BU Research Blog

Dr. Julie Robson and Samreen Ashraf from the Faculty of Management were announced as the successful recipients of the 2015 Academy of Marketing Research Initiative Funding Scheme for 2015 at the conference in Limerick, Ireland last week.

Their research, ‘Perceptions and use of pension savings: the case of South Asian consumers living in the UK’, examines how UK consumers originally from India, Pakistan and Bengal will use their pension savings following recent changes in the pension market.  Drawing on concepts developed within behavioural economics, specifically framing and mental accounting, this study will identify what has informed consumer perceptions of their pension savings and how this influences the way in which their pension money is used.  This research is both important and timely given recent pension changes, and government and societal concern that individuals (particularly ethnic groups such as those from South Asia) are not adequately prepared for their retirement.

The results of this research project will be presented at the Academy of Marketing conference next year.