Research focus areas

• • Consumer behaviour research focused on motivational factors in buying behaviour, gender interest, consumer attitudes towards shops and shopping, the influence of household members on purchase decisions and household saving behaviour.
  • Business behaviour studies focused on studies on business intelligence, influencer marketing, loyalty-based management, corporate citizenship, E-commerce, brand image building, service quality and customer satisfaction.
  • Advertising research focused on interpretation of illustrations in advertisements, accessibility levels of models in advertising, understanding and acceptability of and preference for advertisements in selected languages, the influence of creative factors on the performance of television commercials and factors in advertising effectiveness and advertising testing, the role of execution elements (humour, brand names mentioned, product screen time, gender of characters, use of children, animation, etc) in television advertisement noting and likeability, emotionality in television advertising and the role advertising in people’s lives.