Digital Marketing Influence on Vitamin D Intake Amongst UK Consumers

This study examines the impact of digital marketing on the consumption of Vitamin D among UK consumers. It analyzes the geographical variations in the UK in terms of sun exposure, explores the significance of specific digital channels among the UK population, and provides recommendations for effective digital marketing strategies to promote Vitamin D intake.

DIGITAL MARKETING
INFLUENCE ON VITAMIN D
INTAKE AMONGST UK
CONSUMERS
1

Table of Contents
Chapter 1 INTRODUCTION..........................................................................................................3
CHAPTER 2 : LITERATURE REVIEW........................................................................................7
2.1 Chapter Introduction..............................................................................................................7
2.2 To analyse geo regional variations in the UK in relation to sun from natural environment. 7
2.3 To analyse specific digital Chanel’s importance amongst UK population............................7
2.4 To evaluate industry best practice with respect to UK SME with e commerce....................9
2.5 To recommend appropriate digital marketing channels with relationship to vitamin D.......9
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................11
3.1 Chapter Introduction............................................................................................................11
3.3 Data collection.....................................................................................................................12
3.3.1 Research Method..............................................................................................................12
3.3.2 Research Approach:..........................................................................................................12
3.3.3 Sampling Method..............................................................................................................13
3.4 Validity and Reliability of Collected Data..........................................................................13
3.5 Ethics within Research........................................................................................................14
CHAPTER 4 RESULTS................................................................................................................15
Regression......................................................................................................................................33
CHAPTER 5 DISCUSSION..........................................................................................................36
CHAPTER 6: CONCLUSION......................................................................................................38
REFERENCES..............................................................................................................................40
Appendix........................................................................................................................................42
2

Chapter 1 INTRODUCTION
1.1 Research background
1.1.2 Overview of digital marketing
In recent era technological advancement business operations are highly transformed. It
has provided a platform for organisation to use technology in their growth and development. In
this digital marketing is playing a vital role in increasing sales and generating revenue (Nunan
and Di Domenico, 2019). Alongside, the way of marketing is changed as organisation focuses
on using different digital sources such as website, social media, e mails, etc. digital marketing is
process or way or advertising and marketing products and services by using internet. It includes
doing marketing through e mails, SEO, PPC, etc. in order to engage with customers.
In present time, even SME’s has applied concept of digital marketing. It is benefiting
them by generating leads and converting customers. Furthermore, effective marketing strategies
are developed and they are implemented in different ways. Businesses are finding out new ways
and methods of advertising products. Another major role of digital marketing is it offers online
way of promotion. In that social media is used, e mail marketing is done, etc. Currently, there are
many new methods emerged which has ease way of digital marketing. They are content and
video marketing which is giving advantage to market goods. It is a cost effective method of
advertising. Hence, in traditional marketing huge cost is required as compared to digital one.
1.1.3 digital marketing and business
Now a days every business is using digital marketing in order to attract more people.
Also, it has enabled in generating leads and converting customers. There is rapid growth
observed in business revenue (Jackson, Janssen, and Gabrielli, 2018). Moreover, there are
different ways or platforms through which digital marketing is done such as website, e mail, etc.
however, attractive ads are created and published on social media. It has led to increase in
customer base. The cost incurred by business on advertising is also decreased. They are able to
promote and advertise products and services in effective way. Apart from it, with digital
marketing companies are able to analyze data and info about market trends, purchase behavior,
etc. However, businesses are using metrics to measure effectiveness of digital marketing. They
gather data related to how consumer react to their ads and posts. Beside this the range of
marketing has increased as organization is able to advertise all around the world. Digital
marketing is playing vital role for business as they send messages to them. Various digital
3

channels are used which makes it easy to reach target audience. It also has been identified that E-
commerce platform is the workplace where it has found different more other opportunities for
the UK businesses. Such as to get Vitamin products people first go to the websites and get more
other information on the products to define the other people identification as well. Digital
marketing tool helps people to acquire huge data and information which inspire the things into
more energetic form (Hartemo, 2016)
However, digital marketing is important for business as it has led to decrease in cost of
marketing. In addition, there is high rise in website traffic and lead generation. With use of SEO,
PPC, etc. it has been easy for organization to market. These all are useful to target audience and
provide them info about products and services. In recent times the main goal of business is to
attract, engage and convert people. They want to retain them for long term. With digital
marketing there is increase in customer base.
1.1.4 digital marketing and consumer behavior
The digital marketing has highly impacted on consumer behavior. This is because now
people are able to gather data and info easily. Also, it has allowed them to analyze and compare
data easily and then take decision. Apart from it, people also get influence by reading posts,
comments, etc. on social media. So, this change their perception regarding buying of products.
Other than this, company is easily able to engage with customers and communicate with them.
They take their response through website or e mails. The use of smartphone is also way through
which consumer behavior is influenced. It has either impacted in positive or negative way. Along
with it, comments and reviews are read by which customer are attracted. Additionally, gathering
of info is easy by which decision are made.
1.1.5 Use of Vitamin D
It is necessary for people to intake Vitamin D in order to maintain their health. This is
because it allows in growth and development of bones. In Vitamin D people absorb calcium and
helps in strengthening bones and muscles. There are many benefits of absorbing Vitamin D. The
first is it maintain health of bones, improves immune system, brain, etc. Also, the regulation of
insulin is maintained. Furthermore, it is useful in lung function. There is a natural source through
which Vitamin D is absorbed that is sunlight (Centobelli, and et.al., 2016). Many people absorb
Vitamin D through sun only. But in recent times there are many other ways emerged to intake
Vitamin D. They are medicines, capsules, power, etc. these all new products are available in
4

market for people. So, these all products are now provided by business to people. Therefore, it
has transformed people minds towards buying that products. The deficiency of Vitamin D in a
person can result in major consequences. The bones may become weak or can get damage. This
weakness can result in impacting on physical health as well.
1.1.6 impact on consumer purchasing process
A consumer purchasing process consist of several stages which allows them to take
decision. the stages are essential in fulfilling needs by analyzing products. Digital marketing has
highly influenced on this process as well. It is identified that now people are easily able to take
decisions. The info is gathered through sources and is easily been compared on basis of certain
criteria. With this, it has become easy for them to identify right product according to their needs.
However, decision depend on needs, information, etc. So, if info is easily collected it consumer
perception is influenced (Patel, and Lakhataria, , 2018). They try to collect more and more data
so that it can be compared. Furthermore, business is engaged with customer and continuously
interact with them through digital marketing. In this way they identify each stage of consumer
and make out solutions.
Significance of research
This study will help in analysing that how digital marketing is influencing consumer
perception. Also, why there is change in their mind regarding purchase of Vitamin D products.
Thus, from this it will be easy to analyse the factors due to which consumer are influenced.
Moreover, the study will support UK health care industry to improve their way of doing digital
marketing. Through it, they can identify weak areas and then make improvements in it. However,
Research question
 How digital marketing influences the purchase of vitamin D ?
 How digital marketing influence on Vitamin D amongst UK consumers?
Research objective
 To analyze geo regional variations in the UK in relation to sun from natural environment
 To analyze specific digital Chanel’s importance amongst UK population
 To evaluate industry best practice with respect to UK SME with e commerce
 To recommend appropriate digital marketing channels with relationship to vitamin D
Research outline
5

In this study there are 6 chapters. The first chapter will give an overview of overall
research topic. Here, researcher will describe background, aim, objectives, research questions,
etc. that have to be achieved. In second chapter researcher will analyze secondary data from
different research articles, journals, etc. Here, the topic is discussed in depth regarding what
other authors have contributed in past. The third chapter will describe about different types of
research methods which will be used or applied by the researcher in project. Chapter 4 will show
how primary data is collected and interpreted. It gives a brief analysis of results obtained from
data. The chapter 5 the results and analysis are discussed which will show findings of overall
research. The researcher will give an in-depth analysis of data and information interpreted by
collecting primary one. Last chapter is conclusion where researcher shows what is concluded
after completing the project.
6

CHAPTER 2 : LITERATURE REVIEW
2.1 Chapter Introduction
Literature review is the next chapter after completing the chapter one which is
introduction. The purpose of literature review is to provide the reader with a general overview of
environmental modelling as it pertains to the study (Teixeira, and et.al., 2017). Literature
review enable to provide the deep understanding of the topic by the help of analysing the
different approaches and theories. Present research has been based on the topic digital marketing
and how they influence to purchase Vitamin D amongst UK consumers.
2.2 To analyse geo regional variations in the UK in relation to sun from natural environment
As according to the Goudie, (2018) UK has temperate climate which means it always
gets cool, wet winters and warm, wet summers. In terms of human healthy climactic conditions
has influenced their behavior and health issues. Changes in climate and climatic variability is
been very different and challenging in terms of performing the different task and results. Besides,
that it also measurable stable and strong factor which impact the human body and measuring the
different goals and opportunities. Geographical is the term which operate and differentiate the
different leading targets and also which makes issues. Climatic conditions definitely affect the
behavior of human and bring lots ODF disease. Like. Lack of sun consumption people got
affected and having lack of vitamin D. so such changes get affected by different locations as well
where the climatic condition are rely on the season. But in the context of UK where the climate
are always cold so in such case people of UK fails to get Vitamin d from sun. As per the Liu and
et.al., (2017) geographical is the spatial study of natural phenomena that make up the
environment, such as rivers, land forms, weather conditions, climate soils plants and new other
study.
2.3 To analyse specific digital Chanel’s importance amongst UK population
According to Liu and et.al., (2018) Advertising has evolved over hundreds of years to
become a key driving a key driven force behind the modern economy. Digital marketing is the
best way to control the things more popular and effectively generating task. Digital marketing
channel is the medium of getting the things more popularly and implement in the effective
manner. In earlier times, marketing brands, products and services make use of either indirect or
direct methods of reaching out to targeted customers. These methods are clear cut any very
straightforward, need to invest money perform a set of actions and get good results. The business
7

and marketing landscape have drastically changed in recent however traditional methods that
were effective before many not be as effective in this current market powered by the
complexities . There are different digital marketing tools and techniques which mainly focus on
the different manner. There are different digital marketing channel who can present the good
market for the companies and also which might be creating effective market generation task for
the organization. Email Marketing is one of the most leading marketing channels. E-mail
marketing which is also very necessary to be more productive and effectively work in the
systematic manner. Different business opportunity will make different business target which
explores the different business gain. Digital marketing has been given huge impact on the
company promotional activities. How performance marketing tools can also perform effectively
in decision making process. Also, it handles the business activity and goals. As a performance
marketing reverses the traditional value proposition of advertising and allows marketeer the
ability to measure advertisement in real time.
According to Botzat, Fischer and Kowarik, (2016) Organic Traffic is one of the channel
of digital marketing which includes all website traffic that comes from search Bing, like Google,
Yahoo DuckDuckGo.com. So such websites has been used when people search for something.
Another method of the business can be formulating the business task in order to better
understand the digital technology and task. On the other side, E-mail traffic and digital marketing
channel is all about the channel which explores the service performing task. Promotional email
campaign, triggered email campaign and constructional email campaign wants to work in the
best possible manner. Holt-Jensen, (2018) Paid Search Traffic is the another tool of digital
marketing which successfully fulfills the objectives of the business into more effective form. The
paid search digital marketing channel includes all website traffic that comes from paid ads on
search engines. Better task to fulfill the business opportunities to formulate the system goals. The
paid search digital marketing channel includes all website traffic that comes from paid ads on
search engines. Paid advertisement which is also been using in the best possible manner. On the
other side, it helps to make clear the better understanding among the company who sustained the
long lasting relationship and goals. Almost all people using the internet are familiar and are
making use of search engines to look for anything there is they want to know or are searching
for. People and make the things implementing and challenging business performance.
8

2.4 To evaluate industry best practice with respect to UK SME with e commerce.
As according to the Ajmal, Yasin and Norman, (2017) e-commerce industry is been the
most profitable and energetic business goals. Internet based electronic commerce offers is more
considerable and effective. Although problems of definition and measurement of electronic
commerce make it difficult to gauge the phenomenon. However, adoption of information and
communication technology is the most growing and business opportunity market to gain the
customer attention towards the business results. E-commerce is the open platform for the SMEs
or for the new startups or some other big companies. This is the only platform which globally
reach to the customers without any issues. Small business firms will effectively generate the high
income for the business to generate new performing goals. E-commerce business results will
infidelity makes the things more energetic. Sanchez-Torres and Juarez-Acosta, (2019) E-
commerce has the big platform to develop the things and more challenging in terms of preparing
different goals and services. E-commerce is the big platform for the business to gain profit and
reaching out with global manner. Small and medium enterprise are the engine of economic
development that creates jobs and reduce poverty by empowering the bottom scale. On the other
side it also has different platform to recover the high effective goals and opportunities. It also has
been identified that E-commerce platform is the workplace where it has found different more
other opportunities for the UK businesses. Such as to get Vitamin products people first go to the
websites and get more other information on the products to define the other people identification
as well. Agwu and Murray, (2015) Digital marketing tool helps people to acquire huge data and
information which inspire the things into more energetic form. Identify policy options that the
European parliament and European commission may consider to promote e-commerce. Identify
policy that the European parliament and European commission may consider to promote e-
commerce might impact the business performance.
E-commerce market also bring about more efficient transaction management. E-
commerce business market influencing the business performance which following makes the
different opportunity and gain.
2.5 To recommend appropriate digital marketing channels with relationship to vitamin D.
According to Awa, Awara and Lebari, (2015) In order to purchase medication products
and services from the digital marketing edge. In order to gain knowledge and information digital
platform is the most helpful and emerging market opportunity to differentiate the following
9

leading business items. Apart from this, it has been found that how e-commerce or digital
technologies can impact the purchasing of Vitamin-D. In other words, digital marketing tools
also make people aware about having other preventative healthcare awareness. For example,
through websites, advertising people get easily know about the facts which creates the following
business activities and goals opportunity. This business more influencing towards the following
business goals. Many researchers stated that people get more aware about their health after
visiting the sites through digital marketing tools and techniques. In present environment digital
marketing plays a most important role in human behavior which also makes the things more
clearly define. A quick look at magazines or other channels makes the things more influencing
and challenging. More importantly. In order to spread more awareness and data it has been found
in the business activities and targets. Moreover, Vitamin D is also offering in different ways such
as oily fish, liver, egg, yolks and some other fortified bread. So all such information and product
easily taken by the customers in different ways. So this generally rely on the so many different
ways. So in order to promote business and product of Vitamin D company should rely on the
system on different formulation.
10

CHAPTER 3: RESEARCH METHODOLOGY
3.1 Chapter Introduction
Research methodology is the comprehensive overview of different methods which helps
throughout the research. Such as research methods are helps to collect information and
generating research tools (Nakhleh, 2017). Research method is the most useful form of the
research process which helps to accomplish the research aims and objectives.
Research design :- The research design is the strategy we usually choose to integrate different
components of the study so that it effectively addresses the research problem. It is arrangement
of various component so that the problem can be understood easily.
Types of research designs are
 Exploratory research design
 Descriptive research design
Exploratory research design has been used here because of the following reasons:-
1. Increasing understanding.
2. Flexibility of sources and capability to change.
3. Better conclusions.
4. Exploratory research design saves the time.
5. Useful for future studies.
Research philosophy :-Is The way the data has to be collected, analysed and then used for
further processing. There are two types of research philosophy. First is inductive approach and
another one is deductive approach. Here inductive research philosophy has been used inductive
research philosophy starts with the observation, development of theories through hypothesis.
This philosophy has been used here because of the following advantages:-
1. It is related with the detailed observation of the real world.
 Based on generalization of ideas.
 It usually focuses on developing the theory rather than testing the theory.
 It shifts from specific observation towards broad generalisations.
One of the drawback of inductive research design is that conclusion drawn through it can never
be proven, but they can be invalidated.
11

Research strategy:-Research strategy is the process by which research is to be implemented and
our thoughts and ideas are considered so, as to get quality results and detailed reporting.
3.3 Data collection
Data collection is the method where the researcher collects huge data from either primary
or secondary method. This is one of the most significant results goals which helps to collect data
into systematic manner (Ocloo and et.al., 2018). Secondary data collection method collected
from the research which explores the different opportunity and task. Secondary data collected
from the research which has already been exist in books and previous researchers. Therefore,
application of appropriate set of criteria to select secondary data to be used in the study which
plays an most important role. Therefore, application of appropriate set of criteria. In contrary,
primary data collection method is the technique in which researcher collects data from the
questionnaire, survey, group discussion etc. In present researcher asks to get the best possible
results and make the things more influencing task.
3.3.1 Research Method
Research method is of different types which have to discuss the methods which brings
different opportunity to conduct study into more specific and leading manner. There are different
method of research technologies which explores the different opportunity and task to perform the
research opportunity (Koro-Ljungberg, 2015). There are two different types of research method
quantitative and qualitative research methodology which explores the different business
opportunity and task to perform in more influencing way. Present study has been based on the
quantitative research in order to identify the importance of digital marketing tool in developing
the product selling of Vitamin-D product or services.
3.3.2 Research Approach:
Research Approach is the main distinctive point between deductive and inductive
approaches through research has been conduct into more different task. Research approach is the
another significant method to gain the business targets and also helpful to generate the business
opportunity and task (Gunst, 2018). Deductive approach tests the validity of assumptions.
Inductive approach is the method which starts with reasoning, starts with the observation. On the
other side, deductive method of the research is based on the hypothesis and also explains the
different goals and objectives. Deductive approach can also defined in the form of means of
hypothesis which can be derived from the propositions of the theory. In order to take the study
12

further study has been taken Inductive approach. In order to better understand the goals and
opportunity this is the best way to accomplish the research aims and objectives.
3.3.3 Sampling Method
Sampling is the core method in research which selects the population size of the whole
research which helps to take different opportunity and goals. Also, it takes opportunity and goals
to better understand the opportunity and task. It has been rightly noted that because many
populations of interest are top large to work with directly (Schabenberger and Gotway, 2017).
There are two types of research sampling probability and non probability sampling method.
Probability sampling is the method which populations has a known chance of participating in
the study. In probability sampling different other methods are also includes such as stratified,
simple, systematic, multistage, cluster sampling methods. In the contrary, non probability
sampling group members are selected on non random manner. Therefore not each population
member has a chance to participate in the more better manner in order to create more
influencing business task (Koro-Ljungberg, 2015). Non-probability in the business technique
having methods like Quota, Purposive, Snowball etc. In order to perform the present study
researcher has been taken Stratified method of research techniques. Also, it defines the business
goals in proper manner. It define the systematic results outcomes to create business goals. Apart
from this it also define challenging and business results. It generates effective building
performance in order to secure in the research outcomes. Present study also taking 20 customers
as respondents in order to conduct study.
3.4 Validity and Reliability of Collected Data.
Validity is the most essential part of research it enhances quality of research. If research
is using data from valid sources, then it helps in gathering the relevant information and
answering research questions in significant manner. Valid data enhances accuracy of research
and support the scholar in reaching to desired end result. In order to ensure validity there is
required to ensure that content of particular book or article is valid enough and it is suitable to
the current investigation. If this is not there, then individual will get failed to get valid data in
research. If research is valid that means found result is accurate but if invalid sources are used,
then it can affect accuracy. Reliability reflects the consistency of data that means if individual is
getting the same results by using these data that shows that data is highly reliable. There is need
to choose reliable data so that accuracy and quality of research can be maintained.
13

3.5 Ethics within Research
Researcher has to ensure that ethics are being followed in adequate manner. Scholar has
ensured to give respect to all participants so that thy give their opinion in fair manner. That is the
reason that scholar has received reliable answers from participants. In addition, scholar has not
hide anything from any person. As participants are very clear with the agenda of this study.
Researcher has ensured avoiding plagiarism that has helped person in raising quality of
investigation to great extent. Apart from this, data security has to ensured closely as scholar has
not leaked details to any third person. No respondents were misguided. Hence all the persons
have given their concern for the research and scholar has become able to get reliable answers or
data for this investigation.
14

CHAPTER 4 RESULTS
Statistics
Haveyouevertak
ennutritioncours
e
whichbestdescri
bestheyourskinc
olor
temperaturegeo
graphicalregionc
reatenecessityta
kevitaminD
infoaboutbenefit
sofintakingvitami
nDonsocialsite
Digitalmarketingt
oolyouoftenusef
ormedicationinfo
N Valid 20 20 20 20 20
Missing 0 0 0 0 0
Mean 1.4500 2.0500 1.4000 1.3500 1.8000
Median 1.0000 2.0000 1.0000 1.0000 2.0000
Mode 1.00 2.00 1.00 1.00 1.00
Std. Deviation .51042 .75915 .50262 .48936 .83351
Variance .261 .576 .253 .239 .695
Statistics
methodyouuseto
prefertogetmedic
ationguidance
changeinbuyingd
ecisionduetopro
motiononFacebo
okandtwitter
buyvitamindbyrev
iewingcomments
positedonSocialsi
tes
readcommentpos
tedonFacebooka
ndTwitter
prefertobuyvitami
ndtabletsfromrec
ommendationDigi
talmarketing
N Valid 20 20 20 20 20
Missing 0 0 0 0 0
Mean 1.2500 1.2000 1.2000 1.2500 1.3000
Median 1.0000 1.0000 1.0000 1.0000 1.0000
Mode 1.00 1.00 1.00 1.00 1.00
Std. Deviation .44426 .41039 .41039 .44426 .47016
Variance .197 .168 .168 .197 .221
Statistics
companyprovide
sdiscounttoconsu
merbyproductisp
urchasedOnline
Digitalplatformisa
dvancededgetog
etinformation
getattractedtowar
dsadsofproductdi
splayedonsocial
media
youconsiderwhile
buyingproductso
nsocialmedia
youalwaysprefers
ocialmediawhileb
uyingVitaminD
N Valid 20 20 20 20 20
Missing 0 0 0 0 0
Mean 1.3000 1.4000 1.4000 1.9500 1.4500
Median 1.0000 1.0000 1.0000 2.0000 1.0000
15

Mode 1.00 1.00 1.00 2.00 1.00
Std. Deviation .47016 .50262 .50262 .75915 .51042
Variance .221 .253 .253 .576 .261
Statistics
reviewandcommentsofproductareus
efultoyouindecision
shareorgivepositivecommenttoother
sonsocialsites
N Valid 20 20
Missing 0 0
Mean 1.3500 1.2500
Median 1.0000 1.0000
Mode 1.00 1.00
Std. Deviation .48936 .44426
Variance .239 .197
Frequency Table
Haveyouevertakennutritioncourse
Frequency Percent Valid Percent Cumulative
Percent
Valid
1.00 11 55.0 55.0 55.0
2.00 9 45.0 45.0 100.0
Total 20 100.0 100.0
16

whichbestdescribestheyourskincolor
Frequency Percent Valid Percent Cumulative
Percent
Valid
1.00 5 25.0 25.0 25.0
2.00 9 45.0 45.0 70.0
3.00 6 30.0 30.0 100.0
Total 20 100.0 100.0
17

temperaturegeographicalregioncreatenecessitytakevitaminD
Frequency Percent Valid Percent Cumulative
Percent
Valid
1.00 12 60.0 60.0 60.0
2.00 8 40.0 40.0 100.0
Total 20 100.0 100.0
18

infoaboutbenefitsofintakingvitaminDonsocialsite
Frequency Percent Valid Percent Cumulative
Percent
Valid
1.00 13 65.0 65.0 65.0
2.00 7 35.0 35.0 100.0
Total 20 100.0 100.0
19

Digitalmarketingtoolyouoftenuseformedicationinfo
Frequency Percent Valid Percent Cumulative
Percent
Valid
1.00 9 45.0 45.0 45.0
2.00 6 30.0 30.0 75.0
3.00 5 25.0 25.0 100.0
Total 20 100.0 100.0
20

methodyouusetoprefertogetmedicationguidance
Frequency Percent Valid Percent Cumulative
Percent
Valid
1.00 15 75.0 75.0 75.0
2.00 5 25.0 25.0 100.0
Total 20 100.0 100.0
21

changeinbuyingdecisionduetopromotiononFacebookandtwitter
Frequency Percent Valid Percent Cumulative
Percent
Valid
1.00 16 80.0 80.0 80.0
2.00 4 20.0 20.0 100.0
Total 20 100.0 100.0
22

buyvitamindbyreviewingcommentspositedonSocialsites
Frequency Percent Valid Percent Cumulative
Percent
Valid
1.00 16 80.0 80.0 80.0
2.00 4 20.0 20.0 100.0
Total 20 100.0 100.0
23

readcommentpostedonFacebookandTwitter
Frequency Percent Valid Percent Cumulative
Percent
Valid
1.00 15 75.0 75.0 75.0
2.00 5 25.0 25.0 100.0
Total 20 100.0 100.0
24

prefertobuyvitamindtabletsfromrecommendationDigitalmarketing
Frequency Percent Valid Percent Cumulative
Percent
Valid
1.00 14 70.0 70.0 70.0
2.00 6 30.0 30.0 100.0
Total 20 100.0 100.0
25

companyprovidesdiscounttoconsumerbyproductispurchasedOnline
Frequency Percent Valid Percent Cumulative
Percent
Valid
1.00 14 70.0 70.0 70.0
2.00 6 30.0 30.0 100.0
Total 20 100.0 100.0
26

Digitalplatformisadvancededgetogetinformation
Frequency Percent Valid Percent Cumulative
Percent
Valid
1.00 12 60.0 60.0 60.0
2.00 8 40.0 40.0 100.0
Total 20 100.0 100.0
27

getattractedtowardsadsofproductdisplayedonsocialmedia
Frequency Percent Valid Percent Cumulative
Percent
Valid
1.00 12 60.0 60.0 60.0
2.00 8 40.0 40.0 100.0
Total 20 100.0 100.0
28

youconsiderwhilebuyingproductsonsocialmedia
Frequency Percent Valid Percent Cumulative
Percent
Valid
1.00 6 30.0 30.0 30.0
2.00 9 45.0 45.0 75.0
3.00 5 25.0 25.0 100.0
Total 20 100.0 100.0
29

youalwaysprefersocialmediawhilebuyingVitaminD
Frequency Percent Valid Percent Cumulative
Percent
Valid
1.00 11 55.0 55.0 55.0
2.00 9 45.0 45.0 100.0
Total 20 100.0 100.0
30

reviewandcommentsofproductareusefultoyouindecision
Frequency Percent Valid Percent Cumulative
Percent
Valid
1.00 13 65.0 65.0 65.0
2.00 7 35.0 35.0 100.0
Total 20 100.0 100.0
31

shareorgivepositivecommenttoothersonsocialsites
Frequency Percent Valid Percent Cumulative
Percent
Valid
1.00 15 75.0 75.0 75.0
2.00 5 25.0 25.0 100.0
Total 20 100.0 100.0
32

Regression
Descriptive Statistics
Mean Std. Deviation N
getattractedtowardsadsofpro
ductdisplayedondigitalmarketi
ng
1.4000 .50262 20
companyprovidesdiscounttoc
onsumerbyproductispurchase
dOnline
1.3000 .47016 20
33

Correlations
getattractedtowa
rdsadsofproduct
displayedondigit
almarketing
companyprovide
sdiscounttocons
umerbyproductis
purchasedOnline
Pearson Correlation
getattractedtowardsadsofpro
ductdisplayedondigitalmarket
ing
1.000 -.089
companyprovidesdiscounttoc
onsumerbyproductispurchas
edOnline
-.089 1.000
Sig. (1-tailed)
getattractedtowardsadsofpro
ductdisplayedondigitalmarket
ing
. .354
companyprovidesdiscounttoc
onsumerbyproductispurchas
edOnline
.354 .
N
getattractedtowardsadsofpro
ductdisplayedondigitalmarket
ing
20 20
companyprovidesdiscounttoc
onsumerbyproductispurchas
edOnline
20 20
Model Summary
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
Change Statistics
R Square
Change
F Change df1
1 .089a .008 -.047 .51434 .008 .144 1
Model Summary
Model Change Statistics
df2 Sig. F Change
1 18a .709
a. Predictors: (Constant), companyprovidesdiscounttoconsumerbyproductispurchasedOnline
34

ANOVAa
Model Sum of Squares df Mean Square F Sig.
1
Regression .038 1 .038 .144 .709b
Residual 4.762 18 .265
Total 4.800 19
a. Dependent Variable: getattractedtowardsadsofproductdisplayedondigitalmarketing
b. Predictors: (Constant), companyprovidesdiscounttoconsumerbyproductispurchasedOnline
Coefficientsa
Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 1.524 .346 4.405 .000
companyprovidesdiscounttoc
onsumerbyproductispurchas
edOnline
-.095 .251 -.089 -.379 .709
a. Dependent Variable: getattractedtowardsadsofproductdisplayedondigitalmarketing
Interpretation – From above table it can be interpreted that the significant value obtained is
P= .709 which is more than P= 0.05. Thus, null hypothesis is accepted which means there is
significant relationship between company provide discount to consumer on Vitamin D and
people get attracted towards ads of Vitamin D displayed through digital marketing.
35

CHAPTER 5 DISCUSSION
From above analysis it is analysed that digital marketing is highly influencing consumer
buying behaviour. Companies are also focusing on that marketing with help of social sites to
gain their attention. They are promoting it through several social sites, e mails, website, etc.
However, out of 20 consumer 11 said that they have taken nutrition course. It is because of
marketing due to which they are aware about Vitamin D. Moreover, digital marketing is also
allowing them to gather info about products. Thus they are able to gather relevant and accurate
data from social sites. With this there is rise in sales and revenue of company. Furthermore, the
info gathered has benefited customers as well. They are aware about new products available. It is
also been evaluated that digital marketing has influenced their behaviour. This means it has
impacted on their decision making process. It is because now consumer get aware about different
types of products available. Beside this, what features are there in product, its quantity, price, etc.
therefore, it has supported in allowing them to select right Vitamin D according to their needs.
Alongside, consumer read views and comments and then proceed further to take a decision. It is
stated that there are many other things as well which is considered by consumer. They are price,
quantity, etc. of products. In UK the main concept of digital marketing is to advertise products to
grow and expand in other markets. The study discusses that Vitamin D can be gained through
sunlight. So, there are some people who use sun and natural environment for Vitamin D. but with
emergence of digital marketing there is change in consumer perception. it has also impacted on
their decision making process as well.
By interpreting questionnaire it is stated that out of 20, 16 said that their buying decision is
changed due to promotion on Facebook and twitter. Apart from it, 16 said that they have
purchased by reading comments on social sites. It has resulted in increasing sales and generating
revenue through digital marketing. The digital marketing has allowed consumer to read views so
that they get insight of product features. Hence, it has affected on their behaviour. Also, 14
consumer said that they prefer to buy Vitamin D from recommendation on digital marketing.
However, 14 customers said that through digital marketing company provides discounts if
product are purchased online. It is done in order to attract customer and retain them. Moreover,
the offers and discount is also a factor due to consumer perception has changed. Due to this more
people are attracted towards it. Other than it, 6 consumers said that they consider ad on digital
36

platforms before taking decision. Whereas 9 said no. this has changed way of doing gathering
info and analysing it. 13 participants out of 20 said that the reviews and comments are useful in
digital marketing and support in decision making. However, many people share and give positive
feedback as well on e mails, website, etc. There is positive relationship between consumer
attraction towards digital marketing and discounts offered on products. It is evaluated that
through digital marketing discounts and offers are provided in order to attract customers. With
this awareness about Vitamin D is generated among UK consumers. It results in converting them
and increasing sales. Therefore, when high discounts are offered through ad it enables in
attracting more people. This influence on their purchase decision as well.
From literature review it is discussed that there are many digital channels through which
marketing is done. It depends on business and products or services that which type of channel is
best suitable. Beside this, sometimes it depends on target audience as well. Along with it,
consumer needs is to fulfilled by making them aware about products. Hence, it is said that UK
people are mostly influenced through marketing channels. They are mainly influenced with e
mail and social media marketing. However, companies are providing discounts to attract new
people. Thus, the main benefit of digital marketing is generating leads and increases sales. The
social media is highly been effective in generating traffic on website. When any ad is displayed
on it consumer easily get attracted towards it. they also share content and posts of Vitamin D on
their page. The get aware about new products through social sites. However, consumers are
influenced due to certain factors in digital marketing as in detailed info is available, less price of
goods, discounts, etc. on Vitamin D. Paid Search Traffic is another tool of digital marketing
which successfully fulfills the objectives of the business into more effective form. The paid
search digital marketing channel includes all website traffic that comes from paid ads on search
engines. Better task to fulfill the business opportunities to formulate the system goals. The paid
search digital marketing channel includes all website traffic that comes from paid ads on search
engines. Paid advertisement which is also been using in the best possible manner.
37

CHAPTER 6: CONCLUSION
From the basis of above section, it has been concluded that how UK economy is towards
the e-commerce business in order to gain the information of Vitamin D products. From the above
study it also has been presents that how digital technology can also upgrade the systematic
results (Ocloo and et.al., 2018). Such business results make the things and purpose effective.
The findings and makes the system more energetic and inflecting towards the making decision
process. Theoretical aspect of the business approach the systematic form of results to better
upgrade the goals and opportunities. Also, it defined the purpose of the digital marketing and
how it helps to certain the business activities and promote the business. In other words, overall
research has been defined the role of digital marketing in the context of spreading the knowledge
of vitamin d products. Also study concluded about the success of e-commerce market in
dedication. Also, study has been defined how many digital marketing channels can helpful to
understand the information and also helps to buy a product or services (Koro-Ljungberg, 2015).
The purpose of this research is to gain knowledge on digital marketing and how it influence
consumer behaviour in purchase decision making process it also helps to define the importance
of medication which has been provided to the end consumers to secure the health services in
higher effective manner. In the connections to this we identified the different opportunity and
bring the different goals and services to gain the knowledge and different opportunity task. Also,
study has been defined how present digital era has proved the advancement business system and
techniques to provoke the marketing efforts and decision making process of the consumer
decision making process (Agwu and Murray, 2015). Also study concluded that how business are
using metrics to measure effectiveness of digital marketing by adopting the different tools of
digital technology in order to influence the decision making process and approach to gain results
and goals. Digital marketing is also playing vital role for the business which better adopt the
work gain and making the business more energetic and productive.
Study concluded that how digital marketing influence the consumer decision making also
how it helps to increase the sales of Vitamin D product or services. Study also concluded about
the about the facts which creates different decision making process. Also, it define the business
opportunity and makes the different goals and opportunity. Therefore, it has been observed that
this weaknesses can result in impacting on physical health as well. Also, it identified that how
business opportunity and task can be more helpful to determine the results and goals. Study also
38

identified the importance of using Vitamin D. such as it has been defined in the study that there
are different benefits that consumer can get getting knowledge of digital technology channels.
Study also taking different research methodology types which helps in creating the research
process more productive and effective (Nakhleh, 2017). Also it helps to gain. It makes the
process more influencing business opportunity. It helps to determine the goals and making the
study more influencing. Somewhere, study also identified the impact of digital marketing on
consumer purchasing process. Significance study of the research is defined in difficult manner to
gain knowledge on the product or services. Study also, explained the significance study of the
research which explores the different opportunities or creating the effective productive
knowledge. It also helps to explore the different opportunity and task to better understand the
goals and opportunity.
It can also be summarised from report that consumer decision making process is also
impacted. This is the reason due to which their purchasing behaviour is influenced. However,
people are able to get info easily and analyse it. likewise, views and comments are read and then
decision is taken. So, it has entirely changed the way of taking decision of buying a product.
Social media has also influenced UK consumers to buy Vitamin D. Also, it has been stated that
through website sales and generated and customers are easily attracted. E mail marketing is also
an important in influencing consumer to purchase Vitamin D. However, many people has
changed their decision. They have got influenced through digital marketing. with this there is
rapid growth in business who are providing Vitamin D products. It has resulted in increasing
sales and revenue. the business are easily able to target audience and provide them relevant info.
With this they are able to set large customer base. Also, study has been defined how many digital
marketing channels can helpful to understand the information and also helps to buy a product or
services. It shows how digital marketing has proved the advancement business system and
techniques to provoke the marketing efforts and decision making process of the consumer
decision
39

40

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42

Appendix
Questionnaire
1. What is your Gender
 Make
 Female
2. What is your current age ?________ years
3. Have you ever taken a nutrition course ?
 Yes
 No
4. which best describes the your skin color ?
 Ivory white
 Fair or pale
 Dark brown or black
5. Do you think temperature of geographical region create necessity of taking vitamin D
medicines.
 Yes
 No
6. Do you get any information about benefits of in taking vitamin D on social networking sites.
 Yes
 No
7. Which Digital marketing tool you often use for medication information ?
 Twitter
 Facebook
 Company sites.
8. Which method you use to prefer to get medication guidance ?
 Online
 Offline
9. Have you ever change you buying decision by looking at promotional images on Facebook &
twitter
43

 Yes
 No
10. have you ever buy vitamin d by reviewing comments posited on Social media sites ?
 Yes
 No
11. do you read comment posted on Facebook & Twitter ?
 Yes
 No
12. will you prefer to buy vitamin d tablets from the recommendation by Digital marketing
tools ?
 Yes
 No
13. Do you agree that company provides extra discount to consumes by product is being
purchased on Online ?
 Yes
 No
14. Does Digital platform is advanced edge to get information ?
 Yes
 No.
15 Do you get attracted towards ads of product displayed on digital marketing?
 Yes
 No
16 What you consider while buying products on social media?
 Info
 Price
 Quality
17 Do you always prefer digital marketing while buying Vitamin D?
 Yes
 No
18 Does review and comments of product are useful to you in decision?
 Yes
44

 No
19 Do you share or give positive comment to others on social sites?
 Yes
 No
20. What is your suggestions on digital platform in medication
45