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kamala govindaraju

@kamalagovindaraju

Consumer insights researcher at Visvesvaraya Technological University who modelled purchase intention in a 730-respondent survey.

India

Message

At Visvesvaraya Technological University, I designed and ran a 730-respondent survey on consumer values, attitudes and purchase intention. I used exploratory factor analysis, reliability and validity testing, mediation analysis, and PLS-SEM/AMOS to identify purchase-intention drivers.

At SR's Daily Nutrition, I used customer and campaign data to find ways to improve campaign ROI, forecast demand, and run lifecycle programmes. I led go-to-market launches on Zepto, Swiggy Instamart, BigBasket, Blinkit and Zomato Hyperpure, along with the Bengaluru retail launch to 10+ outlets.

Experience

Work history, roles, and key accomplishments

Current

Doctoral Researcher, Consumer Marketing

Current

Visvesvaraya Technological University

Jan 2022 - Present (4 years 10 months)

Designed and ran a structured consumer survey of 730 respondents on consumer values, attitudes and purchase intention. Applied exploratory factor analysis, reliability and validity testing, mediation analysis and PLS-SEM/AMOS to identify the drivers of purchase intention.

Survey Design Factor Analysis Mediation Analysis PLS SEM Methodology AMOS SPSS Jamovi Consumer Behaviour

Business Head

Proton Scientific

Dec 2024 - Oct 2025 (10 months)

Led commercial, procurement and operations decisions that contributed to sales growth with pharma buyers. Built launch workflows with business, technical, commercial and operations teams for new products and implemented PACT ERP.

Commercial Management Procurement Operations ERP Implementation Pact ERP

Head – Marketing, PR & E-commerce

SR's Daily Nutrition

Nov 2020 - Nov 2024 (4 years)

Analysed customer and campaign performance data to find optimisation opportunities and improve campaign ROI. Built customer forecasts from GA4 data with Tableau and Power BI dashboards to plan demand and channels, and led go-to-market on quick-commerce platforms.

GA4 Tableau Power BI Zoho CRM Zapier Quick Commerce Go To Market ROI Customer Segmentation Team Leadership

E-Commerce & Content Manager

Aspartika Biotech

Jan 2017 - Oct 2020 (3 years 9 months)

Conducted market research, customer segmentation and competitive analysis to inform business decisions. Ran data-driven marketplace optimisation that improved traffic, click-through rate and conversions, and prepared business performance reports for leadership and investor discussions.

Market Research Customer Segmentation Competitive Analysis Marketplace Optimization Data Analysis Reporting