Mentor Institution:

M. Geetha

Associate Professor
Marketing Management

M. Geetha has received her Ph.D. in Marketing from Indian Institute of Technology Madras. She has completed her Bachelors in Science and Masters in Business Administration from University of Madras. She has around fourteen years of teaching and research experience. Prof. Geetha's research areas are consumer behavior, retailing, tourism and social marketing. Her research focusses on understanding the role of store environment on two important hedonic purchase behaviors namely impulse buying behavior and variety seeking behavior. She is currently working on the study of various aspects of consumer behavior to enhance the understanding of consumers and creating value for them. She has published in journals such as European Journal of Marketing, Tourism Management, Journal of Retailing and Consumer Services, Advances in Consumer Research, Journal of Indian Business Research, International Journal of Business and Emerging Markets, South Asian Journal for Global Business Research and Asian Journal of Business Research.

Select Publications

Geetha.M,Pratap Singha, Sumeedha Sinha , Relationship between Customer Sentiment and Online Customer Ratings for Hotels - An Empirical Analysis,(2017), Tourism Management , Vol 61, pp. 43 – 54.

Geetha Mohan, Bharadhwaj Sivakumaran and Piyush Sharma, “Impact of Store Environment on Impulse Buying Behaviour”, European Journal of Marketing, 2013, Vol. 47 Iss. 10, pp.1711 – 1732.

Geetha, Mohan, Bharadhwaj Sivakumaran and Piyush Sharma, Store Environments Impact On Variety Seeking Behavior, Journal of Retailing and Consumer Services, 2012, Vol 19 Iss 4, pp.419–428.

Geetha, M, B. Sivakumaran, and P.Sharma, Role of Store Image in Consumer Impulse Buying Behavior, Advances in Consumer Research, 2009, Vol VIII, pp.194.

Geetha, M and Jensolin Abitha Kumari ,J., Analysis of Churn Behavior Of Consumers In Indian Telecom Sector, 2012, Journal of Indian Business Research, Vol. 4 Iss. 1, pp.24 – 35.

Geetha Mohan and Sangeeta Priyadarshini, Cosmetic Surgery Intent in Emerging Economies – Evidence from India, International Journal of Business and Emerging Markets, 2013, Vol. 5 Iss.2, pp.183–196.

Geetha Mohan and Gitanjali Naidu, Attributes and Retail Format Preference for Branded Pulses, South Asian Journal for Global Business Research , South Asian Journal for Global Business Research, (2014),Vol. 3 Iss 2 pp. 190 – 208

Geetha. M , Store Patronage for Apparel Purchase – A Comparative Study of Two Store Formats, Asian Journal of Business Research, (2015), Vol 5, Iss 1, pp.1-14

Geetha.M and Bharadhwaj.S, Impulse Buying Behavior in India -An overview, Asian Journal of Business Research, 2016, Vol 6, Iss 1,pp. 49-66