A Comparison Analysis: Impact of Vlogging on Buyer Behavior

This report provides a comparison analysis of the impact of vlogging on male and female buyer behavior, utilizing both interview and questionnaire data. The research explores whether vlogging positively influences buying behavior, its profitability for the vlogging market, and its importance in today's world. It investigates the opportunities presented by emerging markets, the purpose of vlogging in influencing buyers, and its potential disadvantages. The study also considers other factors influencing buying behavior and the changes in the advertising market due to vlogging. Findings from questionnaires reveal insights into consumer awareness, perceptions, and preferences regarding vlogging, concluding that while vlogging holds significant potential, it also presents challenges and requires careful consideration for effective implementation in marketing strategies. Desklib provides access to this solved assignment and a wealth of study resources.

Comparison Analysis of the
Impact of Vlogging on Males
and Females Buyer Behavior

Contents
Interview Design Layout...........................................................................................................................3
Questionnaire Design Layout...................................................................................................................4
Research Results and Findings.................................................................................................................6
Secondary Data........................................................................................................................................6
Questionnaire...........................................................................................................................................9
CONCLUSION.........................................................................................................................................21
REFERENCES........................................................................................................................................23

Interview Design Layout
Research Interview
Topic: “Comparison Analysis of the Impact of Vlogging on Males and Females Buyer
Behavior”
Questions:
1. Would you agree that the concept of vlogging has a positive impact on buying behavior of
males and females?
2. Do you think that changes in the buying behavior of males and females have made the
market more profitable for vlogging?
3. What is the importance of vlogging in being so influential in today’s world?
4. Do you think that emerging markets provide an enhanced opportunity to the concept of
vlogging as compared to already emerged market?
5. What is the purpose of vlogging in influencing male and female buyers in the market?
6. Do you think that there are some disadvantages of vlogging? If yes, what are they?

7. What are some factors, other than vlogging that have impacted the buying behavior of
males and females?
8. How has the advertising market changed because of introduction of vlogging?
Questionnaire Design Layout
Research Questionnaire
Topic: “Comparison Analysis of the Impact of Vlogging on Males and Females Buyer
Behavior”
Please circle your desired answer
Questions:
1. Do you have any knowledge about the concept off vlogging?
a) Yes
b) No
2. What are the characteristics of a vlog?
a) Clear message
b) Creative
c) Responsive to customer’s comments
d) All of the above
3. What is theimpact of advertisement on purchasing habits of men and women?
a) Provide information about product
b)Unrealistic expectations
c) False image
4. How does income level influence the consumer buying behavior?
a) Enhanced sales promotion

b) Difference in product choices
c) Improved decision making
5. What is the negative impact of vlogging on the buying behavior of customers?
a) Time consuming
b) Technical issues
c) Slow process
6. Do you agree that vlogging is advantageous today for men and women customers?
a) Yes
b) No
7.What is the impact of consumer perception on buying behavior of males and females?
a) Product packaging
b) Online and offline presence
c) Price of the product
d) All of the above
8. What is the type of vlogging that is more likely to gain attention of customers?
a) Educational
b) Video
c) Blog
9.What is the positive impact of vlogging on the buying behavior of males and females?
a) Better options available online
b) Loss of creativity
c) Short attention spans
10. Do you agree that all companies should incorporate the concept of vlogging while
promoting their products in the market?
a) Yes
b) No
11.How does vlogging create awareness in consumers?
a) Enhance profitability of the company
b) Provides a sense of transparency
c) Improved productivity of employees
12. Any recommendations or suggestions?

Research Results and Findings
Secondary Data
The first interview question that was asked to the participants was about if the concept of
vlogging has a positive impact on buying behavior of males and females. Out of 30 respondents.
Some respondents stated that vlogging has impacted the buying behavior of both men and
women in a positive way(Coates and et. al., 2019). The said that vlogs help an enterprise in
building with its audience. This is important because in order to be successful, it is important for
a business to have an audience that trusts it. Also, since most vlogs are innovative and creative,
they help in keeping the customers engaged. Remaining respondents said that vlogging has not
impacted the buying behavior of customers, both men and women positively. They believe that
they require a lot of time to be made and edited. Also, sometimes the message that is delivered
by them about a product or service is not actually completely true.
The second question posed to the respondents was that if changes in the buying behavior
of males and females have made the market more profitable for vlogging. Here, majority of the
respondents said that the buying behavior of customers, both men and women keep changing as a
result of shift in their preferences. This has paved a way for vlogging, by making the market
more profitable. This is because customers want to see something new and innovative from the
brand in order to stay loyal to it. Thus, companies make efforts in order to match their products
and services with those of customers through different styles of vlogging(Fardoulyand Rapee,
2019). On the other hand, 7 respondents said that although changes in customers’ preferences
have creating several opportunities for vlogging, they have not made the market more profitable.
Butthere were some respondents who completely disagreed to that point that the market has
become more profitable for vlogging.
Question 3 asked the respondents about the importance of vlogging in being so influential
in today’s world. The participants said that vlogging has proved out to be one of the most
engaging forms of communication for companies. This is one of the reasons why it holds a lot of
importance today. People these days, are almost always connected to the internet through tablets,
smartphones etc. Also, if a company puts up a vlog that is relatable to the customers, they are

more likely to engage with the content. This can also lead to converting the potential clients into
full time customers(Ferchaud and et. al., 2018). Vlogging in today’s world, can help in forming a
community of like-minded people who share similar preferences. It can act as a game changer
for small or new business by attracting greater number of customers. Vlogging videos, unlike
traditional advertisements, need not necessarily be shared on the television, they can be shared
across various platforms like YouTube, Facebook, Snapchat, Instagram and Twitter.
The next question was regarding if emerging markets provide an enhanced opportunity to
the concept of vlogging as compared to emerged markets. The response of the participants was
that emerging markets can offer numerous opportunities for vlogging as compared to those that
are already emerged. This is also because the preferences as well as buying process of customers
in the two markets are completely different. Since an emerging market is not fully developed and
only has some features of an emerged market, vlogging is a great innovative option to
communicate with the audience, both men as well as women. Companies can engage them by
posting vlogs that are creative and attract attention. Therefore, vlogging can help in generating
awareness about the products and services of a company in an emerging market.
A vlog is basically designed to share ideas, thoughts and experiences with the customers
or an audience. It is today, one of the most popular forms of communication that is used to
engage customers with the content. Vlogs contribute significantly in in increasing the
engagement of customers with the content that is shared by an organization online. Although,
some companies might also use the concept of vlogging to develop a greater connection with
their new target audience. This not only helps them in understanding the customers’ needs and
expectations, but also satisfy the same(Fiske, 2017). Therefore, it can be said that the main
purpose of a vlog is to enhance awareness about the products and services of a company’s
products and also influence the buying decision of both men as well as women in different ways.
They also serve the purpose of influencing people in such a way that they are encouraged to
purchase the products and services in the market.
Apart from having advantages, vlogging is also associated with various disadvantages.
One of the foremost disadvantages of the vlogging concept is that after making a vlog, different
editing soft wares are required in order to making it appealing and eye catchy. They can consume
a lot of time as there is no guarantee that the vlog once recorded will be perfect. Also, vlogs do

not work for all subjects and thus the topics for making vlog videos should be decided very
carefully (THE PROS AND CONS OF VLOGGING (VIDEO BLOGGING), 2020). Also, in case
of a vlog, the customers can fast forward and also do not have any idea about what part of the
same is relevant and important. As a result, they might skip the useful information which can
prove to be alarming for the company and its products.
The buying behavior of customers, both men and women certainly differ from each other.
And besides vlogging, there are many other factors that contribute to the buying behavior of
customers. Various psychological actors like beliefs and attitude, perception, learning etc. can
have an influence on the buying behavior of consumers (Major Factors Influencing Consumer
Behavior, 2020). Levels of disposable income, family, cultural backgrounds are some other
factors that can also impact the way in which a person decides to purchase a particular product or
service. Also, men and women have their individual choice when it comes to a particular
product. For example, women might consider a beauty product to be of importance while this
might not be the same in case of man. The decision to purchase something also depends of the
age and income level of both men and women. If a man has a high level of income, he can afford
to buy a particular product which a woman with an average or low level of income can’t afford.
Introduction of vlogging has transformed the advertising market in the sense that initially,
pamphlets and flyers were used to advertise the products and services of a company in the
market. The graph then shifted towards television and radio being used for the same(Gautam and
Sharma, 2017). Today, one of the most popular forms of advertising is either through social
media or a vlog. The concept of vlogging has made it possible for the companies to interact with
their customers in a much more enhanced way wherein they can understand the customers’
needs, expectations and then satisfy the same in an effective manner. Companies can hire
vloggers who develop vlogs in order to engage their followers and generate awareness about the
products of a particular company.Therefore, it can be said that vlogging has become the new
form of advertising.

Questionnaire
1. Do you have any knowledge about the concept off vlogging? Frequency
Yes 20
No 10
Yes No
0
5
10
15
20
25
Frequency
Interpretation
The very first questionin the questionnaire was regarding if the participants had any
knowledge about the concept of vlogging. 20 out of 30 respondents stated that they were aware
of the same as some of them had read about the same online, while others had heard about the
same through a friend or colleague.These people have also watched some vlogging videos on
various platforms such as YouTube, Facebook and Instagram. On the other hand, remaining 10
participants did not agree with the question as they were not aware of any such concept being
introduced. This was also because they did not use smart phones and internet as much as the ones
who were aware if the same. They had heard about the concept of vlogging for the first time.
Therefore, the results conclude that majority of the people had knowledge about the concept of
vlogging.
2. What are the characteristics of a vlog? Frequency
Clear message 5
Creative 8
Responsive to customer’s comments 7

All of the above 10
Frequency
Clear message
Creative
Responsive to customer’s comments
All of the above
Interpretation
The second question posed the question of characteristics of a vlog to which 5
respondents said that being able to portray a clear message to the audience is one of the
characteristics of a vlog. This is because a vlog is made not only to attract customers but also
delivers a clear message about the products and services of the company. Apart from this, a total
of 8 respondents said that the vlogs are creative as they can be tailored as per the need. A lot of
innovative features can be incorporated in order to make a particular vlog look attractive and
creative. Lastly, 7 out of the 30 respondents stated that one of the main features of vlogs was that
they are responsive to customers’ comments. This is because whenever a vlog is posted on a
platform, many customers comment on it sharing their ideas, thoughts as well as
feedbacks(Hwang and Zhang, 2018). Lastly, remaining 10 respondents said that all the options
provided were characteristics of a vlog.
3. What is theimpact of advertisement on purchasing habits of men and
women?
Frequency
Provide information about product 12
Unrealistic expectations 7
False image 11

Provide information
about product Unrealistic
expectations False image
0
2
4
6
8
10
12
14
Frequency
Interpretation
From the above graph, it can be stated that on asking about the impact of advertisement
on purchasing habits of men and women, 12 out of 30 respondents said that advertisements do
play an important role and have impacted the purchasing habit of customers, both men and
women significantly. They stated that advertisements provide information about the products
including their features and benefits to the customers. While 7 respondents said that
advertisements set unrealistic expectations wherein sometime, they convey messages that are not
completely real and are only developed in order to attract the attention of customers. On the
other hand, remaining 11 respondents stated that advertisements set a false image of products
only to enhance the overall sales of the company(Khan, 2017). Therefore, majority of the
respondents share the view point that advertisements provide information about the products
available in the market.
4. How does income level influence the consumer buying behavior? Frequency
Enhanced sales promotion 7
Difference in product choices 15
Improved decision making 8

Frequency
Enhanced sales promotion Difference in product choices
Improved decision making
Interpretation
Question 4 asked the respondents about how does income level influence the consumer
buying behavior. The overall level of disposable income of customers affects the way in which
they make purchase decision about a particular product greatly. 15 out of 30 respondents said
that customers with different levels of disposable incomes have different choices when it comes
to buying products and services(Loureiro, Maximiano and Panchapakesan, 2018). If a customer
will have a high level of disposable income, be it a man or a woman, he/she can afford to spend
the same on expensive and high-quality products. On the other hand,people who have low
income levels cannot afford to buy such products. 8 respondents said that income levels also
influence the decision-making process while buying a product. While 7 respondents were of the
view point that income level also influences the sales promotions that are carried out by the
companies.
5. What is the negative impact of vlogging on the buying behavior of
customers?
Frequency
Time consuming 10
Technical issues 8
Slow process 12