Centre for Consumer Research in India

The Indian economy is one of the fastest growing ones, consistently developing in the last decade or so and is poised for further growth. Therefore, numerous consumer product and service companies (both Indian and foreign) display enormous interest in the Indian consumer. Therefore, we are happy to announce the launch of the Centre for Consumer Research in India at Paari School of Business (PSB), SRM University-AP, Andhra Pradesh, India.

Centre Objectives

The objectives of this centre are:

  • To facilitate consumer research in India and do India-centric consumer research.
  • To disseminate knowledge on consumers in India.
  • To run short-term courses on Consumer Behavior and correlates in India to interested participants.
  • To do consulting projects on Consumer Behavior for interested companies.
  • To suggest policy initiatives to concerned stakeholders.

Areas of Research

The Centre would do research on the following areas:

  • Social marketing in India
  • Green marketing in India
  • Attitudes and perceptions of Indian consumers
  • Digital/mobile marketing and Indian consumers
  • Integrated Marketing Communications to Indian consumers
  • Unfair and unethical firm/brand practices in India
  • Successful branding practices to Indian consumers
  • Technology and Indian consumers
  • Innovative marketing practices in India
  • Unique challenges in marketing to rural consumers in India

The above is only indicative, and research can be conducted on other aspects relating to Indian consumers.

The Centre’s Director would be Bharadhwaj Sivakumaran, Dean, PSB, SRM University-AP. Prof Bharadhwaj has an excellent research record. He has published numerous papers on consumer behavior/research in leading journals worldwide.

Steering Committee for the Centre

The Centre would also have a steering committee comprising leading and outstanding researchers from around the world. They would advise the Centre from time to time on its activities. The Steering Committee comprises:

Ashok K. Lalwani
Professor of Marketing

Ashok K Lalwani

Kelly School of Business Indiana University, USA
Priya Raghubir

Priya Raghubir

Abraham L. Gitlow Professor of Business, Leonard N. Stern School of Business, New York University, USA
Sharon Ng
Head-Division of Marketing, Professor

Sharon Ng

Nanyang Business School, Nanyang Technological University, Singapore
Russell W. Belk

Russell W Belk

Kraft Foods Canada Chair in Marketing, York University, Canada
Raj Sethuraman

Raj Sethuraman

Harold Simmons, Chair in Marketing, Cox School of Business, Southern Methodist University, USA
Vithala R. Rao
Deane W Malott Professor of Management

Vithala R Rao

SC Johnson College of Business, Cornell University, USA
Piyush Sharma
John Curtin Distinguished Professor

Piyush Sharma

Faculty of Business and Law, School of Management and Marketing, Curtin University, Australia