Marketing
Research Interests: Elaboration Likelihood Model, Prospect Theory, Attitude Ambivalence, TMT and CXO role in Marketing Strategy
Profile
Professor Bhanu Pratap Singh Choudhary works at the intersection of consumer behaviour, marketing strategy, and public policy. A University Gold Medallist in BTech, he qualified for UGC NET and GATE twice. He completed his MTech from the National Institute of Food Technology Entrepreneurship and Management (NIFTEM-K) and MBA from IIM Ahmedabad. He has received several accolades in thesis competitions and academic conferences for his research on nutritional labelling. He combines academic rigour with practical industry experience from his past corporate roles at Perfetti Van Melle and Resonance Eduventures Ltd.
Research
Consumer behaviour, Advertising and information processing, public health and nutrition, ESG Business model analysis, Strategic marketing management, Digital marketplaces and platforms
Publications
- Choudhary, B. P. S. (2020). Free trade: Way forward for emerging markets. Indian Food Packer, 50–53.
- Choudhary, B. P. S. (2020). [Review of the book Financing agriculture value-chains in India, by G. Mani, P. K. Joshi, and M. V. Ashok, Eds.]. Millennial Asia, 11(1), 119–123. https://doi.org/10.1177/0976399619900613
Teaching
- BBA: Brand Management; Marketing Management
- MBA: Marketing Management