Dr Raja Peter

Contact details

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

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.

Thematics

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)

Keywords

• 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

Languages

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

Completed Doctoral Supervision

Main Supervisor of:

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

Co-supervisor of:

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