Dr Raja Peter staff profile picture

Contact details +64 (04) 801 5799  ext. 63552

Dr Raja Peter MMgmt, MMktng, PhD

Senior Lecturer

School of Communication, Journalism and Marketing

I have been involved one way or another with marketing for more than 20 years. The industry experience that I have gained in International Marketing, Market Research, Customer Service, Sales & Marketing Services coupled with the years of experience in diverse cultures such as Australia, India and New Zealand has given me a good understanding of contemporary business issues, processes and concepts. Over the years I have serviced the needs of a wide range of customers in Australia, the large domestic market in India as well as in the Export Market in Southeast Asia, the USA, Europe and Africa.

 On the academic front I have a Master’s degree in Management Studies from India and a Master of Marketing degree from the University of Western Australia, Perth. I completed my PhD thesis at CurtinUniversity in early 2004. I am a recipient of the prestigious APA (I) scholarship through the ARC-SPIRT grant valued at approx $77,000. This is Australia’s highest award for research leading to a PhD.

 A key strength that I possess is in the area of research methodology and multivariate data analysis. I am involved in interdisciplinary research within the broader context of Business, in the areas of marketing, management, and ICT. The limited research surrounding SME’s and the marketing function has triggered my research interest in this area as well. I received a commendation from the Chancellor of Curtin University for my PhD work in recognition of the outstanding quality of my PhD research.

I have undertaken a number of interesting research projects and am involved in collaborative research with researchers within MasseyUniversity and also with researchers outside MasseyUniversity. These research undertakings have led to a number of scholarly peer reviewed publications in high quality journals and international conference proceedings.

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Contact details

  • Ph: 8015799 extn 62510
    Location: 50, 5F
    Campus: Wellington


  • Master of Management Studies - Birla Institute of Technology and Science (1982)
  • Master of Marketing - University of Western Australia (1999)
  • Doctor of Philosophy - Curtin University (2004)

Research Expertise

Research Interests

My primary area of research is Consumer Behaviour within the Marketing discipline. I investigated the key determinants that foster the adoption of photovoltaic (PV) power supply systems. Empirical evidence suggests that ‘government initiatives’ and institutional ‘finance’ are important influencers of the decision to adopt PV power supply systems in developing countries. In order to diffuse PV technology it is also necessary to provide decision-makers with opportunities for direct and vicarious experience of PV systems through ‘demonstration sites’. These factors were ignored in earlier models of the innovation–decision process formulated by Rogers and the new innovation-decision framework proposed by Kaplan. Governments need to play a leadership role, and this coupled with the availability of Finance and Demonstration Sites will result in an increased interest leading to the adoption of PV technology in India. This research has led to the identification of variables such as the government initiatives, demonstration sites and finance, which are critical to the adoption of PV systems in developing countries.

I have also worked in small multidisciplinary teams in which researchers were involved in research in different areas of Marketing, Management and Small and Medium Enterprises (SMEs). My key strength is in the area of quantitative research methodology and multivariate data analysis. Many of the researchers with whom I worked were engaged in qualitative research. Interactions with colleagues in the College of Business and other areas of Massey University revealed that there were opportunities to complement each other’s research strengths if we adopted a collaborative approach. I have also undertaken research with researchers in the UK and in Australia. This has opened up opportunities for me to be involved in interdisciplinary research within the broader context of Business, in the areas of Marketing, Management, and ICT. Hence I have targeted Marketing, Management, and other business related areas for my publications. As researchers, all of us have benefited in the process as we have pooled our skills and strengths together and achieved a higher level of research outputs. I am a recipient of a best paper award and track chair awards. I review submissions for international conferences such as ANZMAC, EMAC etc.


Resource Development and Management

Area of Expertise

Field of research codes
Business and Management (150300): Commerce, Management, Tourism And Services (150000): Consumer-Oriented Product or Service Development (150501): Human Resources Management (150305): Innovation and Technology Management (150307): Marketing (150500): Marketing Management (incl. Strategy and Customer Relations) (150503): Small Business Management (150314):
Technology (100000)


  • Consumer Behaviour
  • Social Media and Marketing Theory
  • Social Media and Marketing Strategies
  • B2B relationships in cyberspace
  • Renewable Energy Technologies and Marketing
  • Shared services in the Not for Profit sector 
  • Quantitative Research Methodology and Marketing
  • Multivariate Data Analysis and Marketing

Research Projects

Summary of Research Projects

Position Current Completed
Project Leader 0 1

Consultancy and Languages


  • English
    Last used: English
    Spoken ability: Excellent
    Written ability: Excellent
  • Tamil
    Last used: Tamil
    Spoken ability: Excellent
    Written ability: Excellent

Supervision and Teaching

Summary of Doctoral Supervision

Position Current Completed
Supervisor 0 1
CoSupervisor 0 2

Completed Doctoral Supervision

Supervisor of:

  • 2015 - Thelma Pauline Moses - PhD
    An Exploratory study of the Strategic Marketing Practices of ICT firms in India

CoSupervisor of:

  • 2015 - Yun-Chin Hsu - PhD
    Consumer green purchasing behaviour: From attitude, perceived controllability and normative influences to purchasing behaviour
  • 2013 - Giresh Kanji - PhD
    The Sensory Amplification of Pain: The Adrenaline Model of Headache Causation

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