Digital Marketing's Influence on Vitamin D Intake Amongst UK Consumers

This report examines the influence of digital marketing on Vitamin D intake among UK consumers. It begins with an introduction that highlights the importance of digital marketing and its impact on business and consumer behavior, particularly in the context of health and wellness. The literature review explores geographical variations in sun exposure within the UK and analyzes the significance of different digital channels for the UK population. It also evaluates industry best practices for e-commerce in UK SMEs and recommends effective digital marketing strategies to promote vitamin D intake. The research methodology outlines data collection methods, including research approaches, sampling methods, and considerations for validity, reliability, and research ethics. The results chapter presents findings from the research, followed by a discussion that interprets the results and their implications. The report concludes with a summary of key findings and recommendations for future research and practice. The study aims to inform healthcare industries in the UK to improve their digital marketing strategies and address consumer needs related to vitamin D intake effectively.

DIGITAL MARKETING
INFLUENCE ON VITAMIN D
INTAKE AMONGST UK
CONSUMERS
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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
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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
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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
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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
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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.
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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
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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.
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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
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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.
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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.
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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
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