Dr Kavita Srivastava

Associate Professor
Marketing Management

Dr Kavita Srivastava is an Associate Professor in Dept of Management Studies. She holds a PhD Degree from IIT Kanpur.  She has more than 10 years of research and teaching experience. Her area of research includes consumer behavior, brand management, green marketing and services marketing. She has published research papers in ABDC ranking journals. She has also participated in international and national conferences and workshops.

Education
Ph D 2009 Indian Institute of Technology Kanpur
M A 2001 Chhatrapati Shahu Ji Maharaj University, Kanpur
B A 1996 Chhatrapati Shahu Ji Maharaj University, Kanpur 
Experience
2016 – Till Date Associate Professor, Rajiv Gandhi Institute of Petroleum Technology, Jais, Amethi
2009 – October 2016 Assistant Professor, Rajiv Gandhi Institute of Petroleum Technology, Jais, Amethi
February 2009 – June 2009 Research Associate, Indian Institute of Technology Kanpur 
Postgraduate Programme
  • Marketing Research
  • Consumer Behavior
  • Research Methods in Management
  • Services Marketing
  • Business Analytics
  • Product and Brand Management
  • IT for Managers (Excel part)
Doctoral Programme
  • Research Methodology
Research Interests
  • Brand Management,
  • Consumer Behavior
  • Green Marketing
  • Services Marketing
  • Neuromarketing
  • Retail Management
Research Projects

  • Readiness and interest of Indian refineries for adopting AI/ML technology for operations.
    Department of Science and Industrial Research
    Co-PI

Invited Talk/Lecture/Sessions
  • Delivered a lecture on “Formulation of the Research Problem and Development of the Research Hypotheses in workshop “Research Related Solutions for Faculty and Research Scholars” conducted by Department of Electronics Engineering and Department of Computer Science and Engineering, RGIPT Jais, from 31 January 2022 - 4 February 2022
  • Session taken on Understanding of Consumer Behavior in training program on Refining Technology (management module) conducted for IoCL officers in RGIPT every year from 2018 to 2023.
  • Session taken on Understanding of Consumer Behavior in training program on Refining Technology (management module) conducted for Officers of Chennai Petroleum Corporation Limited (CPCL) in the RGIPT Capability Building for Managers program (2021).
  • Delivered a talk on “Effectiveness of online pattern of higher education amid Covid-Perspective of women in education for Dew Journal 2020
Workshop/Short Term Course Attended
  • Short term course on Data Analytics Using Smart PLS by Numerical Analytics21st August to 28th August 2021
  • Short course on multivariate procedures using R 8th July to 17th July 2020 conducted by
  • Educational and Research Consultant Former Professor, IIT Kanpur
  • A conference concluding the Joint ORF-PRIO Urbanizing India project on “Future Scenarios for an Urbanizing India: Governance, Security and Environmental Change” organized by The Observer Research Foundation and the Peace Research Institute Oslo during 8 – 9 February 2016 in Casuarina Hall, India Habitat Centre New Delhi. India.
  • Workshop on “Teaching Marketing Research” organized by IIM Lucknow, NOIDA campus during 18- 20 November 2015
  • Workshop on “Structure Equation Modeling: An Advanced Research Technique for Data Analysis” organized by BITS NOIDA on 7th and 8th December, 2012.
  • One day course on Organization Structure, Systems and Culture for TQM organized by IIT Kanpur on 14th January, 2012.
  • One Day Program on MRP system, held at Indian Institute of Technology Kanpur on 3rd October, 2009.
Industry Visit and Interaction
  • Attended International Symposium on Biofuels and Bio-energy:  Enablers for Sustainable and Scalable Solutions
  • Visited and interacted with  KDMIPE, IDT, Dehradoon,  and  ONGC Academy 
  • Visited IRS Ahmadabad and Kalol Field
  • Visited BPCL Mumbai refinery and IOGPT
Journal Publications

Tripathy, R. K. and Srivastava. K., (2025) Optimizing Waste-to-Energy Ventures in India: Best Value Procurement as a Strategic Imperative, published in the journal of European Economic Letters : ISSN 2323-5233 Vol 14, Issue 3 (2025)  doi.org/10.52783/eel.v14i3.1766

Tripathy, R. K. and Srivastava. K., Navigating the Circular Economy in Sustainable Development: A Creative Framework based on People First PPP for Waste-to-Energy Projects in India, published in Recent Trends in Engineering and Science for Resource Optimization and Sustainable Development – Prof. (Dr.) Dorota Jelonek et al. (eds) © 2024 Taylor & Francis Group

Chaudhary, E., Srivastava, K (2025) The drivers and deterrents of collaborative consumption in India: A qualitative approach, Journal of Global Responsibility (3 Impact factor; C category in ABDC) DOI: 10.1108/JGR-01-2024-0003

Pal, D., Srivastava, K. et al (2024), Sensory Marketing: Mediating role of hedonic emotions between multisensory experiences and mall patronage intention, Asia Pacific Journal of Marketing and Logistics (A category in ABDC) DOI 10.1108/APJML-03-2024-0417

Srivastava, K. and Pal, D. (2024), "Importance of AI attributes in Indian retail stores: a conjoint analysis approach", International Journal of Retail & Distribution Management, Vol. 52 No. 3, pp. 355-371. https://doi.org/10.1108/IJRDM-11-2022-0456  (ABDC - A Category)

Pal, D. and Srivastava, K. (2023), "Consumer patronage intention: role of multi-sensory and atmospheric experiences in retail", International Journal of Retail & Distribution Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJRDM-05-2023-0296 (ABDC - A Category)

Pal, D., Srivastava, K. et al (2024), Sensory Marketing: Mediating role of hedonic emotions between multisensory experiences and mall patronage intention,  Asia Pacific Journal of Marketing and Logistics (A category in ABDC) DOI 10.1108/APJML-03-2024-0417

Srivastava, K. and Pal, D.  (2024), "Importance of AI attributes in Indian Retail Stores: A Conjoint Analysis Approach” International Journal of Retail & Distribution Management, (Accepted (ABDC - A Category)

Pal, D. and Srivastava, K. (2023), "Consumer patronage intention: role of multi-sensory and atmospheric experiences in retail", International Journal of Retail & Distribution Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJRDM-05-2023-0296 (ABDC - A Category)

Kadam, S. and Srivastava, K. (2023) “Evolution of Gas Based Economy in India: A Case of Gujarat State” Academy of Marketing Studies Journal- Vol 28 Issue 1, 2024; ABDC – B Category)

Kadam, S. and Srivastava, K. (2023) “City Gas Distribution is driving India's gas-based economy” Academy of Marketing Studies Journal; ABDC – B Category

Kadam, S. and Srivastava, K. “Impact of Covid-19 Nation-wide lockdown on Indian Natural Gas Market” (Accepted for Publication in Oil, Gas & Energy Quarterly; in “C” ABDC journal) 

Kadam, S., and Srivastava, K., (2019) “India’s heads for a Gas based Economy: Citi Gas distribution is emerging as an important Driver” Dew Journal, Vol 28 (8)

Srivastava, K., (2017) Confirmatory Factor Analysis: A Technique to test Measurement Theory ANALYTICUS Business Newsletter April-June 2017.

Srivastava, K., and Chawla D. (2017), “Demographic and Psychographic Antecedents of Ecologically Conscious Consumer Behavior: An Empirical Investigation” Int. J. Indian Culture and Business Management, Vol. 14, No.4, 480-496

Srivastava, K., and Sharma, N. K. (2016) “Consumer Perception of Brand Personality: An Empirical Evidence from India" Global Business Review, 17 (2), 375-388

Srivastava, K., and Singh. S (2014) “A Case Study on Uttar Pradesh Tourism” in Singh, S. C. Abraham, S. and Gupta, S., (Eds), Travel, Tourism and Hospitality: Emerging Perspective and Paradigm, New Delhi Publisher; ISBN: 9382484965.

Srivastava, K., and Sharma, N. K. (2013) “Service Quality, Corporate Brand Image, and Switching Behavior: The Mediating Role of Customer Satisfaction and Repurchase Intention”, Services Marketing Quarterly,  34 (4), 274–291 (Tylor and Francis Group: Routledge)

Srivastava, K., and Sharma, N. K. (2013) “Consumer Attitude toward Brand Extension: A comparative study of FMCG, Durable goods and services” Journal of Indian Business Research 5 (3), 177-197 (Emerald)

Srivastava, K., and Sharma, N.K. (2011) “Consumer Attitude toward Brand Extension Incongruity: Moderating Role of Need for Cognition and Need for Change” Journal of Marketing Management, 28(5-6), 652-675 (Tylor and Francis Group: Routledge)

Srivastava, K., and Sharma, N.K. (2011) “Exploring the Multidimensional Role of Involvement and Perceived Risk in Brand Extension” International Journal of Commerce and Management 21 (4), 410-427 (Emerald)

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, 3 (2), 93-100.

Srivastava, K., Mishra S., & Pandey S. (2008). Organizational Excellence: Total Quality Management.  SCMS Journal of Indian Management, 5 (4), 16-25.

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.

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. (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.

Conference Publications

Choudhary, E. and Srivastava, K. “Collaborative Consumption: A more Sustainable way to Utilize Resources” Organized by IIT Roorkee during 26-27 March 2023

Pal D., and Srivastava, K, (2022) “Sustainable Branding: A changing Perspective, Organize by IIM Shillong Titled GLOGIFT 21 CONFERENCE Twenty First Global Conference on

Flexible Systems Management Indian Institute of Management Theme: Flexibility, Resilience and Sustainability during 21-23 April 2022

Chaurasia M., and Srivastava, K. (2022) “Assessing The Impact Of Advertisement On Consumer Purchase Intention For Prestigious Apparel Brands: Mediating Role Of Masstige” presented in the International Conference on 'Shaping the Future of Management Education for Sustainable Emerging Economies' (SFME 2022) organized by DoMS IITRoorkee. 

Pal D., and Srivastava, K, (2020) "Social Marketing of Non-Government Organization" proceedings of 4th International Conference on Marketing, Technology and Society IIM Kozhikode- ISBN : 978-93-5419-748-2

  • Associate Dean, Planning Resources and Alumni Affairs (2021-till date)
  • Chairperson, Women Cell (2020-till date)
  • MBA Admission Chairperson (2013 to 2016; 2020 to 2023)
  • Member of NIRF Ranking committee
  • Head, Dept of Management Studies (2019-21)
  • Dean In-charge of Institute’s Website Management and Press Publicity and Promotion (2022 to till date)
  • Member, DPGC
  • Member of Placement Cell (2018-2020)
  • Department Academic Coordinator (2016-17)
  • Warden-in-charge of Girls Hostel (2009- 2012; 2019-2021)
  • In-charge of Alumni Association, DoMS (2010-14)
  • Cultural Coordinator (2009-2012)
  • Coordinator of Literary Club (2012)
  • Coordinator of Mess Committee (2010-2011)
  • Coordinator of Extra Curricular Activities ( 2011- 2012)
  • Coordinator of Counseling service (2011)
  • Secretary of Scholarship Committee (2011- 2012)
  • IIT Kanpur Fellowship for PhD
  • UGN-NET
  • National Scholarship from UP Board from 1994 to 1999
  • Qualified in the National Eligibility Test for Lectureship (NET), UGC, 2001
  • Tutor, IIT Kanpur (2004-2008)
Reviewer for Journals
  • Journal of Retailing and Consumer Services (Elsevier)
  • European Journal of Marketing
  • Cogent Business and Management
  • Cogent Social Science 
  • Paradigm, IMT Ghaziabad
Ph D
Sambhaji Kadam India’s Gas-Based Economy: Drivers, Challenges & Policy Thrust Completed
Divyanshi Pal Multisensory Brand Experience in Retailing Completed
Radha Krishan Tripathy A Study on Waste to Energy Sustainability in India Through the Adoption of Public-Private Partnership Ongoing
Ekta Choudhary Collaborative Consumption: Exploring the Drivers and Deterrents Ongoing
Bijay Kumar Key challenges and Policy in setting up CBG Plant in India Ongoing
Neha Dixit Behavioural Biases in Financial Decision making Ongoing
Shani Shev Financial Well Being Ongoing
Suman Raj   Ongoing

 

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