Abstract

The aim of this paper is to focus on the transformation of consumer conception which causes market volatility and inflation of product in market. As the competition among the marketers to offer the new product in market is stiffer than ever, costing of marketing is gradually increasing. On the other hand, consumers want to have the product as per their wish. It does mean that the western market is totally unstable and sustainable issues prioritize for the future betterment. This article struggles to figure out the recent challenges of unstable market and focus on relevant literature to aware the consumer on sustainable issue. This article digs deeper to denote the findings based on problem discussion and relevant literature has been brought out to give us the insight of sustainable issue in western market.

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