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 Name of Faculty

Name :

Dr. Neha Mehta

C:\Users\NEHA\Downloads\NEHA MEHTA.JPG

Designation :

Associte Professor, LJ Institute of Management Studies, LJU

Work Experience :

Teaching (15 years)   Industrial(--)  Total (15 Years)

Educational Qualifications:

PhD (Management), MBA (Marketing), MSc (Organic Chemistry), BSc (Chemistry)

Area of Specialization :

Marketing

Area of Interest:

Digital Marketing, Marketing Management, Consumer Behaviour, Retail Management, Marketing Research, Product and Brand Management, Integrated Marketing Communication

Current Area of Research:

Marketing, Consumer Behaviour, Retail Management, Skill Development, Digital Marketing

Email:

npmehta_9@yahoo.co.in

nehamehta@ljku.edu.in

Brief about you:

Currently working as Associate Professor and was Assistant Professor (from 14 years now) and former Academic Associate for one year have total experience of 15 years at LJ Institute of Management Studies, LJ University. I received a doctoral degree in 2016 and have published sixteen research papers (International and National), one case studies, and two chapters in the book (research paper and case study). The publications include journals like International Journal of Retailing and Consumer Services, Higher Education, Skills, and Work-based Learning, Management and Labour Studies, Asia Pacific Management Review, and others. I teach subjects of Marketing like Marketing Management and Digital Marketing. I have taught Consumer Behaviour, Strategic Brand Management, Integrated Marketing Communication, and Research Methodology. I also take training and consulting assignments. I undertook collaborative research project to study effectiveness of Skill India Mission in Gujarat state awarded by ICSSR under Special Call for Short-term Empirical Research 2023-24 as a Project Head to study “Meeting Industry Demand: Assessing the Skill India Mission's Impact on Industry demanded skills and its contribution to Industry and Workforce Development: A Study of Gujarat State”. Also, undertook two research projects to understand millet consumption which were sponsored by LJ University and New Gen IEDC (New Generation Innovation and Entrepreneurship Development Centre) respectively. I supervise four doctoral scholars and am a member of the doctoral progress committee. I coordinate several co-curricular and extra-curricular activities at the institute, including summer placements. I have received the academic excellence award twice and the best paper award at the conference. Recipient of Faculty Excellence Award for 2022 – 2023, 2019 – 2020, and 2018 – 2019 and Award of Merit for the year 2022 for summer placements.

A brief account of work done in Ph.D.:

Title: “Impact of Visual Merchandising on Consumer Behavior with Respect to Retail Outlets in Selected Product Categories”

Abstract: The study intended to find out relationship of visual merchandising on purchase behavior of customers. Three product categories i.e. apparel, furniture and electronics, of retail were taken to study the impact of various dimensions of visual merchandising on purchase behavior of consumers. In order to accomplish the objectives of research, exploratory and descriptive studies were conducted at the retail outlets of these categories.

From the analysis it is found that window display comes across as a very strong dimension of visual merchandising that impacts purchase behavior. Even the experts who were interviewed had the same opinion about window display. Mannequin display is also found to have impact impulse purchase behavior for apparel category. Store front also impacts purchase behavior for furniture and electronics products. For furniture, other than window display and store front, store layout and organization (shelf space) and Creative combination of colors impacts purchase behavior of customer. Perceptual mapping of all the retail outlets for different categories under study shows that customers have vivid perceptions related to each dimension of visual merchandising. No two retail outlets are found to be perceived similar on one dimension of visual merchandising. This study helps retailers to understand about the way visual merchandising techniques that can be used to influence the purchase behavior of customers who visits store. If customer develops unique positive perception based on the store visual merchandising, it can be used a unique differentiating tool and can help create distinct image of store in mind of customers.

Corporate Projects Carried out as part of Consultancy:

Mention number only

Guide for PhD:

04 (allotted by the Gujarat Technological University)

01 (alloted by the LJ University)

Seminars/Conference attended:

National (5)  International (8) Total (13)

Faculty Development Programme attended:

National (4)  International (3) Total (7)

Publications

Research Papers:

National (4)  International (15) Total (19)

Book Chapters:

2

Book Reviews:

0

Magazine & Newspaper Articles:

0

Books:

0

Edited Books:

0

Notable Achievements and activities Headed/executed:

  • 1.        Was awarded Research Project entitled, "Meeting Industry Demand: Assessing the Skill India Mission's Impact on Industry Demanded Skills and its Contribution to Industry and Workforce Development: A Study of Gujarat State", under Special Call for Short-term Empirical Research 2023-24 by Indian Council of Social Science Research. It was a collaborative project which was received the fund of Rs 15 lacs for which I was the project head.
  • 2.        Won the best research paper award for the manuscript Digital payments driving towards cashless economy- An Empirical Study on Consumer Attitude and Intention to Adopt Digital Payment in the International Conference 2023 On “Neo-Business Practices” organized between 28th and 29th April 2023 in virtual mode by School of Management Studies, LJ University.
  • 3.         Recipient of Director’s Choice Faculty Excellence Award for 2022 – 2023, 2019 – 2020, and 2018 – 2019.
  • 4.         Received an award of merit for the year 2022 for summer placements.
  • 5.         Received certificate of appreciation for exemplary achievement of publishing three research articles in reputed journals in a year (2022).
  • 6.         Letter of appreciation for constant hard work and dedication towards generating quality summer internships for students of LJMBA.
  • 7.     Total 462 citations on Google Scholar, including 8 h-index and 4 i-10 index. (as of 5th May 2024)  https://scholar.google.com/citations?pli=1&user=uSCLCY4AAAAJ.
  • 8.         Currently in the top 10% of Authors on SSRN by total new downloads within the last 12 months with author rank on SSRN is 3405 out of 1,672,247 with maximum downloads achieved 19,761.
  • 9.         My paper, “Visual Merchandising: Impact on Consumer Behavior (An Exploratory Study of Apparel Segment in Ahmedabad)”, was recently listed on SSRN's Top Ten download list for POL: Retail Industry. It ranked 1st in the list of SSRN.
  • 10.  My paper, “Impact of Visual Merchandising on Consumer Behavior: A Study of Furniture Outlets”, was recently listed on SSRN's Top Ten download list for POL: Retail Industry. It ranked 6th in the list of SSRN.
  • 11.  My paper, "The Impact of Visual Merchandising on Impulse Buying Behavior of Consumers: A Case from Central Mall of Ahmedabad India", was recently listed on SSRN's Top Ten download list for POL: Promotion and Advertising Category. It ranked 9th (latest) and 10th in the list of SSRN.
  • My paper, "A Study of Consumer’s Perception for Apparel Retail Outlets in Terms of Visual Merchandising in Ahmedabad", was recently listed on SSRN's Top Ten download list for POL: Retail Industry. It ranked 11th on the list of SSRN.

Association with Professional Bodies

None

Areas of Consultancy and Expertise:

Marketing Strategies, Digital Marketing, Sales,

Skill Development