| Category | Dissertation | Subject | Management |
|---|---|---|---|
| University | Module Title | FE7P64 Dissertation |
For the purpose of this study, the research methodology is reviewing how digital marketing impacts consumer purchasing behaviour in a UK food industry. The study is based on positivist research philosophy which lays emphasis on verifiable proof i.e. consumer feedback, Sales Data and make us able to assess the impact of digital marketing directly as an influencing factor in consumer behaviour. Deductive research is followed as it starts with a pre-defined theory & tests the digital marketing contribution to consumer behaviour (Ochoa Aparicio, 2022). This study conducted through an explanatory research design to explore the causal effect of digital marketing strategies in consumer behaviour (Tadele, 2019). This study will collect primary data by survey researching 90–100 consumers in the UK food industry. Descriptive statistical methods like mean, median mode will help interpret data and summarize consumer behaviour trends. All of the research will comprise with moral guidelines.
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