Customer Behavior Analysis: Understanding Micro and Macro Impacts

This essay provides a detailed analysis of customer behavior, focusing on both micro and macro environmental factors that influence consumer decision-making. It explores how immediate surroundings (micro aspects) such as suppliers and consumers, and broader external forces (macro aspects) like political, social, and economic conditions, impact business operations and consumer choices. The essay also discusses the importance of understanding consumer needs, adapting to technological advancements, and creating effective marketing strategies to maintain a competitive advantage. Real-world examples, particularly within the tourism sector, illustrate how these factors affect industries and consumer purchasing patterns, especially in light of events like the COVID-19 pandemic. Ultimately, the essay emphasizes the necessity for businesses to effectively analyze and respond to both micro and macro influences on consumer behavior to ensure long-term success.

Understanding
Customers

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Micro Aspects of consumer behaviour - ....................................................................................1
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Customers are the main component for the business or company. The person who buys the
services and goods of the industry in return of money. The company uses a various approaches in
the company to identify the needs of the consumers so that they can satisfy their needs and make
them a loyal user of the particular brand. Who has the power of buying the goods considered as
the consumers. All the organisation compete with each other in the market place in order to
attract the consumers by using varied techniques like advertising and reduction in cost
etc(.Maison, 2019). Essay will cover the Customer segment and micro aspect of customer
behaviour and macro aspect of customer behaviour.
MAIN BODY
For business consumer is always right because if user is happy with the services of the
brand. Most of the firm discovers a way to communicate with them in order to maintain a
customer relationship so that can be fruitful for the business. There are various types of
customer and they have varied mindset that influence their taste and preference of buying goods.
These structure are divided into segments like age , group, demographic, geographic location and
many more. Consumers behaviours can be stated as the attitude of the buyers and their taste and
preferences of buying the services. Every consumer have different likes and dislikes while
making buying decisions. This separation assist in creating a good relation with the consumers.
These consumers have the two types aspects which are describe below.
Micro Aspects of consumer behaviour -
The micro surroundings is the immediate atmosphere that effects the organisation. The
micro aspect involve consideration related to the suppliers, consumers and local stakeholders,
including governing bodies or agencies. It is very essential for the owner to understand the
attitude of the buyers. This is a act as a key for the businessmen which assist in determining
and getting things understand the attitude (Kalenzi, 2019) of the buying the goods by the
users. With the assistance of the operational team the form is capable to produce the goods and
services according to the requirements of the consumers. Getting the consumers is not only
understanding the purchasing method of the user but it also a capturing a customer base or
retention of consumer base. Company must promote their goods and services in the manner that
attract the customers as well as convert the expected consumer into the real users. It is very
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necessary for the company to adapt a new technology rapidly for having a competitive
advantages rather than the other companies to get a benefit of the brand and their quality product
in the eyes of the consumers.
There are commonly two aspects of understanding the user behaviour , both the factors
are not in the control of the owner but at the time of decision making or creating the planning
these factors effects directly the business men. Macro environment are the commonly those
factors which effects the company from the external and not in the relation of the concern
whereas the micro environment factor are those (Bölen, 2020) factors which are in the
organisation. Macro components includes such as political, social, economical etc. moreover
mice environment include the supplier, stakeholders, and many more.
Micro environment is the surrounding that direct hit the functioning and the various
operating activities of the concern. These components are related to the varied area of company.
The micro aspects involve many factors which assist the marketers in understanding the
attitude of the users. It is connected to those components which are in the line of the company.
These factors have the power of affecting and influencing the concern activities and actions
in the daily basis. If an company is not able to identifies the components linked with the micro
sources then it is hard for the company to be in the long run. These section have long lasting
effect in the enterprise activity it they don't analyse the marketplace. This situation considers the
various feature like user attribute, challenger, provider, marketer and many more. Consumer
behaviour is being believe as an essential portion of the small surround cause. The assorted
selling cause which are formed by the institution is extremely causation by the kind of users that
an arrangement have and the intent of purchasing the ware by them (Antwi, 2021).
The contrary key cause which are straight affiliated to the user are need of the ware,
contest in the marketplace of that special good and comparative net income. Rival which is also
called as challenger may be define as those ones who make and sell the similar kind of ware in
the marketplace. Therefore this also being reasoned as an crucial micro environment section. The
ware and the scheme which are made by the institution is very essential from the life point of
view in the market. If an arrangement fail in making effectual selling scheme then they wont be
capable to position in the marketplace for a long duration. These scheme are utilized not only to
gain the client base but also utilised to realise the dynamical situation. Maximum cost, bad
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quality and reduce other benefits provide by the organisation are reasoned as most of the crucial
reason of changing the product by the consumer (Pantano, Dennis, and De Pietro, 2021).
The model EKB ( engel, kollet, blackwell) assist in understanding and grow the consumer
behaviour. This is basically a four level are utilised by thr users in regards to make a buying
decisions. Firstly, the user capture a information to make a related to the television, newspaper,
or from various sources. Secondly they compare the captured data form the past experiences
and expectations. In the next phase the user of the cracking decision to the conclusion component
step. They choice the and acquiring the ware on the logical basis. In the next level consumer are
influenced by their decision making, they can be influenced in both negative or positive way.
Macro impact of user attitude also (Raman, 2019.) involves the various components which
impacts the operations and the various activities of the company. It is very essential for the
business men to identify the various macro aspects which affects the users behaviour. Social
and economical factors is being considered as the most essential factors which directly hit the
decision making of the users. If a nation have a broad political stability and powerful
economical conditions then this track to addition in buying ability of the user. Positive economic
and monetary situation increase the investment of consumer on purchasing the product.
Sociological theory, is a theory which explain the action of user. If a country have a high
political stability and strong economic conditions then this lead to increase in purchasing power
of the consumer. Positive economic and monetary situation increase the investment of consumer
on purchasing the product. Sociological theory, is a theory which explain the behaviour of
consumer when they involve in the different group activities by group pressure when they
involve in the different group activities by group pressure. Social factors the things like friend,
family, status, social groups and many more. They move around and meet with various people
which have varied mindsets (Tiruwa, Yadav, and Suri, P.K., 2017.).
In link to the tourism sector, different organisation who deals in the tourism industry is
directly affected by micro and macro aspects of the consumer behaviour or consumer decision
making. Industries like holidays for all, visit Britain, Thomas cook and many more institution is
straight being impressed by both the factor. The purchasing form of the user is straight feeling
the operative moreover the income of these institution. The acquisition conclusion of the buyer
instantly indicate on the gross sales, firmness, growing and net income of an structure. Tourism
business is wholly reckon on the period of the country. But due to Covid 19 epidemic, the
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contact which are featured by the travelling institution is very awful. User determination respect
to the movement have been reduced. clients start neglecting the travelling and spending time
around the nation. These judgement which are taken by the user contact extremely on the tourism
business. Due the dispersed of disease and comely more than focused about their wellness
causation them to take determination (Wang, and et., al., 2018).
CONCLUSION
From the above essay it is explained that, it is very essential for the business men or for business
too to analyse the user attitude of the consumers in a very effective style. There are commonly
two factors which are micro and macro factors which directly give impact the behaviour on the
decision of the consumer. Micro aspects is connected and challenging factor whereas macro
aspects is connected to both economic and social factors. This essay also states the various
practices and explanations in relation to both the components. Afterwords the favourable
example has been given acceding to the consumer behaviour and decision making.
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REFERENCES
Books and Journals
Antwi, S., 2021. “I just like this e-Retailer”: Understanding online consumers repurchase
intention from relationship quality perspective. Journal of Retailing and Consumer
Services, 61, p.102568.
Bölen, M.C., 2020. From traditional wristwatch to smartwatch: Understanding the relationship
between innovation attributes, switching costs and consumers' switching intention.
Technology in Society, 63, p.101439.
Kalenzi, A.E.P., 2019. Understanding switching behavior of TV consumers:(a) comparative
analysis= TV 소소소소 소소 소소소 소소 소소: 소소소소.
Maison, D., 2019. Qualitative Marketing Research: A Practical Text for Understanding
Consumers. Routledge.
Pantano, E., Dennis, C. and De Pietro, M., 2021. Shopping centers revisited: The interplay
between consumers’ spontaneous online communications and retail planning. Journal
of Retailing and Consumer Services, 61, p.102576.
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.
Tiruwa, A., Yadav, R. and Suri, P.K., 2017. Understanding Consumers’ Inclination Towards
Pepsi® Facebook Brand Page (FBP) Posts: A Sentiment Analysis Approach.
Wang, J., and et., al., 2018. Extending the theory of planned behavior to understand consumers’
intentions to visit green hotels in the Chinese context. International Journal of
Contemporary Hospitality Management.
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