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Kapil Bawa

Professor of Marketing

Professor of Marketing

(646) 312-3287
pdf Selected Scholarly Works


BA University of Delhi 1977
MBA Indian Institute of Management,Calcutta 1980
PhD Columbia University 1984


Areas of Expertise:

Marketing Research; Consumer Brand Choice, Brand Switching, and Purchase Behavior; Consumer Response to Promotions; Emotions and Music

Selected Publications:

“The Effects of Free Sample Promotions on Incremental Brand Sales,” (with R.W. Shoemaker), Marketing Science, 23(3): 345-363, Summer 2004.

"Coupon Attractiveness and Coupon Proneness: A Framework for Modeling Coupon Redemption" (with S. S. Srinivasan and R. K. Srivastava). Journal of Marketing Research, 34: 517-25, November 1997.

"Influences on Consumer Response to Direct Mail Coupons: An Integrative Review." Psychology and Marketing, 13 (2): 129-56, 1996.

"A Nested Logit Model of Brand Choice Incorporating Variety Seeking and Marketing Mix Variables" (with A. Ansari and A. Ghosh). Marketing Letters, 6 (3): 199-210, 1995.

"Modeling Inertia and Variety-Seeking Tendencies in Brand Choice Behavior." Marketing Science, Vol. 9, Summer 1990.

"The Effects of a Direct Mail Coupon on Brand Choice Behavior" (with Robert W. Shoemaker). Journal of Marketing Research, Vol. 24, November 1987.


Academic Activities:

Held appointments at New York University, Columbia University, and McGill University.

Taught at People's University in Beijing.

Taught in McGill University's MBA Japan program in Tokyo.


Professional Activities:

Reviewer for leading marketing journals and marketing conferences.

Reviewer for Social Sciences and Humanities Research Council of Canada and for Hong Kong Research Grants Council.

Invited speaker at industry conferences and forums, including for the Marketing Science Institute, Conference Board of Canada, and Canadian Embassy in Japan.

Conducted executive development programs in India .

Consulted on marketing research projects.


Awards, Honors, etc.:

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.


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