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@article{169050,
        author = {Asst Prof Anirudh Ramteke and Asst Prof Niharika Singh},
        title = {Navigating Inflation: Strategies and Adaptations in Marketing to Address Changing Consumer Behavior and Price Sensitivity},
        journal = {International Journal of Innovative Research in Technology},
        year = {2024},
        volume = {11},
        number = {6},
        pages = {215-219},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=169050},
        abstract = {Inflation has surged globally, reaching levels not seen in decades. This rise follows the pandemic's disruptive economic effects and is driven by factors such as expansionary policies, pent-up demand, supply-chain disruptions, and cost pressures due to factors like adverse weather and geopolitical events. While inflation was historically higher in the 1970s and 1980s, recent decades of low inflation have left consumers, manufacturers, and retailers unprepared for the current shock. Academic research offers limited guidance on managing marketing in inflationary periods, creating a pressing need to explore this gap.},
        keywords = {},
        month = {November},
        }