Assessing the Impact of Digital Technologies on Retail Consumer Decision-Making Among Underserved Groups

This PhD project investigates the influence of digital technologies on consumer decision-making in the retail sector, with a primary focus on underserved groups, e.g., older individuals, people with disabilities, ethnic minorities, individuals from lower socio-economic backgrounds and people with limited qualifications or educational attainment. While existing research often centres on consumers who are at least familiar with digital technologies (e.g., Sharma et al., 2023), this study addresses the gap in understanding how digital technology affects shopping behaviours among those who are under-represented in such research. The digital divide disproportionately affects underserved groups (Ueno et al., 2023), extending beyond technology access to encompass usability, relevance, and inclusivity of digital technologies in retail settings. These groups encounter unique challenges in shopping environments due to their under-representation in technology development, resulting in a lack of tailored retail technologies (Dubois et al., 2022; Pantano et al., 2022). In the broader context of social inclusion and equity, understanding how underserved groups interact with technology is vital. It ensures that the benefits of technological advancements are equitably distributed and contribute to reducing rather than exacerbating social disparities.

To achieve this, the project will compare and contrast the experiences of three specific underserved groups, to comprehend the unique needs and challenges faced by underserved consumer groups in interactions with digital retail technologies and to identify commonalities and differences in their experiences. Additionally, the project will examine how retailers design their service environments to accommodate these underserved groups, offering insights to enhance consumer experiences.  By so doing, the project seeks to equip retailers with practical solutions to address these diverse needs, thereby enhancing equity and accessibility in digital technologies within the retail sector. It aims to bridge the digital divide in this sector and foster social inclusion.

How to apply

Formal applications can be submitted via the University of Bradford web site; applicants will need to register an account and select 'Full-time PhD in Marketing' as the course, and then specify the project title when prompted.

About the University of Bradford

Bradford is a research-active University supporting the highest-quality research. We excel in applying our research to benefit our stakeholders by working with employers and organisations world-wide across the private, public, voluntary and community sectors and actively encourage and support our postgraduate researchers to engage in research and business development activities.

Positive Action Statement

At the University of Bradford our vision is a world of inclusion and equality of opportunity, where people want to, and can, make a difference. We place equality and diversity, inclusion, and a commitment to social mobility at the centre of our mission and ethos. In working to make a difference we are committed to addressing systemic inequality and disadvantages experienced by Black, Asian and Minority Ethnic staff and students.

Under sections 158-159 of the Equality Act 2010, positive action can be taken where protected group members are under-represented. At Bradford, our data show that people from Black, Asian, and Minority Ethnic groups who are UK nationals are significantly under-represented at the postgraduate researcher level. 

These are lawful measures designed to address systemic and structural issues which result in the under-representation of Black, Asian, and Minority Ethnic students in PGR studies.