Dr Amy Takhar

Job: Senior Lecturer in Marketing and Consumer Research

Faculty: Business and Law

School/department: Leicester Castle Business School

Address: De Montfort University, The Gateway, Leicester, LE1 9BH

T: 0116 257 7352

E: amy.takhar@dmu.ac.uk

W: www.dmu.ac.uk


Personal profile

I have worked across different sectors including, higher education, and the private sector. However, since receiving my PhD from Keele University in 2009, I have focused soley on academia and held lecturing posts at the University of Bedfordshire, the University of Northampton and Keele University. My research interests have remained focused around the areas of my PhD which looked at how ethnic communities and individuals reflect on identity and construct identity based on local and global consumer cultures. Another area of interest that I focus on is innovative qualitative multi-method research design and encourage my informants to be co-researchers rather than passive informants, with the view that this will result in richer data. My roles within industry have also focused more on research activity, training, and consulting on different issues that affect consumers, small enterprises, general management, service delivery surveys, consumer studies, and so forth. In undertaking most of these projects, I used different data analysis software such as SPSS and NVivo. This has helped to develop and sharpen my experience of collecting, analysing, and interpreting both quantitative and qualitative data sets, as well as producing research outputs of a very high standard.

In terms of research publications, I have published 3 books, 5 book chapters, over 25 peer reviewed journal articles, as well as presented research papers at different peer reviewed conferences, across many countries. More importantly, some of my research outputs have been published in academic journals of very high standing including Journal of Business Research (ranked as number 1 business journal on Google); Journal of Marketing Management; Journal of Macro-Marketing; Journal of Enterprising Culture; British Food Journal; Industry and Higher Education, Advances in Consumer Research, Mediterranean Journal of Social Sciences, among others. Furthermore, I am a reviewer for different academic journals and an external examiner for different universities within the U.K and internationally.

With reference to my teaching approach, I believe that my role as a lecturer is that of an enabler. In that, I believe in creating a teaching and learning environment that is highly supportive of my students and their needs, yet at the same time challenges them. I focus on encouraging my students to think about each and every marketing and consumer behaviour situation holistically, with the view that they will be more proactive going out into the working world.

Research group affiliations

The Centre for Enterprise and Innovation (CEI)

Research interests/expertise

Consumer Research

Consumer Culture Theory

Indian Diaspora

Indian Consumers

Ethnic Identity Construction

Innovative Qualitative Research Methods

Multi-Method Research Design

Areas of teaching

Consumer Behaviour

Consumer Research

Research Methods

Integrated Marketing Communications

Contemporary issues in Marketing


PhD (University of Keele)

MSc Marketing

BSc Computing and Marketing


Fellow of Higher Education Academy

Courses taught

MARK 5020- Postgraduate Dissertation

Honours and awards

Rising Stars Award for Research, University of Bedfordshire (2013)

Best Practice in Teaching, University of Bedfordshire (2014)

Shortlisted: NILE (Blackboard) Best Practice, University of Northampton (2016)

Shortlisted: Outstanding Lecturer of the Year, University of Northampton (2016)

Membership of professional associations and societies

Association of Consumer Research (ACR)

Consumer Culture Theory Group

Entrepreneurial Marketing

American Marketing Association (AMA)

Current research students

Fatima Badi, Full time, 1st Supervisor

MD Muinal Hossain, Full time, 1st Supervisor

Mohammed Benabdesk, Full time, Director of studies

Externally funded research grants information

1. Won 19’000 pounds from the culture and communities network to investigate a project titled “the role of digital technology in connecting family within Asian communities in the U.K. and South Africa”. In Collaboration with David Chitakunye from the University of Witsewarand, South Africa.

2. Won 10’000 pounds from the rising stars award, to investigate a project titled “the role of family meal time rituals in constructing identity within Asian Communities in the U.K.”.

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