Kenneth C Gehrt

Kenneth C. Gehrt is a faculty member at San José State University's Lucas College and Graduate School of Business, where he serves in the Department of Marketing and Business Analytics. He holds a Doctor of Business Administration in Marketing from the University of Kentucky, earned in 1987. His teaching activities include courses such as Introduction to Marketing (BUS2 130), Marketing Management (BUS2 139), and Analytic Strategy (BUS2 195D), with office hours regularly scheduled for student consultations.

Gehrt's research focuses on consumer behavior analysis across diverse contexts, with specialized expertise in market segmentation, cross-cultural consumer patterns (particularly Japanese and French markets), retail strategy, and situational influences on purchasing decisions. His work frequently examines food consumption patterns, retail career preferences, and catalog shopping behaviors through psychographic and sociocultural lenses.

Gehrt's publications consistently explore consumer segmentation methodologies across different retail environments and cultural contexts. His research spans grocery shopping behaviors, snack food consumption patterns, gift-giving traditions, and elderly financial practices, employing both quantitative and qualitative approaches to understand situational and cultural influences on consumer decision-making.