Dr. Smritishikha Choudhury

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Dr. Smritishikha Choudhury

MBA(BU),PhD(GU)
Assistant Professor
smritichoudhury@kkhsou.in
Management
Dr. Smritishikha Choudhury CV   

Smritishikha Choudhury is associated with Krishna Kanta Handiqui State Open University since 2007. She is Assistant Professor in Maniram Dewan School of Management at KKHSOU. She worked as guest faculty in Gauhati University for few months and earlier she was associated with Sikkim Manipal Study centre of Guwahati. She develops Self Learning Material for the University and also develops audio visual materials. She conducts counselling sessions for MBA learners. Her research interest is mainly on descriptive research in the field of Branding, advertising and issues related to distance education. Her educational qualification includes, PhD fro Gauhati University (2013), Post Graduate Diploma in Distance Education from IGNOU, 2019, UGC NET,   2009, MBA from Bangalore University, 2002 and BSc. (Mathematics Major) from Cotton College, Gauhati University, 1999.

Field of Specialisation:

Marketing Management (Branding and Advertising) and H.R.

Doctoral Thesis Supervised:

  1.  Mathur Barman, Learners’ cost effectiveness and Quality in Distance Education – A study on select undergraduate BBA, BCA and BCom course in Assam,2018 (Awarded)
  2. Sikha Rani Baishya, Influence of emotions on consumer buying decision process and brand sustainability- A study on Automobile Sector in ASSAM ,2024(Awarded)
  3. Urmimala Mahanta, The Management and Administration of the livelihood conditions of the sattras of Assam, (pursuing)
  4. Anup Karmakar A comparative study between SHGS under NRLM and JLGS under select MFIs towards socio-economic development of their members in Barpeta district, Assam 2024(Awarded)
  5. Dipti Sitola   An analytical study on Customer Based Green Brand Equity for Select FMCG in Assam, 25.09.2024(Awarded)

International exposure:

  1. Received AAOU Conference Fellowship 2024 in 37th Annual Conference of Asian Association of Open Universities (AAOU2024) held from 15th to 17th October, 2024 at Islamabad, Pakistan.
  2. Received AAOU – COL fellowship in 34th Annual Conference of Asian Association of Open Universities (AAOU2020) held from 1st -3rd June 2021 at Colombo, Sri Lanka.

Research interests primarily lie in the field of marketing management, with a specific focus on branding, customer-based brand equity, and green branding. Additionally, I have an interest in the field of open and distance learning. 

I have 17 years teaching experience in KKHSOU. Apart from this I also worked as a guest faculty in Gauhati University for few months and prior to that I worked as Assistant Professor in Sikkim Manipal Study centre of Gauhati for three years.

Completed Research Projects/Consultancy:

  • Role of Study centres in ODL System- A Case Study on KKHSOU (a minor research project completed under funding of KKHSOU in 2012-13).
  • A study on the effectiveness of instructional practices adopted by different study centres of KKHSOU (a minor research project completed under funding of KKHSOU in 2014-22).

1. Received best paper award for “"International Seminar on Accounting, Finance, Business, and Social Sciences in Collaboration with Alabama A&M University, USA Dates: September 14th, 15th, and 16th, 2023 (Hybrid Mode)" organised by Assam University, Silchar. Received Best Paper award for this paper with co-author Ms. Sikha Rani Baishya.

2.         Received best paper award for “International e-conference on Surviving in Tough time: Strategies for success and sustainability”, titled “e-learning initiatives in Assam, during and post pandemic Covid 19” organized by Prestige Institute of Management and Research (6.6.2020).

Journal

1. Chayanika Senapati, Nripendra Narayan Sarma and Smritishikha Choudhury (2025) (UGC Care listed) , Envisioning Turnaround in Indian Aviation—The Case of Jet Airways (2025). Emerging Economies Cases Journal.  ISBN:  ISSN 25166042241304554 https://journals.sagepub.com/doi/full/10.1177/25166042241304554 [2025]

2. 1. Sitola Dipti and Choudhury S (2024) Fostering Sustainable Practices: A Look at the CSR Efforts of Oil and Gas PSUS in Promoting Sustainability in North East India, Third Concept, January 2024, ISBN 09707247, Volume 37, No 443, pages 103-106 (UGC Care listed) . https://www.thirdconceptjournal.com/current_issue.html [2024]

3. Baishya, Sikha Rani; Choudhury, Smritishikha (2024) , Influence of Emotion on Need Generation and Purchase Intention Among the Car Buyers: An Empirical Study (2024),. IUP Journal of Brand Management. Vol. Vol. 21  No 3,  ISBN: ISBN 9770972909007  Pageno: p35-52p. [2024]

4. 3. Duarah, D., Choudhury, S., & Deka, D. July 2024 (UGC Care listed), The Impact of Previous Knowledge and Art Exposure on Self-Efficacy in Art Education: A Study of Pre-Service Teacher Trainees (2024). . Voices of Teachers and Teacher Educators, Vol. Vol XIII  Issue I  ISBN: (ISSN 2455-1376) [2024]

5. Baishya, Sikha Rani; Choudhury, Smritishikha (2024) , Impact of Affective and Cognitive Appraisal on Recommendation Behavior and Engagement in Informal Complaints: Evidence from Indian Auto Sector. IUP Journal of Marketing Management.  Vol. Vol. 23  Issue 2,  ISBN: ISSN number: 0972-6845  Pageno: p95 to. 118p. https://www.proquest.com/openview/4be9fb723820c2a62a8109664c786d7e/1?pq-origsite=gscholar&cbl=54464 [2024]

6. 2. Baishya, Sikha Rani; Choudhury, Smritishikha (2023) Impact of Pre-Purchase Emotional State on Information Search and Evaluation: An Empirical Study on Automobile Consumers in India., IUP Journal of Brand Management. Sep2023, Vol. 20 Issue 3, p5-26. 22p.. https://www.iupindia.in/0622/Brand%20Management/The_Impact_of_Consumption.asp [2023]

7. 6. Sitola Dipti and Choudhury S (2023) Exploring the Indian Perspective: Building Green Brand Equity through Corporate Social Responsibility, Third Concept, April 2023, ISBN 09707247, Volume 37, No 434, pages 122-126 (UGC Care listed). [2023]

8. 5. Mahanta Urmimala; Choudhury, Smritishikha (2023), অসমৰ ঔদ্যোগীকৰণৰ বিকাশত সত্ৰৰ ভূমিকা , Divashi Rastrasewak journal, ISSN 2321-4945, (UGC Care listed).. [2023]

9. 4. Choudhury S, Senapati C and Sarma N.N (2023) Management education in technology-mediated ODL platform – implications for educators in context of shifting learning path and digital divide, Asian Association of Open Universities Journal Emerald Publishing Limited e-ISSN: 2414-6994 p-ISSN: 1858-3431 (SCOPUS indexed) Volume 18 Issue 2, . . 10.1108/AAOUJ-08-2022-011 https://www.emerald.com/insight/content/doi/10.1108/AAOUJ-08-2022-0117/full/pdf?title=management-education-in-technology-mediated-odl-platform-implications-for-educators-in-context-of-shifting-learning-path-and-digital-divide [2023]

10. 3. Karmakar A and Choudhury S.(2023) Challenges of SHGs: A study on SHGs members of Barpeta district of Assam, The Clarion Volume 12, Number 1, PP 25-30 ISSN : 2277-1697, . . DOI number: 10.5958/2277-937X.2023.00006.0 https://www.indianjournals.com/ijor.aspx?target=ijor:cla&volume=12&issue=1&article=003 [2023]

11. 7. Mahanta Urmimala; Choudhury, Smritishikha (2022) Role of Sattras in developing entrepreneurship in Assam, Prestige International Journal of Management and Research ISSN 0974-6080 ,2022, Vol. 15, Issue1- 2, p109-119p.. [2022]

12. 8. Baishya, Sikha Rani; Choudhury, Smritishikha (2022) Impact of Consumption Emotions on Post-Purchase Satisfaction of Automotive Customers, IUP Journal of Brand Management. ISBN 9788131427958 Jun2022, Vol. 19 Issue 2, p43-64. 22p.. [2022]

13. 10. Karmakar A and Choudhury S.(2022) Role of microfinance in financial inclusion among the rural poor: A comparative study between members of SHGS and members of JLGS in Barpeta district of Assam International Journal of Commerce and Management Research ISSN: 2455-1627, Volume 8, Issue 1, 2022, Page No. 55-60 . [2022]

14. 11. Sitola Dipti and Choudhury S (2021) Green Branding Initiatives of Patanjali Hair Care Products in the Guwahati Market: A Study, The IUP Journal of Brand Management, ISBN 9788131427958 Volume 18, issue 3, pages 29-44. [2021]

15. 12. Choudhury S and Senapati C (2021) Digital Education and Assam: A Case Study of KKHSOU NSOU-OPEN JOURNAL 4, No.1, pages53-57, 2021, ISSN 2581-5415. [2021]

16. 13. "Value Chain Interventions – Imperatives for Livelihood Development" with co-author Prof. N.N.Sarma, is published in Volume 13 Issue 1, July, 2020 of Pacific Business Review International (ISSN 0974-438X). (UGC Care listed). [2020]

17. Role of Study Centres in Open and Distance Learning System: A case study on KKHSOU (2016), Journal of Open Learning and Research Communication ISBN 2456-2742. [2016]

18. Measuring Customer Based Brand Equity for Premium Detergent Brands in the Indian Market (2014) with co-author Prof. Rinalini P. Kakati, Pacific Business Review International ISBN 0974-438X (UGC Care listed). [2014]

19. An Analytical Study of Spill-over Effect of Different Branding Elements on Customer-Based Brand (2014) co-author Prof. Rinalini P. Kakati, The IUP Journal of Brand Management, ISBN 9788131427958,. [2014]

20. Kakati, R. P., & Choudhury, S. (2013). Measuring customer-based brand equity through brand building blocks for durables. IUP Journal of Brand Management, 10(2), 24.. [2013]

Conference

1. 9. Sitola Dipti and Choudhury S (2022) Exploring trends and opportunities in green marketing of FMCG sectors in India, Business Practices in the age of innovation, disruption and sustainability, ISBN 9788131427958 Volume 2, Gauhati University, pages 83-89. [2022]

2. Does Advertising influences on Enhancing Customer Based Brand Equity? (2014), International Proceedings of Economics Development and Research, (vol 79) ISSN 20104626. [2014]

Research Projects

1. Name of the Project : • A study on the effectiveness of instructional practices adopted by different study centres of KKHSOU
Name of the Principal Investigator : Dr. Smritishikha Choudhury
Name of the Copi: Dr. Smritishikha Choudhury
Name of the Funding agency: KKHSOU
Type (Government/Non-Government): Non-Government
Year : 2014
Funds sanctioned (INR in lakhs): 500000
Duration of the project: Eight years
Status: Completed

2. Name of the Project : Role of Study centres in ODL System- A Case Study on KKHSOU
Name of the Principal Investigator : Dr. Smritishikha Choudhury
Name of the Copi: Dr. Smritishikha Choudhury
Name of the Funding agency: KKHSOU
Type (Government/Non-Government): Non-Government
Year : 2012
Funds sanctioned (INR in lakhs): 100000
Duration of the project: One year
Status: Completed