The Effects of Guerrilla Marketing on Generation y Consumer’s Purchase Intention

Abstract

The research purpose was to explore guerrilla Marketing effects on consumer behavior. With the increase in competition in the global markets, several companies face a high Competition for surviving and thus they take a significant advantage in the present market opportunities. Companies try to use many innovative marketing techniques to attain customers quickly. Although Guerrilla marketing is one unique way to achieve this need. Thus, this study primarily investigates the impact of guerrilla marketing on generation Y consumer's purchase intention. The study considers Guerrilla marketing effects as an independent variable with seven appropriate dimensions such as Novelty, Aesthetics, Relevance, Clarity, Humor, Emotional arousal and Surprise and Consumer's purchase intention as the dependent variable. It was conducted in Undergraduates of Eastern University, Sri Lanka during the period between June 2017 and December 2017. 380 undergraduates of Eastern University, Sri Lanka, were taken for this study. Stratified random sampling method was applied. Respondents who are aware and exposed to guerrilla advertising were only considered to administer questionnaires regarding guerrilla marketing effects and consumer's purchase intention. All the data was collected through closed-ended questionnaires, and the analysis was conducted by SPSS Statistics, which are Univariate and Bivariate analysis.