Understanding Global Customer Behavior: Challenges and Solutions

This report examines the challenges faced by the fast fashion industry due to global customer behavior. It highlights how consumer habits, such as overconsumption and the frequent purchase of clothing, negatively impact the environment through increased waste, pollution, and the depletion of resources. The report delves into the complexities of changing consumer attitudes, emphasizing the need for sustainable practices, and the development of eco-friendly products. It provides recommendations for companies and governments, including educational initiatives, setting environmental targets, and promoting sustainable consumer behaviors through advertising and the use of eco-friendly materials. The report also touches upon the influence of technology and changing trends on consumer purchasing habits and suggests strategies to mitigate environmental damage while maintaining business profitability and addressing the diverse needs of global customers.

UNDERSTANDING THE
GLOBAL CUSTOMER'S

EXECUTIVE SUMMARY
Needs of each consumer is different hence it is very difficult for cloth companies to meet
requirement of each consumer. Changing trends make changes in the behaviour of consumers
and they don’t buy then such old fashion goods. There is required to implement correct
measures so that wastage can be reduced which will give positive result in economic
development of nation. Organising survey is the great strategy that can help the country in
controlling over such issues and minimising wastage.

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MAIN BODY:.................................................................................................................................1
A. Challenges faced by the committee from the behaviours of consumers :...............................1
B. Recommendations used to change the attitudes of the customers towards the environmental
damages:......................................................................................................................................4
CONCLUSION: ..............................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Global customers refer to those customers living in the different countries of the world
and have the same wants and needs which the company is producing. The customers which have
the same benefits and wants from the services and products which is given by the international
companies in the international market. We are discussing how the customer's behaviour effects
the international companies in the global market. There are various recommendations taken by
the fast fashion to change the attitudes of the customers towards their products. And also various
steps taken to protect from the damages of the environment in the clothing industry. There are
various challenges faced by the committees from the behaviour of the consumers that affects the
environments negatively. The consumers purchase more and uses less this will result in the
wastages of the clothes and pollutes the air and water in the environment. Various
recommendations are taken for changing the attitudes of the consumer towards the protection of
nature and environment.
Study will describe various challenges that are being faced by firm from consumer’s
behaviour. Furthermore, it will give recommendations for changing attitudes of the customers
towards the environmental damages.
MAIN BODY
A. Challenges faced by the committee from the behaviours of consumers:
The nature and scale of the business is that heavy consumption of the clothes by the
customer but lesser use of it damages the environment adversely. Mostly customer purchases the
clothes but uses them only for one time and the results it will increase the green houses gases, air
and water pollution in the environment. So the competition is increasing because of the growing
population in the world enhance the company to decreases the cost of the products. In the fast
fashion increasing competition between the retailers of the various companies they have to
change the process and strategy to remain in the business. It will also reduce the cost of the
labour in the company. The over consumption and lesser use of cloths creates the problems of
wastages of millions of the cloths worth of $140 m. the consumer purchases the cloths in larger
quantity and uses only for once then dumped in the landfills it will pollute the land and water
heavily and affect the environment (Abedin and Ferdous, 2015). So there is need to improves the
behaviours of the consumers that they will not harm and damage the nature. The fast fashion
focus to increase the sales of their products and services, but they make the process and
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strategies of the marketing to protect the environment and tells their customer reduces the
wastages of the single used cloths. The behaviour of the customer affect the business of fast
fashion and environment due to excessive purchase and bad buying habits. Fast fashion produces
their products and services as according to the changing behaviours of the customer. The people
of the UK purchases the greater quantity of the clothes as compared to any other countries and
did not use them this is the major challenges for the fast fashion that the customer is purchasing
their products but did not use them. Level of this challenge is very high because people like to
wear fashionable cloths hence they buy it frequently. Level of this challenge is very high
because mentality to look goods is difficult to be changed.
Consumer behaviours are also affected by the change in the technology by different and
variety of cloths this will enhance the customers to buy more and more clothes according to the
changing trends in the environment. So this will increase the sales of the business but affects the
environment. The water bodies are polluted by the customers because the customer dumped their
cloths anywhere in the environment after only single use rather. The living animals get harm by
this pollution in the water bodies. Problem of increase in green houses gases in the environment
is also increasing day by day. Fast fashion has to increase the investment on the development of
the fibres which minimizes the effects of the clothes in the products of the clothes. They have to
encourage their customer to care their garments and purchases as per their needs and do not harm
the environment by dumping the clothes. The demand of the clothing in the global market is
increasing and people spend more money on the clothes. It will increase the risk issues for the
fast fashion which wanted to maintain the social and environment factors such it will reduce the
cost of the company. By increasing population the manufactures decreases the cost of the
products and services and charge them lower prices of the products from the customer says to be
unethical in some points so this is the challenges for the fast fashion from the behaviour of the
customer (Beck, Chapman and Palmatier, 2015). The cost of the labour will also reduce in the
increasing competition Company have to pay more investment on the methods of the production
which helps in the development of the sustainability. The behaviour of the customer changes
according to changing trends of the technology and it will affect the business of the fast fashion.
There are various challenges faced by the committees from the change in behaviour of
the consumers. These problems arise due to change in living standard of the people. The
behaviours of the consumer are complex and dynamic and all the polices of the strategies of the
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marketing are according to the behaviour of the consumers. Consumers are not aware of the
damages of the environment because they purchase, but they didn't use the products and it will
cause heavy loss to the environment. The behaviour of the customer is also affected the growth
of the sustainable development (De Mooij, 2018). The behaviour of the customer is also
enhanced by the changes in the environment and will affect business of the fast fashion.
Environmental and social factors also influence the customer to behave according to the culture
in the society. The global customer is from different countries and have different taste and
preferences, wants needs etc. for the clothing and their style of carrying the cloths is differed
from country to country. Level of this challenge is very high because people taste of each person
is different hence production is high sometimes if in between trends get changed then people do
not buy such products. In this case wastage increases.
The fast fashion makes various practices to overcome the damages and harm to the
environment by the use of their products and services and motivates their customer also for the
protection of the environment. The behaviours of the customers are also different according to
their status for example lower income uses again and again clothes and higher income people
purchase more clothes but uses only for once and then waste them. So the behaviour also
affected by their income status in the world. Globally customer have more needs and wants and
these will influence them to purchase more and use less.
As the new market trend arises there is a vast influence of the change in trend on the
environment as there is a rapid use of natural products which change the ecological balance of
the nature. As many of the clothes made as per the advancement of the technology there occurs
use of many materials which are harmful for the nature, a change in trend can create a chaos
between the consumers. A wide variety of apparels are made from the artificial products or
chemical products which cannot be decomposed easily and affects the nature in the wider
context. There are many challenges brought up in-front the society like change in trends leads to
the change in mind-set of the people, which represents various attributes and characters of the
individual. There are many changes as the clothes person wears reflects their personality. Many
of the society doesn't allow to follow the trends and fashions which affects the nature drastically.
Consumer behaviour changes as various change in trends changes. There is a vast market in the
fashion industry which always brings up the new challenges in the market which affects the
behaviour of the consumer and which can lead a drastic change in the market. An alternatives'
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solution must be addressed in order to safeguard the environment which can help in preserving
the nature. Behaviour of the consumer changes while seeing the nature which can affect the
nature with the rapid change in trends there are many services which can affect the human nature
and bring about a change in the mind-set of consumers.
B. Recommendations used to change the attitudes of the customers towards the environmental
damages:
The committees made various recommendations to the government because in the UK
every single person purchases more clothes than any other country of the world. The fast fashion
says that the consumption of the garments are over and their uses are under.
The step should be taken to set the targets for each and every retailer of fashion to the
environmental point of view and the turnover is above the $36 million. The government
recommend the marketers of the fashion that they will set their turnover above the $36 million to
protect the environment and nature by the waste and harmful products. There are various steps
taken to solve the problems related with the environment issues
In the school’s lessons are given to the students of designing, creating and repairing the
garments so that the students must know how to use and how much to produce the clothes
according to their needs. The proper knowledge of clothing is given in the schools so that the
people are aware from the starting age (Frynas and Mellahi, 2015). Lessons of designing the
garments with proper products that the clothes will not harm the nature and environment. The
education is must for the children about to take care of their nature without harm and damages to
the natural factor in the environment. So from the early age they will learn to protect their natural
resources. Major steps have been taken to protect the greenhouse gases and air and water
pollution which is harm and damage by the customers and companies.
Development of the sustainable behaviours of the customers should be done which will
help to improve the social and environmental issues and fulfil the needs and wants of the
customer. Three points have to be noted that the motivation, ability and opportunity to change
the behaviour of the consumer towards the environment positively. Advertising of the products
and services will motivate the customer that the protection of environment is must and harm
damages to the environment cause large fine to them. Products are used for making of cloths and
garments must be Echo friendly so that the behaviour of the customer towards the cloths will
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also Echo friendly (Galib, 2018). The use of inorganic material by the company will have to be
stopped.
Another step that should be taken that the customer should take care of the future
perceptions and measure the problems in the future. Behaviour of the customer is changed by
building empathy which motivates them. The demands of the customer in clothing is changing
very fast, and they waste in large quantity also the proper knowledge should be given to the
customer about products.
By generating awareness of the products towards the people that excessive purchase
should be avoided. Customer buys the cloths according to their needs so that the wasting of the
clothes should be minimized. Giving directions of not to dump clothes but donate the clothes to
the poor people (Gillespie, 2015). If the people are aware about the social and environment
factors then there are minimum damages and lesser harm to the environment. Provide
information of not using polythene bags which affects the environment negatively.
By organizing surveys to avoid the use of clothes which have toxic and harmful
ingredients because clothes are the most harmful products for the pollution in the world.
Decrease the use of the clothes which have vibrant colours toxic chemicals because when the
people end up clothing in the landfills it can cause the environment by the chemicals on the
clothes leaches on the ground and has the like dye etc. By giving instructions to the people that
when clothes are not in used then they not get burned the clothes because it releases the CO2 in
the environment. The main reason of pollution is due to increase in production of the clothes
because of increase in consumption of the customer. For reducing this pollution of clothes in the
world customer will stop the over consumption of clothes if there is no need.
Behaviours of the customer change when their thinking change about how much they
purchase and how much they need them. Garments made of synthetic fibre like polyester are
plastic fibres which are non-biodegradable and take years to decompose them give learning to
the customer to purchase biodegradable clothes which could not harm the nature and atmosphere.
Those polyester clothes require less water and land but it creates more greenhouse gases.
The customer should research on the social sites from where and how the brands make
the clothes so that it will help them find out whether the clothes are good or not for the
environment and for themselves as well. More use of handmade products rather to purchase from
the large retail stores which uses more chemical products which harm the environment
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(Khasawneh and Alsmadi, 2017). By changing the shopping habits to the environmental
shopping customer will change their behaviour. Purchase from the accurate and rights companies
which certified by the government. Finding the organization which helps to recycle the cloths
and finds the better to reuse the old clothes again and again. Use of organic clothes which will
helps to reduce the greater pollution of the clothing. Most of the companies are more sustainable
than other companies so the customers make sure where they purchase their clothes.
Most of the time the clothes we wear have hazardous chemicals which affects the health
of the people like it cause liver, kidney, cancer and lungs disorder should avoid the use of those
hazardous clothes. Changing in the attitude of the customer by avoiding the use of clothes which
affect their health like irritation in eye and nose, reaction of the allergy on the skin of the skin.
Use of theses should be avoided because that will affect the life of the people and the customer
will also understand that their life is important. And the companies also have to stop the use of
these hazardous chemicals which affects the health of the people.
The use of the technology should be better, efficient and advanced that will bring positive
change in the behaviour of the customer. Advanced and good technology of producing the
clothes will give you clothes which have the least use of toxic chemicals which affects the heath
of the people (Lasserre, 2017). Customers throw the clothes rather to donate and recycle them
by identifying that research on them it finds that there is only 15% of clothes are recycled and
30% are donated except all these are dumped into the ground so the step is taken to change these
behaviour of the customer which have negative impact on the nature and environment.
By motivating the customers to bring innovations, ideas and facts for better living and
encouraging them for better living and not by polluting and keeps the nature clean. Bring
viability in the clothes that means use of eco-friendly products because it helps to improve lives
of the public and protect the environment. The committees may give motivation to the people to
bring changes in the behaviour so that the environment do get affected by the clothing. They
have to make good and better efforts to change their perception towards the protection of the
environment.
CONCLUSION
From the above study it can be concluded that There are various challenges and problems
faced by the companies due the changing behaviour of the consumers. These problems affect the
green houses gases like air and water pollution in the world. Use of toxic chemical in the making
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of the clothes will affects the water bodies and health of aquatic animal. Some clothes create
health issues like allergies on the skin and infections in the eye and nose in the people so the
customers will have to avoid the use of clothes. By this way consumers behaviour get changed,
hence there is essential to use chemical in the secure manner so that pollution can be controlled
and health issues of consumers can be minimised. By using latest technology company can make
changes in the behaviour of consumers which will give positive result to the society and
consumers both. Recycling is the best way to minimise wastage of natural resources by this way
companies can meet demand and can manage the work effectively. Increasing consumption of
cloths is creating problem hence there is need to take correct measures for the same so that such
kinds of problems can be resolved timely.
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REFERENCES
Books and Journals:
Abedin, M.Z. and Ferdous, L., 2015. Promotional Strategies of Telecommunication Industries
and Customers Perception: A Study on Airtel Bangladesh Limited. Global Journal of
Management And Business Research.
Beck, J.T., Chapman, K. and Palmatier, R.W., 2015. Understanding relationship marketing and
loyalty program effectiveness in global markets. Journal of International
Marketing. 23(3). pp.1-21.
De Mooij, M., 2018. Global marketing and advertising: Understanding cultural paradoxes.
SAGE Publications Limited.
Frynas, J.G. and Mellahi, K., 2015. Global strategic management. Oxford University Press,
USA.
Galib, M.H., 2018. Social CRM: A View Through the Eyes of Customers. In Diverse Methods in
Customer Relationship Marketing and Management (pp. 61-79). IGI Global.
Gillespie, K., 2015. Global marketing. Routledge.
Khasawneh, R.T. and Alsmadi, I., 2017. Opinion Mining: A Tool for Understanding Customers–
Challenges and Approaches. In Strategic Uses of Social Media for Improved Customer
Retention (pp. 193-206). IGI Global.
Lasserre, P., 2017. Global strategic management. Macmillan International Higher Education.
Sarmento, M. and Simões, C., 2018, June. Interactions with Existing and Potential Customers:
The Role of Physical and Virtual Trade Fairs: An Abstract. In Academy of Marketing
Science World Marketing Congress (pp. 853-853). Springer, Cham.
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