“A study on the influence of Guerrilla mark...

“A study on the influence of Guerrilla marketing on the purchase decision of the consumers”

Author Name : Dr. Ashamayee Mishra, Ms. Sujata Rath, Mr. Om Prakash Panda

ABSTRACT

As the world is getting competitive and in this competitive environment customer always look forward for the things that they have never seen or experienced before and anything which seeks their attraction so this report on the influence of guerrilla marketing on consumer buying behaviour will help us to know how to attract and seek the attention of the customers.

The main idea behind this study is to understand the basic concepts of guerrilla marketing, its pros and cons, methods and relevance in the modern world. The source of information is secondary in nature.

Guerrilla marketing is an unconventional marketing strategy that uses non-traditional methods and produce maximum results with minimum cost. Guerrilla marketing helps people to make their business successful with low budget and attractive ideas. The main strategy of guerrilla marketing is that the activities are done exclusively on the streets or other public places, such as railway stations, airport, and shopping centers, parks anywhere with maximum people access so as to attract much audience.

The study continues toward the different types of campaigns which can be used by companies for the promotion of their products and services. These different types of campaigns are explained with the help of marketing examples. But even after this there are so many companies which are happy with the traditional way of marketing and they use traditional marketing strategies for the promotion of their products and services.

Keywords: Campaign, Customer, Guerrilla marketing, Promotion, Strategy