International Research Journal of Commerce , Arts and Science

 ( Online- ISSN 2319 - 9202 )     New DOI : 10.32804/CASIRJ

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THE IMPACT OF RECESSION ON BRAND PREFERENCE AND PURCHASE BEHAVIOUR IN INDIAN FMCG INDUSTRY

    1 Author(s):  RITIKA DHIMAN

Vol -  6, Issue- 1 ,         Page(s) : 128 - 142  (2015 ) DOI : https://doi.org/10.32804/CASIRJ

Abstract

Introduction This research paper tried to examine the effect of recession on customer buying behavior in Indian FMCG sector. The global economic recession continues to be long and deep — and consumers across the globe remain insecure and anxious. They are tightening their budgets and actively trading down. The impact of the recession has also been evident in India with slower growth, higher interest rates and accelerating inflation. However, in the midst of all this gloom and doom, one silver lining that has lurked beneath the radar and escaped broader attention has been the strong trading up and consequent rise of the premium segment in India.

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