ResInt Research Review The Journal of ResInt Canada ADVISORY BOARD Chief Advisor Professor Philip Kotler Ph.D. Distinguished Professor Emeritus Professor S. Saad Andaleeb Ph.D. Pennsylvania State University Former Vice Chancellor, BRAC University Bangladesh Distinguished Research Professor Professor Russell Belk Ph.D. Schulich School of Business York University, Canada CEO of Strategic Social Marketing Ltd, UK Professor Jeff French Ph.D. Author and Father of Positioning Concept Al Ries Chairman of Ries & Ries, USA Senior Professor, VIT Business School Professor B. Murali Manohar Ph.D. VIT University, India Technical Advisor, Canada Owen Lippert Ph.D. Technical Advisor, USA Kabir Ahmed Ph.D. EDITORIAL BOARD Chair, ResInt Canada James Louttit Distinguished Professor Emeritus Professor S. Saad Andaleeb Ph.D. Pennsylvania State University, USA Former Vice Chancellor, BRAC University, Bangladesh Editor, ResInt Research Review Khalid Hasan Ph.D. Chief Executive Officer, ResInt Canada Country Representative ResInt Bangladesh Zulfiqar Ahmed Country Representative ResInt Sri Lanka Shiraz Latiff Assistant Editor Nora Hollands SUBMISSIONS: Prospective authors are encouraged to follow Research Review guidelines for authors before submitting the articles or manuscript contact the Editor at [email protected] CITATION: ResInt Research Review Vol 4, No 1 May 2020. https://resint.ca/files/research_review_2020.pdf PHOTO CREDIT: Cover Page Hand Illustration from iStock.com/cienpies CONTACT A NOTE TO READERS The views expressed in articles are of the authors’ and not necessarily [email protected], [email protected] those of ResInt Inc. Canada. Neither this publication nor any part of PUBLISHER it may be reproduced, stored in a retrieval system, or transmitted in ResInt Inc. Canada any form or by any means without the permission of ResInt Canada. Volume 4, Number 1, May 2020 All information in this journal is checked and verified to the best of Price: $15/- (Complimentary Copy) the publisher’s ability, however, the publisher or editor cannot be held Design & Pre-Press: Hexagon ~ www. hexagonbd.com responsible for any mistake or omission within in the publication RESINT RESEARCH REVIEW May 2020 | 2 About ResInt Discovering Reality ResInt has emerged as a unique boutique research organization delivering custom research to meet clients’ specific needs. With global experience, we operate in most of the nations in Asia and North America, and we are growing. We stand out because the core team includes some of the most highly skilled researchers, analysts and thought leaders. We bring a unique blend of research and evaluation rigor, and program expertise with genuine local sensitivity. We assist companies, donors, and not-for-profi t organizations to complete their projects by providing critical quantitative and qualitative research and analysis at all stages of the project cycle. • Monitoring and evaluation services • Research solutions in programs and interventions Professor Philip Kotler Ph.D. Chief Advisor • Polling and associated research and insights ResInt Canada • Market, social, media, and consumer research Our Mission We cater to clients’ needs for informed decision making at every stage of a program and to provide state of the art research services to generate actionable insights and recommendations. ItMeet is our great honor andour pleasure Guru to announce that Professor Our Philosophy Philip Kotler has given his consent to be our Chief Advisor of the The thought - Information is infinite and random. Knowledge is Board. cumulative and orderly; it leads to decisions, and actions. Our promise Philip Kotler an U.S. Citizen is recognized as a stalwart in to you, the Client, is to help you to organize both the information and marketing, popularly known as the Marketing Guru worldwide! the knowledge you need to make the best decisions possible to guide He is author, consultant, and professor currently at S. C. Johnson informed actions, leading to positive results. Our people work for your Distinguished Professor of International Marketing at the Kellogg success. School of Management at Northwestern University. He gave the The goal - To offer superior quality research and analysis at a definition of marketing mix. competitive price that suits a client’s budget, without compromising Philip’s accomplishments are many, with the most well-known quality. being the Guru of marketing management for 50 years! His first The reality - ResInt engages top Asian, Canadian, American and book – Principles of Marketing published in the 1960’s, which is European researchers, analysts, and program and subject specialists for a landmark in the field of marketing and is still the iconic book that each survey, opinion poll, exploratory studies, and M&E initiatives. We enlightened thousand of students and business leaders across the invest our resources in people, not bricks and mortar. globe. Every single one of his ideas became standard operating We carry out research and consultancy maintaining the highest ethical procedure for the marketing profession. As Al Ries said “What standard, with sensitivity and respect to all stakeholders in the process. Peter Drucker is to management, Philip Kotler is to marketing. Kotler’s ideas are endlessly interesting, relevant, and ahead of the We ensure our contracted experts have no conflict of interest issues. times.” We consider each research issue in its unique context, and design studies and data collection tools and methods considering the ethno- He received more than 25 awards and 22 honorary degrees from cultural sensitivities. different countries and universities. He is the author of over 60 As a registered Canadian company, we are compliant for the quality of marketing books, including Marketing Management, Principles of our work under the laws of Canada and the Province of Ontario. Marketing, Kotler on Marketing, Marketing Insights from A to Z, Marketing 4.0, Marketing Places, Marketing of Nations, Chaotics, Our Team Market Your Way to Growth, Winning Global Markets, Strategic ResInt has brought together leading Asian, North American Marketing for Health Care Organizations, Social Marketing, Up and European researchers, analysts, program specialists, and and Out of Poverty, and Winning at Innovation. Kotler describes communications specialists. Their local experience, global knowledge strategic marketing as serving as “the link between society’s base, and most importantly, sensitivity to the research issues and needs and its pattern of industrial response.” informants can help clients to implement, analyze, and summarize Kotler helped create the field of social marketing that focuses research outputs in most actionable form. Our team continuously on helping individuals and groups modify their behaviors toward engage in training, academic paper writing, sharing of knowledge and healthier and safer living styles. His mission is the create a better experience through conferences in order to stay on top of the evolving world for our future generations through marketing! dynamics of the issues and relevant stakeholders. 3 | RESINT RESEARCH REVIEW May 2020 Readers Views Incredibly good! Great looking forward to seeing final version. Last issue had Many thanks for sending the proof through. great collections I like the attached cover design and the overall I read your all the previous issues. Most of the layout of the edition; it looks incredibly good! articles there were interesting. I am a great Professor Jeff French fan of the Marketing Guru – Professor Kotler. UK Great collections. Looking forward reading your upcoming COVID issue. Jalal Ahmed Great issue! Toronto, Canada Great issue! I like the tree cover best as it is more uplifting. Inspiring issue: I liked the overall Great piece to collect journal. All the best. 2020 issue focusing “Surviving Professor Russell Belk Today, Preparing for Tomorrow” Schulich School of Business is superb, so many excellent York University articles! Insightful and showing the direction to the people Looks super – especially to the business leaders. It’s a must read! Thank you for the excellent Thanks, ResInt and the Editor. journal and the opportunity. Abid Congrats on pulling it together. CIBC Bank, Canada Looks super. Neil Seeman CEO RIWI Corp. Looks great This looks great and you have made a lot Build for The Crises to Come! effort to bring this out. Very impressive indeed. Wishing you best of luck. I agree “While we work to protect our communities and our countries against COVID-19, we need to also think about Shiraz Latiff CEO, Hummingbird International and how we can strengthen them to deal with the climate crisis.” Country Representative ResInt Amazing article from Runa Khan. Sri Lanka TH University of Toronto RESINT RESEARCH REVIEW May 2020 | 4 [email protected] May 2020 20 Life in a Post-Pandemic World Russell Belk The COVID-19 pandemic is very likely the largest shock to the global status quo we will experience in our lifetimes. It has taken hundreds of thousands of lives. It has left millions unemployed. And it has upended the lives of billions of people. 24 Containing the Spread Contents of COVID-19: Behavioral Patterns in a South Asian Nation 9 Syed Saad Andaleeb The Consumer in the Mahreen Mamoon Age of Coronavirus This paper addresses key behavioral Philip Kotler issues to help structure a public health responsive policy. Students, teachers, The coronavirus COVID-19 is spreading bankers, and other service holders relentlessly through the world creating were approached