My research interests are in following areas:
Choice Modeling, Applications of Machine Learning and Big Data Technology in Marketing
Managerial decision making in game theoretic situations, signaling games, screening games, pricing, market positioning etc.
Service failure, Service recovery, Service Delay, Service queues.
Consumer Decision Making:
Consumer decision making under uncertainty, including cognitive biases, search, and information use, Psychological constructs and its applications in service evaluations, service recovery effectiveness, eWOM etc.
Bottom of Pyramid Marketing:
Consumer well-being, Social Capital, Consumption in BoP, Subsistence Marketplaces
User Generated Content (UGC) and Consumer Behavior: Analytics and Empirical Studies ISIRD, SRIC
Area of Research: Operations
Kittur Prathamesh Vivek
Area of Research: Marketing Analytics