Microeconomic concerns the behavior and activities of specific economic units: individuals, households, firms, industries, and resource owners. Microeconomic analysis seeks to explain and predict such things as the prices and outputs of particular firms and industries, the choice of consumers in buying and services, the drivers of the technical change, production efficiency and costs, competitive behavior, and the adjustment of the markets to new conditions. Microeconomics deals with how a company/firm acts and how a market functions.