Nanda Alaka Choudhury

Assistant Professor

Area: Marketing

Educational Background

• PhD – Vinod Gupta School of Management, Indian Institute of Technology, Kharagpur
• Masters – National Institute of Technology, Surathkal, Karnataka
• BTech – ICFAI University

Teaching

Marketing Strategy, Pricing Strategies for Marketing, Product Management, Consumer Behaviour, Marketing Management.

Research

Consumption under Constrains: Bottom of Pyramid and Subsistence Markets, Green Consumptions, CTC, Evolving Digital Space

Previous employment

1. Assistant Professor – Indian Institute of Management Bodh Gaya, 2022-2025
2. Assistant Professor – FORE School of Management, Delhi, 2020-2021

Publications

Journal Papers

1. Choudhury, N., Mukherjee, S., & Datta, B. (2019). Constrained purchase decision-making process at the base of the pyramid. Journal of Consumer Marketing, 36(1), 178–188. [ABDC A]
2. Choudhury, N., Mukherjee, S., & Datta, B. (2018). Consumer Decision-Making at the Base of the Pyramid: Synthesis of Literature and an Integrative Framework. The Marketing Review, 18(3), 270–306. [ABDC C]
3. Choudhury, N., Mukherjee, R., Yadav, R., Liu, Y., & Wang, W. (2024). Can machine learning approaches predict green purchase intention? A study from the Indian consumer perspective. Journal of Cleaner Production, 456, 142218. [ABDC A]

Book Chapter
1. Choudhury, N., and Sanyal, P. (2026). Netnography as an Emerging Qualitative Method in Evidence-Based Marketing. Elgar Encyclopedia of Business and Marketing Techniques. Accepted.