Author(s): Emna ArfaMajor economic crises have long-term consequences, which often influence consumer behavior, in fact the current cost of living triggers a feeling of financial insecurity for most consumers. The purpose of this research is to study the purchasing behavior of consumers during a period of economic turbulence. A qualitative exploratory study held with 24 respondents. Analysis of narrative, thematic and lexical content has provided insight on price antecedents; namely the reduction of financial well-being and the financial fear. However, consumption adaptation behaviors that have been described as frugal have been identified allowing retailers to have a better understanding the perceived value in crisis.