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Dr Rohitkumar Trivedi

Lecturer (IB, M & B)

Faculty/Dept/School School of Management
(Faculty of Management, Law and Social Sciences)
Telephone +441274 232210


Dr Rohit Trivedi is a lecturer, researcher, consultant and corporate trainer with more than 14 years of  experience across India, Germany and now United Kingdom. Immediately prior to this, he was  Postdoctoral researcher with Chair of Marketing and Innovation at University of Hamburg (Germany) and Associate Professor of Marketing at MICA (Mudra Institute of Communications Ahmedabad,  India). He holds academic qualifications of M.Com, MBA, UGC-NET and PhD. He is also an awardee  of the  prestigious ‘Commonwealth-AMDISA International Postdoctoral Fellowship 2008’.  

Dr Trivedi has published research  papers in leading international peer-reviewed journals  including Journal of Business Research, Journal of Advertising Research, International Journal of Hospitality Management, Journal of  Cleaner  Production, Cyberpsychology Behavior & Social Networking, Information Sciences, and International  Gambling Studies among others. He is also recipient of Best Research Paper Award in ‘8th International Entrepreneurship Forum’ organised by University of Essex, OECD and LEED. He is  currently serving on the  editorial board of Journal of Promotion  Management and The IUP Journal of  Entrepreneurship Development. Dr. Trivedi’s research interests are in the area of green marketing,  integrated marketing communication, big data in social science, entrepreneurship, consumer  action  and decision-making, and strategic marketing. 

Dr Trivedi teaches MBA, Masters and  Undergraduate students a variety of Marketing, Multivariate  data analysis and  Entrepreneurship subjects, namely: Principles of Marketing, Strategic Marketing,  Marketing Simulation, Business Research Methods, Advanced Quantitative Research Methodologies, Social Entrepreneurship, Marketing in South Asia, Retail Marketing and Product and Brand  Management. With this, he has also designed and conducted Management Development Programs  and Faculty Development Programs  attracting participation from various corporates including Google, Mahindra & Mahindra, Cadila Healthcare, Viacomm 18, Kansai Nerolac, Eureka Forbes, Hafele,  Emami, DDB Mudra, Omnicom Global and Morrisons. He  also successfully completed major consulting assignments with various companies and institutes of national and international repute like  TTK Prestige, DDB Mudra, UNICEF, Accusol Technologies LLC and Omnicom Global.

Dr Trivedi has been instrumental in  conceptualizing, developing and marketing of a leading research- based product in India ‘MICA Indian Marketing Intelligence’ (MIMI) developed at a cost of  approximately INR 3.5 million. MIMI provides software integrated interactive socio-economic, marketing and media-specific secondary data along with Market Potential Index for 630 districts of  India encompassing all the States and Union Territories separately for rural, urban and total Indian  market. Dr Trivedi received International Postdoctoral Fellowship in 2008 from SAARC (South Asian  Association for Regional Cooperation) for a cross-country  comparison project of entrepreneurship intention among youth of India, Malaysia and Singapore. 


Rohit primarily attempts to delineate consumer decision-making behavior by using explicit and implicit cognition measurements in quantitative settings. His ongoing research interests are in the area of green marketing, integrated marketing communication, big data in social science, entrepreneurship, consumer action and decision-making, and strategic marketing. He is currently engaged in contrasting and comparing insights between explicit and implicit cognition measurement tools to uncover biases in consumer actions and decision-making.

Professional activities

  • 01-JAN-07: Bhavnagar University - Doctor in Philosophy
  • 01-JAN-04: IGNOU - MBA
  • 01-JAN-03: Saurashtra University - M.Com.
  • 01-JAN-17: Bundesamt fur Migration und Fluchtlinge - Deutsche-Test für Zuwanderer – B1.
  • 01-JAN-08: Commonwealth AMDISA - Commonwealth-AMDISA Postdoctoral Fellowship
  • 01-JAN-15: University of Hamburg - Postdoctoral Fellowship
  • Gujarati
  • Hindi
  • English
  • German


Peer Reviewed Journal
TitleAnimal and Human Models in Advertising: How can we influence the consumer decision making journey? (2019)
AuthorsTrivedi, Rohitkumar; Teichert, T.
TitleThe effect of ad smiles on consumer attitudes and intentions: Influence of model gender and consumer gender (2019)
AuthorsTrivedi R.;Teichert T.
JournalJournal of Business Research
TitleMapping Hotel Brand Positioning and Competitive Landscapes by Text-mining User-generated Content (2019)
AuthorsHu, F.; Trivedi, R.
JournalInternational Journal of Hospitality Management
TitlePro-environmental behaviour, locus of control and willingness to pay for environmental friendly products (2019)
AuthorsTrivedi, Rohitkumar; Patel, J.D.; Savalia, J.R.
TitleHow to Implement Informational and Emotional Appeals in Print Advertisements: A Framework for Choosing Ad Appeals Based on Advertisers' Objectives and Targeted Demographics (2018)
AuthorsTeichert, T.; Hardeck, D.; Liu, Y.; Trivedi, Rohitkumar
TitleCausality analysis of media influence on environmental attitude, intention and behaviors leading to green purchasing (2018)
AuthorsTrivedi, Rohitkumar; Patel, J.D.; Acharya, N.
TitleAttitudes, beliefs and impulsivity in online gambling addiction (2018)
AuthorsTrivedi, Rohitkumar; Teichert, T.
TitlePerceived service quality, repeat use of healthcare services and inpatient satisfaction in emerging economy: Empirical evidences from India (2018)
AuthorsTrivedi, Rohitkumar; Jagani, K.
TitleEntrepreneurial-intention constraint model: A comparative analysis among post-graduate management students in India, Singapore and Malaysia (2017)
AuthorsTrivedi, Rohitkumar
TitleThe Janus-Faced Role of Gambling Flow in Addiction Issues (2017)
AuthorsTrivedi, Rohitkumar; Teichert, T.
TitleDoes university play significant role in shaping entrepreneurial intention? A cross-country comparative analysis (2016)
AuthorsTrivedi, Rohitkumar
TitleDoes explicit comparative advertising affect Indian consumers’ attitudes towards low and high-involvement product? (2015)
AuthorsVarsha, J.; Trivedi, Rohitkumar; Joshi, V.; Daswani, A.
TitleEvaluating the educational effectiveness of simulation games: A value generation model (2014)
AuthorsRanchhod, A.; Gurau, C.; Loukis, E.; Trivedi, Rohitkumar
TitleAre we committed to teach entrepreneurship in business school?: An empirical analysis of lecturers in India, Singapore and Malaysia (2014)
AuthorsTrivedi, Rohitkumar
TitleAn empirical study for developing scale and profiling technopreneur based upon their technopreneurial motive (2011)
AuthorsTrivedi, R., Savalia, J., & Patel, J.
JournalInternational Journal of Management and Enterprise Development
TitleLinking technopreneurial competence and education to business growth. (2009)
AuthorsTrivedi, R., Savalia, J., & Patel, J.
JournalInternational Journal of Technoentrepreneurship