Macroenvironment

Macroenvironment

Technological

In this globalization era, knowing the technology is very crucial. Why? Because, technology currently being apart of human’s lifestyle. But, unfortunately Mr. Thamrin is not using any technological devices because the lack of knowledge towards it. This is actually effecting the sales because he does not having any opportunity to do two ways communication with the customer after the sales, which eventually giving a big impact and leading him to some disadvantage. One of them is, he can not do a delivery services. The other disadvantage of not owing the technology is not being able to grew his business and expanding employment opportunities (Oak, 2016)

Politics and Social

Being in a culinary industry, we have to be aware of the policy regarding our product.  As a seller in riverside, Mr. Thamrin has automatically obligated to the local government rules ordinance 25, 2007 about public orderliness which has a content about the places that is eligible for the vendor to sell their product. (Peraturan Daerah Nomor 8 Tahun 2007)

Consumer Buying Behavior

According to the book Principle of Marketings; A Global Perspective, Consumer Buying Behavior is defined as individual and household behavior towards goods and services for personal consumption (Kotler, Armstrong, Ang, Leong, Tan, & Hon-Ming, 2009).  The purchasing & consumption behavior that made by the consumer may not be the same to each product. Also, the marketing situation of each product is not always transferable which means they can not be treated the same for a different product (Hawkins, Best, & Coney, 1986). Though, there are four factors that influencing the consumer behavior ;

1. Cultural Factors

Culture is crucial when it comes to understanding the needs and behaviors of society. Society basically composed of several sub-cultures. In this case, mie ayam itself is originally from fuji or guangdong but Mr.Thamrin modify the ingridient of the noodle in which indonesian people would enjoy. Social classes are also included in the sub-cultures. Social classes are divided into 3 categories which are ; the lower class, the middle class, and the high class. But the classes are not measured by the income factor itself, it was measured by the combination of occupation, income, education, wealth, etc (Kotler & Armstrong, Principles of Marketing, 2008). Since the lower-class are focusing more on the price, Mie Ayam is the perfect option to buy.