Rate My Professor Kapil Bawa

Kapil Bawa is a Professor in the Allen G. Aaronson Department of Marketing and International Business at the Zicklin School of Business, Baruch College - CUNY, contributing to the Business & Economics faculty. He earned a BA from the University of Delhi in 1977, an MBA from the Indian Institute of Management, Calcutta in 1980, and a PhD from Columbia University in 1984. Bawa joined Baruch College as Professor in 1999, following his tenure as Associate Professor of Marketing at McGill University. He has held key administrative positions, including Executive Director of Executive Programs at Zicklin School of Business from 2012 to 2014 and Chair of the Marketing Department. As doctoral faculty in the CUNY PhD Program in Business, he serves on PhD committees and delivers research seminars. His research specializations encompass marketing research, consumer brand choice, brand switching and purchase behavior, consumer response to promotions, and emotions and music in consumer decisions.

Bawa has published extensively on consumer behavior and promotional strategies, with key papers including "Analyzing Incremental Sales From a Direct Mail Coupon Promotion" (1989), "Modeling Inertia and Variety Seeking Tendencies in Brand Choice Behavior" (1990), "The Covariates of Regularity in Purchase Timing" (Marketing Letters, 1991), "A nested logit model of brand choice incorporating variety-seeking and marketing-mix variables" (1995), "Influences on consumer response to direct mail coupons: An integrative review" (1996), "Coupon Attractiveness and Coupon Proneness: A Framework for Modeling Coupon Redemption" (1997), "A Model of Household Grocery Shopping Behavior" (1999), "Examining the dimensionality of coupon proneness: A random coefficients approach" (2003), "The Effects of Free Sample Promotions on Incremental Brand Sales" (Marketing Science, 2004), "Category-specific coupon proneness: The impact of individual characteristics and category-specific variables" (2005), and "From Stopping to Shopping: A Field Experiment on Free Return and Shopping Cart Abandonment" (Manufacturing & Service Operations Management, 2024). In recognition of his teaching excellence, he was honored by the Zicklin School of Business in 2024 for innovatively overhauling the "Marketing Information for Decision Making" course. Bawa teaches Marketing Research, Marketing Principles, and related courses in undergraduate, graduate, and executive programs.