Faculty Details


Name Card

Ritu Mehta's picture
Name: Ritu Mehta
Position: Associate Professor
Academic Group: Marketing
Phone No.: +91-33-24678300 (Ext. 753)
Email: ritumehta@iimcal.ac.in
Academic Background:

Ph.D., Indian Institute of Technology Kanpur MBA, Nirma Institute of Management B Tech (Chemical), LD College of Engineering

Courses Taught:

Marketing Management - I (PGP/PGPEX/PGPEX-VLM) Marketing Management - II (PGP) Services Marketing (PGP/PGPEX) Advanced Marketing Research Methodology (Doctoral)

Awards:

Best Professor in Marketing Management - 20th Dewang Mehta Business School Awards, 2012. Doctoral research recognition - one of the top ten papers selected for IMRDC conference held at IIM Bangalore, November 2009 Scholarship - International Association for the exchange of students for Technical Experience (IAESTE) and SAARC, Tokyo, July 2008

Consulting Interests:
Work Experience:

Product Manager, Vadilal Enterprises Limited, Ahmedabad. Engineer, Reliance Petrochemicals Ltd., Hazira

Current Projects:
Journal Publications:

- Ritu Mehta, Gagan Dixit, 2016. Consumer Decision Making Styles in Developed and Developing Markets: A Cross-country Comparison. Journal of Retailing and Consumer Services. (Forthcoming). - Ritu Mehta. Case- BIBA: Stitching Plans for Growth. Ivey Publishing. 2016, Case # 9B16A037 - Ritu Mehta, Robin Singh. Case - Positioning Urzaa: Launching a New Energy Drink. 2016. Ivey Publishing, Case # 9B16A009. - Ritu Mehta, Debabrata Ghosh. Case - Optima Business Group: Leveraging Information Technology for Sales Force Enablement. 2015. Ivey Publishing, Case # 9B15A021. - Ritu Mehta, Narendra K Sharma, Sanjeev Swami. 2014. A typology of Indian hypermarket shoppers based on shopping motivation. International Journal of Retail & Distribution Management. 42(1), 40 - 55. - Ritu Mehta, Narendra K Sharma, Sanjeev Swami. 2013. The impact of perceived crowding on consumers’ store patronage intentions: Moderating roles of optimal stimulation level and shopping motivation. Journal of Marketing Management. 29(7-8), 812 - 835. -Ritu Mehta. 2013. Understanding perceived retail crowding: A critical review and research agenda. Journal of Retailing and Consumer Services. 20(6), 642 - 649. -Ritu Mehta, Narendra K Sharma, Sanjeev Swami. 2007. The effect of color, odor, and crowding on consumers' behavior in retail stores. Journal of Science and Engineering Research, 14, 189-194.

Conferences:

-4th International Conference on Marketing, May 2016, Bangkok. - Invited as a Faculty Fellow at the 4th AIM-AMA Sheth Foundation Doctoral Consortium, January 2016. Talk: Advances in Consumer Behavior. - Invited as a Faculty Fellow at the 3rd AIM-AMA Sheth Foundation Doctoral Consortium, January 2015. Talks: a) Research Perspectives on Retailing, b) Career and Teaching Development - Starting your career. - Abhinav Agrawal, Prince R Anand and Ritu Mehta. Consumer Preferences and Consumption of Wine in an Emerging Market. MARCON2014, December 2014, IIM Calcutta. - Subrata Roy and Ritu Mehta. Telemedicine: implementation in rural India. MARCON2014, December 2014, IIM Calcutta. - Ritu Mehta, Debjit Gupta. Consumers’ Preference for Bonus Packs and Discounts in Sales Promotion. Annual Conference of the Emerging Markets Conference Board at the IIM Lucknow, Noida Campus, India organized by the Centre for Marketing in Emerging Economies. January 2014. - Ritu Mehta, Narendra K Sharma, Sanjeev Swami. Patronage motives and profile of hypermarket shoppers in evolving Indian market. International Conference on Technology and Business Management, Dubai, March 2011. - Ritu Mehta, Narendra K Sharma, Sanjeev Swami. The impact of perceived crowding on consumers’ store patronage intentions: Moderating roles of optimal stimulation level and shopping motivation. Doctoral Colloquium, Indian Institute of Management Ahmedabad, India. January, 2010. - Ritu Mehta, Narendra K Sharma, Sanjeev Swami. Perceived crowding and consumers’ behavior: an empirical analysis. IIMB Management Review Doctoral Student Conference. Indian Institute of Management Bangalore, India. November, 2009. - C. Jain, Ritu Mehta, D. Saxena. Service Quality dimensions and Customer Satisfaction: A case of Indian banks. 3rd International SIMSR-ASIA Marketing Conference, K. J. Somaiya Institute of Management Studies and Research, Mumbai, India, January 2008.

Research Interests:

Store atmospherics, consumer emotions, consumer response to sales promotions, and new product development.