Institute of Management Technology, Ghaziabad
Jyoti Kainth

Assistant Professor

Area: Marketing

Doctorate of Philosophy (Faculty of Management Studies, 2011)
National Eligibility Test with Junior Research Fellowship (June 2005)
Master of Commerce (Shri Ram College of Commerce, 2003)
Bachelor of Commerce (H) (Shri Ram College of Commerce, 2001)


Marketing of Services
Strategic Marketing (using MARKSTRAT)


Research Interests
Consumer Behavior, Marketing of Services, Consumer Perceived Value


Selected Publications

Books / Teaching Material (Print & Web)

  • Study material on ‘Consumer Behavior’, M.Com (Final) for ‘The School of Open Learning’, University of Delhi covering 20 chapters and case studies published in 2008
  • Crossword puzzles on ‘Marketing Management’ (for B.Com program) as a part of the innovation drive by Institute of Lifelong Learning, University of Delhi during August 2008. The crossword puzzles appear on the website of University of Delhi as a part of ‘The Question Bank’ for B.Com (Pass and Honors. URL:

Research papers

  • Sikka J. (2008). Importance of attributes in the selection of the restaurant. Business Analyst
  • Kainth J. and Verma H. (2011). Consumer Perceived Value as a new paradigm in Marketing: Construct apprehension and its evolution. Journal of Advanced Social Research, 1(1)
  • Kainth J. and Verma H. (2011). Consumption Values: Scale Generation and Validation. Journal of Advances in Management Research, 8(2)
  • Verma H. and Kainth J. (2011). Development of ‘Consumer Perceived Value Scale’ (SPERVAL Scale) in the context of Services Industry. International Journal of Customer Relationship Marketing and Management

Cases (Published and Accepted)

  • Kainth J. (2012). Satya Bharti School Program: the Kaizen way. Emerald Emerging Markets Case Studies, 2(8)

Conference Papers

  • Kainth J. and Majumdar N. (2013). Factors Influencing Rural Consumer Behavior towards Solar Lights. ICRICKET (The Centre for Rural Innovation, Capacity Building, Knowledge Management, Entrepreneurship and Technology (CRICKET) of Institute of Management Technology Ghaziabad, India and Centre for Entrepreneurship, Essex Business School, University of Essex, UK)


  • Retailing: Evolution of an Era for Indian Consumer. SAR Economist, November 2006, vol. 16, No. 188 pp 54-57
  • Rural Marketing: Rural Markets are calling you. SAR Economist, January 2007, vol. 16, No. 190 pp 79-80
  • Indian Retail Market: The Malls Mania. The New Age, January – June 2006, Vol. I pp 6 – 10
  • Market Segmentation of consumer markets -Issue and Cases. SAR Economist, April 2008, Vol. 17, No. 205

Short Term Courses

  • ‘Strategic Simulation Workshop’ on Cross Functional Decision Making and Business Impact, conducted by enParadigm Knowledge Solutions, Centre for Innovation, Indian Institute of Management, Ahmedabad in June 2012 and January 2013
  • Short Term Course conducted by ‘Indian Institute of Technology’ (under ‘Continuing Education Program’) on ‘Effective Teaching Through Case Study Methodology’ held during September 2010


Academic Reviewer

  • Reviewer for Emerald Emerging Market Case Studies journal
  • Reviewer for Marketing Management book by Cengage Learning

Awards and Achievements

  • Case titled ‘Satya Bharti School Program-The Kaizen way’ was recognized among the Best Cases (7th best case) in 18th CEEMAN Emerald Case Competition 2012
  • Case titled ‘Vikas Spool Private Limited’ was recognized among the Best Cases in 31st John Molson Case Writing Competition 2013
  • Awarded Jai Narain Vaish Gold Medal during M.Com at Shri Ram College of Commerce, Delhi in 2003
  • Awarded Best SIFE Faculty Advisor in 2010 which included representation as a Brand Ambassador of SIFE India at the SIFE World Cup, October 2010 at Los Angeles


Professional Experience

  • Institute of Management and Technology, Ghaziabad. Assistant Professor (March 2012 till date)
  • Shaheed Sukhdev College of Business Studies, University of Delhi. Assistant Professor (Jul 08-Feb 2012)
  • Shri Ram College of Commerce, University of Delhi. Lecturer (Jul 06-Feb 07)