Dr. Yupal Shukla

General Information

Dr. Yupal Shukla is an Assistant Professor in V. M. Patel Institute of Management, MBA Department, Ganpat University, Gujarat, India since 2009. His areas of research interests include Service Network and Service Ecosystem, Social ServiceScape, RetailingServices and cause-related marketing. He did his doctorate in the area of Retailing Services. He is a recipient of “Journal of Service Management- 2016 & 2015 Highly Commended Award” by Emerald Litereti Network and “Young Service Researcher Award” at the IRSSM-4. He has attended and presented many papers in international conferences as well as published several national and international scholarly articles in different journals such as Journal of Retailing and Consumer Services and International Journal of Business and Emerging Markets, Journal of Indian Business Research. His case study has been accpted to publish in Emerald Emerging Market Case Studies.

A-26, Staff Quarters, Ganpat University, Ganpat Vidhyanagar- 384012, North Gujarat, India
Phone Number: 
(+91) 997966904
Email Address: 
Present Designation: 
Assistant Professor
Extension No: 
Name of College / Institute: 
Ganpat University-Faculty of Management Studies
Education Qualification: 
DegreeSubjectUniversityYear of PassingGrade
Ganpat University
B (First Class)
Ganpat University
B (First)

Academic Performance

Title of STTPPlaceDuration
FDP on Multivariate Data Analysis
IIM Kozikode
Monday, November 16, 2015 to Friday, November 20, 2015
National Level Seminar on Building Sustainable Energy for Future
Symbiosis Institute of International Business, Pune
Friday, August 21, 2015
3rd Summer School Workshop on Qualitative Research Methods
IIM Ahmedabad
Monday, June 2, 2014 to Saturday, June 7, 2014
Workshop on Metaphor Analysis and Ethnography Research
IIM Lucknow
Wednesday, January 8, 2014 to Thursday, January 9, 2014
Research and Publication Workshop
Tuesday, July 2, 2013
Three day workshop on Research Methodology
NICM, India
Sunday, July 10, 2011 to Tuesday, July 12, 2011
FDP on Marketing Research
Institute of Management, NIRMA University, India
Monday, September 12, 2011
Title of EventPlaceDurationPosition HeldSponsoring Agency
National Workshop on Writing Research Paper
Ganpat University
Friday, January 29, 2016 to Saturday, January 30, 2016
Center for Advance Research Studies, Ganpat University
National workshop on Research Methodology
Ganpat University
Tuesday, November 15, 2016 to Monday, November 21, 2016
Center for Advance Research Studies, Ganpat University
Co curricular activities : 
TitlePosition HeldPeriod
Student Activity
Wednesday, April 15, 2015 to Friday, April 15, 2016
NSS Program
Program Officer
Monday, July 7, 2014 to Tuesday, March 3, 2015
Extra curricular activities: 
TitlePosition Held
32nd West zone Unifest Youth Festival
Co-Ordinator/Team Manager- GNU Participation
Paper published in journal/procedings: 
TitleName of Journal & Vol./Year ISSN/ ISBN No.Author / Co-Author
Consumers’ responses to cause related marketing: moderating influence of cause involvement and skepticism on attitude and purchase intention
International Review on Public and Nonprofit Marketing & doi:10.1007/s12208-016-0151-1/ 2016
Jayesh D Patel, Dharmesh D Gadhavi, Yupal S Shukla
Antecedents of rural and urban consumers' propensity to outshop and product specific outshopping behaviour
Journal of Retailing and Consumer Services& Volume.26/2015
JD Patel, N Bhatt, Y Shukla, D Gadhavi
Consumer shopping orientation: identification and characterization of outshoppers
Journal of Indian Business Research & Volume-8 (1)/ 2016
JD Patel, YS Shukla
Consumers’ attitude and purchase intention towards counterfeit of luxury brands
International Journal of Business and Emerging Markets & Volume 26 (3)/ 2014
A Modi, JD Patel, YS Shukla, DD Gadhavi
Effect of cause-related marketing on corporate image and purchase intention: evidence from India
International Journal of Business and Emerging Markets & Volume-26 (3)/ 2014
KL Rathod, DD Gadhavi, YS Shukla
Paper presented in conferences/workshops/symposia: 
Title of Paper PresentedTitle of Conference/Organizer/PlaceDate of EventNational / International / Regional
Examining role of Culture and Emotions in determining festival shopping Engagement and Retail services Preferences: An emerging Market Perspective
7th International Research Symposium in Service Management held in Thailand
Tuesday, August 2, 2016
A classification for delineating: Agritourism
International Conference on Agribusiness in Emerging Economies, IRMA, India
Wednesday, January 6, 2016
Consumers' Revisit intention for Water park: Influence of social servicescape and service intensifiers
8th International Conference on Emerging Management Perspectives on Service Management
Saturday, March 19, 2016
Usage of drama for effective Teaching practices
3rd International conference on Creativity and Innovations at Grassroots, IIM Ahmedabad
Monday, January 19, 2015
Investigating the role of store and Product attributes on fashion retail store preference
3rd International Marketing Conference MARCON 2014
Thursday, December 18, 2014
Picking up from service research priorities: Customer experience through smart service
3rd International Communication Management Conference 2016 (ICMC 2016) Theme- Marketing Reborn: Traditions, trends and Techniques at MICA, Ahmedabad (India)
Thursday, February 18, 2016
Antecedents of Consumer store preference by investigating its relation with store & product attribute
International annual conference on business research and management practice in global environment, San Diego, California, (USA)
Thursday, April 2, 2015
Exploring Outshopping Behaviour and Its Determinants in Gujarat State: A comparative study between urban and rural consumers
PhD Consortium 2015: Management in the 21st Century- IIT Bombay
Tuesday, December 1, 2015
Detecting antecedents of rural and urban consumers' propensity to outshop and product specific outshopping behaviour
Annual conference of the emerging markets conference board, at IIM Lucknow (India)
Friday, January 9, 2015
Consumer Outshopping in Retail Service Setting : Identification and Characterization
4th International Research Symposium in Service Management (IRSSM 4)
Sunday, July 7, 2013
Book published as single author or editor: 
Invited lectures at state/national/international seminar/conferences: 
Title of LectureName of ConferenceDate of EventOrganized By
UGC Sponsored FDP on Advanced Data Analysis: Tools and Techniques
Tuesday, March 1, 2016
Department of Business & Industrial Management Veer Narmad South Gujarat University, Surat
Ongoing research projects/consultancies: 
TitleAgencyPeriodGrant/Amount (Rs. in Lakhs)
District Human Development Report (DHDR) for Gir Somnath District
Gujarat Social Infrastructure Development Society (GSIDS) General Administration Department – Planning Government of Gujarat
Friday, July 1, 2016
5 Lacs INR
Completed research projects/consultancies: 
Research Progress Committee member for Nikunj Patel - A study on patient satisfaction of outpatient department in model hospitals under ESIC in India
Research Progress Committee member for Paras Rajdev- A comparative study of awareness and impact analysis of various health care schemes under government of Rajasthan and Gujarat State of India
Recipient of 2015 Emerald Literati Network Highly commended award by Journal of Service Management for Review Paper on Service Innovation
Recipient of 2016 Emerald Literati Network Outstanding Paper award by Journal of Service Management for Review Paper on Role of emotions on shopping engagement
Recipient of Young Service Researcher Award at International Research Symposium on Service Management 4 (SERI initiative, USA)
Best Paper award at GCeMP 2016 for Paper on Social Servicescape
Research Interests: 
Service Ecosystem
Service Network
Value Co-creation
Retailing Services
Name of Department: 
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