Application of eye-tracking devices in advertising
Studying the impact of pricing information and contextual cues on consumers biases.
Consumer behavior in gifting
Consumers’ adoption of sustainable goods
Kapil Khandeparkar has completed his doctoral studies from the Indian Institute of Management Ahmedabad (IIM A) on the topic of advertising humour. Prior to that, he completed his engineering from BITS Pilani Goa campus. He has three years of industry and nine years of academic experience. He has taught at IIM Ahmedabad, IIM Indore, IIM Sambalpur, IIM Ranchi, IIM Sirmaur and IIM Rohtak as a visiting faculty.
His research interests include topics in consumer psychology and customer buying behaviour. His research has been published in journals such as Journal of Business Research, Tourism Management, Journal of Retailing and Consumer Services, Journal of Brand Management, Marketing Intelligence and Planning and International Journal of Consumer Studies. He is a member of the editorial review board of the Journal of Brand Management, Marketing Intelligence and Planning.
Ph.D. 2016. Focus: Marketing Area
BE (Hons.), Major: Electronics & Instrumentation
Application of eye-tracking devices in advertising
Studying the impact of pricing information and contextual cues on consumers biases.
Consumer behavior in gifting
Consumers’ adoption of sustainable goods
Khandeparkar, K., Motiani, M., Chaurasia, S., and Chowdhury, J. (2024). A powerful tip: Power’s impact on tipping behavior. International Journal of Consumer Studies, Vol. 48, Issue no. 2, pg. 1 – 13. (ABDC cat: A).
Khandeparkar, K., Motiani, M. and Sharma, A. (2021). Thank you for not smoking – A multi-method investigation to understand the effect of anti-smoking warnings in television programs. Journal of Business Research, Vol. 128, 462-472. (ABDC cat: A).
Khandeparkar, K. & Motiani, M. (2020). The effect of alcohol consumption and contextual cues on the evaluation of new brands of alcoholic beverages at the POS. Journal of Retailing and Consumer Services, Vol. 55. (ABDC cat: A). (Received a grant of USD 1000)
Khandeparkar, K., Maheshwari, B., & Motiani, M. (2020). Why should I pay more? Testing the impact of contextual cues on perception of price unfairness for the price-disadvantaged segment in dual pricing. Tourism Management, Vol. 78. (ABDC cat: A*).
Khandeparkar, K., & Manoj, M. (2018). Fake Love: Brand love in the context of counterfeits. Marketing Intelligence and Planning, Vol. 36, Issue no. 6, pg. 661 – 677. (ABDC Cat: A).
Khandeparkar, K., & Abhishek, (2017). Influence of media context on humorous advertising effectiveness. Marketing Intelligence and Planning, Vol. 35, Issue no. 2, pg. 259 – 276. (ABDC Cat: A).
Roy, P., Khandeparkar, K., & Motiani, M. (2016). A Lovable Personality: The effect of brand personality on brand love. Journal of Brand Management, Vol. 23, Issue no. 5, pg. 97 – 113. (ABDC cat: A).
Khandeparkar, K. (2014). The Role of Complementarity and Partner Brand Price Level in New Product Introduction Strategy Using Bundle Offers: A Study on the Quality Perception of Bundle Components. Journal of Retailing and Consumer Services, Vol. 21, Issue no. 6, pg. 992-1000. (ABDC cat: A).
Chaurasia, S. S., Shukla, D., Venugopal, A., Motiani, M., & Khandeparkar, K, Co-creation, Dynamic Capability, and Sustainability Performance in SMEs: A Micro Foundational Lens. Academy of Management Proceedings (Vol. 2022, No. 1, p. 12998). Briarcliff Manor, NY 10510: Academy of Management. 2024.
Chaurasia, S. S., Shukla, D., Venugopal, A., Motiani, M., & Khandeparkar, K. The Effect of Sustainability Tension and Sustainability Synergy on Cooperative Performance. Academy of Management Proceedings (Vol. 2022, No. 1, p. 12998). Briarcliff Manor, NY 10510: Academy of Management. 2023.
Chaurasia, S. S., Shukla, D., Venugopal, A., Motiani, M., & Khandeparkar, K. The Effect of Sustainability Tension and Sustainability Synergy on Cooperative Performance. Academy of Management Proceedings (Vol. 2022, No. 1, p. 12998). Briarcliff Manor, NY 10510: Academy of Management. 2022.
Khandeparkar, K. The Effect of Alcohol Consumption and Contextual Cues on the Evaluation of New Brands of Alcoholic Beverages at the POS. At the 28th EBES Conference – Coventry, UK. 2019.
Khandeparkar, K. Fake Love: Brand love in the context of counterfeits. At the 2017 Multi-disciplinary Conference held at Prague, Czechia. 2017.
Khandeparkar, K. Lifestyle Values of Global Age Cohorts: A Means of Market Segmentation? At the Marketing and Communication Conference held at La Londe, France. 2015.
Khandeparkar, K. Lifestyle Values of Global Age Cohorts: A Means of Market Segmentation? At the 44th EMAC Annual Conference held at Leuven, Belgium. 2015.
Khandeparkar, K. Fake Love: Brand love in the context of counterfeits. At the 6th annual China India Insights Conference by Yale School of Management and the Customer Information Management Center of Cheung Kong Graduate School of Business (CKGSB). 2014.
Consumer behavior
Sales and distribution management
Retail management
Luxury marketing
Consumer behavior
Sales and distribution management
Retail management
Luxury marketing
Recipient of best paper award (runners-up) at INDAM conference in 2024.
Recipient of AIMS (Association of India Management Schools) Ramaswamy P Aiyar Best Young Teacher Award in 2023.
Best Thesis award at Indian Institute of Management, Ahmedabad in 2016.
Recipient of the Indian Oil Scholarship for scholastic performance in 12th class Board exams.
National level scholarship winner for academic excellence.
Goa Institute of Management, June 2015 – April 2024
Hostel Warden
Area Chairpersons
One Cybertech Software Technologies Pvt. Ltd., Nov 2009 – April 2011, Designation: Senior Software Engineer
Reflexis Systems Pvt Ltd, India, July 2008 – Nov 2009, Designation: Software Engineer
2023: Cultural resonance of Serendipity Arts Festival on Goa. Client: Serendipity Arts Festival
2023: Mentoring 18startup. Client: 18startup
2023: Marketing Lipee. Client: Lipee
2024: Reputation Management in the Digital World at IIM Ahmedabad
2023: Customer Centricity. Client: LIC at GIM
2022-2023: Sales Process/Beta Programs. Client: Product Management for IIM Indore
2022-2023: Managing Channel Partners. Client: Product Management for IIM Indore
The School Of Luxury Retail’(TSOLR). Dr. Homi Bhabha State University, Mumbai(HBSU)
Marketing intelligence and planning
Journal of Business Research
Journal of Retailing and Consumer Services
Tourism Management