Restricted cash will make customers more value conscious

Demonetisation has clearly dampened consumer spending. Since a big proportion of daily spending still relies on cash for most people in India, people have been forced to cut back on purchases. However, recognising the short-term nature of the pain and hoping for wider gain for the country, people are largely supporting the government. Therefore, the cutback in consumer spending is temporary. As cash becomes available easily and more people adopt various electronic payment methods, their regular consumption habits would return. But this can take a few months and companies are already feeling the pain of lost sales. What can marketers