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 projects in 2016.

publications

Publication 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), http://eelet.org.uk. (AABDC Listed)

•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,https://doi.org/10.1108/JAMR-08-2022-0154. (Scopus Indexed, Impact Factor 2.6)

•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. https://doi.org/10.1108/EEMCS-11-2021-0376. (Scopus Indexed)

•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. https://doi.org/10.1108/JAMR-01-2020-0015. (Scopus Indexed, Impact Factor 2.6)

•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, 2016 (ISSN: 2456-169X (Online))

•Mathur, M. (2016), "Blue Ocean strategy in management education", Srujan, Vol 1, ISSN: 978-81-928745-8-6.

Paper 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 Structured Equation Modelling technique", Center for Marketing in Emerging Markets (CMEE), Indian Institute of Management, Lucknow (Noida campus), 18th to 21st Dec 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 on "Sustainability, Leadership, and Technology: Towards a Better Tomorrow," July 18-19, 2024 organised by WeSchool, Mumbai, India. Conference proceedings yet to be published in Taylor & Francis (SCOPUS Indexed).

Zakatia, H., and Mathur, M. (2023), "Digital marketing and it's effect on startups", 4th International Conference on "Innovation, Technology and Sustainability: Shaping the future of Business and Society" on 16th and 17th March 2023 organised by WeSchool, Mumbai, India.

Kapoor, T., Swami, S., and Mathur, M. (2021), "Change readiness of employees", International conference on "Management skills and growth strategies in post pandemic period" organised by WeSchool, Mumbai, India on Jan 21-22, 2021.

Mathur, M, Mehta, R., and Swami, M. (2019), "Conceptualising business model for bottom of the pyramid in an emerging market", International conference on "Business models and social entrepreneurship", Center for Social Entrepreneurship, Tata Institute of Social Sciences (TISS), Mumbai, India.

Mathur, M., Swami, S., and Mathur, S. (2019), "Worldly possessions and material consciousness", The Science of Consciousness (TSC) 2019, 26th International Interdisciplinary Conference, 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”. Book chapter in the upcoming edited book "Sustainability and Marketing to Base of the Pyramid", co-authored by Prof. Ramendra Singh (IIM C) and Prof. Tahir Wani (NIT Srinagar) by Springer Nature.

Mathur, M. (2024), “UPI in India: A case study perspective”. Book chapter in the upcoming book “Social Marketing in Asia: Case Studies”, co-authored by Prof. Sameer Deshpande (Griffith University, Australia and Editor, Social Marketing Quarterly) and Prof. Mai Nguyen (Griffith University, Australia). Sage Publishers.

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.

awards & honors

• Center for Marketing in Emerging Markets (CMEE), Indian Institute of Management, Lucknow (Noida campus), 18th to 21st 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