- Allen G. Aaronson Department of Marketing & International Business
- (646) 312-3287
Kapil Bawa, PhD, is Professor of Marketing in the Allen G. Aaronson Department of Marketing and International Business. He is a former Chair of that department and a former Executive Director of Executive Programs at the Zicklin School of Business. Dr. Bawa’s research interests focus on variety seeking, consumer promotions, brand choice, and shopping behavior. His work has been published in leading academic journals, including Marketing Science, Journal of Marketing Research, Journal of Marketing, and Journal of Retailing. Bawa has been a reviewer for leading marketing journals and marketing conferences, as well as a reviewer for the Social Sciences and Humanities Research Council of Canada and for the Hong Kong Research Grants Council. He has been an invited speaker at industry conferences and forums; has conducted executive development programs in Singapore, Taipei, India, and New York; and has consulted on marketing research projects. He holds a PhD in business from Columbia University
Srinivasan, S.S. and K. Bawa (2005), “Category-Specific Coupon Proneness: The Impact of Individual Characteristics and Category Specific-Variables,” Journal of Retailing, 81:3, 205-214.
Bawa, K. and R.W. Shoemaker (2004), “The Effects of Free Sample Promotions on Incremental Brand Sales,” Marketing Science, 23:3 (Summer), 345-363.
Colombo, R., Bawa, K. and S.S. Srinivasan, Journal of Retailing and Consumer Services, Pergamon, “Examining the Dimensionality of Coupon Proneness: A Random Coefficients Approach,” (2003) 10, 27-33.
Bawa, K, and A. Ghosh, Marketing Letters, Kluwer, “A Model of Household Grocery Shopping Behavior,” (1999) 10:2, 149-160.
Bawa, K., Srinivasan, S.S., and R.K. Srivastava, Journal of Marketing Research, American Mktg. Assn., “Coupon Attractiveness and Coupon Proneness: A Framework for Modeling Coupon Redemption,” (November 1997) 34: 517-525.
Bawa, K., Psychology and Marketing, John Wiley, “Influences on Consumer Response to Direct Mail Coupons: An Integrative Review,” (1996) 13:2, 129-156.
Ansari, A., K. Bawa, and A. Ghosh, Marketing Letters, Kluwer, “A Nested Logit Model of Brand Choice Incorporating Variety Seeking and Marketing Mix Variables,” (1995) 6:3, 199- 210.
Bawa, K. and Avijit Ghosh, Marketing Letters, Kluwer, “The Covariates of Regularity in Purchase Timing,” (1990) 2:2, 147-57.
Bawa, K., Marketing Science, INFORMS, “Modeling Inertia and Variety-Seeking Tendencies in Brand Choice Behavior,” (1990) 9: Summer, 263-278.
Bawa, K., Jane T. Landwehr and Aradhna Krishna, Journal of Retailing, Elsevier, “Consumer Response to Retailers’ Marketing Environments: an Analysis of Coffee Purchase Data,” (1989) 65: Winter, 471-495.
Citation of Excellence for the paper “Coupon Attractiveness and Coupon Proneness: A Framework for Modeling Coupon Redemption” by ANBAR (UK), 1998.
Research grants, Social Sciences and Humanities Research Council of Canada, Shastri Indo-Canadian Institute (Canada), and CUNY Research Foundation.