theory is used by most of the companies to determine choice of consumers and
identify culture in market. Trends and culture is changing rapidly and it is difficult to identify
choice of consumers. For generating more profit, organisations are using consumer culture
theory which helps in identifying choice of people and provide good quality products to
customers and satisfy their needs (Gomes, 2018).
Section -2 Micro aspect of consumer behaviour
Micro aspect of consumer behaviour describes behaviour of individual decision maker. All
the people are having different choice and perspective of buying things so micro aspect includes
decision making of an individual person and products should be made as per choice of people.
Micro means buying decision is at small level and it involves individual person rather than
macro aspect which includes group or market level. There are some aspects of consumer
behaviour such as, personal, psychological, social and cultural. Micro aspect of consumer
behaviour enables company to ascertain a price point for particular customer segments not for
group of people. Managers of an organisation should understand consumer behaviour and
provide them products accordingly so that their needs can be satisfied and it helps in achieving
goals and objectives. For generating more profit it is essential to provide good quality products to
customers and it helps in creating positive image in market. Consumer behaviour has positive as
well as negative impact on company because when organisations are making products as per
need of customers then it helps in generating more profit and when needs of customers is not
satisfied then firm has to suffer loss (Loxton and et.al., 2020).
Theory of achievement and motivation is used by most of the companies to determine
choice of people and make products accordingly so that more profit can be generated. Theory of
achievement and motivation describes integral relationship between an individual’s
characteristics and their needs to achieve goals and objectives. To satisfy need of people,
managers of an organisation should determine choice of people and provide good quality

products. With the help of this theory individual’s characteristics and their needs can be
identified. This theory is used at micro level to study behaviour of individuals and groups so that
all the activities can be organised accordingly. consumer behaviour includes how the consumer’s
emotions, attitudes and preferences affect buying behaviour. Some people are influenced by their
friends or family, some customers are attracted by advertisement. There are different aspects
which influence buying behaviour of customers and this affect performance of company. All the
people are having different choice and trends are changing rapidly so, it is difficult for managers
to make products and satisfy need of people. It is essential to focus on need of customers because
they are the king of market and by satisfying their need profit can be earned. Consumer
behaviour is the study of individuals, groups or target audience so that better products can be
provided to people (Maison, 2018).
Section -3 Use of theories in different organisations
Understanding consumer behaviour plays a crucial role in growth and development of an
organisation. It is the responsibility of managers to identify choice of people and make plans
accordingly so that goals and objectives of firm can be accomplished and it helps in generating
more profit. For achieving targets it is essential to satisfy need of customers and provide them
good quality product at reasonable price. Theories are sued to identify need of consumer and
make products on the basis of that. This helps in earning more profit and creates positive image
in market. Both the theories are important and used by organisations to understand consumer
behaviour and their buying pattern can be determined. It is essential to use theories so that better
products can be made as per choice of customers and revenue can be generated (Reisch and
Zhao, 2017).
There are two aspects of consumer behaviour i.e., micro and macro. Both the aspects are
important and theories are applied by companies. For example, when organisations want to study
behaviour of consumers in groups then they can apply consumer culture theory because it helps
in determining choice of people and focus on targeting audience. Consumer culture theory
includes different elements such as, identifying choice of people, marketplace cultures, trends
etc. This theory helps in determining choice of people and managers can make products
accordingly. For achieving goals and objectives, it is essential to focus on need of customers and
make plans which is beneficial for growth and development of company. Consumer culture
theory is used to understand customer at macro or large level (Voramontri and Klieb, 2019). It is

important to determine macro aspect and identify target audience who are having same needs. It
is essential to do study of behaviour of customers and their attitude towards buying products.
Another theory for micro aspect is achievement and motivation. This theory help
organisation in determining choice of individual person and their needs. It is essential to apply
this theory because it helps in making better plans and good quality products can be provided to
people. For example, when a firm want to satisfy need of an individual person then they are
using this theory so that their needs can be satisfied and it helps in achieving targets. For
achieving targets of company, understanding consumer behaviour is important and it helps in
generating more profit. It is important to identify choice of people and make products
accordingly so that goals and objectives can be accomplished (Zwicker and et.al., 2020).
CONCLUSION
From the above discussion it can be concluded that, understanding consumer behaviour is
the study of customer’s behaviour, emotions and their attitudes. This helps in achieving targets
and better plans can be made which is beneficial for growth and development of firm. It is the
responsibility of manager to identify choice of customer and make plans accordingly. This helps
in earning more profit and targets can be achieved. Micro and macro aspects of consumer
behaviour, theories which is used by companies has been discussed. Theories of consumer
behaviour are, culture consumer theory and theory of achievement and motivation has been
discussed which helps in determining need of people.

REFERNCES
Books and Journals
do Paço, A., Shiel, C. and Alves, H., 2019. A new model for testing green consumer
behaviour.
Journal of cleaner production.
207. pp.998-1006.
Dootson, P., and et.al., 2017. Deterring deviant consumer behaviour: when ‘it’s wrong, don’t do
it’doesn’t work.
Journal of Marketing Management.
33(15-16). pp.1355-1383.
Gomes, A. M., 2018. Influencing Factors of Consumer Behaviour in Retail Shops.
Available at
SSRN 3151879.
Loxton, M., and et.al., 2020. Consumer behaviour during crises: preliminary research on how
coronavirus has manifested consumer panic buying, herd mentality, changing
discretionary spending and the role of the media in influencing behaviour.
Journal of
risk and financial management. 13(8). p.166.
Maison, D., 2018.
Qualitative marketing research: understanding consumer behaviour.
Routledge.
Reisch, L. A. and Zhao, M. I. N., 2017. Behavioural economics, consumer behaviour and
consumer policy: state of the art.
Behavioural Public Policy.
1(2). pp.190-206.
Voramontri, D. and Klieb, L., 2019. Impact of social media on consumer
behaviour.
International Journal of Information and Decision Sciences. 11(3). pp.209-
233.
Zwicker, M. V., and et.al., 2020. Applying an attitude network approach to consumer behaviour
towards plastic.
Journal of Environmental Psychology,
69, p.101433.