Dr Pravina Devpersadh Oodith

Dr Pravina Devpersadh Oodith
M Block, M1-302 3rdfloor
Marketing and Supply Chain Management


Dr Pravina Devpersadh Oodith is a Marketing and Supply Chain Management lecturer in the School of Management, Information Technology and Governance on the University of KwaZulu-Natal’s Westville campus. She holds a PhD in Marketing and her doctoral thesis (Bottom of the Pyramid: Opportunity and Feasibility Analysis and Strategy Formulation) investigated the consumer behavioural practices of impoverished South African citizens and provided insight and strategies on how business organisations can assist in alleviating the issue of poverty whilst simultaneously generating profits. She has lectured in the areas of Consumer Behaviour, Integrated Marketing Communications and currently specialises in lecturing Global Marketing and Strategic Brand Management to postgraduate Marketing Honours students. She also lectures Special Topics in Supply Chain Management, which is a final year module for the B.Com programme.

Academic Qualifications

  • PhD (Marketing) – UKZN
  • Master of Business Administration (MBA) (cum laude) – UKZN
  • B.Com Honours (Business Management) (magna cum laude) – UDW
  • B.Com (Accounting, Business Management, Industrial Psychology) (magna cum laude) – UDW

Research Interests

  • Bottom/Base of the Pyramid Marketing
  • Strategic Brand Management
  • Consumer Behaviour
  • Advertising and Marketing Communications
  • Business Strategy and Management
  • Supply Chain Management

Recent Publications and Papers

  • Oodith, P.D. (2018). Size and Shape: The Influence of Packaging on South African BOP Consumers’ Decision-Making. Journal of Economics and Behavioral Studies, [Online]. 10(1), 6-21.
  • Oodith, P.D. & Parumasur, S.B. (2017). Brand Consciousness of BOP Consumers in South Africa. Journal of Economics and Behavioral Studies, [Online]. 9(3), 82-100.
  • Oodith, P.D. & Parumasur, S.B. (2014). Being on Top of Your Game at the Bottom of the Pyramid. Corporate Ownership & Control, [Online]. 11(3), 253-272.
  • Oodith, P.D. & Parumasur, S.B. (2013). Tapping into the Bottom of the Pyramid (BOP) Market in South Africa: Possible? And How? Corporate Ownership & Control, [Online]. 11(1), 280-294.