21 Sep Results

We have conducted an online anonymous survey, which aims to investigate the differences in customer characteristics between traditional marketing and influencer marketing. The survey adopts the form of questionnaire and is distributed through an open platform in September. In the survey, there are four main approaches mentioned, and they have been categorized into two pathways: influencer marketing, which is an emerging method of promoting commodities; and three more traditional ways that people familiar new products: information from television, radio, newspapers, magazines, recommendations from friends and families, and introductions from salespeople in stores. The factors of measurement of this survey include age, gender, marital status, educational level, employment status, annual earnings, and locations. We have received 182 valid responses from those who used to purchase cosmetic products.
The three measured factors demonstrate the differences in the preferences of different groups of consumers in traditional marketing or influencer marketing-age, marital status, and employment status.

age:

The bar chart illustrates the different age group lies in the four approaches, which the X bar is age group and filled area is the percentage of different channels. Under the age group of 18-24, the majority of the consumer believes that celebrities, influencers, and social media have greater influences on their decision making in the cosmetic industry, which occupies 68.18% of all people in this age group. Under the age group of 25-34, 35-44, and 45-54, inversely, people perform less active within the innovative fields that only 39.39%, 13.89%, and 14.29% within the respective age group prefers on following the influencer marketing. In other words, traditional marketing is popular among people in their mid-20s to mid-50s.

marital status:

The second bar chart indicates the percentage of people in the different marital status occupied in the various marketing pathways. The five variations of the status are single (never married), in a relationship, married, divorced, and widowed. Taken from the chart, the gap between single and married shows to be the most significant. In the single category, 61.54% of participants are induced by influencer marketing. In comparison, only 34.62% and 3.85% of them are influenced by friends and families and conventional media, respectively, and none of the survey takers from this group are affected by salespeople. On the contrary, among the married people, most of them choose the three traditional approaches; the percentage is up to 83.18% (62.83%+15.93%+4.42%) in total.

employmnet status:

The collected data regarding the relationship between employment status and different marketing promotion methods are shown in the third bar chart. According to the valid responses, the employment status can be categorized as four variations shown in the X-axis, employed full-time (working 40 hours a week), self-employed, student, and retired. It is clear that students play a dominant role in seeking information from influencer marketing since up to 68.75% of them choose such an approach and only 31.25% fit the category of “from friends and family.” Counter to students, the other three groups of people tend to lean towards traditional marketing. In the group of participants who work at least 40 hours a week, only 25% check the influencer marketing box. Such a phenomenon is more obviously shown in the self-employed and retired group; the percentages of influencer marketing among these two are 20% and 0%.   

method bias

The result has the possibility to be biased. First, the respondent may have gender bias since male to female ratio is disproportionate, which 82.42% of the valid respondents are female. Second, there is potential that the data collected will not be sufficiently diverse, which the valid respondents from the age group of under 18 and 55 above merely occupied 1.65%. Third, there is 53.3% of valid respondents from the same province, Guangdong; therefore, the result can be partially tendentious since the marketing promotion methods can be subject to the social-environmental change.
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Question: After reading the above context, please write results.