This essay delves into the micro and macro aspects of understanding customer behavior, emphasizing its importance for marketers and organizations. It distinguishes between micro factors (consumer behavior, competitors, suppliers) and macro factors (social, economic), illustrating their influence on consumer decisions. The essay incorporates theories like the EKB model and sociological theory to explain consumer behavior, particularly in the tourism industry. It highlights how factors such as environmental friendliness, hygiene trends (driven by COVID-19), and economic stability impact consumer choices, ultimately affecting the sales, stability, and profitability of businesses. The report concludes that a comprehensive understanding of these aspects is crucial for effective marketing strategies and adapting to dynamic market conditions. Desklib provides access to similar solved assignments and resources for students.