Assistant Professor Pavitra Jindahra, Ph.D.

 

 

 

 

 

 

 

  • Faculty, Marketing
  • Member, Research Committee
  • Member, Ph.D. Program Committee

Expertise:

Dr. Pavitra Jindahra is a faculty of Marketing at Sasin, Graduate Institute of Business Administration of Chulalongkorn University.  She holds a Ph.D. and an M.S. in Marketing from Carnegie Mellon, an M.S. in Business Economics from University of California, Los Angeles, an M.B.A. from Massachusetts Institute of Technology, and a B.S. in Accounting from Thammasat University.

Dr. Jindahra’s research interests are in the quantitative analysis of consumer decision making processes and purchase behavior – consumer response models, choice models,  revenue management, pricing strategy, and database marketing.   Her recent work focus on developing choice models based on different consumer decision rules to recommend optimal pricing schemes, age related loyalty behavior and new product introduction, consumer learning and adaptive criteria and optimal promotion scheduling.

Dr. Jindahra teaches courses in marketing engineering, statistics, and pricing in the MBA  programs.  She offers a doctoral course in marketing models and advises PhD Students. She received King Anandamahidol Scholarship, Fulbright Scholarship, and William Larimer Mellon Fellowship.

In her consulting practices, Dr. Jindahra helps companies use quantitative tools to improve marketing decision making.  Her client industries include retailing, transportation, and tourism.

Awards:

Asia’s Best B-School Awards 2012, The Best Professor in Marketing by the World Education Congress, and CMO Asia with CMO Council.

Selected Publications:

  • Nattavuthisit, K., P. Jindahra and P. Prasarnphanich (Forthcoming), Participatory Community Development: Evidence from Thailand, Community Development Journal.
  • Jindahra, P. and K. Choocharukul (2013), Short Run Route Diversion: an Empirical Investigation into Variable Message Sign Design and Policy Experiment, IEEE Transactions on Intelligent Transportation Systems, Vol 14, 1, p 388-397
  • Jindahra, P. (2011), Mode Choice Decision: an Investigation into Suvarnabhumi Airport Rail Link Service Introduction, Proceedings of the 7th IMT-GT International Conference on Mathematics, Statistics and its Applications ICMSA 2011, Bangkok, p 562-574.
  • Jindahra, P. (2007), Mental Accounting and Marketing Implications, Sasin Journal of
    Management
    , Vol 13, No 2, p 106-114.
  • Jindahra, P. and V. Singh (2006), The Myths and Realities of 18-49: Investigating of the Relationship between Consumer Age, Brand Loyalties, and New Product Trial, Proceedings of the 1st National Conference on Marketing Value for Developing Thai Society, Bangkok, p 233-238.

Working Papers:

  • “Maximization vs. Elimination: A Cross-National Investigation into Decision Rules” (with Frenkel ter Hofstede and Ronald Goettler)
  • “The Myths and Realities of 18-49: Investigating of the Relationship between Consumer Age, Brand Loyalties, and New Product Trial” (with Vishal Singh and Michael Lewis)

Book Chapters:

Jindahra, P. and S. Teerakapipal (2014) “Malleable Preference: A Nation Equity Perspective”, in The Psychology of the Asian Consumer (ACP Book Series), edited by B. Schmitt and L. Lee, Routledge.

Credentials:

  • Ph.D., M.S. in Marketing from Carnegie Mellon University, U.S.A.
  • M.S. in Business Economics from University of California, Los Angeles, U.S.A.
  • MBA (Financial Management Track) from Massachusetts Institute of Technology,U.S.A.
  • B.S. in Accounting (First Class Honors) from Thammasat University, Thailand.

Contact:

pavitraj@sasin.edu