MODULE TITLE: RESEARCH PROPOSAL MODULE CODE: LD9718 RESEARCH TOPIC: The Impact of Online Marketing on Consumer Behavior in the UK FMCG Sector

SECTION ONE INTRODUCTION

1.1Research Aim The aim of this research is to decipher the impact of online marketing on the consumer behavior of the UK FMCG sector. 1.2Research Problem In the United Kingdom, the Fast Moving Consumer Goods (FMCG) sector is one of the fastest growing industries due to the incessant daily needs and demands for FMCG products by individuals worldwide (Lacy, Long and Spindler, 2020). The rise in digitalization has resulted to a significant consumer-drift into online shopping and therefore businesses are beginning to seek out ways of comprehending the consumers with respect to their online shopping attractions and activities (Jaller & Pahwa, 2020). Additionally, the effects of the Covid-19 pandemic spur strategic decisions for online business survival (Ali, 2020). Hence, it is imperative to understudy, recognize and deduce the intricacies of the web-based marketing channels on the behaviors of consumers that patronize the UK FMCG sector. 1.3Research Objectives 1.To identify influential factors of the impact of online marketing on consumer behavior in UK FMCG sector. 2.To investigate the challenges in managing the impact of online marketing on consumer behavior in UK FMCG sector. 3.To examine the good practices in managing the impact of online marketing on consumer behavior in UK FMCG sector. 4.To evaluate the role of key stakeholders in managing the impact of online marketing on consumer behavior in UK FMCG sector. 5.To recommend actions to successfully manage the impact of online marketing on consumer behavior