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Kanupriya Katyal

Kanupriya Katyal
Associate Professor (Marketing Management)
Email Id:
  • BE (Elec. & Comm Engg), PGDM (Marketing),FPM


Dr. Kanupriya Katyal (Associate Professor, Marketing) is an Electronics & Communication Engineer from University College of Engineering, Osmania University, Hyderabad, and has a Post Graduate Diploma in Management with specialization in Marketing from Goa Institute of Management, Panaji. She is  a Fellow in Management from XLRI, Jamshedpur. She was a Visiting Scholar at Whitman School of Management, Syracuse University, New York, during 2004-05. She is an AIM-AMA Jagdish Sheth Doctoral Consortium Fellow.

Area of expertise:


Courses offered:

Research Methods, New Product Development, Marketing Engineering.

Also teaches/ taught at:

Administrative Staff College of India (Hyderabad), XIMR (Mumbai), BITS, Ras-Al-Khaimah (UAE), MANAGE (Hyderabad).

Research and consulting area:

Research Interests: Price Fairness, Customer Entitlement, Consumer Bargaining and Spousal Decision Making | Consulting Interests: Designing Marketing Plans, Market Potential Assessment and Needs Assessment.



Management Development Programs

Research & Publications:

Refereed journals


  1. Katyal, K., & Dawra, J., Capturing Heterogeneity in Preference for a Real-Estate Offering Using Hierarchical Bayesian Regression Model. Journal of Real Estate Research, 38(2), 291-319 (2016).
  2. Dawra, J., Katyal, K., & Gupta, V., “Can you do something about the price?” – Exploring the Indian deal and bargaining-prone customer. Journal of Consumer Marketing, 32(5), 356-366. (2015).
  3. Katyal, K., Book Review: Customer in the Board Room? Crafting Customer-Based Business Strategy. By Rama Bijapurkar. ASCI Journal of Management, 42(2), 114-119. (2013).
  4. Dawra, J., Katyal, K., & Reddy, M., Perturbation model for a product of joint consumption. Measurement and Analysis for Marketing, 20(3&4), 145-157. (2012).
  5. Katyal, K., & Dawra, J., Use of Coercive Strategies by Spouses while making a Purchase Decision and its relation with Product Involvement. ICFAI Journal of Marketing Management. (2008). 
  6. Katyal, K., & Dawra, J., Self-Explicated Conjoint for Heterogeneous Products: The Rs.1 lakh car. ASCI Journal of Management, 35(1), 91-106. (2006). 


  1. Katyal K. & Dawra, J., GACL: Balancing Employee Satisfaction and Productivity. Ivey Case (9B17C007). (2017).
  2. Dawra, J., & Katyal, K., The Popularity of Personal Computers in India. IBS Case Development Centre. (IPD 0100). (2010).

Book Chapters/ Conferences

  1. Dawra, J. & Katyal, K., Guilty but Happy: Conceptualizing and Delineating Special Treatment from Preferential Treatment. In Proceeding of the European Marketing Academy Conference. University of Groningen, Netherlands (2017.
  2. Katyal, K., & Patro, S., Understanding the Impact of Consumer Characteristics on Customer Loyalty: An Indian Perspective. In Proceeding of the Annual Conference of the Emerging Markets Conference Board. Dubai: Emerging Markets Conference Board. (2015).
  3. Katyal K. & Dawra, J., Capturing Heterogeneity in Preference for a Real Estate Offering using Hierarchical Bayesian Regression Model. In Proceedings of the Second Pan IIM World Management Conference.
  4. Dawra, J., Katyal, K., & Gupta, V. Can you do something about the price?" - Exploring the Indian Deal, Store-brand and Haggling-prone Consumer. In Proceedings of AMS World Marketing Congress. ESAN Business School, Peru (2014).
  5. Katyal, K., Patro, S., Kanetkar, V., Pradhan, D., & Mangaraj, B., What is a Fair Fare? Development and Validation of a Price (Un) Fairness Scale. In Annual Conference of Emerging Markets, IIM-L. Lucknow: IIM -L. (2014).
  6. Katyal, K., & Dawra, J., Item and Test Analysis – Determination of Test Quality. In National Testing Services (1st ed., Vol. 1). India: MHRD Govt. of India. (2009).
  7. Peltier, J., Naidu, GM., Murthy, K., Ravi B., & Katyal, K., Social Networks across the Organizational Life-Cycle from Start-up through Growth: Usage Frequency and Importance. In the proceedings of the Third European Conference on Entrepreneurship and Innovation. (2008).
  8. Katyal, K., Organization Development Exercise at Aksh to address the problem of high Employee Attrition. In G. Jegadeesan (Ed.), Employee Satisfaction in Knowledge Industry. India: ICFAI, (2007).
  9. Katyal, K., & Dawra, J., Analyzing Influence of Store preference on brand choice using Hierarchical Bayesian Approach. In Proceedings of the Great Lakes – North American Society for Marketing Education in India conference. Chennai, India: Great Lakes institute and Kotler-Srinivasan center for research in Marketing. (2007).
  10. Katyal, K., Dawra, J., & Murthy, K., Store-Brand Equity with emphasis on Vertical Dimensions of Product Differentiation: An Exploratory Study. In Proceedings of the Global Arena - Challenge of the 'Morrow" Conference (1st ed., Vol. 1). USA: NIILM in collaboration with Academy of Marketing Sciences. (2006).

Other Publications

  1. Katyal, K., & Anuradha, K., Outsourcing of Clinical Drug Trials to India: A Promise of Growth if Regulated Properly. Med Monthly, 24-26. (2013, March 1).
  2. Katyal, K., & Murthy, K., MTC’s foray into the Jewellery Business. ASCI's Internal Use. (2008).