Dr. Vivek Agrawal

Dr. Vivek Agrawal

Bengaluru, Karnataka, India
3K followers 500+ connections

About

As an experienced cards and payments champion, I bring an unmatched and unique blend of…

Articles by Dr. Vivek

  • Loyalty Vs Rewards

    Loyalty Vs Rewards

    Loyalty programs have come a long way since the humble beginning in the form of book stamps of Schuster's and S&H, or…

  • Neuromarketing: Pricing It Right

    Neuromarketing: Pricing It Right

    Pricing is one of the most underutilized marketing tools, given the impact it has on the customers. Neuromarketing can…

    1 Comment
  • Neuromarketing in Fintech

    Neuromarketing in Fintech

    Fintech Marketing is extremely competitive, challenging, expensive, and dynamic in nature. This leads to marketers…

    2 Comments
  • BIOMARKETING: HUMAN BODY AS MARKETING ENGINE

    BIOMARKETING: HUMAN BODY AS MARKETING ENGINE

    ABSTRACT Marketers have long tried to understand the consumer behaviour through various physical and emotional…

  • Neuromarketing: A holistic view

    Neuromarketing: A holistic view

    Neuromarketing as the marketers and the scientist envisaged, was the true utopian world for the companies wherein they…

    1 Comment

Contributions

Activity

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Experience

  • IDFC FIRST Bank Graphic
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    Bengaluru Area, India

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    Bengaluru, Karnataka, India

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    Karnataka

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    Bengaluru Area, India

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    Mumbai Area, India

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Education

Licenses & Certifications

Publications

  • PCD Model: Moderating Impact of Communication on Perceived Value in Decision Making

    SSRN

    Customer purchase intention and decision making is one of the most intriguing research areas. The impact of perceived value and communication on purchase decision; especially Marketing, social media and WOM (word of mouth) has been well established in decision making separately. There was a gap in understanding the impact of moderating effect of communication on perceived value to reach at the decision which has been explained in detail through a conceptual framework in this…

    Customer purchase intention and decision making is one of the most intriguing research areas. The impact of perceived value and communication on purchase decision; especially Marketing, social media and WOM (word of mouth) has been well established in decision making separately. There was a gap in understanding the impact of moderating effect of communication on perceived value to reach at the decision which has been explained in detail through a conceptual framework in this research.

    The proposed PCD & Extended PCD model helps in better understanding the purchase decision making by a customer and create a roadmap for future research in this area. This research can be used as a strong ground to build a segmentation model based on emotional intelligence by highlighting the impact of Intrapersonal communication and perceived image.

    Keywords: Perception, Perceived Value, Communication, Intrapersonal communication, Purchase intention, Decision Making

    See publication
  • Biomarketing: Human Body As Marketing Engine

    SSRN

    Marketers have long tried to understand the consumer behaviour through various physical and emotional attributes. It moved from a basic gender & age to Neuromarketing. This paper studies the impact of biological diversification for a marketer. A human body can be treated as unique marketing powerhouse with each part (Internal, External & Sensory) acting in cohort with each other. This research uniquely looks at the impact of other body organs & chemicals on consumer behaviour. One of the major…

    Marketers have long tried to understand the consumer behaviour through various physical and emotional attributes. It moved from a basic gender & age to Neuromarketing. This paper studies the impact of biological diversification for a marketer. A human body can be treated as unique marketing powerhouse with each part (Internal, External & Sensory) acting in cohort with each other. This research uniquely looks at the impact of other body organs & chemicals on consumer behaviour. One of the major contributor to customer emotions & reaction is Endocrine response system which has been discussed in detail in this article through impact on decision making for following hormones: Adrenaline, Cortisol, Dopamine, Melatonin, Oxytocin & Serotonin.The cognitive decision making is also affected by respiratory & breathing pattern as well as food habits which has been discussed in this article.
    Through the theory deduction based on multi disciplinary research, the author suggest that Biomarketing is the future, wherein every part of the body act as a marketing engine, impacting or manipulating consumer behaviour. The study proposes a triangular system of thinking with Emotion as the third pillar with interdependent relationships with Cognitive & reflex actions.

    SUMMARY STATEMENT OF CONTRIBUTION

    By eliciting insights from recent biological developments and Neuromarketing concepts, this research expands the scope of purchase behaviour response from being limited to the brain (SNS & PSNS) to getting impacted by hormones & nervous system present in other parts of the body. This paper uniquely focuses on consumer behaviour and emotional response due to external stimuli on body systems, hormones, & organs outside of the brain; thus theorizing human body as a Biomarketing engine.
    Keywords: Consumer Behaviour, Decision making, Biomarketing, Emotions, Reflex, Cognitive

    See publication

Projects

  • Retailer mapping for Broadband products

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    Mapping of retailer in East Delhi region for Broadband solutions by Airtel

  • Islamic Banking & Entry possibilities of a New NBFC in India in this domain

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    Live project to chartout the plan for possibility of a new entrant to enter Islamic Banking in India and create the complete business plan.

Honors & Awards

  • Champions of the Quarter

    SBI Card

    Top talent award for exceptional performance during the Q2' 2017

  • The Adventure Summit

    Axis Bank

    Domestic contest Silver medalist

  • All or Nothing

    Axis Bank

    Awarded for being in Top 15 for International contest

Languages

  • English

    Full professional proficiency

  • Hindi

    Full professional proficiency

  • Gujarati

    Limited working proficiency

  • Kannada

    Elementary proficiency

  • French

    Elementary proficiency

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