Impacts of Guerrilla Advertising on Consumer Buying Behavior

Abstract

The main aim of this study is to investigate the association of guerrilla marketing on consumer buying behavior. Guerrilla advertising is one of the growing marketing techniques which are used by advertising industry that makes a use of unusual or unconventional means of promoting the product to the market. Questionnaires are utilized and administered in the process of collecting data on the primary level. We floated a total of 230 questionnaires out of which we got appropriate answers of 200 questionnaires that consumer-buying behavior is greatly affected by guerrilla advertisement. The nature of this research is causal. The buying behavior of consumer is taken as a dependent variable and guerrilla advertising as an independent variable. We have two variables Dependent and Independent variable. We alienated independent variable into their sub variables as marketing activities, promotional activities, man vs. information, annoyance, low budget ads and ads. Dependent variable sub divided into convincing power, billboards and buying behavior, according to the questions present in our questionnaire. Response rate of 86.95% was reported. This is a causal research therefore we will use the simple regression model to check the significance effect of guerrilla marketing on consumer buying behavior. On the basis of our research it has been found that there is a significant impact of guerrilla advertising on consumer buying behavior.

Keywords: Guerrilla Advertising; Buying Behavior; Guerrilla Marketing; Dependent Variable; Independent Variable; Informational Annoyance

JEL Classification: C12, C42, D12, M37