Dr. Anshu Mehta

About

Anshu Mehta is a marketing faculty whose interest areas are Retail Management, Digital Marketing and Competitive Marketing with a total academic and research experience spanning over a period of more than 9 years. Her research focus is in the domain of retail and consumer behavior, understanding the impact of new channels, media, AI, latest technologies and its impact on consumers, their experiences, journey and customers intent towards them. She has a vast corporate experience of over 10 years and has worked in Retail sector with Fortune 500 companies like Reliance Retail Ltd. and WALMART.

Journal Publications

• 1. “Impact of barriers of value co-creation on consumers' innovation resistance behavior: Investigating the moderation role of the DART model”, Technological Forecasting and Social Change, 184:122033 . DOI: 10.1016/j.techfore.2022.122033
• 2. “Impact of customer experience on attitude and repurchase intention in online grocery retailing: A moderation mechanism of value Co-creation”, Journal of Retailing and Consumer Services 64(1):102798); DOI: 10.1016/j.jretconser.2021.102798
• 3. “Co-creation: Interface for Online Affective Experience and Repurchase Intention”, International Journal of Business and Economics. https://ijbe.fcu.edu.tw/assets/ijbe/past_issue/No.20-2/pdf/vol_20-2-4.pdf
• 4. “E-Satisfaction Estimation-A Comparative Analysis Using AHP and Intuitionistic Fuzzy TOPSIS”, Journal of Cases on Information Technology. DOI: 10.4018/JCIT.2019040105.
• 5. “Impact of Chatbots in Transforming the Face of Retailing- An Empirical Model of Antecedents and Outcomes”. Recent Advances in Computer Science and Communications/Recent Patents on Computer Science). DOI:10.2174/2213275912666190809110804.
• 6. “Evaluating Satisfaction Level of Grocery E-Retailers Using Intuitionistic Fuzzy TOPSIS & ECCSI Model”. IEEE Xplore. https://ieeexplore.ieee.org/document/8286019/; DOI: 10.1109/ICTUS.2017.8286019
• 7. “Managing Customers Online Recovery – An Insight for E-Retailers Using Conjoint Analysis”. IEEE Xplore. https://ieeexplore.ieee.org/document/8480207; DOI: 10.1109/CIACT.2018.8480207
• 8. “Evaluating Niche E-commerce Indian Retail Websites: User Perspective”. International Journal of Innovative Technology and Exploring Engineering). ISSN: 2278-3075. https://www.ijitee.org/download/volume-8-issue-9; DOI: 10.35940/ijitee.H7008.078919

Sponsored Research Projects

• 1. Principal Investigator- Secured a minor research grant (INR 4 Lakh) under University of Delhi’s Institute of Eminence Faculty Research Programme for “Impact of Barriers of Innovation on Consumers' Perception and Intention to Use Self-Service Checkouts in Retailing” (2024-2025).

Executive Education / MDP

• 1. Conducted sessions as part of the ‘Management Competency Development Program’ for Jaquar on the following themes: Value Creation & Competitive Advantage, Customer Centric Approach, Optimizing Customer Experience and Digital Transformation & Marketing Landscape (February, 2025).

Conference/Seminar/Workshop

• 1. Participated and presented research at the AIRSI 2025, The Metaverse Conference, on “Opportunities and Barriers- Bridging the Metaverse and the Food Industry” organized by University of Zaragoza, Spain held in 2025.
• 2. Participated and presented research at the International Conference on Empowering Viksit Bharat@2047: Innovations in Finance, Inclusion & Economic Growth, on “Effective Governance in Blockchain and FinTech Innovations” organized by the Department of Management Studies & Industrial Engineering, Indian Institute of Technology (Indian School of Mines), Dhanbad held in 2025.
• 3. Participated and presented research at the 12th AIM-AMA Sheth Foundation Doctoral Consortium; International Marketing Conference 2025 on, “Impact of Virtual Try-On Technology on Consumer Purchase Intention” organised by Management Development Institute (MDI) Gurgaon; Academy of Indian Marketing (AIM) held in 2025.
• 4. Participated in the 9th Academy of Indian Marketing (AIM) – American Marketing Association (AMA) Sheth Foundation Doctoral Consortium in 2021.
• 5. Participated and presented research at the International Conference on Recent Trends in Engineering, Technology and Business Management (ICRTETBM 2019) on “Impact of Chatbots in Transforming the Face of Retailing- An Empirical Model of Antecedents and Outcomes” organized by Amity University, Noida, held in 2019.
• 6. Participated and presented research at the Annual Conference of the Emerging Markets Conference Board (EMCB 2019) on “Evaluating Niche E-commerce Indian Retail Websites: User Perspective” organized by IMT, Ghaziabad held in 2019.
• 7. Participated and presented research at the IEEE 4th International Conference on Computational Intelligence and Communication Technology on “Managing Customers Online Recovery – An Insight for E-Retailers Using Conjoint Analysis” organized by ABES, Ghaziabad, held in 2018.
• 8. Participated and presented research at the 9th International Conference on Quality, Reliability, Infocom Technology and Business Operations (ICQRIT 2018) on “Fuzzy DEMATEL Approach to identify the factors Influencing Efficiency of Indian Retail Websites” organized by University of Delhi, Delhi held in 2018.
• 9. Participated and presented research at the International Conference on Innovations in Sciences, Technology, Engineering and Management conference on “Consumer Preference Analysis for Websites Using e-TailQ and AHP” at Mohali, Punjab held in 2017.
• 10. Participated and presented research at the International Conference on Science, Engineering, Law & Management on “Harnessing Potentials of Social Media in Transforming Businesses” at Mauritius held in 2017.
• 11. Participated and presented research at the IEEE International Conference on Infocom Technologies and Unmanned Systems on “Evaluating Satisfaction Level of Grocery E-Retailers Using Intuitionistic Fuzzy TOPSIS & ECCSI Model” at Dubai held in 2017.
• 12. Participated and presented research at the 3rd International Management Conference on Inclusive Growth, Good Governance, Globalization and Green Future on “Impact of Social Media on Brand Equity with Special Reference to Young Adults” at FIIB, Delhi held in 2017.
• 13. Participated and presented research at the Joint International Conference on Interdisciplinary Research & 8th International Conference on Quality Reliability, Infocom Technology and Business Operations on “Impact of Social Media on Society- Analysis and Interpretation” at Amity University, Noida, held in 2017.

Professional Experience

• 1. Reviewer for A category Journal:
  • Journal of Retailing and Consumer Services
  • International Journal of Retail and Distribution Management
  • Technological Forecasting and Social Change
• 2. Council member for the Haryana State Council - Women's Indian Chamber of Commerce and Industry WICCI.
• 3. Member: Association of Strategic Marketing, All India Management Association

Research Interests

• 1. Retailing Management
• 2. Digital Marketing
• 3. Consumer Behaviour
• 4. Service Marketing

Chapter Publication

• 1. “Fuzzy DEMATEL Approach to identify the factors Influencing Efficiency of Indian Retail Websites”. Published in Springer Publication (Strategic System Assurance and Business Analytics) https://link.springer.com/chapter/10.1007/978-981-15-3647-2_6; DOI: 10.1007/978-981-15-3647-2_6
• 2. “Impact of Social Media on Society- Analysis and Interpretation”. Published in Springer Publication (System Performance and Management Analytics). https://link.springer.com/chapter/10.1007%2F978-981-10-7323-6_29; DOI:10.1007/978-981-10-7323-6_29