Publications

Marketers have never had more data about their customers, yet much of it sits unused while campaigns still run largely on intuition. This chapter asks whether predictive analytics, applied to big data, can turn that raw information into marketing decisions…

What shapes the way people in Gurgaon buy branded clothing, and how much do promotional offers sway that decision? This study sets out to understand the buying behaviour of regular purchasers of branded apparel in the city, looking closely at…

Indian youth are known to spend heavily on luxury branded products, often well beyond what they strictly need. This study asks why that collective splurging happens, proposing that the fear of missing out, or FoMO, is the underlying factor driving…

Institutional and commercial buildings consume large amounts of energy, much of it lost in ways that stay invisible without systematic measurement. Where exactly do those losses occur, and which fixes return the most savings for the least capital outlay across…

Personality, emotional intelligence, and academic performance are often studied separately, but this research asks how they relate to one another, and to gender, among university students drawn from different socioeconomic backgrounds. The underlying question is…