Faculty

Faculty Details: Gayatri

Title	Prof. (Dr.)	Name	Gayatri	Photograph
Designation		Professor		`
Email		gayatri@lb.du.ac.in
Web-Page		--
Educational Qualifications : Ph.D., M.Phil., M.Com., B.Com. (H)
Degree			Institution	Year
Ph.D.			Delhi School of Economics, University of Delhi	2004
M.Phil.			Delhi School of Economics, University of Delhi	1994
M.Com. (Gold Medalist)			Delhi School of Economics, University of Delhi	1989
B.Com. (H)			Daulat Ram College, University of Delhi	1987
Net + JRF			UGC	1991

Career Profile

Joined P.G.D.A.V College as Temporary Lecturer in Department of Commerce on 14.08.1989.

Joined Lakshmibai College as Permanent Lecturer in Department of Commerce on 23.10.1990.

Presently working as Professor in the Department of Commerce.

Total Experience: More than 30 years.

Administrative Assignments2022-23 Nodal Officer, Admissions, Coordinator, Creativity, Innovation and Entrepreneurship Cell2021-22 Bursar, Coordinator, Innovation and Entrepreneurship Cell, Coordinator, Community Engagement activities

2020-21 Bursar, Co-Convener , Event Management Commitee

2019-20 Bursar, Advisor, Placement Cell, Co-convener, Event Management Committee

2018-19 Advisor, Placement Cell, Co-convener, Event Management Committee

2017-18 Convener, Stock Verification Committee, Convener, Parents-Teacher Meetings Committee, Convener, Alumni Association, Convener, Canteen Committee, Member, Building Committee, Member Library Committee Meeting

2016-17 Convener, Stock Verification Committee, Superintendent of Examinations, Convener, Parents-Teacher Meetings Committee, Convener, Alumni AssociationConvener, Canteen Committee, Member, Building Committee, Member Library Committee Meeting

2015-16 Convener, Canteen Committee, Member, Golden Jubilee Committee, Member Library Committee Meeting

Convener, B.B.E. Department 2007-2012

Teacher-in-Charge for Commerce Department 1991-92, 2004-05, 2011-12.

Teachers' Representative in Governing Body 1997-98

Convener, Advertising Society 2004-08

Convener, SPICMACCAY Events for three years

Also worked in all major Committees of the college including sports, N.C.C., Music and Dance, Punjabi Literary society, W.D.C., Admission, Vision, Time-table and others from time to time.

Areas of Interest / Specialization

Marketing, Advertising and Online Marketing

Research Guidance:

One Doctoral student has been awarded degree in the area of Digital Marketing under my supervision.

One student has completed her M. Phil in the area of Consumer Behaviour with me.

One Doctoral student is currently working in the area of advertising.

Publications Profile

Papers

Dahiya, R., & Gayatri. (2018). A research paper on digital marketing communication and consumer buying decision process: An empirical study in the Indian passenger car market. Journal of Global Marketing, 31(2), 73-95.
Dahiya, R, & Gayatri. (2018). Digital marketing communication and car buying: Differentiating users from non-users. IIMS Journal of Management Science, 9(3), 155-170.
Dahiya, R., & Gayatri. (2017). Investigating Indian car buyers’ decision to use digital marketing communication: An empirical application of decomposed TPB. Vision, 21(4), 385-396.
Dahiya, R., & Gayatri. (2017). Digital marketing communication in Indian car market: Understanding the attitudinal beliefs. Review of Professional Management, 15(1), 57-68.
Dahiya, R., & Gayatri. (2016). Digital channels of communication and car buying in India. Vidya International Journal of Management Research, 4(1), 5-19.
Dahiya, R., & Gayatri. (2015). Impact of perceived usefulness, compatibility and ease of use on attitude towards digital marketing in Indian car market. Journal of Global Information and Business Strategy, 7(1), 18-23.
Dahiya, R., & Gayatri. (2014). Consumer's attitude towards mobile marketing: A contemporary communication tool. Prabandhan Guru, V(1&2), 1-9
Verma, DPS., & Varma, G. (2003). On-Line pricing: Concept, Methods and Current Practices. Journal of Services Research, 3(1), 135-155.
Varma, G., & Kumar, S. (2007). Usage of the Internet by Marketers in India. Business Horizon. V(1), 82-102.

Books

Varma, G. (2005). On-line Marketing: Principles and Current Practices. New Century Pubns

Conference Organization/ Presentations (in the last three years)

Presented a paper titled Understanding Dharma for Marketers: A Case Study of the Movie 'Corporate', in two days Seminar on Dharma, Universality and Contingencies of Human Life, organised by Department of Philosophy, Lakshmibai College and ICPR in February, 2018

Research Projects (Major Grants/Research Collaboration)

Co-PI, University of Delhi funded project 'Understanding the potential determinants of obesity among school going adolescents in Delhi'
Co-PI, IIPA-funded project 'Creating consumer rights awareness'

Awards and Distinctions

Mamta Gupta Memorial Gold Medal, University of Delhi,1990

Jai Narayan Vaish Prize, University of Delhi, 1990

Professor M. C. Shukla Medal, University of Delhi, 1990

Member, Graduate Women International

Other Activities

Co-coordinator, for Mutual Fund Agent (NSDC) Course, 2017,

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