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Dr. Richa Chaudhary

Marketing & Business Analytics

Qualification
Ph.D, MBA, EPBA(Business Analytics- IIM Calcutta), PGDTDP, B.SC Honours (Mathematics)
Designation
Professor
Areas of Interest
Marketing Research and Analytics, Data Visualisation, Research Methods, Applied Statistics, Operation Research
Association with Institution
Regular
Date of Joining
June 1, 2012
Email
richa.chaudhary@ies.edu

Work Experience :

‍Total Experience - 21 Years

  • Professor at IES Management College and Research Centre  Bandra Reclamation (West) Mumbai from June’ 23 to Till date
  • Associate Professor at IES Management College and Research Centre  Bandra Reclamation (West) Mumbai from June’12 to June '23
  • Associate Professor at Chetana’s RK Institute of Management & Research , Bandra East, Mumbai, September’11 to May’12
  • Assistant Professor Padamshree Dr. D. Y. Patil University, Department of Business Management, Navi Mumbai, September’08 to Aug 2011
  • Assistant Professor, Banasthali University, Banasthali, Rajasthan, from July’05 to September’08

Research Experience:

  • Doctor of Philosophy (Awarded in 2011) in Customer Relationship Management, from Banasthali Vidyapith.

Topic: “A study of Customer Relationship Management in ICICI Bank with special reference to its Retail Banking Activities”. ( Res No: 2003/1162)

  • Ph.D Guide : Three Ph.D’s successfully completed under the guidance. Worked as Recognized Ph.D co-guide in faculty of Management at Banasthali University,and has been working as an advisory Statistical Consultant for many Ph.D candidates from various B. Schools across India.
  • Research Interest: Technology Adoption, Circular Economy and Sustainable Consumption, Health and Fitness Technology, Digital Transformation, and Emerging Technologies.

Research Output :

Selected Research Publications (Total 26):
  • "Circular Economy and sustainable consumption- Antecedents of zoomers intention to buy preowned Mobile Phones",  International Insurance Law Review (IILR, ISSN: 0968-2090,Vol 34, S1 ,2026, https://doi.org/10.65677/iilr.34.S1.1- ( ABDC , A)
  • “Trust dynamics of virtual influencers: Exploring their influence on fashion purchase decisions”, Innovative Marketing, 21(3), 226-236. doi:10.21511/im.21(3).2025.17, ( Scopus , Q2)
  • “Elucidating Factors Affecting Parental Adoption Intention Of Iot Enabled Child Smart Tracking Wearables”, (2025). Journal of Local Self-Government, 23(11), 318-325. https://doi.org/10.52152/801823, ( Scopus , Q2)
  • “Unlocking Solo Female Travelers’ CUI of M-Travel Apps with the Moderating Lens of Their Age and Travel Frequency”, Indian Journal of Marketing, 55(8), 49–68. https://doi.org/10.17010/ijom/2025/v55/i8/175209, ( Scopus , Q3, ABDC , C)
  • “A Suggestive Study To Address The Challenges Of Young Working Professionals In Connectivism Massive Open Online Programs (CMOOCS)”, (2025). Journal of Local Self-Government, 23(10), 1775-1790. https://doi.org/10.52152/801601, , ( Scopus , Q2)
  • "Decrypting the Adoption Drivers of Battery EVs Among Females with the Moderating Lens of Pro-Environmental Attitude and Visual Appeal," IEEE Explore, 2025, pp. 1676-1680, doi: 10.1109/ICISC65841.2025.11187964. (Scopus)
  • "Unraveling the Digital Shift in T1 Diabetes Care with Drivers of IoT Enabled Smart Wearable CGM Sensor Adoption," IEEE Explore, 2025, pp. 486-489, doi:10.1109/ICISC65841.2025.11188212 (Scopus)
  • “The Technostress Nexus of Smartphone Addiction: Examining Employee Behavioral Issues”, Advances in Consumer Research. 2025;2(5):1851–1858, (ABDC, B)
  • “Lite Marketing- Customer attitude and market response” IJVCM, International Journal of Value Chain Management, 2011, ISSN: 1741-5357, Inderscience Publishers Vol 5, No.2,Pg No; 159-169, (Scopus, q3)
  • “Women Entrepreneurs and Determinants of their Growth: An Empirical Study” in Drishtikon- A management Journal, Symbiosis Centre of Management, ISSN: 0975-7848, Vol 6. 
  • “Factors Affecting the Growth of Women Entrepreneurs in MSE’s of Dharavi, Mumbai” in SEDME Journal, ni-msme, ( National Institute of Micro, small and medium enterprises, An organization of the ministry of MSME, Government  of India), ISSN: 0970-8464, Vol 41(4).
  • “Determinants Influencing Consumer Purchase Decision With Reference to “Lite” Products”,  International Proceedings of Economics Development and Research ISSN 2010-4626, ISBN 978-981-07-4878-4, 2012 ,IACSIT Press, Singapore, Volume 57 ,Pg no:97.
  • “Determining Gap between Customer Expectation & Perception towards Employees Variables w.r.t selected Private Banks” Proceedings for, Tenth AIMS International Conference on Management January6-9, 2013 IIM Bangalore, India, ISBN:978-81-924713-1-0, Pg No: 3348-3354. 
  • “Determinants Influencing Consumer Purchase Decision With Reference to “Lite” Products”,  International Proceedings of Economics Development and Research ISSN 2010-4626, ISBN 978-981-07-4878-4, 2012 ,IACSIT Press, Singapore, Volume 57 ,Pg no:97.
  • “Employees Variable and Customer Relationship Management in Retail Banking: An Empirical Study”, RBTR- Review of Business and Technology Research 2010, ISSN1941-9414, Vol 3, No.1.
  • “Effectiveness of tourism website in promoting tourism in India: India Vs Malaysia” ISSN1941-9414, RBTR- Review of Business and Technology Research 2010, Vol 3, No.1.
  • “Factors influencing Retail Bank Choice Criteria -An Empirical Study Of Mumbai” in, 2009, ISSN 1941-9414, Review of Business & Technology Research, Vol 2, No.1. 
  • “An Exploratory Study of Different Aspects of Marketing Mix of Consultancy Services, 2009, ISSN 1941-9414, Review of Business & Technology Research”, Vol 2, No.1. 
  • “Customer Satisfaction in Retail Management with regards to Bank Employees” In Indian Journal of Commerce and Management Studies, ISSN: 2229-5674, Jan 2011, Vol II, Issue-1.
Book chapters :
  • "Gender Based Determinants of Customer Satisfaction in Retail Banking with regards to Bank Employees", in "Trends in Marketing towards Business Excellence"-Page no:219, 2011, ISBN:978-935-059-028-7, MACMILLAN Publishers LTD.
  • “Lite Marketing- Revolutionary technology for healthy lifestyle, in "Managing Business Organizations, Knowledge & the External Environment" ISBN10:0230-32940-3, ISBN13:978-0230-32940-9, Page no: 355, MACMILLAN Publishers LTD, 2010.
  • “Addressing Green Myopia by bundling Technology with Awareness in Emerging Economies: Some learning from failure stories in India, in "Managing Business Organizations, Knowledge & the External Environment" Page no: 341, ISBN10:0230-32940-3,ISBN13:978-0230-32940-9, MACMILLAN Publishers LTD, 2010.
 Contributions in Selected National & International Conferences (Total 35):
  • Presented(to be) a paper titled, “Gen Z and Affinity for Startups: An Empirical Analysis of Motivations and Barriers” at CERE 2026, IIM Indore, May 01–03, 2026.
  • Presented a paper titled, “Circular Economy and Refurbished Smartphones: Decoding Consumer Drivers, Barriers, and Sustainable Choices” at IIM Lucknow Conference, February 11–14, 2026.
  • Presented a paper titled, “Unveiling Customer 4P’s—Perception, Preference, Pushes and Pulls, of Healthy Food Choices on Online Food Apps” at the 5th International Marketing Conference (iMarC-V), IIM Shillong, January 21–22, 2025.
  • Presented a paper titled, “Green Intention to Grey Concerns in Circular Economy: Sustainable Consumption Choices for Second-Hand Mobile Phones” at the 5th International Marketing Conference (iMarC-V), IIM Shillong, January 21–22, 2025.
  • Presented a paper titled, “The Sound of Luxury: Clustering Consumer Preferences for Quiet vs. Loud Luxury in Premium Apparel” at the 5th International Marketing Conference (iMarC-V), IIM Shillong, January 21–22, 2025.
  • Presented a paper titled, “GREEN TEA: Stress Buster to immunity Booster- Study on its Consumption Pattern and Customer Profile” at IIM Shillong-International Marketing Conference, August 23-25 , 2022
  • Presented a paper titled, “Hassle free Payment : e-Wallets to UPI Apps - A Study on the Preference and Motivators among Young Users ” at IIM Shillong-International Marketing Conference, August 23-25 , 2022
  • Presented a paper titled, “eWOM- Electronic Word Of  Mouth : Its Impact on Customer Purchase Decision” at IIM Shillong-International Marketing Conference, August 23-25 , 2022
  • Presented a paper titled “e-Wallets to UPI Apps - A Study on the Preference and Drivers among Young Users” at 12th CERE-2022, conducted from 3rd-5th June 2022 at IIM Indore.
  • Presented a paper titled “A Study on the Impact of Influencer Marketing on Consumer Buying Decision” at 12th CERE-2022 conducted from 3rd-5th June 2022 at IIM Indore.
  • Presented a paper titled “Influencer Marketing: Innovation to Game Changer- A Study on its Impact on Consumer Buying Decision” at IIM Shillong-International Marketing Conference, April 21 and 22 April, 2021
  • Presented a paper titled “New Normal Inspiring New Innovations in Restaurant Industry: A study on Shifting Consumer Expectations and Preferences” at IIM Shillong-International Marketing Conference, April 21 and 22 April, 2021
  • Presented a paper titled “ Dietary Supplements: Consumer Perception and Usage Pattern” at 2017 IIM Indore NASMEI Summer Marketing Conference organized by IIM Indore on 27-29th July 2017.
  • GREEN TEA: A Buzzing Health Drink – Understanding the Consumption Pattern and Customers Profile, presented at International Conference on Advances in Healthcare Management Services, 10-11th December 2016, organized by IIM Ahmedabad. 
  • Nutraceuticals: Key to Healthy Living- Understanding Customer Preference and their Profile,  presented at 2017 Annual Conference of Emerging Markets, 5-7 th January 2017, organized by IIM Lucknow. 
  • The Key Drivers to Online Shopping: A Study on Millennial in Mumbai, presented at 4th International Marketing Conference, December 22-24, 2016,organized by IIM Calcutta.
  • “Green Tea - A New Health Drink: Study On Brand Image And Consumer Choice”, presented at CBM-2016, Conference on Brand Management, 16th and 17th April 2016, organized by IIT Delhi, Delhi.
  • “Virtual Grocery Shopping: A Study On Its Drivers And Barriers”, presented at CBM-2016, Conference on Brand Management, 16th and 17th April 2016, organized by IIT Delhi, Delhi.
  • “Employee Variables And Gender Based Difference In Their Importance: An Empirical Study”, presented at International Conference on Research and Sustainable Business, 8-9 March 2014 organized by Indian Institute of Technology (IIT) Roorkee , India
  • “Determinants influencing consumer purchase decision with reference to “lite” food products” presented at International Conference on Business, Management and Governance - ICBMG2012, organized by IEDRC, December 29-30, 2012, Hongkong.
  • “Determining Gap between Customer Expectation & Perception towards Employees Variables w.r.t selected Private Banks” presented at Tenth AIMS International Conference on Management January6-9, 2013 IIM Bangalore, India  
  • “Gender based “lite” food products consumer purchase criteria: A metro perspective”, presented at International Marketing Conference, IIM, Lucknow, Jan12, 2012
  • “Factors Affecting Green Purchasing Behaviour in Growing Economies: Study of Metro-Consumers in India”, presented at International Conference Organized by Indian Institute of Management Calcutta, INDIA at IIM Calcutta, Kolkata, India December 27 -29, 2010. 
  • “Gender Based Determinants of Customer Satisfaction in Retail Banking with regards to Bank Employees ”, presented at International conference , IMT, Ghaziabad, Nov, 2011
MDPs / Consulting Assignments Handled (21 MDPs/Workshops):

Have been actively conducting National and International Management Development Program/ Faculty Development Program/ Workshops in various industry relevant subjects.

  • Conducted two days’ workshop on Data Visualisation using Power BI organised by Xaviers Institute of Management and Research, Mumbai on November 15th- 16th, 2024
  • Conducted EDP sessions organised by Department of Science and Technology, GOI and RV Institute of Management, Bangalore on “ How to Design Questionnaire and conduct Online Market Survey”  and “ Data Analysis using Power BI” on March 4th and 5th, 2024
  • Conducted hands on workshop on “Thematic and Content Analysis Using NVIVO” on Feb 31th, 2024
  • Conducted PDP on “ Data Visualisation using Power BI” on Jan 31th, 2024.
  • Conducted MDP on “ BIVA- Business Intelligence with Visual Analytics” on March 18th, 2023.
  • Conducted MDP on “ Get Powered by PowerBI- Creating Interactive Dashbaords” on Feb 25th, 2023
  • Conducted MDP on “ How to create Dashboard in 30 minutes using PowerBI” on Feb 17th, 2023
  • Conducted two days MDP on “Data Visualisation using  Power BI” on March 25 & 26, 2022.
  • Conducted two days MDP on “Data Visualisation using  Tableau” March 11& 12 2022.
  • Conducted Students workshop on “Data Visualisation using  Tableau” on March 29 , 2022.
  • Conducted Students workshop on “Data Visualisation using  PowerBI” on March 30 , 2022.
  • Conducted Session  on “Introduction to Visual Analytics using Tableau” at AICTE Training and Learning (ATAL) Academy-sponsored Online FDP ,held on Feb 17, 2022.
  • Conducted Session  on “Creating Dashboard using Tableau “at AICTE Training and Learning (ATAL) Academy-sponsored Online Faculty Development Program ,held on Feb 17, 2022.
  • Conducted Full day E-Workshop on “Upskill to Shine: Data Visualisation Using POWER BI “, March 28, 2021
  • Conducted Full day E-Workshop on “Upskill to Shine: Data Visualisation Using TABLEAU”, March 27, 2021
  • Conducted two full day MDP on “Visualise to Win: Visual Analytics Using POWER BI” March 13 & 14, 2021
  • Conducted two full day MDP on “Visualise to Win: Visual Analytics Using TABLEAU” March 6 & 7, 2021
  • Conducted Webinar on “Present to Persuade- Exploring the Power of Data Visualization” for corporates and faculties on Feb 20, 2021
  • Conducted Faculty Development Program on "Introduction to Tableau BI Tool" at IES Management College and Research College, Mumbai  
  • Successfully completed Consultancy Assignment for Wockhardt  Ltd. with regards to Conjoint Analysis: Instrument Designing for an Expectorant and Concentrated Insulin brand
  • Developed a knowledge Paper entitled “ Multi-Screen Behavior: A Study on emerging Consumer Dynamics” , in collaboration with Indian Merchant’s Chamber for Fusion 2014.
  • Conducted " Women Entrepreneur Development and Motivation Session" at Bharatpur, Kota and Jaipur under Gyanjyot Project of Rajasthan Government.
Nominations / Committees of Professional or Academic Bodies :
  • Governing Council Member of the Centre on Financial Planning, Training and Research for Women, Banasthali Vidyapith
  • Panelist, Applications of Artificial Intelligence (AI) in Teaching and Research at the Research Conference organized by K. Somaiya School of Commerce and Business Studies, Mumbai, 23 Jan, 2026.
  • Judge for SYNTHESIS,  National-Level Research Paper Presentation on, “India’s Consumption Economy 2030: Scaling Growth Responsibly through Sustainability” organised as part of NLD Synapse 2026, at N L Dalmia Institute, Mumbai, Feb 27th, 2026.
  • Session Chair: 18th SIMSR Global Marketing Conference at Somaiya Vidya Vihar University,2023
  • Panelist for the PhD interviews at Somaiya Vidya Vihar University, September 15, 2022
  • Session Chair, "Customer Services" at, Tenth AIMS International Conference on Management January6-9, 2013, IIM Bangalore, India
Review Experience :
  • Journal Reviewer for International Journal of Business and Emerging Markets, Inderscience Publication.
  • Reviewer, Ph.D synopsis, Banasthali University, Department of Business Management, Rajasthan.
  • Journal Reviewer for QUEST Journal of Management Research , Chetana's Ramprasad Khandelwal Institute of Management & Research
  • Journal Reviewer for Journal of Management Research, Chetana's Institute of Management & Research

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