Shubha Bennur Assistant Professor

2010 Ph.D., Apparel Merchandising, Oklahoma State University
M.B.A. KIMS, Karnataka University
M.Sc, Karnataka University
B.Sc. KCD, Karnataka University

My research focuses on international perspectives of apparel retail merchandising. Specific research interest centers on consumer behavior and international retail merchandising. One of my recent researches compares and contrasts consumer behavior in two countries (India & U.S.) which are culturally diverse. The study offers novel insights into impact of fast fashion factors on consumer’s intentions to shop at fast fashion stores moderated by their impulse buying behavior. Another research thrust in the area of consumer behavior is Eye Tracking Research. My current research focuses on identifying consumer viewing patterns and visual processing of apparel design through eye tracking technology. Since aesthetic evaluation is primarily a visual process, studying the visual fixations of fashion products could give insight into consumer purchase decision processes. To this end my research offers retailers to understand both their domestic and International consumers better and cater to their needs. Academically my research contributes towards teaching consumer behavior and fashion retailing in domestic and international markets.

Journal Publications 

Bennur, S., & Jin, B. (2013). Cross-cultural investigation of U.S. and Indian consumer’s apparel attribute choices applying Kano’s theory. Journal of Fashion Marketing & Management, 17(3), 306-321.

Jin, B., & Bennur, S. (2012). Curriculum internationalization focusing on India: Pre- and post-assessment of student learning. Journal of Teaching in International Business, 23(1), 31-45.(Submitted on November 17, 2011/revision due Apr 17, 2012/accepted Apr 20, 2012)

Bennur, S., & Jin, B. (2012). A conceptual process of implementing quality apparel retail store attributes: An application of Kano’s model and the quality function deployment approach. International Journal of Business, Humanities and Technology,2(1),174-183.

Bennur, S., & Jin, B. (in review). The Mediating Role of Brand Trust and Affect in Brand Loyalty Formation: A Cross-Cultural Examination of U.S. and Indian consumers.

Jin, B., & Bennur, S. (in review).Does the importance of apparel product attributes differ by country? Testing Kano's theory of attractive quality in four countries.

Bennur, S., & Gavai, L.(manuscript in progress). How did the Regional Traditional Indian Embroidery “Kasuti” Reach the International Markets?

Bennur, S., & Gao., X. (manuscript in progress). Exploring impacts of fast fashion factors on consumer intentions to shop at fast fashion stores. 

Bennur, S., & Hanson, M.(manuscript in progress). Quilts and quilt traditions of north Karnataka, India. 

Publications in Proceedings 

Bennur, S., & Jin, B. (2011). The Mediating Role of Brand Trust and Affect in Brand Loyalty Formation: A Cross-Cultural Examination of U.S. and India. International Textile & Apparel Association (Online).

Jin, B., & Bennur, S. (2011). Does the Importance of Apparel Product Attributes Differ by Country? Testing Kano’s Theory in Four Countries. International Textile & Apparel Association (Online).

Bennur, S., & Jin, B. (2010). A process of implementing quality apparel retail store
attributes: An application of Kano’s model and the Quality Function Deployment
approach. Abstract published in Proceedings of American Collegiate Retailing 
Association [CD-ROM].

Jin, B., Ramkumar, B., & Bennur, S. (2010). Curriculum internationalization focusing onIndia: pre- and post-assessment of student learning. Abstract published in Proceedings ofAmerican Collegiate Retailing Association [CD-ROM].

Bennur, S., & Jin, B. (2009). From apparel product attributes to brand loyalty: A
proposed framework using Kano’s theory. International Textile & Apparel Association
(Online).

Bennur S., & Swinney, J. (2007). Price Threshold and Quality Perception of Deni Jeans.International Textile & Apparel Association (Online).
Areas of Expertise:

    Cross Cultural Issues
    Global Consumer Behavior
    International Retailing