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Core Faculty
SOMNATH CHAKRABARTI
Associate Professor of Marketing Management

Google Citation :https://scholar.google.co.in/citations?user=_nctCgUAAAAJ&hl=en

Phone: +91-5947-262176 (Ext. 205)
Email: somnath.chakrabarti@iimkashipur.ac.in
Address:
IIM Kashipur,
Bazpur Road,
Kashipur, Uttarakhand - 244713

  • BIOGRAPHY

Dr. Somnath Chakrabartihas teaching and research interests in consumer behaviour, marketing of services, international marketing and B2B marketing. He has done Bachelor of Engineering (B.E.) from REC (now NIT), Durgapur; MBA from College of Business, Oklahoma State University, Stillwater, USA (AACSB accredited College of Business inpublic research University in US) and Ph.D. from Department of Management Studies, IIT Delhi.

Dr. Chakrabarti’s research in the past has focussed on understanding the drivers of advertising spend trends among global marketers. His research in consumer behaviour has also focused on understanding the purchase motivations, attitudes towards different product categories and the role of consumer innovativeness, personal influence related constructs and consumer evaluation attributes in the purchase process. Another area of his research involves psychometric examination of the applicability of different international scales used in consumer behaviour research in Indian context. In recent times, he has been working on understanding consumer behaviour, integrated marketing communication and branding (destination branding) issues pertaining to tourism sector as research interest. He is currently Chairperson (EFPM).

He has published in leading academic journals like Decision (IIM Calcutta); IIMB Management Review (IIM Bangalore); Metamorphosis (IIM Lucknow); International Journal of Advertising, UK (published by World Advertising Research Centre – WARC); International Journal of Consumer Studies, UK (published by Wiley Blackwell) and British Food Journal, UK (published by Emerald and having Thomson Reuters impact factor of 0.520) among other journals.His professional work experience in India in Corporates has been since 1992 (with Wipro and leading MNC Ad Agencies) and he has been in academics since 2002. He has gathered international work experience while doing a stint on sales response modelling research in McCann Erickson, Sydney, Australia.

  • SELECTED PUBLICATIONS

"Luxury Accessories as gifts for sustainable relationships" 2014, IIT Roorkee Department of Management Studies Book of Proceedings on “Research and Sustainable Business”

"Exploring Effect of Country of Origin and Cultural Values on Consumer Perceptions towards Luxury Brands" accepted for presentation inIIM Indore Conference (2014) and the paper will be published in IIM Indore conference proceedings/journal.

"A Study of Opinion Leadership among Owners of High End Smartphone Products in India and the Desired Action Pointsfor the Marketers", Amity Business Review, Jan – June 2013, pp.1-13

"A Comparative Study of Consumer Innovators and Non Innovators among BSNL 3G Mobile Service Users, Journal of Marketing & Communication", May-August 2012, pp.4-11

A Psychometric Examination of Steenkamp and Baumgartner Change Seeker Index Scale in Indian Context, Metamorphosis, 2010, July-December,Vol.9, No.2, pp.7-22

Factors Influencing Organic Food Purchase in India – Expert Survey Insights, British Food Journal, UK, 2010, Vol. 112, Issue 8, pp.902-915

The Influences of Consumer Innovativeness and Consumer Evaluation Attributes in the Purchase of Fashionable Ethnic Wear in India, International Journal of Consumer Studies, UK, 2009, Vol.33, Number 6, November, pp.706-714.

Purchase of Organic Food: Role of Consumer Innovativeness and Personal Influence Related Constructs, IIMB Management Review, 2009, March, Vol. 21, No.1, pp.18-29

Drivers of Ad spend Trends among Global Marketers, International Journal of Advertising, 2007, Vol. 26, No.3, pp.387-397

Purchase Motivations and Attitudes of Organic Food Buyers. Decision, 2007, January-June, Vol. 34, No.1, pp.1-22.

  • Courses
Number Name Term
1 Services Management V
2 Integrated Marketing Communication IV
3 Marketing Management II II