The term 'Recession' seems to be on everyone's mind. Though the layman may not necessarily know how to define 'recession' on technical lines, its effects are apparent to all in terms of job losses, falling production and consumption. Recession also takes its toll on consumer consumption, both in terms of purchase quality and kind. This paper studies the impact of recession driven changes in consumption, keeping in mind two particular product categories.

1. Bass, Frank, M. (1974), “The theory of Stochastic Reference and Brand switching”, The Journal of Marketing Research, Vol.11, Issue 1, Feb, pp.1-20.
2. Blattberg, Robert, C., and Sen, S. (1975), “Market Segments and Stochastic Brand Choice Models”, Journal of Marketing Research, Vol.13, Issue 1, Feb, pp.34-35.
3. Claessens, S., Kose, A.K., and Terrones, E.M. (2008); 'What Happens During Recessions, Crunches and Busts?' IMF Working Paper # WP/08/274, pp.8-13.
4. Egol, M., Clyde, M., Rangan, K., and Sanderson, R. (2009), “The New Consumer Frugality: Adapting to the Enduring Shift in U.S. Consumer Spending and Behavior”, Survey of Consumer Spending, Booz & Company Inc. Chicago U.S, pp. 2-9.
5. Ehrenberg, A.S.C. (1972), 'Repeat-Buying: Theory and Applications', North-Holland Publications Co., Amsterdam, pp.15-24.
6. Equality & Human Rights Commission (2009), 'Monitoring the impact of the recession on various demographic groups', Report, pp.12-14.
7. Fix, Michael, Papademetriou, D.G., Batalova, J., Terrazas, A., Yi-Ying Lin, Serena, and Mittelstadt, M. (2009), 'Migration and the Global Recession', © 2009 Migration Policy Institute, Washington DC. A Report commissioned by the BBC World Service, pp.7-12.
8. Kala, S. (2011) “Global recession and its impact on Indian Financial markets” accessed on 20th October, 2011 <a href=http://sector-view.com target="_blank">http://sector-view.com</a>.
9. Opinion Research Corporation's (ORC) first annual survey report on 'Cell phones and economic trends' for New Millennium Research Council (NMRC), Washington, DC, pp.6-10.
10. Leadbeater, C., Meadway, J., Harris, M., Crowley, T., Mahroum, S., and Poirson, B. (2008), 'Attacking the recession, how innovation can fight the downturn', Discussion paper # AR/1, NESTA, London. pp.1-12.
11. Quelch, J. (2008), 'Marketing Your Way through a Recession', HBS Working Knowledge Series, published by Harvard Business school, U.S, p.1.
12. Rainie, L. and Smith, A. (2009) 'The Internet and the Recession', Pew Internet & American Life Project, Washington, D.C, pp.3-19.
13. Shankar, A. (2009), 'Global crisis, India and Agriculture'. Convocation address at Rajasthan Agriculture University, accessed on October 20th 2011 <a href=http://www.corecentre.co.in/Database/Docs/DocFiles/crisis_agriculture.pdf target="_blank">http://www.corecentre.co.in/Database/Docs/DocFiles/crisis_agriculture.pdf</a>.
14. Shopping Habits Report 2009, “How the recession has impacted consumer shopping habits”, International Council of Shopping Centers (ICSC), New York, pp.5-12.
15. TUC report (2009), 'Women and Recession: 'How will this recession affect women at work?' , Trades Union Congress, London , pp.5-9.
16. Troy, Mich. (March 8, 2010), 'Employee loyalty rises during global economic recession', Kelly international workforce survey report, Kelly Services, Shanghai, China, pp.1-6 .
17. World Bank - East Asia and Pacific update for the East Asia and pacific region (2009), 'Battling the forces of recession', pp.9-14. accessed on October 20th 2011 <a href=http://siteresources.worldbank.org/INTEAPHALFYEARLYUPDATE/Resources/550192-1238574864269/5976918-1239010682147/update_april09_fullreport.pdf target="_blank">http://siteresources.worldbank.org/INTEAPHALFYEARLYUPDATE/Resources/550192-1238574864269/5976918-1239010682147/update_april09_fullreport.pdf</a>