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Hari Sundar G

Hari Sundar Govindaraman’s research into buying patterns of customers in various segments is enriched by two decades of experience in combining industry understanding with academics. He has achieved Ph.D. in Consumer Behavior (Marketing Management) from the Anna University. The journey from journalism to academia led him to serve as Faculty in prestigious business and management institutes like the TKM Institute of Management, VIT Business School of VIT University and was also as guest faculty at AIMA MBA Program in PSG IM. Key areas of research include Consumer Behavior - especially in marketing to kids, Rural Consumer behavior and more. He is an erudite researcher with several awards to his credit. He was a subject expert on the Board of Studies of several autonomous institutes in Tamil Nadu. He was Consultant to several brands including Sri Krishna Sweets, Pichavaram Mangrove Tourism and others.


  • Ph.D. Consumer Behavior - Marketing Management, Anna University
  • MBA (Marketing and Human Resource Management), Anna University
  • M.A (Sociology), University of Kerala
  • PG Diploma in Journalism, Bharatiya Vidya Bhavan
  • B.Sc (Botany), University of Kerala


  • Consumer Behavior among Kids & Teens
  • Rural Buying Behavior
  • Sports Marketing


  • Associate Professor, Chinmaya Vishwavidyapeeth (Since January 2018)
  • Associate Professor, DoMS, Sree Narayana Gurukulam College of Engineering, Kolenchery (2012-2017)
  • Associate Professor, CARE School of Business, Trichy (2011-12)
  • Assistant Professor VIT University
  • Lecturer at TKM IM
  • Staff Reporter – The Hindu 


  • IMRF Lifetime Achievement award for Management Research and Teaching in 2019
  • Dr. APJ Abdul Kalam National Lifetime achievement award for Management Teaching and Research in 2018 from ISER Bengaluru
  • IMRF Managerial Excellence award, Management Researcher award
  • Shailesh J Mehta award for Best Research Paper

Research Publications:  

  • Praveen Raj and Hari Sundar G., Study on Consumer Behaviour towards the purchase of eco-friendly products - Strategic Conceptual Study based on literature - International Journal of Research in Economics and Social Sciences, Vol 8, Issue 1, January 2018
  • Praveen Raj.D and Hari Sundar G., “Impact of E- satisfaction on E WoM Intention - Strategic Study with reference to moderating effect of desire for online social interaction” - Business Sciences International Research Journal, Vol 6 Issue 1,  March 2018    UGC no. 63466
  • Hari Sundar G. and Sudharani Ravindran, Strategic effect of personal values in the purchase of Organic food products, Business Sciences - International Journal, Issue 2 (2018), SE Impact factor 2.75
  • Hari Sundar G., Praveen Raj and Viji Vijayan, Managing Reputation online - A case study of Café Coffee Day, Business Sciences - International Research Journal, Vol 6,  October 2018,  UGC Approved Double-Blind Peer Reviewed Journal 
  • Praveen Raj and Hari Sundar G, Study on Consumer Behavior towards the purchase of eco-friendly products - a strategic conceptual study based on literature - International Journal of Research in Economics and Social Sciences, Vol 8, Issue 1, January 2018

Hari Sundar G

Associate Professor

School of Contemporary Knowledge Systems

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