- About postgraduate study
- Part-time study
- Courses
- Order a Prospectus
- Faculties & Departments
- UK students
- EU students
- International Students
- How to apply for your course
- Handy Hints
- Open Events
- Student Recruitment
- Money Matters
- About Us
By telephone
During office hours
(Monday-Friday 08:30-17:00)
+44 (0)1234 400 400
Outside office hours
(Campus Watch)
+44 (0)1582 74 39 89
By email
admission@beds.ac.uk (admissions)
international@beds.ac.uk (international)
sid@beds.ac.uk (student support)
help@beds.ac.uk (registration)
By post
University of Bedfordshire
Park Square
Luton
Bedfordshire
UK, LU1 3JU
Rohini Vijaygopal joined the University of Bedfordshire in 2011 as a Lecturer in Marketing and teaches at both undergraduate and postgraduate levels. She has previously taught at Middlesex University, The Open University, Narsee Monjee Institute of Management Studies (India) and various other University of Mumbai Institutes.
She teaches across a broad range of marketing areas - international and cross-cultural marketing, branding and consumer behaviour, advertising and sales promotion, retail management and marketing, marketing management (also customising this to family owned businesses and the pharmaceutical sector), research methods, product management and export-import management.
She also conducts workshops and guides students’ dissertations both at undergraduate and postgraduate levels. Her work involves PhD supervision as well.
Prior to becoming an academic practitioner Rohini Vijaygopal worked in industry for about a decade. This included roles as an Account Servicing Manager with Ogilvy Healthcare, Brand Manager with Project Mainstream, Export Manager with PSA and Export Officer with Indoco Remedies Ltd, India. She has written widely for magazines, books, leading national newspapers and for business journals.
Rohini’s research interests span the areas of acculturation, branding and consumer behaviour; and adopt a multi-method approach. Her PhD thesis focused on “acculturation and its impact on consumer behaviour”. Her doctoral work investigated whether Berry’s (1980) acculturation categories that the British Indians belonged to, were differentiators for their brand preferences. It further explored the distinctive demographic profiles of the different acculturation categories, thus adding to what was already known about the individuals within them.
Rohini is interested in extending her research nationally to cover various intra-national cultures and the implications of the acculturation outcomes in terms of ‘marketing’ both for academics and practitioners. This could include the possibility of formation of strategic groups and stitch-niche marketing.
Rohini’s future research interests lie in examining brand personality dimensions to study their effect on shaping the preferences of consumers across various acculturation categories. She is also keen to explore the British Indians’ transition across acculturation categories, the time it takes for these categories to stabilise and the changes in consumption behaviour this might precipitate.
Participant in:
