Pritam Kumari

Pritam Kumari is a Marketing faculty member with a Ph.D. in Marketing from the Indian Institute of Management (IIM) Indore. Her research examines consumer decision-making by exploring how contextual cues shape judgments, preferences, and marketplace behavior. Specifically, her work focuses on pricing strategies, payment structures, probabilistic promotions, and prosocial decision-making, employing experimental research methods to generate insights with both theoretical and managerial relevance.

Before transitioning to academia, she gained over seven years of professional experience in banking, digital marketing, and business operations, providing her with a strong understanding of real-world marketing practices. This industry experience complements her academic expertise and enables her to bridge theory with practical applications in the classroom.

Her teaching interests include Principles of Marketing, Consumer Behaviour, Digital Marketing, Pricing, and Marketing in the Age of AI. She is committed to creating an engaging learning environment through case discussions, real-world examples, and interactive classroom activities that encourage critical thinking and practical problem-solving. Her objective is to equip students with a strong conceptual foundation while helping them develop the analytical and strategic skills required to succeed in today’s rapidly evolving business environment.

• Ph.D., Indian Institute of Management, Indore, India (2026)
• Master of Arts (Psychology), IGNOU
• NS Ramaswamy Pre-doctoral Fellowship, IIM Bangalore (2020)
• Post Graduate Diploma in Management, MDI Gurgaon (2018)
• Post Graduate Diploma in Banking, Manipal University (2010)

• Kumari, P., & Tripathi, S. (2026). When ‘Pay Later’means ‘Pay Now’: How deferred payment options shape choice. Journal of Retailing and Consumer Services, 92, 104774. https://doi.org/10.1016/j.jretconser.2026.104774
• Kumari, P., & Tripathi, S. (2026, September 24-26). Breadth or depth? How scope structure shapes charitable giving[Accepted competitive paper, cp-15]. Association for Consumer Research (ACR) Annual Conference, Chicago, IL, United States.

• Research Assistant -IIM Bangalore, 2020-2021
• CoStarch Consulting, 2012-2015
• ICICI Bank (DBM), 2010-2012
• Open Cubicals Technologies Pvt. Ltd (Business Analyst), 2008-2009

• Pricing and Promotional Strategies
• Digital Marketing
• Payment Systems and FinTech
• Prosocial Consumer Behaviour
• AI vs Human Decision Making
• Consumer Goals and Goal Pursuit
• Digital Consumer Behavior