Sarmistha Sarma

Sarmistha SarmaSarmistha Sarma is an Associate Professor at the Institute of Innovation in Technology and Management (affiliated to Guru Gobind Singh Indraprastha University, Delhi (India)) in the Department of Business Management. She has a PhD in Management from Fakir Mohan University, Balasore, Orissa, (India) along with a Master of Business Administration (M.B.A) from Gauhati University Assam (India). She likes to analyze the various factors leading to purchase decisions. Her research focuses on the ways lifestyle, culture, and ethnicity impact buying decisions. She is a founding member of the Center for Promotion of Multidisciplinary Research (CPMR), a society dedicated to the promotion of applied research in various disciplines.


Handbook of Research on the Interplay Between Service Quality and Customer Delight
Sarmistha Sarma, Neha Gupta. © 2023. 438 pages.
Research in the field of service quality and consumer behavior has developed in many dimensions in the past decade. A number of models have been developed to determine the...
Envisioning Delight in School Education Service: Observations From Implementation of Global Citizenship Education (GCED) in Indian Schools
Shilpa Arora Narang, Sarmistha Sarma, Ashita Raveendran, P. D. Subhash. © 2023. 21 pages.
Global citizen education (GCED) is a strategic area of UNESCO's education sector program and builds on the work of peace and human rights education. It may prove to be a key...
Global Observations of the Influence of Culture on Consumer Buying Behavior
Sarmistha Sarma. © 2018. 375 pages.
Positive consumerism is the backbone to a strong economy. Examining the relationship between culture and marketing can provide companies with the data they need to expand their...
Cultural Nuances in Changing Consumer Behavior: Lessons for Cultural Positioning
Sarmistha Sarma. © 2018. 15 pages.
Culture is significant to developing consumer behavior. Companies that have succeeded in understanding the dynamics of culture have been able to withstand the test of time in...
Cases on Branding Strategies and Product Development: Successes and Pitfalls
Sarmistha Sarma, Sukhvinder Singh. © 2015. 417 pages.
The process of creating iconic brands varies from product to product and market to market. Effective branding strategies are imperative to success in a competitive marketplace....