Dr. Nilesh T. Kate is an Associate Professor of Marketing Analytics, Marketing Research and Operations Research at Pune Institute of Business Management, Pune. He holds a Ph.D. in Management, MBA in Marketing and Bachelors Degree in Mechanical Engineering. He has an industrial experience of two year. Dr. Nilesh’s teaching and research interests include Business Research Methods, Marketing Research, Operations Research, Marketing Analytics, Operations and Supply Chain Management. He has published cases in Harvard Business Review , Case Centre etc. He has more than 25 authored/co-authored publications in referred international journals and include high impact journals-SCOPUS AND ABDC Indexed. He has also Published 4 HBR Quick Cases in Harvard Business Publishing. He has authored/co-authored books on Marketing Research, Decision Science, Operations and Suuply Chain Management
EDUCATION
BE (Mechanical), MBA (Marketing), UGC-NET, SET, PhD
RESEARCH, TEACHING, or OTHER INTERESTS
Business, Management and Accounting, Marketing, Strategy and Management, Multidisciplinary
14
Scopus Publications
Scopus Publications
Metaverse Marketplace Development Marketing Perspectives on Phygitalization, 2025
Deepfakes in action: Exploring use cases across industries Shatabdi Chandramani Nannaware, Rajasshrie Pillai, Nilesh Kate Deepfakes and their Impact on Business, 2024 chapter on deepfakes offers comprehensive insights into how this cutting-edge technology is being applied across diverse industries. Its applications are broad, impacting various sectors by enhancing capabilities, fostering innovation, and prompting critical discussions about ethical use. “The importance of this chapter lies in its ability to inform and prepare stakeholders for the future of deepfake technology, balancing its benefits with the need for responsible and ethical practices.” Deep fakes, an unprecedented but controversial development in digital media, are artificially synthesized media using advanced artificial intelligence (AI) and deep learning They are mixed or manipulated in the elements of a work of art, and make a very true but false interpretation. This technology has found utility in a variety of industries, each with its own advantages and challenges.
Neuro-marketing as a subset of sensory marketing from lasting imprint becoming memory and impulsive buying Manasvi Pathak, Nilesh Tejrao Kate, Soham Hajra Impact of Sensory Marketing on Buying Behavior, 2024 In the ever-changing marketing landscape, gaining customer attention and influencing purchase decisions necessitates inventive techniques. Traditionally, marketing has aimed to captivate customers by visual and logical arguments. However, a growing tendency acknowledges the significant importance of our senses on decision-making Sensory marketing, a tactic that goes beyond standard visual and logical appeals, has emerged as a potent tool for organisations looking to build stronger connections with their customers. Sensory marketing creates multidimensional brand experiences by purposefully engaging all five senses - sight, sound, smell, touch, and taste. In the ever-evolving landscape of customer service, businesses are turning to predictive analytics as a game-changer. Predictive analytics goes beyond traditional data analysis; it's a forward-thinking approach that harnesses the power of historical data to anticipate customer needs and preferences. At its core, the concept is about being proactive rather than reactive.
Analyzing Smart Farming Technologies: A Study on Indian Farmers’ Adoption Trends Nilesh Tejrao Kate, Upasana Acharya, Chandraprabha Vaidya Smart Agritech Robotics AI and Internet of Things Iot in Agriculture, 2024 Smart agriculture, driven by IoT sensors, has the potential to transform the farming industry. By collecting and utilizing field data based on user input, IoT systems can greatly improve farming practices. Agriculture is crucial for India's economic growth, and technological advancements promise increased efficiency in farming tasks. The IoT, a network of interconnected devices, forms the foundation of smart farming, making agricultural production more effective and cost-efficient. However, successful implementation faces challenges. A dependable network infrastructure is essential for constant monitoring. Significant investment and research are required in areas like energy harvesting, automated irrigation, and disease prediction. Farmer awareness is a hurdle to adopting smart agricultural practices. Moreover, the funding gap is a challenge, as precision farming demands substantial investments. Despite these challenges, smart farming offers substantial benefits, including cost reduction, improved product quality, higher productivity, and enhanced sustainability. This makes it an attractive area for investment and growth. This paper aims to explore the potential of smart agri tech by gathering insights from users regarding adoption and challenges in transitioning to this innovative farming technique. The authors conducted extensive research and quantitative analysis, addressing the technology adoption gap within the Indian context and offering valuable insights into the successful execution of this technology.
Antecedents to Organic Tea Buying Behavior and Consumption Among Millennials in India: Through the Lens of Theory of Planned Behavior Nilesh Kate, Prashant Chaudhary, Mahendra More Indian Journal of Marketing, 2024 Purpose : The purpose of the study was to leverage the unique approach of the theory of planned behavior (TPB) to evaluate and comprehend the consumer attitude and buying behavior toward organic tea in India by using the structural equation model. Methodology : Primary data were collected by interviewing 470 respondents from diverse backgrounds and demographic profiles. The acquired data were then subjected to structural equation modeling (SEM) and partial least squares analysis methods. Actionable insights were extracted from analyzing consumer attitudes and purchasing behavior about organic tea. Findings : It was shown that the majority of millennials favored organic tea. The perceived value was greatly influenced by trust, environmental concerns, perceived quality, perceived price, benefits connected to “health, beauty, and wellness,” and product features. It was discovered that consumer knowledge, environmental concerns, and personal and subjective norms significantly influenced consumers’ attitudes and purchasing decisions about organic tea. Practical Implications : This research provided insightful information that may be used to create marketing and branding plans for organic tea. It unquestionably offered guidance and suggestions on advancing the ecosystem for organic tea and its use. Originality : This research was innovative in that it used the TPB model and expanded upon it to determine the critical elements influencing millennials’ attitudes, preferences, and purchasing behaviors regarding organic tea.
Influence of Big Data on Customer Relationship Management in Real Estate Augmenting Customer Retention Through Big Data Analytics, 2024
Up-Skilling in Fashion Retail Prashant Chaudhary, Neelam Raut, Harshali Patil, Nilesh Kate Transforming Education with Virtual Reality, 2024 The emerging digital technologies like virtual reality (VR), artificial intelligence (AI), augmented reality (AR), and Metaverse, etc., are increasingly being used by retailers dealing in fashion, athleisure, accessories, eyewear, cosmetics and jewelery, etc., for providing optimal shopping experience. The easy-to-use mobile VR headset equipped with various other integrated technologies and tools helps the customers make more informed purchase decisions. All these theologies are increasingly becoming instrumental for effective merchandise management, visual merchandising, product display and assortment planning, etc. Hence, all these technologies are being extensively leveraged in the retail sector across the world, for improving customer relationship management (CRM) and enhancing the overall customer shopping experience, across the channels. However, in the emerging economies like India, there is substantial dearth of skilled manpower in the retail sector that can impart the desired experience to customers. Even the leading fashion retailer brands are still struggling to bring sufficient capabilities and impart required skills to create immersive retail shopping experiences and environments. In order to close this gap, it is essential to impart training to the retail staff and also to the students of courses related to retail management and visual merchandising students on how to use these technologies and tools. This research delves deep into how the technologies like VR, AR and Metaverse can be leveraged for imparting effective training to the learners. Secondary research was undertaken to understand the consumer behavior in retail and how retailers can leverage technological tools to train their employees. It was found that not only the hedonically motivated consumers but also the utilitarian consumers are adopting and preferring the experience created by these technologies. This study concludes that training the floor and supporting function staff by using digital technologies can enable retailers to provide customers with a more immersive, interactive, personalized and cost-efficient shopping experience, especially for the categories like fashion, cosmetics, athleisure and jewelry.
Application of Virtual Reality for Education Transforming Education with Virtual Reality, 2024
Antecedents to the Adoption of Digital Marketing by Start-Ups Under Startup-India and E-Governance Initiatives: A BRT Perspective Nilesh Tejrao Kate, Prashant Chaudhary, Kumod Kumar, Neelam Raut, Mahendra More International Journal of Electronic Government Research, 2024 India is witnessing a dual transformation marked by technological advancements and a surge in entrepreneurial activity following the launch of various e-governance schemes and the Startup India program. However, the high failure rate among startups remains a significant concern, often attributed to inadequate marketing efforts due to financial constraints. To address this issue, enhancing digital marketing initiatives under Startup India could offer cost-effective solutions with higher returns on ad spend (ROAS). This research, grounded in the Behavioral Reasoning Theory (BRT), utilized cross-sectional data analyzed through Partial Least Square-Structured Equation Modelling (PLS-SEM) using SmartPLS software. The study revealed that beliefs, values, reasons for and against adoption, and attitudes influence startups' adoption of digital marketing. The findings of this study aim to provide practical insights for Startup India programs, entrepreneurs, and policymakers to understand better the motivators and barriers to adopting digital marketing technologies.
The coalescence effect: Understanding the impact of customer value proposition, perceived benefits and climate change sensitivities on electric vehicle adoption in India Prashant Chaudhary, Nilesh Kate Business Strategy and Development, 2023 The overarching objective of this study is to understand factors that influence the customer attitude and eventually purchase intention towards electrical vehicles (EVs). Market survey was done in major cities of 3 states of India to examine the customer attitude and purchase intention towards (EVs). The collected data was analyzed by using partial least squares‐structural equation modeling techniques. It has been found that the factors like overall customer value (performance and cost), awareness and sensitivities towards the climate change, and perceived benefits are the major factors that influence the attitude and subsequently the adoption of EVs by millennials. The factors like perceived price and social acceptance are relatively less significant in terms of their influence on the attitude and purchase intention towards EVs. Hence, it has been concluded that the environmental concern, performance features, infrastructure facility positively influence the attitude and purchase intention towards EVs. This study essentially underscores the importance and role of coordinated impact of performance, features, and infrastructure and climate change sensitivities in influencing and enhancing the adoption of EVs in India, in the context of current market scenario. Hence, this study contributes by providing actionable insights to manufactures and government for developing and communicating pragmatic value proposition to promote EVs. This study brings fresh perspectives on creating positive attitude and purchase intention towards the EVs by providing a model that could be leveraged for devising a long term and sustainable strategy.
Rajratan Global Wires: Expansion and International Location Choice Journal of International Business Education, 2023
