Impact Of Guerrilla Marketing On Consumer Buying Behavior.pptx

Innovative marketing techniques helps the companies to attract more and more customers. Guerrilla marketing involves modern technique of marketing that affect the consumer buying behaviour. It helps the companies to engage more and more potential customers.

1. Impact Of Guerrilla Marketing On Consumer Buying Behavior

2. Content: - Introduction Objectives Literature Review Proposed Work Findings Conclusion

3. Introduction: - Guerrilla marketing is a marketing tactic in which a company uses surprise and/or unconventional interactions in order to promote a product or service. Consumer Buying Behavior refers to the actions of consumers at the market place and underlying motives for those actions. Guerrilla marketing impacts very significantly on consumer buying behavior. It helps the companies to raise awareness about product or services, generate demand, foster customer loyalty and increase revenue and profitability.

4. Objectives: - To analyze the effectiveness of guerrilla marketing in influencing consumer buying behavior. To analyze impact of guerrilla marketing techniques in increasing the product acceptability.  

5. Literature Review: - AUTHOR YEAR OUTCOME Jayesh and Jacob 2019 Guerrilla technique on the marketing of the implicit attributes of product, rather than the explicit aspect. Rodrigues et al. 2023 Building relationships between brands and customers is a key success factor. Zarco & Herzallah 2023 Provides a systematic assessment of the marketing and advertising field by using content analysis to examine the major scientific articles on guerrilla marketing.

6. Proposed Work: - A questionnaire on the impact of guerrilla marketing on consumer buying behavior is done to know the effectiveness of guerrilla advertising techniques. The responses of the participants will clearly represent whether guerrilla marketing techniques are beneficial or not. We have collected the response of almost 100 people and found that:-

7. Questions Yes No Have you ever purchased a product just by getting influence through advertisement? 92% 8% Does innovative advertisement prompts you to buy a product? 90% 10% Do you think Method used guerrilla marketing create great impact? 85% 15% Do you think guerrilla marketing is suitable for all types of business? 70% 30% Do you think guerilla marketing strategy influence consumer buying habit? 95% 5%

8. Findings: - After conducting the research, we have found that the tactics used in guerrilla marketing can benefit the companies in a very positive manner if used efficiently & effectively. The response of the research that we have collected clearly represents that people are greatly influenced by the tactics of guerrilla marketing. The finding of the study states that the companies having small budgets can use the guerrilla advertising in order to create awareness and increase their brand image .

9. Conclusion On the basis of our research, we are come up to conclude that guerilla advertising has significant impact on consumer buying behavior. G uerrilla marketing tactics have been instrumental in building brand awareness and connecting with customers. Companies like Coca-Cola, PepsiCo, Starbucks etc. have used these techniques to promote their brand in the market.