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Dr Vandana Mehta

Dr Vandana Mehta
Symbiosis Institute of International Business Pune · Marketing

PhD in Marketing (IIT Roorkee)

About

21
Publications
18,745
Reads
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69
Citations
Citations since 2017
17 Research Items
66 Citations
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2017201820192020202120222023051015
2017201820192020202120222023051015
Introduction
Vandana is a doctorate from IIT Roorkee (India). She is working on the position of Assistant Professor in Symbiosis Institute of International Business, Pune. She has published various research papers and case studies in the area of child consumerism, consumer behaviour, new product development and commercialisation, service consumption, and e-resources.
Additional affiliations
August 2017 - present
Jagannath International Management School, New Delhi
Position
  • Professor (Assistant)
September 2016 - August 2017
New Delhi Institute of Management
Position
  • Professor (Assistant)
Education
July 2011 - December 2014
Indian Institute of Technology Roorkee
Field of study
  • Child Consumerism
July 2008 - June 2010
Hindustan Institute of Management and Computer Studies
Hindustan Institute of Management and Computer Studies
Field of study
  • Marketing and Finance

Publications

Publications (21)
Article
Purpose Present research analyzes and evaluates the impact of e-resources usage factors (training modes, awareness, influencers, utilitarian benefits and ease of use) towards satisfaction and intention to use these e-resources. Design/methodology/approach The data for present study were collected from postgraduate students of Delhi (India) and 248...
Article
Full-text available
The present study investigates the impact of perceived value metrics in driving satisfaction and behavioral intention to use e-resource among its users. Utilitarian, hedonic, uniqueness, epistemic, and economic are key values selected for the purpose of investigation in the study. This empirical study is carried out through a survey and responses h...
Article
Full-text available
Abstract The present study aims to identify and prioritize the components of customer experience in online environment. The study employs Pareto analysis and Interpretive Structural Modeling (ISM) to accomplish above mentioned objective. Firstly, 36 components have been derived from extensively reviewed literature and out of them, 15 were finalized...
Article
On 7 January 2018, Patanjali Ayurved Limited (PAL) published a print advertisement (ad) mentioning dark complexion as a skin ailment. This ad caught the eye of the young generation of India who is intolerant towards any kind of discrimination. People started giving their opinion about this ad and the issue was picked on social media channels such a...
Chapter
The chapter narrates sustainable moves of Patanjali Ayurved Limited through spirituality.
Article
The purpose of this paper is to engage student community to celebrate Green Diwali. The present study makes use of various engaging activities to generate awareness about the celebrating Diwali in unsustainable manner. The effectiveness of the activities was also measured through a questionnaire based survey. The paper provides an excellent example...
Article
Purpose This paper aims to investigate the usage pattern of electronic resources (e-resources) among management graduates. The respondents were asked about the types of e-resources they used, who their influencers were, their preferred place for surfing, the frequency of use, purpose for which they used e-resources, its benefits and the problems t...
Article
Present research investigated the impact of anthropomorphized product and animal on pester power among children. To achieve this objective, a scale on anthropomorphism is developed and two independent studies have been carried out to test the reliability and validity of developed scale taking children and parents as respondent. Findings of the stud...
Article
Shapoorji Pallonji Group’s Eureka Forbes has reached 15 million customers in 550 cities of India and 35 countries globally (Sharma, 2014). Harvard Business Review has cited Eureka Forbes among six most successful sales and marketing companies in the world (Legal Era, 2012). This home appliances company has expanded its footprint by introducing a mo...
Conference Paper
Full-text available
The present research reviews the available literature on stakeholder classification related to sustainability marketing so as to provide a generalized approach to stakeholder identification and classification. Author(s) analyzes various approaches to classify stakeholders in sustainability marketing literature. The study introduces a generic approa...
Conference Paper
Full-text available
The present research reviews the available literature on stakeholder classification related to sustainability marketing so as to provide a generalized approach to stakeholder identification and classification. Author(s) analyzes various approaches to classify stakeholders in sustainability marketing literature. The study introduces a generic approa...
Article
Purpose: Present research aims to develop and validate a scale involving the factors affecting usage of e-resources. Design/methodology/approach: The present study identifies five factors affecting the usage of e-resources: training modes, awareness, influencers, utilitarian benefits and, experiential and hedonic benefits. To generate measurement...
Article
Shapoorji Pallonji Group’s Eureka Forbes has reached 15 million customers in 550 cities of India and 35 countries globally (Sharma, 2014). Harvard Business Review has cited Eureka Forbes among six most successful sales and marketing companies in the world (Legal Era, 2012). This home appliances company has expanded its footprint by introducing a mo...
Article
The Future Group is the most profitable retailer in India without having any foreign direct investment (FDI). In September 2013, the retailer has launched its online retailing platform, “Big Bazaar Direct” (BBD). BBD is a franchisee based model which aims to partner with people having rich customer networks to reach more shoppers. This novice idea...
Article
Full-text available
Present study investigates the direct and indirect effect of socialization agents such as family, peer group, television advertisements, and retail stores on pester power and materialism in children. A sample of 319 children in the age group of 7–12 years and 319 parents participated in the study. Children have responded to questions on parenting s...
Article
Full-text available
This article extensively reviews literature to develop a conceptual framework elucidating the role of socialization agents in developing consumerism among children. The socialization agents are categorized as interpersonal and environmental agents. Interpersonal agents are family and peers. Environmental agents are schools, television and retail st...
Article
Full-text available
This paper reviews the literature to investigate the role of media in increasing materialism among children. It also studies the consequence of rising materialism on the development of children. Due to their enhanced role in family purchase decisions marketers are making children sufferers of materialistic world. Marketers know that children easily...

Network

Cited By

Projects

Projects (5)
Project
To publish teaching cases in Harvard repository, Emerald, Sage and other reputed platforms.