Professor Prithwiraj Nath is particularly interested in understanding how consumers make buying decisions in an online retail context. He uses various quantitative research methods to analyse how consumers search and process information online, and how retailers can offer a dynamic and personalised user interface that helps consumers in the decision-making process.
Prithwiraj has published research papers in several top ranking marketing and management journals including Industrial Marketing Management, European Journal of Marketing, Journal of Travel Research, Journal of Services Marketing and Journal of the Operational Research Society. He sits on the editorial board of Industrial Marketing Management and reviews research articles for several marketing journals and conferences.
Prior to joining Leeds Beckett University, Prithwiraj has worked as an academic at the University of East Anglia, University of Nottingham and XLRI, India. His background is in Physics and he holds a PhD in Marketing from the Indian Institute of Management, Calcutta. He has led many research grants and conducted several training programmes for industry managers in the UK, India and Dubai.