Manchester Metropolitan University

Consumer Behaviour

Researchers at Manchester Metropolitan have been studying consumer behaviour since the 1980s.

The Consumer Behaviour subject cluster is a team of researchers and practitioners that meet to discuss and conduct consumer research. Our research aims to develop a better understanding of consumers and what they do and why they do it.

Our research is presented at international conferences and published in prestigious journals. Researchers in the consumer behaviour team are conducting studies in offline and online consumer behaviour, consumer nostalgia, ethnic consumers, religious consumers, consumers and brand choice, and impacts of product placements on gaming environments.

The National Lottery have recently awarded funding to investigate Muslim gift-giving behaviour in South Asian communities. Students interested in conducting doctoral studies in the area of consumer behaviour should contact Dr Amna Khan.

The Consumer Behaviour cluster is led by Dr Khan. If you are interested in finding out more about our work, please get in touch by emailing Amna at

Muslim Gift Giving Project

This oral history project investigates the inter-generational differences of South Asian British Muslims’ (Pakistani, Indian and Bengali) gift giving practices in the UK. Often differences between generations can be greater than differences between distinct communities (Browne et al., 2005).

Increasing the understanding of generational differences can inform and provide insights whether any changes in cultural traditions habits and behaviour are taking place.

Understanding commonalities and differences will help to facilitate the development of relationships between the mainstream and ethnic minority groups in the UK. This understanding will inform community engagement strategies and therefore, is likely to result in improved community cohesion between ethnic groups.

‘Many people in the community felt that post-911, Muslims had received a lot of negative publicity.

‘There was limited information which acknowledged the contribution they made to communities and society in general. So a project which explored how they gave gifts to people within their community and outside their community was developed.

‘Britain is a multicultural society with many different ethnic groups and cultures. To make a society work together it is important to understand the diverse cultures and behaviours.

‘This study is important as it gives insights how communities can work together through the act of gift giving.’

Dr Amna Khan

Supported by the National Lottery through the Heritage Lottery Fund, this project has support from the Ahmed Iqbal Ullah Trust, North West Sound Archive, Pakistani Resource Centre and ADAB (Bury).

The team will conduct 90 oral interviews in community centres around the North West and build links with residents.

Findings will be shared with people of all ages groups at the Manchester Mega Mela 2015, through activities such as story telling corner, quizzes, interactive displays and audios.

The interviews will be stored in the North West Sound Archive. Transcripts and some copies will be housed in Manchester’s Central Library. The story book will be displayed in the community centres involved in the project.


If you would like to participate in this study please contact Amna on (0161) 247 3947. If you are interested in finding out more about our work, please get in touch by emailing Amna at


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