Nilufar Allayarova

Fractalised acculturation: Meanings of consumption conflicts within immigrant Muslim parent-child dyads

Nilufar Placeholder


Office: PhD space, Level 1 Rutherford House, Pipitea Campus, Wellington 6011

Supervisor: Dr Jayne Krisjanous and Dr Micael-Lee Johnstone


Nilufar Allayarova is a PhD student in the School of Marketing and International Business (SMIB) exploring consumption practices of immigrant Muslims in New Zealand. As a migrant herself, she is interested in immigrants’ experiences as a consumer in a new country.


BCom Honours (Marketing) , VUW

Accounting Technician, EIT, Napier

Diploma in Applied Business, EIT, Napier

Certificate English for Further Study, Advanced, EIT, Napier

Bachelor of Linguistics & Philology , Bukhara State University, Uzbekistan

Research interests

Marketing, Consumer behaviour, Consumer acculturation, Health


Transformation as reversion to fitrah: Muslim Maori women's self-transformation through reflexive consumption.D. Kadirov, N. Allayarova, AW Boulanouar-Journal of Business Research, 2016.

Good faith as the Demand for Sincerity in Marketing Systems: The Case of Surrogacy Markets in India.D. Kadirov, S. Jagadale, N. Allayarova-Macromarketing Conference, Leipzig, Germany,2018.

Clothing of righteousness: exploring tensions of halal maternity wear on online apparel websites.J. Krisjanous, N. Allayarova, D. Kadirov-Journal of Islamic Marketing, 2018.


Findings from a systematic literature review on Internet-based nutrition information seeking by pregnant women.J. Krisjanous, J. Davey, N. Allayarova- 17th International Conference on Communication, Medicine, & Ethics.., 2019.

Awards and presentations

Speech New Zealand: Oral Communication in English for Speakers of Other Languages, Senior Grade with Distinction (EIT, 2010)

Summer Research Scholarship (VUW, 2018)

The Life and Medical Heritage of Abu Ali ibn Sina (UOW Historical Society, March 2021)