Dr. Mahima Mathur

Associate Professor-Retail

about faculty

Education:

PhD, DEI, Deemed University, Agra

Thesis Topic- Consumer Behavior at the Urban Bottom of the Pyramid

MPhil, Management, DEI, Deemed University, Agra
UGC, NET Qualified
MBA, Marketing and Finance, DEI, Deemed University, Agra
BA (Hons), Economics, Delhi University

Teaching Experience:

12 years of teaching experience at post-graduate and undergraduate level in courses such as consumer behavior, strategic marketing, integrated marketing communication and marketing management

Industry Exposure:

5 years of Industry experience with global brands

Research Experience:

Research interests in areas such as bottom of the pyramid, socially responsible consumer behavior and social marketing

Professional Affiliation:

Reviewer, Emerald Publications

Member, Transformative Consumer Research Movement (USA), 2018- Present

Member, Systems society of India

teaching & research

Teaching Interest:

consumer behavior, strategic marketing, integrated marketing communication, omni-channel strategy and marketing management

Subject Expert/taught:

consumer behavior, strategic marketing, integrated marketing communication, and marketing management

Research Interest:

bottom of the pyramid, socially responsible consumer behavior and social marketing

consulting

Research consultancy to TISS for various government projects in 2016

publications

Publications Released:

Mathur, M. and Zatakia, H. (2023) – Digital marketing and its effects on startups, European Economic Letters, ISSN 2323-5233, Vol 13, Issue 1s (2023). [AABDC Listed]
Link: http://eelet.org.uk
Mathur, M., Kapoor, T. and Swami, S. (2023) – Readiness for organizational change: the effects of individual and organizational factors, Journal of Advances in Management Research, Emerald Publishing. [Scopus Indexed, Impact Factor 2.6]
DOI: https://doi.org/10.1108/JAMR-02-2023-0032
Mathur, M. and Swami, S. (2023) – Can social marketing be the key to social change in India?, Journal of Advances in Management Research, Vol. 20 No. 2, pp. 310–328. [Scopus Indexed, Impact Factor 2.6]
DOI: https://doi.org/10.1108/JAMR-08-2022-0154
Mathur, M. and Mane, S. (2023) – Influence of smartphone use on in-store and online shopping behaviour of consumers, The IUP Journal of Marketing Management, Vol/Aug/2023, ISSN: 0972-6845. [UGC-CARE Listed]
Mehta, R. and Mathur, M. (2022) – Vakrangee: changing lives in rural India, Emerald Emerging Markets Case Studies, Vol. 12 No. 4. [Scopus Indexed]
DOI: https://doi.org/10.1108/EEMCS-11-2021-0376
Mathur, M., Mehta, R. and Swami, S. (2020) – Developing a marketing framework for the bottom of the pyramid consumers, Journal of Advances in Management Research, Vol. 17 No. 3, pp. 455–471. [Scopus Indexed, Impact Factor 2.6]
DOI: https://doi.org/10.1108/JAMR-01-2020-0015
Dewasthale, G., Mathur, M., Gollapudi, N., and Mishra, A. (2020) – Bombay Chemical Company: entering a new market, AIMS Journal of Management, Vol 7, No. 1, ISSN: 2395-6852. [UGC-CARE Listed, Group 1]
Mathur, M., Mehta, R., Swami, S., and Bhatnagar, S. (2018) – Exploring the urban BOP market, Book Chapter 11, Bottom of the Pyramid Marketing: Making, Shaping, and Developing BOP markets, Emerald Publications. ISBN: 978-1-78714-556-6
Mathur, M., Swami, S., and Bhatnagar, S. (2016) – BOP business models and strategy, Amity Journal of Management Research (AJMR), Vol 1, Issue 1. ISSN: 2456-169X (Online)
Mathur, M. (2016) – Blue Ocean strategy in management education, Srujan, Vol 1. ISBN: 978-81-928745-8-6

Papers Presented:

Mathur, M., Guha, M., Mohanty, I., and Swami, S. (2024) – Understanding the effect of materialism and spiritual intelligence on socially responsible consumer behaviour: A multi-group SEM technique, CMEE, IIM Lucknow (Noida), Dec 18–21, 2024.
Mathur, M., and Bose, N. (2024) – The relationship between digital marketing, customer engagement, brand image and purchase intention on music-streaming platforms, 5th International Conference, WeSchool Mumbai, July 18–19, 2024. [Proceedings to be published by Taylor & Francis – Scopus Indexed]
Zakatia, H., and Mathur, M. (2023) – Digital marketing and its effect on startups, 4th International Conference, WeSchool Mumbai, March 16–17, 2023.
Kapoor, T., Swami, S., and Mathur, M. (2021) – Change readiness of employees, International Conference at WeSchool Mumbai, Jan 21–22, 2021.
Mathur, M, Mehta, R., and Swami, M. (2019) – Conceptualising business model for bottom of the pyramid in an emerging market, Conference on Business Models & Social Entrepreneurship, TISS, Mumbai.
Mathur, M., Swami, S., and Mathur, S. (2019) – Worldly possessions and material consciousness, TSC 2019, University of Arizona, Interlaken, Switzerland.
Participated in “World Marketing Summit” on Nov 6 and Nov 7, 2020. Organised by Kotler partners, USA.
Participated in dialogical track at 2017 ‘Transformative Consumer Research’ conference at Cornell University, NY, USA. Research topic “Targeting the Urban BOP to Alleviate Poverty”.
Participated in national conference on “Perspectives on Research in Management” on Nov 11-12, 2014, at Dayalbagh Educational Institute (DEI), Agra, India.
Participated in international conference on “Strategy in management” on Dec 15, 2013, at Dayalbagh Educational Institute (DEI), Agra, India.
Participated in international conference on “Leading together” by African Leadership university on Aug 14, 2018, conducted at WeSchool, Mumbai, India.
Participated in international conference on “Business Design Summit” by UMO on Oct 8, 2018, conducted at WeSchool, Mumbai, India.
Participated in workshop on “Research Methodology” by UMO on Oct 15 and Oct 16, 2018, conducted at WeSchool, Mumbai, India.

Book Published:

Mathur, M. (2024) – Sustainable consumer behaviour in emerging markets, in the upcoming book Sustainability and Marketing to Base of the Pyramid (Springer Nature). Co-authored by Prof. Ramendra Singh (IIM Calcutta) and Prof. Tahir Wani (NIT Srinagar).
Mathur, M. (2024) – UPI in India: A case study perspective, in the upcoming book Social Marketing in Asia: Case Studies (Sage Publications). Co-authored by Prof. Sameer Deshpande and Prof. Mai Nguyen (Griffith University, Australia).
Mathur, M., Mehta, R., Swami, S., and Bhatnagar, S. (2018) – Exploring the urban BOP market, Book Chapter 11, Bottom of the Pyramid Marketing, Emerald Publications. ISBN: 978-1-78714-556-6.

awards & honors

Center for Marketing in Emerging Markets (CMEE), Indian Institute of Management, Lucknow (Noida campus), 18^th to 21^st Dec 2024. Awarded “Best Paper Award” in overall category by Emerald Publishing.
Best Paper Award at National Conference, Dr. V.N. Bedekar Institute of Management, 2015
Recognised for exceptional contribution at DEI, Deemed University, 2011
Recognised and Rewarded for Out of Box thinking and Solution Providing in 2004 and 2005 at American Express Services India Ltd.
Secured First Position in BA (Hons), Economics, Delhi University at College level