Product harm crises are intrinsically associated with consumer attributes and these crises are deemed as a recession period for the producer. The recent Blasphemous Caricatures aired in the French newspaper and social media had substantially declined the sale of French Products as many Muslim countries including Pakistan had declared a super boycott for using the imported French Products. Therefore, this research has made an attempt to evaluate the consumer’s buying trend for the French Products during crisis period. The primary data was gleaned from the sampled respondents of Two Tehsils representing the Urban and Rural Region of Peshawar District, Khyber Pakhtunkhwa Province, Pakistan. The Multiple Linear Regressions and Ordered Logit Model was used to analyze the primary data.  Major findings demonstrate that the time span variables observed significant but negative which reveals that consumers’ preference for purchase is initially more restrictive during initial 5 months of the crisis. Prompt response and media coverage strategies by the company are found statistically significant. Media coverage was figured out as a significant factor which implies that it can act as a catalyst to increase the product sale. The consumers of rural region were more reluctant to consume the French products during crisis as compared to the urban region. It is concluded that prompt response of the company via media coverage has provided a significant and positive effect to escalate the French Products sale (Lu Biscuits) during the crises period. The major recommendations include that companies may choose culture & religious specific response strategies to safeguard their business from financial and moral reputation loss.

Keywords:            Product French Products, Product Harm Crises, Company’s Prompt Response, Blasphemous &religious specific response Strategy