Hansraj College

University of Delhi

NAAC Grade A+ with CGPA 3.62

Dr Reetika Jain

Associate Professor | Department of Commerce
Contact (Off.): +91-11-27667458

Email Address : reetikajain29[at]yahoo[dot]com

View Resume

Marketing, Consumer Behaviour, International Marketing, Marketing Research, Advertising & Personal Selling

  • Ph.D. , 2015 , Department of Commerce, DSE, DU
  • M.Phil. , 2009 , Department of Commerce, DSE, DU
  • M.Com. , 2005 , Department of Commerce, DSE, DU
  • B.Ed. , 2003 , Central Institute of Education (CIE), DU
  • B.Com.(Hons) , 2002 , Daulat Ram College, DU

Teaching experience of more than 15 years.

Working in Hansraj College since 2006

At Graduation Level [B. Com (Hons)]

  • Principles of Marketing
  • Advertising and Personal Selling
  • Auditing and Corporate Governance
  • International Business
  • Human Resource Management
  • Corporate Accounting
  • Business Tax Procedures and management
  • Business Organisation and Management

At Post-graduation Level [M.Com]

  • Marketing Management
  • Advertising and Personal Selling
  • International Marketing
  • Consumer Behaviour

Guided, supervised and examined around 100 Undergraduate Commerce students' Projects as a part of their course requirement from 2006-2015.

  • Sole Coordinator and organiser for 2 Days FDP on ‘Case Study: An Experiential Approach to Classroom Teaching in Commerce and Management’ under MHRFDC, Hansraj College, University of Delhi on Dec 13-14, 2019. Four Eminent Professors from DU, DTU and MDI were invited.
  • Member Portal Committee 2019-20, 2020-21
  • Member Garden Committee 2019-20, 2020-21
  • Member Environment Awareness Committee 2012-13, 2016-17, 2018-19
  • Member, Admissions Committee, Commerce Department 2017-18 
  • Member, Economics Forms Screening Committee 2017-18
  • Deputy Superintendent, Morning Session, Nov-Dec 2017
  • Department NAAC Committee for Academic Modular Plans 2016-17
  • Member NAAC Criterion 3 Committee 2015-16
  • Member Women Development Cell 2015-16, 2016-17
  • Member, Commerce Forms Screening Committee 2014-2015
  • Member Canteen Committee 2014-15, 2015-16
  • Member Election Committee, 2013-14
  • Member, Refreshment Committee, College Annual Day, 2012-13, 2013-14
  • M. Com. Admission In-charge 2011-12
  • Convenor, Commerce Society, COMSOC, 2010-11 and organised many events such as Lecture Series with three eminent speakers, Seminars, Cultural events for the Commerce students
  • Editor-in-Chief, De Facto Magazine, Commerce Society, 2010-11

Title of Ph D Thesis (in Marketing Area):

Consumer Ethnocentrism, Its Antecedents and Behavioural Consequences: A Study of Indian Consumers

List of Publications with ISSN / ISBN No:

  • Research paper titled ‘Analysis of Indian Consumers’ Behaviour Using Lifestyle Segmentation’ published in Journal of Business Thought, Vol. 10, April 2019- March 2020, ISSN Print 2231-1734, ISSN Online 2581-8104
  • Research paper titled ‘A Study of e-Consumers in India’ published in PRAGATI: Journal of Indian Economy, ISSN: 2347-4432(Print), ISSN: 2395-261X(Online), Vol. 6, Issue 1, Jan-June 2019
  • Research Paper titled Techno-Savvy Millennials: A Booming Consumer Segment of India published in Effulgence. Vol. 16. No.1.Jan-June 2018. ISSN 0972-8058
  • Research Paper titled "A Review of Extension and Endorsement Branding Strategies" published in South Asian Journal of Marketing & Management, Vol.7, Issue 7, July 2017, ISSN 2249-877X
  • Research Paper titled "Yoga and Healthy Lifestyle: The Most Desired Products in Today’s Stressful Environment" published in South Asian Journal of Marketing & Management, Vol.7, Issue11, Nov 2017, ISSN 2249-877X
  • A co-authored research paper titled ‘Consumer Ethnocentrism and Its Antecedents: An Exploratory Study of Consumerism India’ published in Asian Journal of Business Research, Vol. 3, No. 1 (2013), ISSN 1178-8933
  • A research paper titled ‘Clean India, Sustainable India’ published in Academia: An International Multidisciplinary Research Journal, Vol. 6, No. 5 (2016), ISSN 2249-7137
  • A co-authored research paper titled ‘Consumer Ethnocentrism, Its Antecedents and Consequences to Consumers Attitudes Towards Domestic and Foreign Made Products: A Theoretical Framework’ published in Business Analyst, Vol. 31, No. 3 (2010), ISSN 0973-211X
  • A Chapter titled “Managing Customer Relationship Using Customer Lifetime Value and Customer Equity” is published in the Book ‘Performance Management’ by CRC Press, Taylor and Francis Group in 2021 ISBN 9780367466671 (hardback); ISBN 9781003089308 (e book)
  • A research paper titled “A Study of Materialism and its Dimensions in the Context of Indian Consumers” published as conference proceeding in the Edited Book Research on Happiness and Performance Management by LAP Lambert Academic Publishing, Germany, 2020, ISBN 987-620-2-51315-9
  • A research paper titled “Ensuring Quality in Higher Education: Issues and Challenges” published as conference proceeding in the Edited Book Quality Enhancement and Employability in Higher Education: A Holistic Approach by A. K. Publications, New Delhi, 2020, ISBN 978-93-88465-32-8
  • A Case Study titled ‘Amazon India: An Unparalleled E-Commerce Success Story’ published in Emerald Publication Proceedings of International Conference on Advances in Management Practices – 2019 ICAMP 2019, ISBN: 978-1-78635-426-6
  • A Chapter titled ‘Rural Marketing’ published in the book Functional Management: Contemporary Issues, Bharti Publications New Delhi, 2019, ISBN 978-81-941162-7-1

Articles in Magazines:

  • An article on ‘Millennials: A Blooming Consumers’ Cohort Worlwide’ De Facto Journal, Department of Commerce Magazine, Hansraj College in 2018-19 Edition
  • An article on ‘Doing Business E-way!’ DeFacto Journal, Department of Commerce Magazine, Hansraj College 2017-18 Edition
  • An article on ‘Principles of Taxation’ published in the De Facto magazine of the Commerce Society, Hans Raj College, University of Delhi in 2011-12.
  • An article on ‘Reforms In Direct And Indirect Tax System’ published in the De Facto magazine of the Commerce Society, Hans Raj College, University of Delhi in 2010-11.
  • A Case Study on ‘SET’s Journey To Fame’ published in the De Facto magazine of the Commerce Society, Hans Raj College, University of Delhi in 2008-09.
  • An article on ‘Cancun: A Semicolon, Not A Full Stop’ published in the Souvenir magazine of the Commerce and Business Studies, Department of Commerce, University of Delhi in 2003.

Papers presented in Conferences:

  • Presented a research paper at International Conference sponsored by ICSSR in 2019 on the topic “A Study of Materialism and Its Dimensions in The Context of Indian Consumers” organised by RDIAS, GGSIPU, New Delhi.
  • Presented a paper titled “Ensuring Quality in Higher Education: Issues and Challenges” at the International Conference in 2020 organised by TIAS, GGSIPU, New Delhi
  • Presented a paper titled ‘Psychographic Profiling of Indian Consumers’ at the National Conference on Business and Management organized by Department of Commerce, Shaheed Bhagat Singh College, University of Delhi in 2019.
  • Presented a paper titled ‘Amazon India: An Unparalleled E-Commerce Success Story’ at the International Conference on Advances in Management Practices – 2019 organized by JIMS, GGSIPU, New Delhi in 2019.
  • Paper presented at National Conference in 2018 on the topic “A Study of E-Consumers in India” organised by DIAS, GGSIPU, New Delhi.
  • Paper presented at International Conference in 2018 on the topic “Techno-Savvy Millennials: A Booming Consumer Segment of India” organised by RDIAS, GGSIPU, New Delhi.
  • Presented a paper titled ‘Yoga and Healthy Lifestyle: The Most Desired Product in today’s Stressful Environment’ at the International conference on ‘Creating Innovations in Digital Era: Management and IT Perspective’ organized by IIMT, GGSIPU, New Delhi in 2018.
  • Presented a paper titled ‘Lifestyle Based Segmentation of Indian Consumers’ at the National Conference on ‘Emerging Issues in Global Business Research and Management Practices’ organized by Kirori Mal College, University of Delhi in 2018.
  • Presented a research paper on the title ‘Green HRM for Future Sustainability’ at a National Seminar organised on the theme ‘Emerging HR Practices for Organisational Excellence’ organised by ARSD College, University of Delhi in 2015.
  • Presented a research paper on the title ‘Marketing Efficiency Through Six Sigma’ at a Seminar organised on the theme ‘Six Sigma’ by RDIAS, GGSIPU, New Delhi, in 2006.
  • Presented a paper on the title ‘Customer Relationship Management Through Innovative Marketing’ at the International Conference organised by JIMS, GGSIPU, New Delhi in 2005.
  • Invited as a Panelist for discussion on the topic New Normal: Why Professional Higher Studies Becomes A Must In Post Covid Environment? in a Webinar organised by collaborative efforts of Edumate TV, Ahea Education Pvt Ltd & Institute of Management Studies, Ghaziabad on July 24, 2020.
  • Invited as a Panelist for discussion on the topic New Normal: Digital India in a Webinar organised by collaborative efforts of Edumate TV, Ahea Education Pvt Ltd & Institute of Management Studies, Ghaziabad on July 21, 2020.
  • Invited to deliver Special Lecture at 13th Tecnia International Conference on Quality Enhancement and Employability in Higher Education: A Holistic Approach in 2020 at TIAS, GGSIPU, New Delhi.

List of Refresher/Orientation courses attended:

  • Participated in 28 days 98th Orientation Programme organised by Academic Staff College, Jamia Millia Islamia, New Delhi from 15th July - 11th Aug. 2011.
  • Participated in 21 days Refresher Course organised by CPDHE, University of Delhi from 12th -31st Dec. 2011.
  • Participated in 21 days Refresher Course organised by CPDHE, University of Delhi from 15th June -4th July 2015.
  • Successfully completed Online Refresher Course in Management by SWAYAM-ARPIT in 2018-19 (Counted in CAS Promotion as per UGC notification).
  • Successfully completed Online Refresher Course in Latest Trends in Pedagogy and Assessment by SWAYAM-ARPIT in 2018-19 (Counted in CAS Promotion as per UGC notification).

Participation in Workshops/ Faculty development programs:

  • Participated in 3 days Online Workshop on “Online Course Design, Development and Delivery” organized by Human Resource Development Centre, University of Hyderabad during May, 11-13, 2020.
  • Attended One-week Faculty Development Program on ‘Structural Equation Modelling Using AMOS’ organized by Rukmini Devi Institute of Advanced Studies (RDIAS), GGSIPU, Delhi from May 28 to June 2, 2018.
  • Attended Faculty Development Program on ‘Teaching Methodology on Case Based Learning’ organized by Department of Commerce, Zakir Hussain Delhi College (Evening), University of Delhi on Sept. 15, 2018.
  • Attended 3-days FDP on ‘Digital Literacy: An Introduction to ICT Skills’ from Sept 15-17, 2017 held at Hansraj College, University of Delhi
  • Participated in One day FDP on ‘Research Data Analysis using Excel and SPSS’ at Hansraj College, University of Delhi in Nov 2016
  • Participated in One-week FDP on ‘Various aspects of E-business’ at Zakir Husain College, University of Delhi in July 2016
  • Participated in 5 days workshop on SPSS organised by Computer Centre, University of Delhi in June 2008
  • Participated in 3 days Workshop cum Orientation for Social Science Teachers at C.I.E., University of Delhi in March 2003

Participation in the Seminars/Conferences/Webinars:

  • Attended the webinar on “Basic Documentation For Teachers" on June 22th, 2020 organized by IQAC, Hansraj College Under PARAMARSH, a UGC scheme.
  • Attended the webinar “Role of ICC and Prevention, Prohibition and Redressal   of Sexual Harassment at Work Place” organized by ICC, Hansraj College in Collaboration with IQAC Hansraj college, University of Delhi on May 22, 2020
  • Participated in Online Webinar on ‘Macro Policy Options: During and after COVID-19 Pandemic’ on May 20, 2020 organised by Department of Economics, SGGSCC, University of Delhi.
  • Participated in the Webinar on ‘Changing Paradigm of Research in Covid Era’ organised by Department of Commerce and IQAC, Shivaji College, University of Delhi held on May 12, 2020.
  • Participated in One Day Webinar on ‘Quest for Quality: Ranking and Accreditation’ on May 23, 2020 organised by IQAC, Hansraj College, University of Delhi.
  • Participated in One Day Webinar on ‘Strengthening the Immune System with Naturopathy’ on May 6, 2020 organised by Department of Botany and IQAC, Hansraj College, University of Delhi.
  • Participated in webinar on topic “Higher Education in India after COVID-19” organized by ARSD College, University of Delhi on 07th May, 2020.
  •  Participated in webinar on topic “Role of Ayurveda in Management of COVID-19” organized by ARSD College, University of Delhi on 09th May, 2020.
  • Participated in the Leadership Summit Organised by MHRFDC, Hansraj College, University of Delhi on Dec 6-7, 2019
  • Attended the International conference on ‘Creating Innovations in Digital Era: Management and IT Perspective’ organized by IIMT on Aug. 30, 2018.
  • Attended the National Conference on ‘Emerging Issues in Global Business Research and Management Practices’ organized by Kirori Mal College, University of Delhi on Nov. 16-17, 2018.
  • Attended the National Conference on Business and Management organized by Department of Commerce, Shaheed Bhagat Singh College, University of Delhi on Feb. 24-25, 2019.
  • Attended the International Conference on Advances in Management Practices – 2019 organized by Department of Management – PGDM, Jagan Institute of Management Studies (JIMS) Rohini, GGSIPU on April 27, 2019.
  • Attended National Conference on ‘Augmenting Competencies and Strengthening Organisational Strategies: Vision India’ on Feb 3, 2018 at DIAS, Affiliate of IP University
  • Attended National Conference on ‘Contemporary Reforms in Management, Economy and Applied Business’ on Feb 9, 2018 at SGGSCC, University of Delhi
  • Attended International Conference on ‘Disruptive Technologies: Path Ahead 2023’ organised by RDIAS, Affiliate of IP University from April 12-13, 2018
  • Attended National Symposium on ‘Quality in Higher Education: Road to Employability’ on Apr 24, 2018 held at SGGSCC, University of Delhi
  • Participated in a Seminar on ‘Goods and Service Tax’ at Hansraj College in Feb 2017
  • Participated in a UGC sponsored National Conference on the theme ‘Marketing in the 21st Century: Issues and Challenges’ organised by Shaheed Bhagat Singh College, University of Delhi on 5th & 6th Feb, 2016.
  • Participated in an International Conference on the theme ‘Booming Service Sector: From Achievements to Growth Prospects’ organised by Shri Guru Gobind Singh College of Commerce, University of Delhi on 4th & 5th Feb, 2016.
  • Participated in a UGC sponsored National Seminar on the theme ‘Emerging HR Practices for Organisational Excellence’ organised by ARSD College, University of Delhi on Mar 24-25, 2015.
  • Participated in Annual Commerce Convention on the theme ‘Leveraging Business: Discovering New Horizons’ organised by the Department of Commerce, D. S. E., University of Delhi on April 12-13, 2014.
  • Participated in Annual Business Convention Erudition ’13 on the theme ‘Business Sustainability: Emerging Realities’ organised by the Department of Commerce, D. S. E., University of Delhi from 27th -28th September 2013.
  • Participated in Annual Commerce Convention on the theme ‘Emerging Issues In Corporate Governance’ organised by the Department of Commerce, D. S. E., University of Delhi on 3rd Apr. 2013.
  • Participated in International Conference on the theme ‘Service Led Inclusive Growth: To Be Or Not To Be?’ organised by the JIMS, New Delhi on 11th Feb. 2012.
  • Participated in National Conference of Marketing Scholars and Practitioners organised by the Apeejay School of Management, New Delhi on 23rd September 2011.
  • Participated in National Conference on the theme ‘A Vibrant India: Through Tax Reforms’ organised by the All India Federation of Tax Practitioners from 11th -13th Nov. 2011.
  • Participated in International Conference on the theme ‘Emerging Markets In The New World Order: The Paradigm Shift’ organised by the Academy of Indian Marketing from 16th -18th Dec. 2010.
  • Participated in Seminar on the theme ‘Six Sigma’ organised by the RDIAS, New Delhi in Feb. 2006.
  • Participated in International Conference on the theme ‘Managing New Technologies, Cultures and Business in a Borderless World’ organised by the JIMS, New Delhi on 28th Oct. 2005.

 

Research Awards Received:

  • Best Paper Award at RDIAS International Conference sponsored by ICSSR held in Dec 2019 for the paper “A Study of Materialism and Its Dimensions in The Context of Indian Consumers”
  • Best Paper Award at DIAS National Conference held in Feb 2018 for the paper “A Study of E-Consumers in India”
  • Best paper Award for the paper on the title ‘Customer Relationship Management Through Innovative Marketing’ at the International Conference organised by JIMS in Oct. 2005.

Academic awards and distinctions:

  • Qualified JRF along with NET in Dec. 2005
  • 3rd Position-holder in M.Com. Examination (2005) of University of Delhi
  • 2nd Position-holder in B.Ed. Examination (2003) of University of Delhi
  • Awarded merit scholarship for excellent scores in the Joint Entrance Examination (2002) for B.Ed. by University of Delhi
  • 1st Position-holder in M.Phil. (Commerce) Entrance Examination (2005) of University of Delhi

Paper Setting and Moderation:

  • Involved in paper setting and moderation work for B.Com. (Hons) Papers as allocated by Department of Commerce, DSE, University of Delhi
  • Invited to evaluate Mid-Term Project Presentations for B.A. Hons (Humanities & Social Sciences) at Cluster Innovation Centre, University of Delhi

Membership of professional bodies:

Life-member of Indian Commerce Association

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