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    Vishakha Chauhan

    Vishakha Chauhan

    Assistant Professor (Grade-II)
    Marketing

    Vishakha Chauhan is currently Assistant Professor in the department of Marketing Management, at the Indian Institute of Management Lucknow (IIM-L). She completed her PhD from Department of Management Studies, IIT Delhi. She has conceptualised the consumer confusion concept in healthcare context for her doctoral thesis and published articles in Journal of Marketing Theory and Practice and Journal of Consumer Marketing. Prior to her PhD, she has worked in the industry in business development and pre-sales role.

    Being a pharmacy graduate with a MBA in pharmaceutical marketing, she brings forth an understanding of the healthcare sector which is also one of her primary research areas. She works actively in the area of consumer confusion, consumer decision making and healthcare marketing.

    • Current Research Interests: Consumer confusion, consumer decision making, healthcare marketing, Not for profit marketing and branding.
    • Referred Journals:

    • Chauhan, V., & Sagar, M. (2021). Consumer confusion: a systematic review and research directions. Journal of Consumer Marketing,38(4), 445-456.

    • Chauhan, V., & Sagar, M. (2020). Consumer confusion in healthcare decision-making and choice: a qualitative exploration of patient confusion. Journal of Marketing Theory and Practice, 29(3), 323-342.

    • Chauhan, V., Reddy-Best, K. L., Sagar, M., Sharma, A., & Lamba, K. (2019). Apparel consumption and embodied experiences of gay men and transgender Women in India: variety and ambivalence, fit issues, LGBT-fashion brands, and affordability. Journal of

    Homosexuality, 68(9), 1444-1470

    • Chauhan, V., Sharma, A., & Sagar, M. (2019). Exploring patient choice in India: A study on hospital selection. International Journal of Healthcare Management, 14(2), 610-620.

    • Conference Proceedings :

    • Chauhan, V., & Sagar, M. (2020, August). Consumer confusion in healthcare decision-making and choice: a qualitative exploration of patient confusion. American Marketing Association.

    • Chauhan, V., Best, K. R., Sagar, M., Sharma, A., & Lamba, K. (2018, January). Apparel Consumption and Experiences of Gay Men and Transgender Women in India. In International Textile and Apparel Association Annual Conference Proceedings (Vol. 75, No. 1). Iowa State University Digital Press

    • Chauhan, V., & Sagar, M. (2018). Antibiotics Overuse and Self-Medication in India: a Social Marketing Framework. ACR Asia- Pacific Advances

    Marketing Management

    Phd: IIT Delhi

    MBA: NIPER (National Institute of Pharmaceutical Education and Research)

    B.Pharm: Delhi University