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| Received
04-Jun-2026 |
Accepted
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Published
04-Jun-2026 |
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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