Dr Amna Khan
Senior Lecturer in Consumer Behaviour and Retailing
My profile
Biography
I am Dr Amna Khan, a Senior Lecturer in consumer behaviour and retailing.
I am alumnus of Alliance Manchester Business School and received a prestigious corporate PhD scholarship from AstraZeneca Pharmaceuticals. It was during my master’s degree at Alliance Manchester Business School and a project on consumer behaviour that I really fell in love with the deep understanding of how consumers tick, the way they respond, shift and change.
I teach consumer behaviour and strategic marketing to apprenticeships, undergraduates and managers of leading household brands, MBAs from a huge cross section of industries, Government and public sector. I contribute to consumer behaviour, consumption practices and retailing research, publish in leading academic journals and present at conferences.
I am a ‘go-to’ consumer behaviour and retailing media expert, speaking to national and international media, key institutions and major retail brands. I regularly contribute to media, including BBC, ITV, Channel 5, BBC Radio and The Conversation. You will often find me commenting on Channel 5 retailing documentaries on leading brands, most recently on Deliveroo, Tesco, Primark, Marks & Spencer, Sainsbury, TK Maxx, Aldi, Subway and Coca-Cola. As a respected and trusted source, with an engaging personality, I have contributed to over 200 appearances to date across TV, radio and print.
I am a public speaker and presenter at national & international events & conferences and a panellist for events, known for conveying complex ideas with simplicity to really engage, educate and inspire an audience.
Passionate about creating inclusive leadership and inspiring the next generation, I believe in the importance of raising awareness and proactively pushing the narrative as a British Pakistani. I’m the Co-chair of EDI for Pro Manchester and the Chair of Race, Ethnicity, Religion and Belief (RERB) for Pro Manchester. I use my knowledge of EDI initiatives and importantly my lived experiences as a South-Asian Muslim female coupled with my research to share insights into cultural barriers and engagement strategies with ethnic minorities.
Interests and expertise
I’m proud to say I am now British Champion Powerlifter 2022. And I’m equally proud that I am also the first British Pakistani to achieve this.
To become British Champion Powerlifter 2022, I achieved a British deadlift record, lifting 158 kilo whilst being under 52 kilo body weight at the British Championship in July 2022. I’ve competed in two competitions, with two wins and a record deadlift at each. I also secured the regional and national deadlift record.
I am passionate about creating change in sport and love discussing my journey from a non-gym goer to a champion! I have always wanted to represent British Pakistani women in sport, to help create sport which is more inclusive.
I want to motivate young women from any ethnicity to focus on their passions and dreams, like I did.
Impact
I am a diversity and inclusivity speaker who is passionate about creating change my approach is to engage, challenge and educate to transform the narrative. The future of any organisation is shaped by its culture and people. Diverse and inclusive workplaces are a necessity for employees as they create cultures with a greater sense of belonging, productivity, innovation and excellence.
Amna’s academic research has provided intricate detail and insights into the challenges and tensions ethnic minorities face living in UK. Coupled with her ethnic identity as a second generation British Pakistani Muslim, she draws on her research insights and lived experience, providing keynotes, presentations and panel contributions to encourage diversity and inclusion both in the workplace and through engagement with diverse consumers.
Inspiring the next generation
Passionate about creating inclusive leadership and inspiring the next generation of females and ethnic minorities from diverse backgrounds, I have worked key institutions, schools, events delivering workshops, talks and keynotes that challenge the existing cultural narratives. Amna also believes in the importance of raising awareness and proactively pushing the narrative as a British Pakistani in the media, actively representing and leading through her role in the public eye and her work.
Keynote speaker: Amna has been an invited speaker at events to inspire and encourage participation of BAME communities and females with Higher Education. She has been invited to deliver keynotes at the following prestigious Manchester based projects.
In collaboration with the widening participation team, she has worked on All Girls Can Project 2019 that target South-Asian learner from six local schools in the greater Manchester area. Amna a role model for South-Asian females was a keynote speaker who addressed concerns and issues parents/careers. In her role as a widening participation champion, on an on-going basis she has also mentored students from a partnering local high school to increase awareness and encourage engagement with higher education.
Amna has been an invited speaker and mentor on The Inspiring Girls Programme 2016, a collaborative programme shaped and delivered by Business in the communities, Manchester Business Class cluster. The programme targeted females aged 12-13 from six Manchester schools, with the aim to raise female career aspirations and employability skills. Amna draws on her personal experiences as a second-generation South Asian female, discussing the barriers she faced as a female of an ethnic community.
Keynote speaker: Engagement strategies with BAME communities in Classical music at the Association of British Orchestra, 30.1.2020.
Teaching
MBA - Strategic Marketing Management
Apprenticeship - Sales and Marketing
Supervision
PhD supervision Completions
Anne Harbisher, PhD Title: Student engagement and value co-creation: a model of university and student impacts on the quality of educational outcomes, completed 2017, https://e-space.mmu.ac.uk/619766/1/Thesis%20Anne%20Harbisher%20final.pdf – Role second supervisor
Michelle Gledhill, PhD Title: Testing the mere exposure effect in videogaming, completed 2019, https://e-space.mmu.ac.uk/626263/1/PHD%20M%20GLEDHILL%20%20FINAL%2022%2… – Role second supervisor
PhD supervision in progress
Mohammed-Ali Khan, PhD Title: Incongruity in Advertising: Consumer Response to Background Music in Advertising, Role Principal Supervisor
Yifu Lan, PhD Title :New Model for Improving Human Health on Early Diagnosis, Decision-making and Management by Non-clinical Risk Factors Statistical Modelling, Role First supervisor
MRes Completion
Andrew Lewis, MRES Title: Identifying and evaluating factors that influence South British Asian’s attitudinal loyalty towards professional football in Britain, Completed 2015.
Amna has experience of supervising MSc, MBA and DBA projects, with over 20 completions, in the broad area of consumer behaviour and retailing.
External examiner roles
DBA External Examiner
Vinu Simon, DBA Title: A New Passage to India: Tapping into the Indian American Market and Beyond, Institution- Alliance Manchester Business School.
Research outputs
Consumer behaviour, Consumption and rituals, Ethnicity, Ethnic consumers, Retailing, Religious consumption, Muslim consumers,
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Journal articles
Khan, A., Lindridge, A., Pusaksrikit, T. (2018) 'Why some South Asian Muslims celebrate Christmas: Introducing 'acculturation trade-offs'.' Journal of Business Research, 82pp. 290-299.
Khan, A., Zolkiewski, J., Murphy, J. (2016) 'Favour and opportunity: renqing in Chinese business relationships.' Journal of Business and Industrial Marketing, 31(2) pp. 183-192.
Keeling, D., Khan, A., Newholm, T. (2013) 'Internet forums and negotiation of healthcare knowledge cultures.' Journal of Services Marketing, 27(1) pp. 59-75.
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Conference papers
Lewis, A., Khan, A., Betts, P.B. 'Extending the Sport Interest Inventory SII to Examine Asian Consumer's Awareness and Attraction to Professional Football.' In Academy of Marketing. Bournemouth, UK,
Harbisher, A., Wright, G., Khan, A., Paucar-Caceres, A.L. 'National Student Survey Research - A Stakeholder Perspective.' In Academy of Marketing. Bournemouth, UK,
Brennan, R., Zolkiewski, J., Khan, A., Wilson, J. 'Chinese Business Relationships.' In Industrial Marketing and Purchasing Conference. Atlanta, USA,
Khan, A., Zolkiewski, J., Murphy, J. 'Trust Development in Chinese Business Relationships - A Dynamic Perspective.' In Industrial Marketing and Purchasing Conference. Rome, Italy,
Khan, A., Zolkiewski, J., Murphy, J. 'Renqing - The Next Chapter.' In Academy of Marketing Conference. Liverpool, UK,
Khan, A., Zolkiewski, J., Murphy, J. 'Adaptation in Chinese Business Relationships.' In Industrial Marketing and Purchasing Asia Conference: Adaptation in Chinese Business Relationships. Kuala Lumpur, Malaysia,
Khan, A. 'E Challenges, Function, Content and Process in Online Health Communities: Implications for E-Health.' Manchester Business School, Stockholm, Sweden,
Khan, A. 'Internet Forums and the Negotiation of Internet Healthcare Cultures: Opportunities for Professional and Commercial Understandings.' In Consumer Research Academy Workshop Series. Manchester Business School, Manchester, UK,
Khan, A., Zolkiewski, J., Murphy, J. 'The Role of Trust, Adaptation and Dependence in Chinese Business Relationships: The Case of a Multinational Pharmaceutical.' In Industrial Marketing and Purchasing Conference. Uppsala, Sweden,
Khan, A., Pusaksrikit, T., Abushena, R. (2023) 'How Religious Minority Groups Engage in Diasporic and Dominant Consumption Rituals: The Case of British Muslims Participating in Eid and Christmas in the UK, Royal Banking Institute Research Seminar,.' In Royal Bank International Research Seminar. Canada, 26/9/2019 - 28/9/2019.
Ernsting, F., Lalor, K., Khan, A. (2022) 'Gathering student insights during the pandemic of pre-covid-19 experience of campus spaces.' In Advance HE Surveys & Insights Symposium 2022: Innovative Insight. Manchester, 28/4/2022 - 28/4/2022.
Holmes, H., Ernsting, F., Khan, A. (2021) 'The importance of evidence, co-ordination & collaboration in eliminating the award gap.' In UTA Learning and Teaching Festival. Manchester Metropolitan University, 14/6/2021 - 18/6/2021.
Khan, A., Brennan, R., Houjeir, R. (2018) 'Comparing Chinese and Arab Cultural Constructs: Guanxi and Wasta.' In Industrial Marketing and Purchasing Conference Asia. Malaysia,
Khan, A., Round, G. (2017) 'The role of brands in the definition and preservation of ethnic cultural heritage.' In 12th Global Brand Conference. Sweden,
Khan, A., Theeranuch Pusaksrikit, T., Lindridge, A. (2016) 'Understanding Christmas Celebration through the lens of British Muslims.' In Royal Bank International Research Seminar. Montreal,
Penney, S., Wright, G., Hines, A.A., Khan, A. (2014) 'Nostalgia.' In Academy of Marketing. Bournemouth, UK, 1/7/2014 - 1/7/2014.
Press and media
I am a ‘go-to’ consumer behaviour and retailing media expert, speaking to national and international media, key institutions and major retail brands. I regularly contribute to media, including BBC, ITV, Channel 5, BBC Radio and The Conversation. You will often find me commenting on Channel 5 retailing documentaries on leading brands, most recently on Deliveroo, Tesco, Primark, Marks & Spencer, Sainsbury, TK Maxx, Aldi, Subway and Coca-Cola. As a respected and trusted source, with an engaging personality, I have contributed to over 200 appearances to date across TV, radio and print. Below is a selection of my media engagements.
TV
Channel 5 Documentary- Aldi’s Easter secrets, 2021
Chinese TV network - Issues with Arcadia, 2020
BBC Breakfast - The impact of Covid-19 on Christmas, 2020
Channel 5 Documentary- Supermarket deals, 2020
Channel 5 Documentary - Inside Sainsbury Britain’s oldest Supermarket, 2020
Channel 5 Documentary - Tesco: Panic in the Aisles, 2020
Channel 5 Documentary - Aldi: Secrets of the billion dollar discounter, 2020
Channel 5 Documentary - Supermarket wars battle of the high street, 2020
Channel 5 Documentary - Asda, Bigger, Better and Cheaper, 2020
Channel 5 Documentary, -Inside Aldi Christmas special, 2019
Channel 5 Documentary, Sainsbury’s 150 years on the high street, 2019
Channel 5 Documentary, Coca-Cola Vs Pepsi, 2019
Channel 5 Documentary, The Fall of M&S:Food to the rescue, 2019
Channel 5 Documentary, Supermarket Wars ALDI vs Lidl, 2019
BBC North West Tonight, Boohoo and consider confidence, 2019
ITV Granda Tonight, Supermarket mergers and consumer behaviour, 2019
BBC Look North - shop closures, 2019
BBC 1 Breakfast show, Consumer confidence (Live interview) February 2019
BBC 1 Breakfast show - Ted Baker and brand perception (Live interview) December 2018
BBC North West News - Retailing consumption changes (Live interview) October 2018
BBC 1 Breakfast show - online consumer behaviour (Live interview) September 2016
BBC 1 Breakfast show - loyalty programs (Live interview) 2016
Radio
BBC Radio 4 - You and yours, March 2021
BBC Radio 4 - Today Programme, March 2021 - Local high street
BBC Radio stations, December 2020- Debehnams and Arcadia group
BBC Radio stations, December 2019- Boxing day sales
BBC Radio stations, November 2019- Black Friday sales
BBC 5 live, February 2019 - Tesco shop closure
BBC 5 live, December 2018 - Asos and consumer confidence
BBC 5 live, November 2018 - Advertising and consumption behaviour
BBC 5 live, May 2016 - Consumer shopping trends
BBC Radio stations, November 2018- Evolution of town centres
BBC Radio stations, October 2018 - Online retailing behaviour
BBC Radio stations, September 2016- Online consumer behaviour
Arcadia and Debenhams leave holes in the high street - Drapers Magazine,
https://www.drapersonline.com/insight/analysis/covids-high-street-voids
Job losses in retail – how and where will new jobs be created?
https://www.retailtimes.co.uk/job-losses-in-retail-how-and-where-will-new-jobs-be-created/
The Conversation - Five ways Black Friday shopping will be different in 2020.
Article reprinted by Metro, Yahoo amongst others
https://www.metro.news/how-black-friday-shopping-will-be-different-in-2020/2234776/
https://ca.news.yahoo.com/five-ways-black-friday-shopping-164546666.html
https://uk.finance.yahoo.com/news/five-ways-black-friday-shopping-164546666.html
https://ahappygent.co.uk/currently/five-ways-black-friday/
From new branding to housing - what the future of the Trafford Centre could look like under its new ownership, Manchester Evening New https://www.manchestereveningnews.co.uk/news/greater-manchester-news/new-branding-housing-what-future-19468590
Buy nothing day - the anti black Friday https://www.mancunianmatters.co.uk/news/25112020-buy-nothing-day-the-anti-black-friday-seeks-to-protest-consumerism/
Social Media, Retali Gazette - May 2019
Cultural Sensitivity, Retali Gazette - May 2019
Shoppers told to rise early to beat the crash The Daily Telegraph 27 November 2017
http://www.dailymail.co.uk/news/article-3636122
/Why-9-99-price- tags-goods-turn-women-shoppers.html
(May 2016)
Blogs
Consumers want sustainability - how can retailers meet the demand?
https://www.mmu.ac.uk/news-and-events/news/story/13679/
What does the future hold for high street retailers?
https://www.mmu.ac.uk/news-and-events/news/story/13375/
Covid-19 a catalyst for change
http://blog.placemanagement.org/2021/01/15/covid-19-a-catalyst-for-change/
Coronavirus: Four ways your shopping experience will change
https://www.mmu.ac.uk/news-and-events/news/story/index.php?id=12481
Commerical video for the Trafford Centre
https://www.youtube.com/watch?v=1pzwkBLxDNo