My research areas include the following broad domains:
- Consumer Behaviour
- Rural Marketing
- Marketing to the Bottom of the Pyramid
- Tourism/medical tourism/rural tourism/techno-tourism
- Digital marketing

All Publications

Political Marketing at the Bottom of the Pyramid: Shreds of Evidence From India by Sengupta S., Mukherjee S. The Sage Handbook of Political Marketing; London : Sage 315-326 (2026)
Travelers Intention to Adopt Virtual Reality: A Consumers Value Perspective by Vishwakarma P., Mukherjee S. , Datta B. Journal of Destination Marketing & Management (ABDC-A category) 17 1-13 (2020)
Consumer Behaviour by Mukherjee S. 1-475 (2012)
Pricing Telecom Licenses in India by Mukherjee S., Pal D. - (2013)
National Pharmaceutical Pricing Authority (NPPA): Influencing Customer Behaviour by K J. R., Mukherjee S. - (2012)
Counterfeit conundrum: Insights into bottom of the pyramid consumer behavior in India by Mukherjee S., Datta B. Journal of Retailing and Consumer Services ABDC- A 82 - (2025)
Aspirational consumption at the bottom of pyramid: A review of literature and future research directions by Srivastava A., Mukherjee S. , Jebarajakirthy C. Journal of Business Research (ABDC-A category) 110 246-259 (2020)
What drives tourists to rural destinations? Investigating the role of perceived value in building travel intention by Mukherjee S., Chaudhary V. Tourism Recreation Research ABDC-A Ahead of print 1-25 (2026)
Retailer selection compulsion in the subsistence markets by Mukherjee S., Jebarajakirthy C., Datta B. Journal of Retailing and Consumer Services 52 - (2020)
Conspicuous consumption at the Indian BOP: a boon or bane? by Srivastava A., Mukherjee S., Datta B., Bag T. Journal of Consumer Marketing ABDC-A 42 146-158 (2025)