Abstract

With a recessionary trend setting in, experts said that a new breed of consumers was emerging. Industry observers are trying to keep track of the changes in consumer behavior as consumers were increasingly shifting from being frivolous to frugal as a result of these hard times.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Consumer behavior
• Rebranding
• and Corporate branding

Keywords

consumer behavior, consumer spending behavior, spending habits, consumers'preference, belt tightening, sub-prime crisis, recession, substitutes