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

Time consuming Technical issues Slow process
0
2
4
6
8
10
12
14
Frequency
Interpretation
Question 5 asked the respondents about the negative impact of vlogging on the buying
behavior of customers.This is because apart from having a lot of advantages, there are several
disadvantages of vlogging. 10 out of 30 respondents stated that the complete process of making a
vlog is very time consuming. The reason behind the same according to them was that different
kinds of soft wares are quired to edit a particular vlog which can consume a lot of time. 8
respondents stated that vlogging can led to technical issues which can be really frustrating. There
can be various issues relating to plugins, malware, problems relating to coding etc. Lastly,
remaining 12 respondents said that unlike advertisements, the process of vlogging can take some
time to make money. This is because the content has to be creative and innovative that influences
customers in some or the other way(Mahdavi and et. al., 2019).
6. Do you agree that vlogging is advantageous today for men and
women customers?
Frequency
Yes 18
No 12

Frequency
Yes No
Interpretation
From the above graph, it can be stated that 18 out of 30 employees said that vlogging is a
concept that is advantageous for both male and female buyers. Vlogging is a concept that has
gained popularity recently and has helped organizations in marketing their products in an
effective manner. If vlogging videos are creative as well as innovative, they will attract the
attention of both male and female customer. This can lead to creating an impact on their
purchase decision and significantly contribute to the company’s profitability. On there other
hand, remaining 12 respondents did not agree to this They said that vlogs can create a false
image about the products and experienceswhich can lead to a negative influence on the
customers. This is because by coming under the influence of vlog videos, both men as well as
women might purchase products that are of absolutely of no use to them(Moldovan and Ciornea,
2019).
7. What is the impact of consumer perception on buying behavior of
males and females?
Frequency
Product packaging 5
Online and offline presence 9
Price of the product 4
All of the above 12

Product
packaging Online and
offline presence Price of the
product All of the above
0
2
4
6
8
10
12
14
Frequency
Interpretation
From the above graph, it can be stated that 5 of the 30 respondents said that the
perception of both men as well as women is that product packaging influences their buying
behavior. The reason behind this is that both male and female customers are attracted to the kind
a particular product is packed. On the other hand, 9 respondents said thatonline and offline
presence of the products also influence their buying decision. With the help of online and offline
presence large no. of consumer can be able to acknowledge about the product and potentially can
take the decision of purchasing. By using both mode of serving consumers organization can be
able to sell more products and services in order to gain desirable outcomes. price of the product
matters a lot as it directly influence consumer buying and their demand. In that regards it is very
much potential to segment consumers on the differ grounds that helps to serve them in one of
best manner. as it has been analyzed that most women ready to spend more money in comparison
to the male. So serving them plays very much important for an organization as well as individual
to gain the desirable goals and objectives. If a product is available both online as well as offline,
people have the option of purchasing the same either online or offline. 4 respondents said that the
price of the products is an important factor that contributes to their behavior of buying
something. If the products are priced at high rates, a person might not consider buying the
same(Raun, 2016). Lastly, 12 respondents stated that all of the provided options impact the
buying behavior of both men as well as women.
8. What is the type of vlogging that is more likely to gain attention of
customers?
Frequency
Educational 10

Video 15
Blog 5

Educational Video Blog
0
2
4
6
8
10
12
14
16
Frequency
Interpretation
From the above graph, it can be stated that a video vlog is most likely to catch the
attention of the customers in the market(Sangeorzan, Andriopoulou and Livanou, 2019). This is
because videos are a more engaging form that is usually used by companies in order to generate
interest and keep the customers engaged with the content. It has been analyzed that videos also
very much cost effective in nature as it helps to reach at large no. of consumers by
acknowledging their taste and preferences and way to attract them in potential manner. vlog is
the kind of web television and combined the embedded video with supporting text, images and
metadata to enlarge business opportunities in order to deal in effective manner. the another
important kind of other tool is education that is one of most important kind of platform, in
today’s world people are completely engaged with online education that is one of most effective
kind of system that available in cost effective manner (Coelho, 2019). In education it provides
the section vise information as per the requirement of consumers to provide one of best
education and videos that effectively helps in gaining knowledge and information in effective
manner. the another important tool is blog that is very much popular in between the people as it
based on the differ kinds of subjects. Respective tool provide the potential knowledge about the
definite subject that have full with literary language in order to build the distinctive image in the
market place. By using the respective tool organization can publish about their products and
services and reach up to large no. of consumers in positive manner (Thammchart, 2019). in that
regards it has been evaluated that all tools and techniques that are availed to reach at large no. of
consumers for enhancing sales and profitability in order to remain competitive in marketplace.
9.What is the negative impact of vlogging on the buying behavior of Frequency

males and females?
a) Better options available online 10
b) Loss of creativity 5
c) Short attention spans 15
a) Better options
available online b) Loss of creativity c) Short attention
spans
0
2
4
6
8
10
12
14
16
Frequence
Frequence
Interpretation: Vlogging is very much important for an organization as well as individual to build
the positive image in the marketplace. with the help of vlogging organization should be able to
accumulate knowledge and information. It has been analyze that vlogging directly impact on the

buying behavior of consumers as it find out their taste and preferences and accordingly provide
one of best products to the end users. as it provides one of the best platform in which consumers
can be able to access the information and it directly influence their decisions to remain
competitive in marketplace. with the help of research and development it has been analyze that it
provides one of best option to connect consumers at online mode that is very much cost effective
and takes less time (Sobande, Fearfull and Brownlie, 2019). On other hand it has been evaluated
that along with vlogging there are no. of other options available in the market that is major
opportunity in front of marketers to attract consumers in potential manner. sometimes it has been
create destruction of creativity that is very much important for an individual as well as
organization to remain competitive in marketplace. with people paid less attention in respective
tools as lots of other tools existed in the market place. In that regards 10 respondents states that
various other options available in the market place that availed by consumers.
10. Do you agree that all companies should
incorporate the concept of vlogging while
promoting their products in the market?
Frequency
a) Yes 20
b) No 10

10. Do you agree
that all companies
should incorporate
the concept of
vlogging while
promoting their
products in the
market?
0
5
10
15
20
25
30
35
Column1
b) No
a) Yes
Interpretation: It has been analyze that vlogging is very much popular in among the people as it
provides necessary knowledge and information to the people and influence their buying
decisions (Lotonina, 2019). As most marketers in the business world avail respective tool to sell
and make purchase for attaining opportunities that are easily available in the marketplace. it has
been evaluated that there are some limitations also that existed behind the using the respective
tool. That only large firms mostly used respective tool but small firms do not have the resources
and knowledge that avail the available technology in the market. In that regards it is very much
potential for an organization to enhance the usage of respective resources as they available very
conveniently and cost effective in nature. In that regards the 20 respondents agree about
respective concept and other 10 respondents deny for that.
11.How does vlogging create awareness in consumers? Frequency
a) Enhance profitability of the company 10
b) Provides a sense of transparency 10
c) Improved productivity of employees 10

Column1
a) Enhance profitability of the
company
b) Provides a sense of
transparency
c) Improved productivity of
employees
Interpretation: vlogging is very much important in today’s dynamic world for the people to
create the awareness as it gives all kind of relevant knowledge and information about products
and services that directly influence their decision making process (Janssen and Fransen, 2019).
On the different basis it helps to aware people about the organisational products and services that
are very much rare in nature. It has been analyze that vlogging create awareness in mind of
consumers as it depict about organisational value in front of consumers as the way it differ from
its competitors product and many more other knowledge (Dimitriou and AbouElgheit, 2019).
Further it also provides the transparent knowledge such as manufacturing process, way of
promotion and development ways to enlarge business opportunities to get the desirable goals and
objectives in potential manner. while organization can be able to reach at large no. of consumers
it directly contributes in development of employees as it enhance their motivation and
productivity that is very much significant for organization to remain competitive in the
marketplace. in that regards equally respondents give remark that it helps to aware people about
organisational products and services in potential manner. from the above description it has been
evaluated that consumer awareness is very much potential for an organization and it can be

collected by the using various kinds of tools and techniques to achieve the desirable goals and
objectives.
Q. 12 Recommendations for improvement:
It is very much potential for an organization to pay attention on the side of improving the
results as it contributes in their development and enhancement. In context vlogging that is one of
most important tool that is mostly used by the marketers to engage with consumers and deliver
one of best products and services to the end users. while using respective tool it is important to
conduct through kind of research and development in regards of taste and preferences of
consumers, their purchasing behavior and many more other important kind of aspects in order to
gain the desirable outcomes in potential manner. by collecting the feedbacks from the side of
consumers organization can be able to improve the results as modifications in service plays very
much important role for organisational development and enhancement. Taking feedbacks from
the consumers also play very much important role within the organization as it directly influence
on their working as they should be able to give direction and able to the fruitful outcomes in one
of best manner. by taking knowledge of technical tools and techniques organization can be able
to serve the consumers in one of best manner as it contributes in development of attributes that
are very much rare in nature and provide potential outcomes to consumers.
CONCLUSION
From the above research it has been concluded that for an organization consumer
satisfaction plays very much important role as it contributes in organisational profitability and
sustainability in the business world. To amend the consumer level of satisfaction it is very much
potential to opt one of best tools to get aware people about organisational products and services.
In that series various kinds of social media tools such as advertisement, sales promotion and
social media marketing play very significant role to improve the level of serving the consumers
in one of best manner. to reach at large no. of consumers organization need to opt one of best
social media tools are available in the market such as Facebook, Instagram and other kind of
tools that directly influence the consumer decision making in potential manner. it is very much
necessary for an organization while using respective tools that always get cure the knowledge
and information about consumers as faith of consumers directly rely on it. If consumers get
affected by it then directly impact on organisational profitability and sustainability in the wider

market place. While an organization using the vlogging social media tool it is very much crucial
to collect necessary knowledge and information in regards of it. With out proper knowledge
marketers not be able to give one of their best efforts in organisational as well as individual
development in potential manner. vlogging is one of most important kind of tool that consisted
various kinds of subsections such as videos, education and blogs that are definitely framed to
serve the purpose of differ kinds of consumers in order to serve them in effective manner. it has
been analyze that the preferences of men and women are vary from the one another, to serve
consumers in one of best manner required to acknowledge the purchasing behavior of respective
class of individuals in order to serve them in distinctive manner. it has been analyze that females
are more extravagant in comparison to the males but they required more information before
purchasing products and services. by considering respective attributes organization need to
provide detailed description about the organisational products and services and also need to show
way organisational products better from the competitors product as it impact in positive manner.
further females also loved the shopping as they are one of most important part of economy and
contributes in development of organization. in order to serve them in one of best manner required
to conduct the conduct the through research and development for provide one of best outcomes
to them. with the help of attractive videos and tracking the interest of clients with the help of
vlogging organization can be able to attract large no. of consumers in potential manner. to
understand the behavior of male and female while using the vlogging at the time of purchasing
the products and services required to use the both primary and secondary data tools as it enables
to provide necessary knowledge and information in regards of consumers and their effective kind
of decision making.

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