Fellow, Institute of Rural Management Anand (IRMA)
BVSc &AH, Orissa University of Agriculture and Technology (OUAT)


Faculty List



Research Area

Teaching Areas:-
Markeitng Management, Integrated Marketing Communication 
Rural Marketing, Social Marketing and Behavior Change 

Primary research interest is to understand the idiosyncratic drivers of consumer choice process, and its impact on marketing strategy. In this his studies are focused on the impact of perceived risk on consumer behavior change. Other areas of interest include; digital marketing and behavioral strategies for marketing in developing countries; and Market separation, advanced technological solution & marketing health

  • Mohanty, N.M. and Biswas, S.N (2014) “Freedom and reactance: the case of social marketing for public health,” in Social Psychology of Health - Issues and concerns in India (ed.), Concept
  • Mohanty, N.M.(2015) “Understanding rural retailer at the base of the fortune pyramid” in Journal of Rural and Industrial Development, 3(2)

Conference Presentation: 
  • Mohanty, N.M.(2016); “Consumer co-creation on digital platform- the role of consumer feeling”, at the 2017 Annual conference of the Emerging Markets Conference Board, to be organized by IIM Lucknow, on 5th – 7th January, 2017 ( Selected for presentation)
  • Mohanty, N.M.(2016); “Digital marketing and customer engagement in rural marketplace” presented at the 5th National Symposium on Rural Management, organized at Xavier Institute of Management Bhubaneswar, Odisha, held on 18th -19th November, 2016
  • Mohanty, N.M., Mohanty, P (2015); Consumer reactance: a concern for marketing swachh Bharat concept, Guru Gobind Singh Indraprastha University, Delhi National Conference on Managerial Perspectives, Issues And Challenges Of Swachh Bharat Campaign August 14, 2015 Organized by University School Of Management Studies Guru Gobind Singh Indraprastha University, Delhi
  • Modi, P; Mishra S.N.; and Mohanty N.M (2014) “Missing market orientation from the livelihood programme of the nonprofit organization: The case of right diagnosis but wrong pills” presented at the 2014 Academy of Marketing Conference, organised at Bournemouth University, United Kingdom, held on 7-10 July,2014
  • Mohanty N.M (2013) “Message strategies that reach high risk population,” presented at the 2nd National Symposium on Rural Management, organised at the Institute of Rural Management, Anand (IRMA), held on December 14, 2013
  • Mohanty N.M. (2013) “Interaction of behavior change appeal with marketing mix elements and its impact on consumer response,” presented at the 6th IIMA Doctoral Colloquium, organised at the Indian Institute of Management Ahmadabad, held on 7th of January,2013
  • Mohanty N.M. (2011) “Deciphering service encounter – “the path to transition” – in the context of social marketing,” presented at The XXI Annual Convention of the National Academy of Psychology (NAOP), organised at the Institute of Rural Management, Anand (IRMA), held on (12-14) December, 2011

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