Smitha Siji - Associate Professor

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She is an MBA from Vikram Universiity Ujjain, M.Phil frm Alagappa University, Karaikudy and Ph. D from Bharathiar University, Coimbatore. Before joining the field of academics, she had a brief stint in the Industry. She worked as an Associate-Women’s Health care in Foreva – A division of Unichem Laboratories Ltd for three years. She has around 12 years of teaching experience and she has worked in several reputed B-schools in Tamil Nadu and Kerala. She has participated and presented papers in several national and international conferences and has published articles in reputed journals and edited volume books. She has also been a visiting scholar at Western Michigan University, Kalamazoo and Nazareth College, Rochester, USA.

Educational Qualification

MBA, M.Phil, Ph.D

Work Experience (Teaching / Industry / Research)

Industry Experience: (Three and a half years)
  • Marketing Executive in Foreva – A Division of Unichem Laboratories from July 1999 to March 2002
  • Administrative Executive in Parenteral Drugs (I) Ltd, Indore M.P from Jan’ 1999 to June 1999
Teaching Experience: (Twelve years)
  • Assistant Professor in Rajagiri Centre for Business Studies (June 2008 onwards)
  • Lecturer in SCMS School of Technology and Management, Kochi (2006-08)
  • Lecturer in KSR College of Arts and Science, Tiruchengode (2005 – 06)
  • Lecturer in Vysya Institute of Management Studies, Salem (2002-2005)

Area of Interest (Teaching / Research)

  • Marketing Management
  • Advertising and Sales Promotion
  • Consumer Behavior
  • Retail Business Management

Training / Research Projects / Consultancy / MDP conducted

  • Part of the research team involved in identifying the “Top Twenty Brands in Kerala” for the Dhanam Magazine for the year 2008
  • Resource person for "Technology based Entrepreneurship Development Programme (TEDP) on IT/ITES support services" conducted by KITCO  at Kalamassery, December 2012
MRP(H)-1457/10-11/KLMG054/UGC-SWRO, dated 10th  of February  2011
Influence of Price in Purchase Decision Making in FM
Executive Summary
This study was intended to understand the influence of the price in the purchase decision making of Fast Moving Consumer Goods.  The major objectives of the study were – (i) to assess the relative importance of price related factors affecting customers’ decisions and (ii) to find out whether there is any significant variance in the price related factors across various product categories in FMCG Six main hypotheses were set which were to find out whether there is any significant difference in the variables included in the study across various product categories. Methodology – The study was conducted among households to understand their buying behaviour. It was a descriptive study and the samples were selected using the convenience sampling technique. In all 537 completed questionnaires were received. The area of study was Kochi Corporation and the data collection was done between September and December 2011. Factor Analysis and ANOVA was used for the analysis of data. Findings – The major finding of the study was that the variables examined in the study do not have the same influence in the buying decision of the different product categories in FMCG. Customers are more value conscious than price conscious. Value consciousness, sale proneness, price-quality schema and prestige sensitivity were found to be significantly different across various product categories. Prestige sensitivity is the most important factor that influences purchase decision making across the four product categories in FMCG. The second important factor is value consciousness for cosmetics and toiletries as well as personal care products but its coupon proneness for the remaining two product categories.

Publication ( Book / Article / Case ) / Paper Presentations

  1. Published a book titled “Factors Influencing Buyer Behavior in FMCG – An Indian Perspective”LAMBERT Academic Publishing, ISBN: 978-3-659-97297-3
  2. Contributed a chapter titled 'The changing face of rural market'  in the book 'Rural Development : Emerging Economic and Commercial Perspectives' ISBN 978-93-5258-565-6, April 2016
  3. Published an article titled “Variance in factors influencing buyer behavior across various product categories in FMCGs” in the Indian Journal of Marketing, Vol-45, No. 3, March 2015, ISSN: 0973-8703
  4. Published an article titled, “Impact of Social Media in Education” in the  International Journal of Applied Services Marketing Perspectives, Vol-4, No.1, Jan-Marc-2015, ISSN- 2279-0977
  5. Published an article titled, “Linking customer Loyalty to Customer Satisfaction and Store Image” in the  Rajagiri Management Journal, Vol-8, N.2, Dec. 2014, ISSN – 0972-9968
  6. Published an article titled “Positive Influence of Price in FMCG Buying Decision” in the International Journal of Retailing and Rural Business Perspectives, Vol-3, No.2, April-June 2014, ISSN (P) 2279-093“Factors Influencing Buyer Behaviour in FMCG” in the International Academic Research Journal of Buisness Management, Volume 2, Issue No. 4, August 2013-ISSN no - 2227-1287
  7. Published an article titled "Determinants of Online Apparel Shopping Intentions" in an edited volume book titled Marketing Dynamics published by Aruna Publications with ISBN no. 978 93 81790 93 9
  8. Published an article titled "Negative Influence of Price in FMCG Buying Decision" in the Journal of Marketing Vistas, Volume 2, No. 2, July-December 2012
  9. Article titled “Analysis of Generation Mix at workplace” published in Journal of Contemporary Research in Management” 3rd Volume, 4th July-December 2007 issue.
  10. A case study titled “Strategic Alliances and Joint Ventures in Civil Aviation” published in the conference proceedings of the conference on “Global Competition and Competitiveness of Indian Corporate” held at IIM-Kozhikode, India on 18th and 19th of May, 2007
Paper Presentations:
  • Presented a paper titled “How effective are promotional offers in the purchase intention of consumers – between India and Columbia” in the National Conference on Insights in Marketing organized at Rajagiri Centre for Business Studies, Kakkanad on 4th of February, 2017.
  • Presented a paper titled “Economic development in the digital age: The role of digital marketing” in 7th international conference  on development policy organized at Avinashilingam School of Management and Technology,      Coimbatore on 15-16 December, 2016.
  • Presented a paper titled 'The Study of Customer Satisfaction, Customer Trust and Switching Barriers on Customer Retention of BSNL Landline Users' in the one day National conference on 'Insights in Marketing' organised by RCBS on Feb 6, 2016
  • Presented a paper titled "Linking customer Loyalty to Customer Satisfaction and Store Image" at the 14th EBES Conference organised by the Eurasian Business and Economics Society, held at Barcelona, Spain from October 23rd to 25th, 2014
  • Presented a paper titled "Impact of Social Media in Education" in the TEQIP II Sponsored National Conference on Integrating Humanistic Values and Social Concerns with Technical Education (NCIHST-2014), 7-8 February 2014.
  • Factors Influencing Buyer Behavior in FMCG" at "International Conference on Applied Research in Business, Management, Economics and Finance-ARC 2013-Cochin-India" on 25-26 July, 2013 organised by Academic Research Publishers, UAE and New York Institute of Technology, Abu Dhabi Campus
  • Presented an article titled "Determinants of Online Apparel Shopping Intentions" in a one day National Conference on "Recent Trends in Marketing - Opportunities and Challenges" organised at the National Institute of Technology, Thiruchirappally on 20th of February, 2013.
  • Presented a paper titled "Value Consciousness and Le-agile Marketing" in a UGC sponsored National Conference on "Leveraging competitiveness through Lean and Agile Management" held on 13th and 14th March 2012 at Avinashilingam School of Management Technology, Coimbatore.
  • Presented a paper titled "Influence of Price Consciousness and Purchase Decision Involvement in Local Retailer Loyalty" at an International Conference on "Evolving Frontiers Business-society-Nation Interfaces" organised at Indus Business Academy, Bangalore from 10th to 12th March 2011.
  • Presented a paper titled “Indian Thought on Business Ethics” in an International Conference titled “Emergent Business Models and Strategies for the knowledge economy: Impact on Society, Business, and Government: organized by Indian Business Academy, Bengaluru on November 19-21, 2009.
  • Presented a Paper titled “Indian Ethos and Management: Towards a New Managerial Vision” at an International conference on “Expanding Horizons of Indian Business and Indian Management” held at IBA, Bangalore on 15th and 16th Jan, 2008.
  • Presented a Case Study titled “Strategic Alliances and Joint Ventures in Civil Aviation – The Case of Air India and Lufthansa” at IIM-K on May 18th and 19th2007.

Training Attended / Seminar / Workshop / Refresher

  • Participated in a three day seminar on “Strategic Innovations in Higher Education” at Christ University, Bangalore from 10th to 12th of May, 2017.
  • Participated in the “Marketing and Brand Conclave” organized by CII at Hotel Crown Plaza on 2nd of November, 2016.
  • Participated in the FDP on “Teaching Methods to strengthen decision making skills” conducted by Dr. Ranjeet Nambudiri of IIM-Indore on September 20, 2016.
  • Participated in the FDP on “Case Method in Management Education” conducted by Dr. Simon George of TAPMI on August 20, 2016.
  • Participated in the FDP Symposium on 'Sentimental Marketing..# next is here' held at SCMS Cochin School of Business, Cochin , Kerala on July 29, 2016
  • Participated in an FDP on “Innovative Approaches in Management Teaching” from April 28 – 30, 2016
  • Participated in the one day Faculty development Programme on Bloom’s Taxonomy organised by Rajagiri Centre for Business Studies on  Jan 5, 2016
  • Participated in the one day training programme on Meta Analysis organised by Rajagiri Centre for Business Studies on Jun 02, 2015
  • Participated in a one day workshop on "Employment Laws in the IT sector: Myth and Reality" at Rajagiri Centre for Business Studies on 7th March, 2014.
  • Participated in a two day UGC sponsored Conference on “Inclusive Innovation  and Sustainable Growth: The Millennium Challenges” organized by Rajagiri College of Social Sciences on 30-31 August 2013.
  • Attended a three day national workshop on "Reseacrh Methodology and Statistical Analysis: New Trends" held at RCBS, Kochi from 16-18 July, 2013.
  • Participated in the UGC sponsored one day National Conference on "Information Systems: Emerging Trends and Technologies" organised at Rajagiri College of Social Sciences on 13th of February, 2013.
  • Participated in the International Conference on "Innovative Practices for Business Excellence" at Rajagiri Centre for Business Studies on 14th January, 2013.
  • Participated in a two-day Training Program on "Information Delivery Systems for Academic and Research Institutions (IDSARI 1.0) organised by ICFOSS Technopark, Trivandrum and Rajagiri College of Social Sciencs, Kalamassery from 24th of September to 25th of September, 2012 at RCSS Kalamassery.
  • Particiapted in a one-day FDP on “Indian Ethos and Values” at PSGIM, Coimbatore, on 25th of September, 2010.
  • Participated in a one day International Conference on “Human Resource Management in 21st Century: The Strategic Focus” organized by Rajagiri Centre for Business Studies on January 22, 2010.
  • Participated in a one day National Conference on “Communication in Global Business…the changing spectrum” organized by the Rajagiri School of Management on September 25, 2009
  • Participated in a one-day workshop on “Teaching CSR in Management Schools” organized by IIM-B Centre for Corporate Governance and Citizenship in association with SCMS-Cochin on 24th July, 2009 at SCMS Campus.
  • Participated in a one-day workshop on “Data Analysis using SPSS”, conducted by Dept of Computer Applications, CUSAT and SPSS South Asia Pvt Ltd Bangalore on 25th June, 2009.
  • Participated in a workshop on “Research methodology – application of Contemporary Statistical Techniques for Research in Business” at Rajagiri School of Management from 13th to 17th of October, 2008.
  • Participated in a seminar and workshop titled “Enhancing Organizational Effectiveness through Managing Change” at Rajagiri School of Management on 17th, 18th and 19th July, 2008.
  • Attended a one-day workshop on “Building Creativity Looking Beyond Limits” organized by Kerala Management Association on 24th of November 2007.

Presentation made in the Rajagiri Faculty Council

  • Presented an article titled "Alliteration alters:Phonetic overlap in promotional messages influences evaluations and choice" authored by Derick F Davis, Rajesh Bagchi, and Lauren G Block, published in the Journal of Retailing, 92, (1, 2016)
  • Presented the work-in-progress of Ph.D Dissertation thesis.
  • Presented the research proposal being pursued for the doctoral studies.
  • Case Study titled “Strategic Alliances and Joint Ventures in Civil Aviation – The Case of Air India and Lufthansa”
  • How to stop customers from fixating on price?
  • Presented an article titled "Using the crowd as an innovation partner" authored by Kevin J Boudreau and Karim R Lakhani, published in HBR South Asia, April 2013.