Initha Rina R, Dr, B.Com., M.B.A., PhD – Assistant Professor

Dr. R. Initha Rina is an accomplished professional with a strong academic background and a passion for teaching. She holds a Bachelor's degree in Commerce from PSGR Krishnammal College for Women, a Master’s in Business Administration from GRG School of Management Studies, and a Post Graduate Diploma in Computer Applications. With a specialization in Marketing, she earned her Ph.D. from Bharathiar University in 2018. Her doctoral research focused on "Consumer Behaviour of Children on Fast Food with special reference to Coimbatore."

Driven by her passion for teaching, Initha Rina has spent 19 years in the field of education. Her extensive experience has allowed her to connect with students from diverse backgrounds and nurture their growth and development.Currently, she is the Admission Coordinator at GRGSMS, where she facilitates the admission process and supports prospective students. Additionally, she serves as the Coordinator of the Community Immersion Programme.

She has actively engaged in research activities throughout her career. She has presented her findings at numerous national and international conferences, contributing to the advancement of knowledge in the field of marketing. Her research work has also been published in peer reviewed journals. She believes that with the right mindset and dedication, individuals can overcome challenges and achieve their goals.

Contact her at [email protected]

Publications

Journal Publications

- Initha Rina R &Preetha Leena R (2022), Online Shopping and Cognitive Dissonance: An Empirical Study on Young Consumers, Anvesak, 52(2) (I), ISSN : 0378 – 4568.
- Initha Rina R&Preetha Leena R(2022),Is Connecting the World through Smartphone, an Assistance or Interference at Workplace?,International Journal of Research and Analytical Review, 9 (2) ,ISSN: 2349-5138.
- Initha Rina R &Preetha Leena R (2020),An Empirical Study on Consumer Perception and their Nutritional Awareness of Fast Food among Children in Coimbatore District, Asian Journal of Research in Business Economics and Management,10 (7), 15-25, ISSN: 2249-7307.
- Initha Rina R et al (2019),An Empirical Study on Consumer Behaviour and Market Segmentation among Children towards Fast Food in Coimbatore District, Asian Journal of Management, 10 (4),357 – 362, ISSN: 0976-495X (Print),2321-5763 (Online).
- Initha RinaR &Mohan Kumar (2015), An Empirical Study on Consumer Behaviour of Children on Fast Food, International Journal of Research in Commerce & Management, 6(9), ISSN:0976 -2183.
- Initha RinaR &Mohan Kumar (2015),An Empirical Study on Consumer Behaviour of Children on Fast Food, International Journal of Management Research & Review,5(8)(3), 613-622, ISSN:2249-7196.
- Initha RinaR et al (2012), Emerging Trends and Opportunities of Green Marketing Among the Corporate World, International Journal of Research in Commerce, Economics & Management, 2(10), 44 -50,ISSN: 2231-5756.

ISBN Publications

- Initha Rina R (2024), Analyzing Cognitive Dissonance’s Influence on Online Shopping Behavior among Young Consumers: Marketing Implications, 15th International Conference and Research Consortium in Marketing – Sustainable Marketing: A Conscious Consumerism and Public Policy Perspective, ISBN – 978-93-822931-1-8 pp:19-20, IBA publications.
- Initha Rina R & Preetha Leena R(2021),Case Study on Young Digital Entrepreneurs, Chapter in Book titled – Compendium of Management Case Studies, Clever Fox Publishers, ISBN: 978-93-93229-43-4
- Initha Rina R&Preetha Leena R(2020),An Empirical study on Smartphone Intrusion and its Impact on the Job Performance of IT Employees in India, International Conclave on Globalizing Indian Thought (GIT2020), Indian Institute of Management Kozhikode, ISBN:978-81-926239-5-5.
- Initha RinaR (2012),The Impact of Social Media on Consumer Behavior,International Conference on Emerging Trends In Social Commerce, Madras Christian College, Chennai, ISBN:978-93-81008-35-1.
- Initha RinaR et al (2012),The Importance of Career Management in Coping with Job Stress in today’s Competitive Paradigm,SIMSARC- Annual Research Conference of Symbiosis Institute of Management Studies, Pune, ISBN:978-93-82062-74-5.
- Initha RinaR et al (2012), Being Assertive – An Essential Skill for New Managers, SIMSARC- Annual Research Conference of Symbiosis Institute of Management Studies, ISBN:978-93-82062-74-5.

Areas of Interests

- Marketing, Consumer Behaviour and Entrepreneurship