Faculty Details

Faculty Detail

Neena Sondhi  

Specialization
:
Marketing
Designation
:
Professor
Email
:
neenasondhi@imi.edu

Neena Sondhi  

Course                     Year                    Institution                                   Highlights

H.S.C (Xi)                1977                  St. Anthony’s School, New Delhi               I                           

B.A.Psy. (Hons)       1980                   Jesus & Mary College, New Delhi              I

M.A.(Psy)               1983                    Delhi University                                     I (4th in the University) 

Ph.d (Psy)              1990                    Delhi University                          Direct admission on the  Basis of merit  
                                                                                                         (Scholarship ) 

Neena Sondhi  

April 2007-till date: Professor, Marketing.
May 2005-2007: Associate Professor Marketing. International Management Institute, New Delhi
1993-2005: Associate Professor Marketing(last designation) . Cumulative Twelve years of teaching, training and research experience, with FORE School of Management, New Delhi in the areas of Marketing and Research. Alongside teaching completed some important research projects and consultancies with National and International clients. 

Administrative Experience

June 2014 –till date: Area chair Marketing
June 2011-July 2013: Area chair marketing
July 2007-2010: Program director PGDM (Part time)
January 2000-2002: Secretary, Faculty Council FORE School of Management
January 1998-2001: Faculty coordinator (Students cultural club) FORE School of Management 

Medals & Honors

  • Emearld best research paper award 2015
  • Best professor in Marketing Management: National leadership award: Dainik Bhaskar and Dewang Mehta foundation awards. Mumbai October 23rd 2013.
  • Fourth position in Delhi University in M.A. psychology
  • Direct admission and scholarship for the Phd Program in Delhi University.

Additional training:

  • August 2008: Trained in the Case method of teaching by the Harvard School of Business, USA- she was awarded a Goldman Sachs sponsorship for undertaking this course.
  • October 2013: Trained and certified in measurement and evaluation of Social interventions studies by ISB-UNICEF
  • October 2014: Big data analytics, certification by Wiley.

Teaching & Phd guidance : subject Areas

Core marketing –marketing management I ⅈ Consumer behavior ; Marketing research ;Research Methodology ; Marketing of services; qualitative market research; negotiation skills-Marketing; International consumer behavior ,Retail consumer behavior.

FPM Supervision:

  • Guiding two FPM scholars at IMI, New Delhi.
  • Part of the FPM committee for one FPM scholar.

Neena Sondhi  

Dr. Neena Sondhi, has a diverse 20+ years of diverse experience of teaching, research and consultancy. An alumnus and a merit holder from the Faculty of Arts, University of Delhi, she has successfully managed senior administrative roles in the organisation. She is a well-respected external examiner for Phd and fellow programs of reputed universities as well as reviewer for reputed International journals from Emerald, Sage, Inderscience.  
 
She has been trained in the case method of teaching and writing at the Harvard Business School and in monitoring and evaluating effectiveness of Social programs by ISB (Indian School of Business) and UNICEF. She has been in academics for the past two decades and her core areas of expertise are consumer behavior, consumer psychology, marketing research, core marketing. Dr Sondhi has conducted numerous Social and Organizational Research assignments- some of her clients have been from both government and non-government organizations- like IDRC Canada; Planning Commission, Navdanya Foundation, IRDAI etc. She has also to her credit market research, market potential studies and consultancy assignments for reputed Indian and International organizations.  An avid researcher and has to her credit a number of research papers and Case studies(cases authored  by her are available at the Harvard Business school publishing-
https://cb.hbsp.harvard.edu/cbmp/search?term=NEENA+SONDHI&n=&navigation=&coursepackName=&libraryItemId), published in National as well as International journals and publishing house. Recently her paper on organic consumption was judged as the best research paper 2015 by Emerald Publishing.  She is also a prolific writer and writes for numerous Indian daily newspapers. Her co-authored book titled “Research Methodology: concepts and cases” has been widely adopted in prestigious business schools across the country and has been rated as one of the top 25 books in management education, in 2016 the second edition of the has been published. Besides academics and research she also undertakes faculty development programs in business research and training programs (Both open and in-company) in Marketing Research, Marketing Communication and Negotiation skills, Consumer Behavior and Customer care. Her research interest and publications are in the areas of market segmentation, consumer behavior –with a focus on young consumers; sports marketing; socially responsible marketing and lately in Luxury marketing. Dr. Sondhi was awarded the “best teacher in marketing management” award in 2013 by the Dainik Bhaskar and Dewang Mehta foundation. Dr. Sondhi can be contacted at neenasondhi@imi.edu.

Neena Sondhi  

BOOKS:

  • Research Methodology- Concepts and Cases,” Deepak Chawla & Neena Sondhi, VIKAS PUBLISHING HOUSE PVT. LTD., 2011 .First edition
  • Research Methodology- Concepts and Cases,” Deepak Chawla & Neena Sondhi, VIKAS PUBLISHING HOUSE PVT. LTD., 2016.Second edition 

PEER REVIEWED REFEREED PUBLICATIONS(Journals)

  1. Sondhi.N. and Chawla.D(2017) :"Segmenting and profiling the chocolate consumer: an emerging market perspective . Journal of Food product marketing .vol.23(2).pp.123-143
  2. Sondhi.N.(2017) :"Consumption of organic food:an emerging market perspective .International Journal of Managment practice.vol.10(1) pp. 30-48.
  3. Sondhi.N., Sharma.B.R. and Kalla.S.M.(2017) : Customer engagement in the Indian retail banking sector: an exploratory study". International Journal of Business Innovation and Research. Vol.12(1). pp.41-61.
  4. Chawla D.C. and Sondhi.N.(2017) :"Attitude and consumption pattersn fo the Indian chocolate consumer: an exploratory study"Global Business Review. Vol.17(6) pp.1-15
  5. Chawla. D. and Sondhi.N. (2016):“Local versus global brand preferences amongst urban Indian chocolate consumers: an empirical study” International journal of Indian culture and business management, vol.12 (4). 2016.pp.508-533
  6. Mittal.S. Chawla.D. and Sondhi. N.(2016) : “Segmentation of Impulse Buyers in an Emerging Market – An Exploratory Study”.Journal of retailing and consumer services.vol.33(nov.2016) pp.53-61
  7. Mittal.S.;Chawla.D. and Sondhi.N.(2016) : “- Impulse buying tendencies among Indian consumers: scale development and validation”. Journal of Indian Business Research .vol.8(3).pp.205-226
  8. Mehta.C. and Sondhi.N. (2016) “Understanding Indian retail investors’ stock investment behavior: an empirical study”. International journal of Management practice (Inderscience publications). Vol. 9(1) 2016.pp.4-23
  9. Sondhi. N. & Basu.R. (2016) “A tri-component model of parental attitude: acceptance of child’s role in family decision making “-International Journal of Indian Culture and Business Management, Vol. 12(2), 2016.pp237-254
  10. Sondhi. (2015): “Empirical analysis of online purchase of kids’ products by urban Indian parents. International journal of Electronic marketing and retailing. (Inderscience journal). 2015 Vol. 6(3).pp 214-238.
  11. Basu.R. & Sondhi.N. (2015)Refereed paper: “An empirical analysis of purchase behavior for football ancillaries: an emerging market perspective”. Global Business Review.2015 Vol.16(5) pp.879-890
  12. Mittal.S., Sondhi.N & Chawla .D.(2015) “Impulse buying behavior: an emerging market perspective”. International journal of Indian culture and business management. vol.11 (1). 2015. pp 1-22 
  13. Sondhi.N. (2014): “Segmenting the urban Indian online buyer: an exploratory study”. : International journal of Logistics Economics and Globalisation, 2014 Vol.6, No.2, pp.145 – 160
  14. Sondhi. Neena (2014) : “Assessing the organic potential of urban Indian consumers”. British Food journal. Volume 116( issue 12) . pp. 1864-1878
  15. Sondhi. N. and Basu. R.(2014) “Role of children in family purchases across Indian parental clusters. Young Consumers . vol. 15.issue 4. Pp.365-379
  16. Basu.R. and Sondhi.N.(2014) : “Child Socialization practices: implications for retailers in emerging markets.” Journal of retailing and consumer services. vol.21 (5) September 2014. pp 797-803
  17. Sondhi.N. and Chawla.D.(2014): “A Cluster analysis approach to grouping Indian women professionals.” International journal of Indian culture and business management.vol.8(1). 2014. pp 35-53 
  18. Chawla. D. and Sondhi.N.(2011) : "Assessing the role of organizational and personal factors in predicting turn-over intentions: A case of school teachers and BPO employees",   Decision, Vol. 38, No. 2, pp.5-33.  August 2011
  19. Chawla. D. and Sondhi.N.(2011) : "Assessing work life balance among Indian women professions",   The Indian journal of Industrial Relations - a review of economic and social development, Vol. 47, No. 2, pp. 341-352,2011
  20. Sondhi.N. and Chawla.D.(2008) :’Work exhaustion- A consequential framework: Validating the model in the Indian context” The Indian Journal of Industrial Relations, vol. 9, No. 2, July-Dec, 2008.
  21. Sondhi.N. and Vani.V.(2007) “An empirical analysis of the organic retail market in the NCR” Global Business review,  Vol. 8.2July-dec2007
  22. Sondhi.N. and Singhvi.S.R.( 2006) : Gender influences in garment purchase: An empirical analysis Global Business review.Vol. 7 number 1, Jan-Jun 2006
  23. Sondhi.N. and Singhvi.S.R.( 2005) : A typology of Consumer Buying Behavior: Packaged Grocery Products 8M-JIMS vol. 10, No. 2,  pp 54-64
  24. Bhardwaj.G. and Sondhi.N.(1987) :The Psychology of Hierarchy: A macro level Analysis in a large-scale paper industry--Indian Psychological Review vol.32 No.5-6 1987 pp1-9
  25. Sondhi.N. and Bhardwaj.G.(1986): Quality of working life in the Indian Industrial scene: A Myth or Reality? -Indian Psychological Review vol.31special issue Dec.86 Pp25-30

PEER REVIEWED REFEREED PUBLICATIONS(CASE STUDY –WITH TEACHING NOTE)

  1. Sondhi.Neena and Sajjan Raj.Singhvi (January 2014) : SAFE WATER NETWORK IN INDIA. Richard Ivey Publishing( Now available at Harvard Publishing )
  2. Sondhi. Neena, Supriya M Kalla; Uma Shankar Vnekatesh (May 2014) : MOTHER DAIRY: creating a national footprint. Richard Ivey Publishing( Now available at Harvard Publishin )
  3. Sondhi.Neena Supriya M Kalla; Uma Shankar Vnekatesh  : ADDONS: TARGETING IMPULSE. Ivey Publishing

  4. Sondhi. N. (2015): ROCKLAND HOSPITALS: INNOVATING HEALTH CARE IN INDIA (A). ( Case & teaching note) Ivey Publishing house. ( Now available at Harvard Publishing )

  5. Sondhi. N.(2015): ROCKLAND HOSPITALS: INNOVATING HEALTH CARE IN INDIA (B). ( Case & teaching note) Ivey Publishing house. ( Now available at Harvard Publishing )

  6. Sondhi.N. and Dokadia.A. (2015): COOKIEMAN: EXPLORING NEW FRONTIERS. Ivey publishing house( Now available at Harvard Publishing )

  7. Sondhi.N.(2016):Customer relationship management :Tudor House makes amends.Thunderbird School of managment  case series.( Available at Harvard Business publishing)
  8. Basu.R. and Sondhi.N.(2016) :   Media Industry : The road ahead for Sanmarg Hindi language daily.Thunderbird School of managment case series.( Available at Harvard Business publishing)

    PEER REVIEWED REFEREED PUBLICATIONS(CASE STUDY ANALYSIS)

  9. Sondhi.Neena(2010) : “MakeMyTrip.com (A)”, Vikalpa, January – March, 2010

CONFERENCE PAPERS

  • Sondhi.N.(2010) : Presented a research paper titled "Segmentation analysis: An empirical study of the two-wheeler owner's purchase intentions for the small car-Nano" in the ANZMAC (Australian and New Zealand Marketing Academy) conference 2010. Conference theme - "Doing More with Less". Held on 29 November – 1 December 2010 at University of Canterbury, Christchurch, New Zealand.

  • Chawla.D. and Sondhi.N.(2015):“ Attitude and consumption patterns of the Indian chocolate consumer: an exploratory study” .At Apeejay School of Management,Dwarka, New Delhi for the  3rd Conference of Marketing Scholars and Practitioners (CMSP-2015) Emerging trends, Opportunities and Challenges   at the Dwarka Campus on June 26, 2015.

  • Mehta.C. and Sondhi.N. (2015)( conference paper)Understanding Indian consumers’ retail investor behavior: an empirical study. International conference on advancements in management and technology. JIIT, Noida campus. 18-20th December 2015.

  •  Sondhi.N. (2015) (conference paper) “Segmenting and profiling the Indian organic buyer: an emerging market perspective”. International conference on advancements in management and technoogy. JIIT, Noida campus. 18-20th December 2015

NEWS PAPER PUBLICATIONS

  • “An idea that worked Sirji: Conscientious Communication” – Asian Age, March 4, 2010.
  • “Create a controversy to create a communication”. Asian Age, May 6, 2010
  • “Resonating communication”. Asian Age, June 4, 2010.
  • “Love thyself: Narcisstic Communication”. Asian Age, June 24, 2010
  • "Where have all the seniors gone?" Asian Age, July 15, 2010
  • "Jai Ho: Hindustani Communication." Asian Age August 12, 2010
  • "Alternative communication". Asian Age, August 19, 2010 
  • "Facetious communication replaces boring cliches". Asian Age, September 16, 2010
  • "Commodity Communication". Asian Age September 30, 2010
  • "It’s all about loving and caring" Asian Age, October 7, 2010
  • "Rejuvenating a brand". Asian Age, October 28, 2010
  • "Message in a message". Asian Age, November 18, 2010
  • "Wisdom comes of age, with the wise young Sage "Asian Age, November 25, 2010
  • "Communicating with Simplicity". Asian Age, December 2, 2010
  • " The power of communication"-10th February 2011- Asian Age
  • "Out of Home communication"-17th February 2011- Asian Age.
  • "Out of home innovations"-17th march 2011, Asian Age.
  • "To salute or serenade? That is the question"- 14th April 2011, Asian Age
  • "Mascots in communication."- 5th May 2011, Asian Age
  • "The common man's art of communication". 26,5,2011  Asian Age  
  • "The slow but sure evolution of man". 4th august, 2011, Asian Age
  • "To communicate with innocence". 11th august 2011, Asian Age
  • "Continuity in communication". 1st September, 2011, Asian Age
  • "Certified communication". 29th September 2011, Asian Age
  • "Underdogs in communication". 6th October, 2011. Asian Age
  • "The warmth of friendship". 3rd November 2011, Asian Age
  • “Words that can create magic". 17th November 2011, Asian Age 
  • “E-engaging the customer” 1st December , 2011 Asian Age
  • “ Traditional versus Topical”, 22nd December, 2011 Asian Age
  • “ 2011: The advent of change”, 5th January 2012 Asian Age
  • “The reclusive brands”, 2nd February, 2012 Asian Age
  • “ The pursuit of happiness” 16th February, 2012 Asian Age
  • “The communication mela” 1st March , 2012 Asian Age
  • “ Indians and their idols”, 22nd March, 2012 Asian Age
  • “Confusion in Communication”- 5th July 2012, Asian Age
  • “The pied pipers with novel symphonies”- 12th July 2012, Asian Age
  • “Zindagi ek safar hai suhana”- 2nd August 2012,Asian Age
  • “The wellness sellers”- 23rd August 2012,Asian Age
  • “The before –after promise”- 13th September 2012, Asian Age.
  • “the OMG communication”.25th October , 2012, Asian Age
  • “Creative construction”. 8th November , 2012 Asian Age
  • “Communication ka andaz”. 6th December,2012, Asian Age
  • “The year that was: a flavor for every season”. 27th December , 2012
  • “Iss Dilliwale ko gussa kyon aata hai”. 24th January, 2013, Asian Age
  • “Reflections of the republic”, 14th February, 2013,Asian Age
  • “Old relations in a new Avatar”. 7th March, 2013, Asian Age
  • “A Machiavellian look at communication”. 21st, march, 2013, Asian Age
  • “Ye tera ghar ye mera ghar: cashing in on sentiments”4th April, 2013, Asian Age
  • “Negativity in emotions: disgust and fear”.30 may, 2013, Asian Age
  • “Valour, bravado, sell well in the marketing world.”27th June, 2013, Asian Age
  • “How the sound of silence resonates with the consumer”. 25th July, 2013, Asian Age
  • “The august freedom that we all strive for”.22nd august, 2013, Asian age.
  • “Pathos becomes purpose to heal and change”.10th October, 2013, Asian Age
  • “How to be a surf excel, Vodafone, knorr mom”. 7th November , 2013, Asian Age
  • “The curious brand ambassadors”. 28th November, 2013, Asian Age
  • “Big daddy is watching”.19th December, 2013, Asian Age
  • “The magic of thirteen”.9th January, 2014, Asian Age
  • “The heart break hotel”.13th march, 2014, Asian Age
  • “Change and rejuvenation: the new mantra for ads”.27th march, 2014, Asian Age
  • “The new pink brigade”.14th April, 2014, Asian Age
  • “Ad world catches up with the flavor of elections”.29th may, 2014
  • “How palmtop marketers traps consumers”. 2nd July, 2014,
  • “Celebrate togetherness to become a better marketer”. 21st, august, 2014. Asian Age
  • “Changing times reflected in media”. 29th September, 2014.

BOOK REVIEWS

  • Russell W. Belk,(ed) Handbook of Qualitative research methods in marketing, Edgar Elgar Publishing limited, 20063. Global Business review, Vol. 8.2July-dec2007 issue. 
  • Marketing Strategy-A. Nag- The book was peer reviewed for Mc Millan publications July 2006
  • Rural Marketing-Blind review of the book was carried out for Sage Publications, October 2006
  • "Strategic Marketing and the future of Consumer Behavior: Introducing the Virtual Guardian Angel" Global Business Review, vol. 11, number 3; October 2010, pp 465-466
  • East R.; Wright, M; Vanheule M; Consumer Behavior: Applications in Marketing, South Asia Edition; Global Business Review, Vol. 11, no.2, June 2010 pg. 314-316
  • Wilson.J. : "Essentials of Business Research-A guide to doing your research project" Global Business Review Vol12,No.2,June 2011, Pg. 343-344.

 Training 

October 2014-November 2014: Program coordinator ITEC Course in Excellence in Public Services through Market Orientation.

2006-2014 : Taken sessions in both in-company and open programs for : Spencers; Jaypee hotels; hero Honda; ONGC; EIL; IOCL; Joint Faculty program director for open program on Selling and Negotiation skills; ITEC programs. 

2005-2006: Conducted various in-house programmes for ONGC, GHCL, STG, Hero Honda and Delphi labs.

Feb/sep 2004- conducted 2 five-day programme on Market research for ISS officers.

July 1999: conducted a three-day National workshop under the auspices of AIMS entitled “Empowering Women through Enterprise”           

Others 

-          External examiner for IGNOU management research publications
-          External reviewer for Sage India, Pearson Education and Macmillan India Limited.
-          External reviewer: Inderscience ;Emerald journals and case study collection
-          External evaluator- Phd , IIFT, New Delhi ;JIIT, NOIDA
-          Invited as external resource for courses on Research for the executive and Ph.d Program at IIFT, New Delhi
-          External expert in FDP programs on research methodology and marketing research
-          External Phd guide for two scholars under the AIMA-AMU scheme.

Neena Sondhi  

  • Sondhi.N.(2010) : Presented a research paper titled "Segmentation analysis: An empirical study of the two-wheeler owner's purchase intentions for the small car-Nano" in the ANZMAC (Australian and New Zealand Marketing Academy) conference 2010. Conference theme - "Doing More with Less". Held on 29 November – 1 December 2010 at University of Canterbury, Christchurch, New Zealand.

  • Chawla.D. and Sondhi.N.(2015):“ Attitude and consumption patterns of the Indian chocolate consumer: an exploratory study” .At Apeejay School of Management,Dwarka, New Delhi for the  3rd Conference of Marketing Scholars and Practitioners (CMSP-2015) Emerging trends, Opportunities and Challenges   at the Dwarka Campus on June 26, 2015.

  • Mehta.C. and Sondhi.N. (2015)( conference paper)Understanding Indian consumers’ retail investor behavior: an empirical study. International conference on advancements in management and technology. JIIT, Noida campus. 18-20th December 2015.

  •  Sondhi.N. (2015) (conference paper) “Segmenting and profiling the Indian organic buyer: an emerging market perspective”. International conference on advancements in management and technoogy. JIIT, Noida campus. 18-20th December 2015

  • Bhatia.R., Khan.M.N.adn Sondhi.N.(2017) :"A conceptual framework for green buying behaviour: an emerging market perspective" SEventh International Marketing conference held at Indian Institute of Management-Ahmedabad.

Neena Sondhi  

1. Trained in the Case method of teaching by the Harvard School of Business, USA- she was awarded a Goldman Sachs sponsorship for undertaking this course.

2. Trained in measurement and evaluation of Social interventions studies by ISB-UNICEF
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