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Purchase Intentions of Women Shoppers towards Discretionary Expenditure Products during Recession -An Exploratory Study

Drishtikon: A Management Journal

Volume 1 Issue 1

Published: 2009
Author(s) Name: Meenakshi Handa, Aastha Gulati
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Abstract

The specter of recession has been a cause for concern in countries across the globe. The effect of the economic downturn in USA has greatly affected other parts of the world also and India is no exception. Following a review of the phenomenon of recession, its causes and impact on various sectors in India including the retail sector, the present study investigates the relationship between consumer price and value consciousness and purchase intentions of Indian women with a focus on purchase intentions for discretionary product categories during recession. Based on the findings of the study, a set of recommendations for marketers to enable them to cope with changing consumer behavior during recession have been proposed. Key words: Recession, Value Consciousness, Price Consciousness, Retail Industry, Purchase Intentions, Discretionary Expenditure.

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