A Study on Awareness and Effectiveness of 'Guerrilla Marketing Technique' – An Innovative Means of Advertising
International Journal of Management, IT and Engineering, ISSN: 2249-0558, Volume 6, Issue 1 (January 2016)
13 Pages Posted: 1 May 2017
Date Written: January 2016
The ever-increasing number of similar products has made it difficult for potential customers to choose, making the price the most important criteria. Consequently, the companies became aware of the need to differentiate, starting from the way they deliver the brand message. Therefore, the unconventional means of promotion offer a way out of the advertising clutter, creating a lasting image of the brand in the mind of the consumer. This research is concentrating only one part of unconventional ways of advertising that is guerrilla marketing.
This study “A study on Awareness and Effectiveness of “Guerrilla marketing technique” – an innovative means of Advertising” is a descriptive paper which focuses on effectiveness of unconventional means of advertising particularly Guerrilla Marketing Technique. This study is also done to understand Consumers/Buyers awareness towards Guerrilla Marketing Technique. The research uses primary data in the form of questionnaire for the collection of data. The data collected has been analysed in the form of percentages. Conclusions, based on the outcome, hereby obtained were drawn and decisions were taken about the said objectives. This study will highlight the importance of the company to move towards unconventional methods to reach out to the consumers. This strategy would benefit both the organisations and the consumers. The primary purpose of this paper is to stimulate further discussion among businesses and to be used in dialogue with stakeholders.
Keywords: Guerrilla marketing, unconventional, questionnaire, innovative
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