Two Lang students to compete at UofG grad research competition

Robbie’s research looks at the Canadian Grocery Retail Marketplace to better understand the choices that Generation Z consumers make when choosing where to buy their groceries

From a market research perspective, there is little known about Gen Z compared to their generational counterparts (Millennials, Gen X, Boomers). Through his research, Robbie hopes his findings will benefit grocery retailers by providing a better understanding of their youngest consumer group, from their behaviours to the trade-offs they may be willing to make when deciding where to shop.

Stephanie’s research looks at game theory and how it affects decision making for a service called “Recomposition”, which offers an alternative to cremation by gently converting human remains into the soil. There are three expected research contributions from her research: (1) contribute to the death care literature from a marketing perspective; (2) contributes to the literature on market entry of radical goods and services; and (3) the environmental sustainability literature, which could have broader managerial and societal implications.

Shaheer’s research explores the impact of customer relationship management training activities and delivery types on firm performance. By using transactional level data from an insurance company, a multinomial logit model will be used. The research aims to guide managers in choosing and developing the optimum training programs and the required delivery types while simultaneously minimizing costs.