Dr. Kavita Srivastava

 Consumer Behavior​ (Marketing)
Contact: ksrivastava@rgipt.ac.in
Overview Education Teaching Research & Publications Workshops Attended
Dr. Kavita Srivastava holds a doctoral degree in consumer behavior from IIT Kanpur. At present, she is working as Assistant Professor in Rajiv Gandhi Institute of Petroleum Technology (RGIPT). Prior to joining RGIPT, she worked as Research Associate in IIT Kanpur. She is a professional with UGC-NET qualification. She has more than seven years of teaching and research experience. She has a good knowledge of advanced multivariate data analysis techniques like Structure Equation Modelling. She has worked on statistical software like Lisrel, AMOS and SPSS. She has published various research papers in reputed refereed journals like Journal of Marketing Management (Taylor and Francis Group), Services Marketing Quarterly (Taylor and Francis Group), Journal of Indian Business Research (Emerald), International Journal of Commerce and Management (Emerald) Global Business Review (Sage Publication) and International Journal of Indian Culture and Business Management (Inderscience). She has presented research papers in National and International conferences.
  • PhD in Consumer Behavior (Marketing) from IIT Kanpur
  • MA in Psychology from Kanpur University
  • BA in Psychology, Economic from Kanpur University
  • Research Methods and Methodology
  • Consumer Behaviour
  • Marketing Research
  • Service Marketing
  • Research Methodology (PhD Students)
  • Advances in Marketing (to PhD students; Consumer Behaviour Module)
Research

  • Research Area
  • Brand Management, Consumer Behaviour, Cognitive Psychology, Green Marketing, Services Marketing
  • Research Scholar
  • Mr. Sambhaji Kadam, working in GSPL India Transco Ltd., GSPC Group- Govt. of Gujarat Undertaking
  • Mr Radha Krishan Tripathy, working in CUTS International

Publications

  • Srivastava, K., and Chawla D. (Accepted), Demographic and Psychographic Antecedents of Ecologically Conscious Consumer Behavior: An Empirical Investigation Accepted for publication in International Journal of Indian Culture and Business Management (Inderscience)

  • Srivastava, K. & Sharma, N. K. (2016) Consumer Perception of Brand Personality: An Empirical Evidence from India Global Business Review, Vol. 17 (2).

  • Srivastava. K & Singh. S (2014) A Case Study on Uttar Pradesh Tourism in Singh, S. C. Abbraham, S. and Gupta, S., (Eds), Travel, Tourism and Hospitality Emerging Perspective and Paradigm, New Delhi Publisher.

  • Srivastava, K., & Sharma, N. K. (2013) Service Quality, Corporate Brand Image, and Switching Behavior: The Mediating Role of Customer Satisfaction and Repurchase Intention, Services Marketing Quarterly, Vol. 34 pp-. 274–291

  • Srivastava, K., & Sharma, N. K. (2013) Consumer Attitude toward Brand Extension: A comparative study of FMCG, Durable goods and services Journal of Indian Business Research Vol. 5 No. 3, pp. 177-197.

  • Srivastava, K. and Shrama, N.K. (2011) Consumer Attitude Toward Brand Extension Incongruity: Moderating Role of Need for Cognition and Need for Change Journal of Marketing Management ,Vol. 28 (5-6)

  • Srivastava, K. and Shrama, N.K. (2011) Exploring The Multidimensional Role of Involvement and Perceived Risk In Brand Extension International Journal of Commerce and Management Vol. 21 No. 4 pp. 410-427

  • Srivastava, K., Shukla, A. and Sharma, N.K. (2010) Online Flow Experiences: The Role of Need for Cognition, Self-Efficacy, and Sensation Seeking Tendency International Journal of Business Insight and Transformation Vol. 3 No 2 pp 93-100.

  • Srivastava, K., Mishra S., & Pandey S. (2008). Organizational Excellence: Total Quality Management SCMS Journal of Indian Management, Vol. 5, No. 4, 16-25.

  • Sharma, N. K., & Srivastava, K. (2008) Brand Extension: Strategy for New Product Introduction Indian Journal of Marketing, Vol. 38, No. 8, 33-39.

  • Srivastava, K., & Sharma, N K. (2008)Moderating Role of Buying Impulsiveness in Brand Extension Evaluation In Aneet, Singh Ramanjeet, and Jain Arun Kumar (eds.) Research in Management and Technology (pp. 98-108). New Delhi: Deep & Deep Publication. ISBN: 978-81-8450-082-0.

  • Srivastava, K., & Sharma, N. K. (2007) Role of Need for Change and Need for Cognition in Impulse Buying Behavior In P. Verma, P. Bala Bhaskaran and P. M. Madhani (eds.) Globalization: Opportunities & Challenges (pp.189-201) New Delhi: Wisdom Publication. ISBN: 81-89547-39-9.

Research Papers under Communication

  • Srivastava, K., and Chawla D., Segmenting Ecological Conscious Consumers: A Cluster Analysis Approach Submitted to Journal of Global Marketing.


Research Papers Presented at Conferences

  • Srivastava, K., & Mishra, S. K., (2016) Consumer Perception of Brand Personality Dimensions. inference on Brand Mangaement organised by IIT Delhi on 16-17 April, 2016.
  • Srivastava, K. (2014) Consumer Involvement with Services: A Replication of Involvement Scale in Service Sector presented in International Conference on Research and Sustainable Business held in IIT Roorkee during 8-9 March, 2014.

  • Srivastava, K. (2013) Perceptual Mapping of English News Paper Dailies Presented in Eleventh AIMS International Conference on Management held in IMT Ghaziabad on 21-24 December, 2013.

  • Srivastava, K. (2012) The Relationship between Corporate Brand Image, Service Quality, Customer Satisfaction and Repurchase Intention presented in conference titled “Excellence in Research and Education” organized by IIM Indore during 10-13 May, 2012.

  • Srivastava, K. (2012) A Structural Equation Approach to Measure Consumer Involvement with Banking Service accepted in National Conference on Emerging Challenges for Sustainable Business organized by IIT Roorkee during 1-2 June, 2012.

  • Srivastava, K., & Sharma, N. K. (2008) Consumers, Need for Change and Their Preferences for New Product Extensions. Presented at International Conference on Global Competition and Competitiveness of Indian Corporate, Indian Institute of Management Lucknow, May 29 - 31.

  • Srivastava, K., & Sharma, N K. (2007) Moderating Role of Impulsive Buying Tendency in Brand Extension Evaluation. Presented at International Conference on Research In Management & Technology organized by Gian Jyoti Institute of Management & Technology Mohali, Chandigarh, March 23-24,

  • Srivastava, K., Mishra S., & Pandey S. Organizational Excellence in the Third World Context. Presented at National Conference on Managing Change for Organizational Excellence, Gian Jyoti Institute of Management & Technology Mohali, Chandigarh, December 1- 2, 2007.

  • Srivastava, K., & Sharma, N. K. (2007) Role of Schema Congruity in Brand Extension Evaluation. Presented at XVII Annual Conference of the National Academy of Psychology, Indian Institute of Technology Kanpur, December 17- 19.

  • Srivastava, K., & Sharma, N. K (2007) Role of Need for Change and Need for Cognition in Impulse Buying Behavior. Presented at International Conference on Management IBSA-ICON-07 organized by ICFAI Business School, Ahmedabad, December 27- 29.


Working Papers

  • Segmenting Female Indian Consumers based on Decision Making Style

  • Identification of Brand Associations using Brand Concept Mapping (BCM) Approach



Reviewer of Journals

  • Paradigm A journal of IMT Ghaziabad.

  • Journal of Behavioural and Applied Management



Workshops Attended

  • Workshop on Structure Equation Modeling: An Advanced Research Technique for Data Analysis organized by BITS NOIDA on 7th and 8th December, 2012 (very helpful for my research)

  • One day course on Organization Structure, Systems and Culture for TQM organized by IIT Kanpur on 14th January, 2012.

  • Program on MRP system, held at Indian Institute of Technology Kanpur on 3rd October, 2009.

  • Workshop on Intellectual Property Right Organized by Indian Institute of Technology Kanpur, March 31 - April 1, 2007.