The first factor that affects the consumer in the immediate environment is the company capabilities , which refers to the firm itself. This includes the company's ability to satisfy customer needs based on its core competencies. Alongside this, the immediate environment also includes competitors, corporate partners, and the physical environment, all of which directly influence consumer behavior and decisions
. More broadly, the immediate environment is often seen as part of the microenvironment in marketing, consisting of the company, its competitors, and partners who interact closely with the consumer. These factors shape consumer choices before broader macroenvironmental factors like culture or economy come into play
. In summary, the primary immediate environmental factor influencing consumers is the firm's own capabilities and actions, followed closely by competitors and corporate partners within the same environment
