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Dr. Sunitha Ratnakaram

Dr. Sunitha Ratnakaram

Associate Professor & Associate Dean

B.Com.;M.B.A. (Kakatiya University);

M.Phil. (Alagappa University);

MFM (Annamalai University);

M.Sc. (Tamil Nadu Open University);

FPM (IIM Lucknow)


Dr. Sunitha Ratnakaram is Associate Professor & Associate Dean at JGBS.  Sunitha Ratnakaram is a triple post graduate and earned her doctoral degree from the Indian Institute of Management Lucknow, in the area of Marketing.

Her research interests include social media and qualitative research. Apart from this, she is highly interested in understanding nuances in social media promotions, writing her blog, reading contemporary and classical literature. Coming to her thesis work; she measured the impact type of platform and type of review may have on consumer perceptions of online reviews.

Before coming back to pursue her doctoral work, she has ten years of teaching experience at post graduate level. In her stint as a teacher, she held various positions from Program coordinator to Examination coordinator. She is a believer in interactive methodology of teaching and feels her students do bring creative inputs to the table.

Received more than one lakh views on my Author Stream ( presentations. Completed one cycle each; as a Program Coordinator, Examination Coordinator, Summer Training Program Coordinator and Academic Coordinator in autonomous B-Schools. Got qualified for UGC-NET with Junior Research Fellowship. Awarded as the Best paper presenter with a Cash prize, in the International Conference conducted by Annamalai University. Presented research papers at 18 International, 9 National Conferences/Seminars and one Doctoral Consortium.

Sunitha participated in various national and international conferences to present and publish her papers. She published her research papers in various journals, seven Scopus indexed papers, edited books and is currently working on four papers.


  • Use of ICTs in Financial Engineering Applications in Insurance Business; Springer Nature Singapore Pte Ltd. 2020 S. Fong et al. (eds.), ICT Analysis and Applications, Lecture Notes in Networks and Systems 93, 


  • Loyalty programs offered by marketers – A study on Impact of demographic factors, Itihaas (ISSN 2249 – 7803), Vol. I, Issue1, July – September, 2011.
  • Consumer Attitude and perception towards nudity in advertisements, 6Ms, II, Sept.2011.
  • Demographic changes in 21st Century – Its effect on FMCG product consumption, Revelation (ISSN 0975 1211), Vol. III, June, 2010.
  • An introspection into consumer awareness levels towards consumerism, Consumer Protection & Globalization, IPA New Delhi and Kalasalingam University in 2010.
  • Role of physical evidence in marketing diverse services, Emerging Trends in Service Sector, JV Publishing House in 2010.
  • Consumer Protection act- a variety of instances – consumer awareness, Social and human resource developmental issues in contemporary business, Annamalai University in 2009.
  • Social media platforms,
  • Consumer behaviour on social media platforms,
  • Information Technology applications in Marketing and Finance,
  • Consumer psychology,
  • Consumer consumption of UGC,
  • Qualitative approaches to Consumer Research
  • Ratnakaram, S. & Chakravaram, V. New Avenues of revenue in Indian Cinema, MARCON 2019, 19-20 December, 2019, IMI Kolkota.
  • Chakravaram, V., & Ratnakaram, S. Emerging Trends in the Marketing of Financially Engineered Insurance Products, MARCON 2019, 19-20 December 2019, IMI Kolkota.
  • Ratnakaram, S. Sari – A Garment That Adorns Indian Woman: With Special Focus On Its Role as an artefact in The Rites of Passage of an Indian Bride in The Context of Her Wedding. 40th Annual INFORMS Society for Marketing Science Conference, 14th to 16th June, 2018. Temple University, Philadelphia.
  • Ratnakaram, S., & Maity, M. Impact of Type of Social Media and Type of Reviews on Consumer Perception of Online Reviews. 38th Annual INFORMS Society for Marketing Science Conference, 16th to 18th June,2016. Fudan University, Shanghai.
  • Ratnakaram, S. Strengthening Relationship of Co-creation and Consumer Loyalty in Social Media Milieu. 7th International Conference on Excellence in Research and Education 2016. 5th to 8th May, 2016. Indian Institute of Management, Indore.
  • Ratnakaram, S. Green Marketing a method of Environmental Responsibility display: Structural Equation Modelling using ECOSCALE. 2014 Annual Conference of the Emerging Markets Conference Board. 9th to 11th January, 2014. Indian Institute of Management Lucknow.
  • Ratnakaram, S. & Satish S. M. Does participation in Facebook groups enhance Self-esteem, build Social capital, and reduce Self-control of users? 8th Great Lakes NASMEI Marketing Conference 2014. 26th and 27th December, 2014. Great Lakes Institute of Management, Chennai. Loyalty programs offered by marketers – A study on Impact of demographic factors, Itihaas (ISSN 2249 – 7803), Vol. I, Issue1, July – September, 2011.
  • Ratnakaram, S. & Chakravaram, V. A brief study on few challenges to traditional retailer – a ray of hope to FDI in Retailing. Strategic implications of FDI in Retailing 2012. 15th and 16th March, 2012. UPGC, Khammam.
  • Ratnakaram, S. & Chakravaram, V.Ethical Consumerism – A form of sustainability. SusCon 2011, 9th to 11th November, 2011. Indian Institute of Management, Shillong.
  • Ratnakaram, S. & Chakravaram, V. Consumer attitude and perception towards nudity in advertisements. National conference on Futuristic trends in Business Management. 16th and 17th September, 2011. Dr. B V Raju Institute of Technology, Medak.
  • Ratnakaram, S. & Kishore. K. Impact of Greenness on Consumer decision making process. International conference on Green business strategy. 6th to 7th January, 2011. JK Business School, Gurgaon.
  • Ratnakaram, S. & Chakravaram, V. Impact of Media Habits and Advertising on Rural Consumer Behavior. Marcon 2010. 27th to 29th December, 2010. Indian Institute of Management, Calcutta.
  • Ratnakaram, S. & Chakravaram, V. Role of Advertising & Celebrity Endorsement in influencing Rural Consumer Decisions. Marcon 2010. 27th to 29th December, 2010. Indian Institute of Management, Calcutta.
  • Ratnakaram, S. & Chakravaram, V., Kishore. K. A Study on Rural consumer behaviour with specific reference to Impact of Advertising and Media Habits on Personal Care Products. International Conference on Demography, Culture and Marketing. 14th to 16th December, 2010. XIMB, Bhubaneswar.
  • Ratnakaram, S. & Chakravaram, V. Corporate Social Responsibility a brief of Companies that made it their way of life. 2nd International conference on Corporate Governance. 9th and 10th December, 2010. Institute of Public Enterprise, Hyderabad.
  • Ratnakaram, S. & Chakravaram, V. Strategies for forwarding Financial Inclusion. National seminar on Financial for forwarding Financial Inclusion and Inclusive growth. 28th to 30th October, 2010. School of Management Studies, University of Hyderabad.
  • Ratnakaram, S. & Chakravaram, V. Innovative Entrepreneurs’ Ventures in India. Building up a Prosperous India – Thriving on Entrepreneurial Spirit. 8th October, 2010. PVP Siddartha Institute of Technology, Vijayawada.
  • Ratnakaram, S. & Chakravaram, V. Consumer perception towards retail store atmospherics. Services Management – a holistic approach: The emerging horizons. 25th September, 2010. Pillai’s Institute of Management Studies and Research, Mumbai.
  • Ratnakaram, S. & Chakravaram, V. Impact of Information technology on Management Education. Second Annual Global Business Summit Conference. 23rd to 25th June, 2010. Chennai.
  • Ratnakaram, S. & Chakravaram, V. Role of International Financial institutions in Fostering world’s Trade and Commerce – Special focus on IMF. International Conference on International trade and commerce. 5th to 7th March, 2010. Osmania University, Hyderabad.
  • Ratnakaram, S. & Chakravaram, V. Role of Physical Evidence in marketing diverse Services. Emerging trends in service sectors. 4th and 5th March, 2010. JV Publishing House.
  • Ratnakaram, S. & Chakravaram, V. Knowledge Management in TTK Health care Ltd: An Empirical study. Samaroh 2010. 11th and 12th February, 2010. Siva Sivani Institute of Management, Hyderabad.
  • Mamatha K. & Ratnakaram, S. Designing and implementing PMS in B-Schools: Performance Management Assessment. Samaroh 2010. 11th and 12th February, 2010. International Conference, Siva Sivani Institute of Systems and Management.
  • Ratnakaram, S. & Chakravaram, V. Introspection into consumer awareness levels towards consumerism consumer rights and responsibilities & COPRA 1986. Globalization and Consumer Protection. 28th and 29th January, 2010. Kalasalingam University – Tamilnadu.
  • Ratnakaram, S. & Chakravaram, V. Consumer protection Act- Few Instances – Consumer Awareness. Survival and Growth Strategies for Business Dynamics. 28th and 29th December, 2009. Annamalai University. Annamalainagar.
  • Ratnakaram, S. & Chakravaram, V. Impact of Diverse demographic factors on Loyalty Programs. Innovative strategies for value creation and Management. 10th to 11th December, 2009. RV Institute of Management, Bangalore.
  • Ratnakaram, S. & Chakravaram, V. Metamorphasising the Past: the Retro Way. Innovations in the Route to win market. 3rd to 4th December, 2009. Institute of Public Enterprise, Hyderabad.
  • Ratnakaram, S. & Chakravaram, V. Dynamics of Service Sector – an insightful look into changes and Challenges. Managing in an Uncertain Economic Era – Embracing Change in Service Economy. 5th to 7th November, 2009. School of Management Studies. University of Hyderabad.
  • Ratnakaram, S. & Chakravaram, V. Effectiveness of Training and Development at TATA Steel – An Analytical Study. Impact of Economic crisis in global business scenario. Sairam Institute of Management, 24th and 25th September, 2009. Chennai.
  • Ratnakaram, S. & Chakravaram, V. Demographic changes in new millennium – Its effect on consumption. Marketing Challenges in 21st Century. AV College, 20th December, 2008. Hyderabad.
  • Marketing Management,
  • Services Marketing,
  • Integrated Marketing Communications,
  • Retail Management,
  • Consumer Behaviour,
  • Advances in Consumer Behaviour
  • Sunitha Ratnakaram & Moutusy Maity. Impact of Type of Platform and Type of Review on Consumer Perception of Online Reviews.
  • Sunitha Ratnakaram. Sari – a Companion of Indian Woman through the Rites of Passage in Her Wedding Ceremony.
  • Surendra Dixit, Moutusy Maity & Sunitha Ratnakaram. Consumer decision-making in buying fruits and vegetables across online and offline channels.
  • Shubhomoy Banerjee & Sunitha Ratnakaram. Brand transgressions: Measuring the Influence of Relationship Marketing Strategies in Customer Forgiveness Behavior.