Report on Understanding Micro & Macro Consumer Behavior in Tourism

This report provides a comprehensive analysis of consumer behavior within the travel and tourism sector, focusing on both micro and macro aspects that influence consumer decision-making. The report details how internal factors such as personal needs, experiences, lifestyle, motivations, and external factors like culture, social class, family, and opinion leaders impact consumer choices. It examines various consumer behavior theories, including the reasoned action theory, psychoanalytic theory, and Maslow's motivational needs theory, highlighting their relevance in understanding consumer preferences. The report further discusses how businesses can effectively analyze these micro and macro factors to meet customer needs, improve operational efficiency, and sustain long-term growth in a dynamic and competitive business environment. Desklib offers this report and many similar resources for students.

Understanding
Customers

Table of Contents
INTRDOUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
CONCLUSION................................................................................................................................1
REFERENCES................................................................................................................................2

INTRODUCTION
Consumer behaviour can be defined as the activity of individuals, groups or organisations
directly involved in obtaining, utilising and disposal of goods and services, including decision
process that affects their decision making. Consumer behaviour involves certain decisions,
activities, experiences, insights and ides that satisfy consumer wants and their immense needs. It
is concerned with overall activities that are involved in consuming, procurement and disposal of
products and services, involving the process of decision making that precedes and follow these
actions. Consumer behaviour is among the very vital field of research in the marketing and
tourism industry in terms of tourist behaviour and travel behaviour. The report covers an brief
description of consumer behaviour in travel and tourism sector. Moreover, the report explains
about the micro and macro aspects of understanding customer behaviour in different business
and marketing industry including tourism. At the end, the report mentions about the industry's
practice from different organisations to attract customers.
MAIN BODY
The analysis of consumer behaviour requires the consideration of various steps processes
and methods that may be internal or external of the individual. To understand the behaviour of
customer it is necessary to evaluate and examine the complex interaction of many influencing
elements (Adhikari and Sangal, 2018). The consumers are affected by various aspects that affects
and determines their behaviour such as cultural, social, reference groups, their relationship with
individuals, et. It is also affected by their environments, perceived risks, and family decision
processes. There are various models that illustrates the tourist behaviour modelling. The
consumer behaviour in have certain key aspects that influences decision making, expectations,
satisfaction, attitudes, loyalty, perceptions and their trends. The consumer behaviour can be
examined through differential issues, that would help in recommending the needs for research in
upcoming future (Kaur and Singh, 2019). There are various contemporary factors that externally
influence the consumer behaviour in external environment of tourism industry. The impacts of
group and joint decision making, research segments, cross cultural issues in new markets, leads
to change in consumer emotions and leads to consumer misbehaviour. The aspects of tourism
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that establishes a review of the key conceptual approaches for understanding consumer
behaviour in the tourism field. These consumer behaviour aspects are affected by external and
internal factors. The micro-macro aspects influence the key concepts in tourism CB research.
The consumer behaviour is mainly based on their internal willingness and external factors that
affects their decisions in availing certain services and exempt some. The customers uses their
senses to see, smell, taste, hear and listen to decipher messages from a product and services. The
consumers majorly perceives the facts instead of relying on actual facts while considering their
assumptions. Micron and macro aspect includes internal/personal and external/interpersonal
factors that drives consumer behaviour, such as needs, wants, experiences, lifestyle, and culture,
social class, family and, opinion leaders.
The micro aspects, are the number of factors seen to impact the consumer behaviour,
including personal/minor internal factors which are according to the needs, experiences, wants,
lifestyle, motivation and many other. The world is filled with various things that simulate
behaviour of people as there is a continuous flow of information that affects their overview on
certain product or services. The customers are affected by these forces and behaviours that are
derived out of their selves and their experiences. The self driven micro aspects are the key for
researching consumer behaviour and their belies (Chu and Chen, 2019). The micro aspects
driving the consumer behaviour are largely influential as they are formed on self perception.
These micro aspects are their decision making related aspects that are formed out of values,
motivations, self concepts, attitudes , personality, satisfaction, expectations, and loyalty of the
consumers in selecting products and services. These concept is sequentially teasing out the
fundamental issues, tracing their uses in tourism research and identifying the research gaps.
Decision making of the consumer is heavily responsible to affect their assumptions about
purchasing certain commodity or services. Values and enduring believes that are specific mode
of conduct of certain individual, the consumer who have entrenched as vegetarian values would
not prefer to purchase non-veg food items. Motivation or immense need could drive an
individual to attend towards tourism and gain knowledge about the various aspects they gain
from the one time initiative. Self concept and personality of certain people is another minor
aspect that affects their behaviour to prefer certain services. The expectations plays an important
role in determining satisfaction loyalty and other post purchase behaviours that becomes minor
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aspect that affects consumer to again access the services. Attitude, satisfaction and perception are
the other minor factors that also affects consumer behaviour in travel and hospitality industry.
Macro aspect of understanding the consumer behaviour is considered as an important part
to effectively analyse the needs and the demands of the customer. The macro aspect includes all
those components which may not have an direct impact on the purchasing decision of the
consumer (Das, 2020). The current business environment is highly dynamic and competitive in
nature which is very much crucial for the customers to deal with the requirements of the
customers. While considering the macro aspect, the existing rivalry can create a huge impact on
changing the perception of the consumer base to a greater extent. As a lot of business
organization are providing identical products the buying behaviour of the consumers is highly
volatile in nature. Social factor is also one of the key macro aspect that has been taken into
consideration for the purpose of understanding the behaviour of the customers. The different
components that the social aspect includes are consumer behaviour, health, safety , lifestyle and
many more. The culture theory can be considered as one of the best instance that is directing
associated with the concept of social influences and dynamics carefully. It has been considered
that cultural influences emphasize on the different cultures for the purpose of buying and
disposing the products effectively (Tibrewala, 2020). The component namely, social class is also
one of the essential macro component of understanding the consumer behaviour, which basically
states that the people who are having the same values and beliefs mainly tend to purchase same
type of products. For the marketer, the complete and detailed knowledge of the social class and
their consumer behaviour deliver great value.
There are different aspects which can be involved within different theory like preferences
and taste of consumers. To get ensure about the target-base there is need to understand customer
requirement which can be effective for the organization. There is different type of customer’s
behavior theory that are effective to helping in understanding other customer preferences. There
are some of the theory reasoned action theory, psychoanalytic theory, Maslow motivational need
of theory. In this, as per Psychoanalytic theory, consumer make their buying decision on basis of
their feelings, fears, aspirations and hope (Sachdeva, 2020). For example- when any consumer
like to sing any song, then in such case they like to buy instruments which can be object of their
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interest. Reasoned action theory refers to the behavior where people like to buy things form the
company and make decision according to their expected results. Here, marketing department
within organization leads to provide better result for the company. Maslow's motivational theory
have differed type of needs which can include psychological, safety, esteem, love and self-
actualization needs. This is effective and allow to make purchase decision of individual
according to the needs along with requirements. Consumer identity projects refers to the process
that how consumer asserts buying pattern which relates with their life stories. For example-
Jewels are shown by people which attract during any special occasion and influence many
individual to get that product. This may include the engagement ring and are bough during any
special occasion. The strategies related to the customer base helps in interpreting the messages
which are related to the brands and the marketing of the products effectively (Nguyen, Lobo and
Nguyen, 2018). If a firm majorly focuses on the consumer related interpretative strategies, then it
can help in the marketing of the products and services related to the organization which helps in
understand the purpose of utilizing the brand or its related products in accordance to their
customer-base.
Conclusion
From the above report it can be concluded that it is highly important for any business
organization to understand the importance of understanding the consumer behaviour that will
ultimately help in dealing with all the requirements and needs of the customers. The current
business environment is highly dynamic and competitive in nature which is very much crucial
for the customers to deal with the requirements of the customers. Also, to effective analyse the
micro and the macro facts helps in achieving a higher level of operational efficiency to keep a
constant check on requirement of the end consumers. Therefore, in order to implement a strategy
or a marketing plan it is important that all the aspects namely micro and macro are considered so
that the business can sustain in a longer run.
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REFERENCES
Books and Journals
Adhikari, I. and Sangal, R., 2018. Consumer perception and readership pattern of toi readers–a
case study. Trinity Journal of Management, IT & Media, 9(1). pp.39-46.
Kaur, H. and Singh, C. D., 2019. Adolescents, Family and Consumer Behaviour: A Behavioural
Study of Adolescents in Indian Urban Families. Routledge.
Chu, S. C. and Chen, H. T., 2019. Impact of consumers' corporate social responsibility‐related
activities in social media on brand attitude, electronic word‐of‐mouth intention, and
purchase intention: A study of Chinese consumer behavior. Journal of Consumer
Behaviour, 18(6). pp.453-462.
Das, M., 2020. An Empirical Study on Brand Positioning and Consumer Perception towards
Various Shampoo Brands. International Journal of Marketing & Business
Communication, 9.
Tibrewala, P., 2020. The impact of COVID-19 on Consumer Behaviour on spending pattern with
respect to Mobile Phones and the impact of Anti-Chinese Sentiment towards buying of
foreign brands. Psychology and Education Journal, 57(9). pp.6270-6273.
Sachdeva, R., 2020. An empirical investigation of factors influencing young Indian consumer
decision making. Journal of Asia-Pacific Business, 21(3). pp.207-226.
Nguyen, T. N., Lobo, A. and Nguyen, B. K., 2018. Young consumers’ green purchase behaviour
in an emerging market. Journal of Strategic Marketing, 26(7). pp.583-600.
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