This paper presents a comprehensive study of the design and parametric investigation of a diode pump alkali laser (DPAL): an emerging, high quantum efficiency, challenging laser system in the near-infrared region with potential for numerous applications. It covers the design and development of a diode pumped alkali (rubidium) laser (Rb:DPAL) gain cell and associated subsystems including the glove box-based alkali transfer set-up. Laser generation ($\lambda \sim 795 \rm{nm}$) in a continuous wave (CW) mode with end-pumped geometry in the Rb cell is reported. Comparative studies on the Rb-DPAL output were carried out with various critical operating parameters such as buffer gas pressure, buffer gas composition, gain medium temperature and pump power/intensity. The experimental results were analysed and discussed in light of the efficacy of the pump beam absorption, the laser level kinetics and effective lasing volume in the Rb-DPAL gain cell.