معرفی
Kapil Bawa is a Professor at the Allen G. Aaronson Department of Marketing & International Business within the Zicklin School of Business at Baruch College, City University of New York. He holds a PhD in Business from Columbia University (1984), an MBA from the Indian Institute of Management, Calcutta (1980), and a BA in Economics from St. Stephen's College, Delhi (1977).
His educational background includes a Post-Graduate Diploma in Management from the Indian Institute of Management Calcutta and an MA (Part I) in Economics from the Delhi School of Economics.
- Ph.D., Business, Columbia University (1984)
- Post-Grad. Diploma in Mgmt., Business, Indian Inst. Of Mgmt Calcutta (1980)
- MA (Part I), Economics, Delhi School of Econ. Delhi (India)
- B.A., Economics, St. Stephen's College Delhi (India)
Professor Bawa's research focuses on consumer behavior, particularly in the areas of brand choice, coupon usage, promotional effectiveness, and the psychological factors influencing consumer decisions. His work examines how consumers respond to different marketing stimuli, with special attention to hedonic versus utilitarian consumption, variety seeking behavior, and the temporal aspects of purchase decisions. He has made significant contributions to understanding coupon proneness across product categories and the effectiveness of free sample promotions.
His publication history spans over three decades, with research consistently focused on understanding the nuanced aspects of consumer decision-making. His work shows a progression from foundational studies on coupon usage and brand switching in the 1980s to more sophisticated examinations of consumer psychology in the 2000s. A notable theme throughout his career has been the investigation of how promotional tools affect both short-term sales and long-term brand loyalty.
- Zicklin Teaching Innovation Award (2023)
- Citation of Excellence for 'Coupon Attractiveness and Coupon Proneness: a Framework for Modeling Coupon Redemption' from ANBAR, UK (1998)
Professor Bawa has served as a dedicated mentor to numerous doctoral students including Maneesh Thakkar, Keith Wilcox, and others from institutions like McGill University and New York University. His service to the academic community includes extensive committee work at Baruch College, where he has chaired various search committees and curriculum review panels. He has also secured research funding including a PSC-CUNY grant for 'Modeling the Perceptual and Emotional Antecedents of Musical Preference' and led the 'Assessing Drivers of Enrollment in CUNY Graduate Programs' project.
As an active member of the academic community, Professor Bawa serves on the review panel for PSC-CUNY Research Grants and has provided editorial review services for numerous prestigious marketing journals including the Journal of International Marketing, International Journal of Consumer Psychology, and Marketing Science.
