Horizon CDT PhD candidate Kuzi Makokoro (2022 cohort) has been awarded Best PhD Paper in the Consumer Behaviour, Emerging Markets, and Global Marketing Strategy track at the Nottingham University Business School Tri-Campus PhD Conference.
The award recognises outstanding doctoral research and was presented following a competitive track showcasing work from PhD researchers across multiple campuses.
The winning extended abstract, titled “Routine Formation, Not Disruption: How the Transition into Parenthood Shapes Grocery Shopping Behaviour”, explores how the transition into parenthood influences shopping behaviour and dietary decisions, using transactional data to uncover changes in purchasing patterns during this life stage. It highlights how major life events can shape everyday consumption, with implications for both businesses and public health.
Reflecting on the wider significance of the research, Kuzi said:
“Understanding the decisions new parents make allows us to identify when changes happen and why they are happening. With the rise in childhood obesity, understanding key moments of the change allow us to inform policy.”
Presenting at the conference also provided valuable feedback and discussion, helping to refine the research as the student moves into the final stages of their PhD.
The event was organised by Nottingham University Business School, with contributions from academic staff and PhD researchers across its international campuses.
