Impacts of Guerrilla Marketing On Consumer Buying Behavior: I R M B R

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B www.irmbrjournal.com June 2016
R International Review of Management and Business Research Vol. 5 Issue.2
Impacts of Guerrilla Marketing on Consumer Buying

Behavior
NAEEM AKHTAR
Lecturer; Department of Management Sciences
University of Okara (Punjab), Pakistan.
E-mail: [email protected]
HAMMAD AHMAD
MBA; Department of Management Sciences
MUHAMMAD SHAHID
Lecturer; Department of Management Sciences
University of Education Lahore, Okara Campus, Pakistan
WASEEM ABBAS
HUMA RAZA
ADEEL AHMAD
Abstract
Guerrilla marketing is much cheaper than other advertising techniques. Now a day’s marketer are used
guerrilla marketing frequently and avoiding the other traditional techniques and it is mostly based on
Word-of-Mouth technique. The purpose of this study is to check the impact of guerrilla marketing on
consumer buying behavior. The variables are involved in this study one is Guerrilla marketing and other is
Consumer buying behavior. Guerrilla marketing is the independent variable and consumer buying
behavior is dependent variable. In these variables positive relation are occurs. The study which is
conducted quantitative in nature in this study sector is tobacco industry and area is Okara Pakistan with
200 sample sizes. The study will be analyzed by linear regression analysis using SPSS software the survey
is conducted with the help of questionnaire technique the study is exploratory and five points likert scale is
used (1-5) 1 is given by Strongly Disagree and 5 is given to Strongly Agree.
Key Words: Guerrilla Marketing, Impact, Buying Behavior.
ISSN: 2306-9007 Akhtar, Ahmad, Shahid, Abbas, Raza & Ahmad (2016) 634
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Introduction
“If marketer stop advertising to save the expenses is just like stopping the clock to stop time” Marketing
means promotion of products or services of business also include marketing research and advertising
(distribution") Marketing is a vast field it is about the consumer need and satisfaction of consumer.
(google) Marketing also means a right product, on right place at right time for gaining of high profit
increase efficiency and product development. It’s not just only publicity of your product or business it’s
about finding and understanding what is consumer want.
Advertising
The advertising is any paid form of non-personal presentation of Ideas, Goods and Services by an identified
sponsor. It is a method of communication intended to satisfy the customer to purchase some products,
services and info. Now a day’s every one grow up in the world through a mass media which includes
internet, advertising, radio, television films, music etc. in all marketing weapons advertising is a more
effected tool of marketing. Advertising is the subset of promotional mix that is one of the tools of
marketing mix. Advertising is a main tool to make product awareness in the mind of final consumer and it’s
helpful for consumer to take a final purchase decision. There are many advertising mediums are used but
media is the one of best the medium which is used for an advertising. (Raju, 2013) In June 1836 first time a
French newspaper La presses contain paid advertising pages to spread its readership rise in productivity and
decreases its price. (Habib, 2014) Marketing is a main point and advertising is a little part of advertising. It
is playing an important role in modern era. It is a tool to encourage firm’s products and services. A
company should have a huge part of their investment for a promotional purpose. A company’s
advertisement must have to present its product in this way that the environment around the customer or
buyer turns into a motivational incentive. (Nawaz, 2014)
Guerilla Advertising
It is an advertising technique used to establish the business performance products or services in an

unconventional way with a little business expenses. There are many types of advertising but we select
Guerrilla marketing which is related to our topic. In product marketing it is a current system used to
promoting the product. It is a rising technique in marketing which used in firms. The most common
technique used in guerrilla advertising is stealth marketing. In stealth marketing many techniques are used.
In other advertising method use many tools such as radio, internet, magazines, newspaper, social media and
television but in guerrilla marketing cannot used that techniques (Nawaz, 2014).
Guerrilla Marketing
When the other strategies cannot achieving the goals in the market then the companies send the guerillas
that are the additional special forces the killer strategies is once that they used to turn the tide and downfall
the opponent. It is a good alternative of the traditional marketing. Guerrilla marketing is inexpensive then
other marketing technique (Marrs, 2014). Marketing and advertisement is all around us and we constantly
prejudiced in different type of messages. Guerrilla marketing is the rising technique which is used by
advertising industries. Now a day’s Guerrilla marketing is commonly used. Word of mouth is a technique
of Guerrilla marketing in which when a person tells a person that tells a person about product that he
purchase last time (Nawaz, 2014).
Advantages of Guerrilla Marketing
 Guerrilla marketing is much cheaper than other traditional marketing techniques.

 In Guerrilla marketing thoughts is more important than budget.
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 The most power full weapon of guerrilla marketing is Word of Mouth better than many other power
full weapon of the market in which message is transferred from people to people through campaign.
Disadvantages of Guerrilla Marketing
 Some forms of Guerrilla marketing like non permission street graffiti make a tightness with authorities
 Most of the guerrilla marketing strategies are lost by bad weather, wrong timing and other small
instances that could easily make the campaign weak.
There is no doubt Guerrilla marketing give a great result to marketers while they work in unique way
but it will for that business that are not scared of risk taking (Marrs, 2014).
Problem Identification
The problem is identified in advertising that is very important technique for marketing but it is very costly.
In which there is high chances of losses because peoples cannot see advertising they ignore or avoid the
advertising that’s why company faces the losses.
Problem Statement
The problem is that firstly the other marketing techniques is very costly rather than Guerrilla marketing and
in other marketing techniques consumer cannot properly watch or hear advertisement many people’s ignore
and avoid the advertisement (i.e. on television, radio, internet etc.) and that’s why they cannot know about
the product (Belic, 2012) and (Belic, 2012).
Research Objectives
 To determine Guerrilla marketing and consumer buying behavior.
 To explore risk taking and consumer buying behavior.
Research Questions
The research attends to get the answers of the following questions.
 Does Guerrilla marketing significant impact on consumer buying behavior?

 Does risk taking significant impact on consumer buying behavior?
 Why thy effect of guerrilla marketing is faster and stronger than other techniques?
Limitations of the study

Moreover this research can be more precisely an perfectly with extra sample size my sample size is 200
peoples of general public because the shortage of time and the burden of other work I conduct my survey
just in Okara and sector which I choose is tobacco industry. If any other researcher makes a research on
guerrilla marketing then they choose the other cities of Pakistan and also conduct a research with more
sample size.
Significance or importance of the study

The importance of the study is that how Guerrilla marketing impact on consumer buying behavior.
Guerrilla marketing is an effected technique because in which word of mouth technique is used its means
communication between two persons. Through this advertisement the loss and cost of advertisement is
minimized and peoples aware the product at high level.
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Scope of the study

The scope of the research is to show up the study on tobacco industry sector that helps to decide the Impact
of Guerrilla marketing on consumer Buying Behavior and it is also helps to know the Marketing of tobacco
products in Okara city.
Literature Review
This thesis work was present the Guerrilla marketing as a valued marketing technique for medium and
small companies. The thesis is based on literature and case studies. The practically use of theory is
established in the marketing plan based on Guerrilla marketing approach. Marketing plan was written
based. The place of the company in Oslo Norway The thesis provide clear and complete definitions of
Guerrilla marketing and differentiate the main difference of Guerrilla marketing and traditional marketing
approach (Zujewska, 2014).
The research purpose was to examine Guerrilla marketing effects on consumer behavior. It is based on
previous Guerrilla marketing literatures and proposed model of advertising. The research evaluates
perception of consumer through their experience to twenty guerilla advertisements. The multiple regression
and factor analysis techniques are used in this research to examine such effects. The results shows that
creativity, emotion arousal and message clarity had significant results on purchase intention on the other
hand surprise and humor didn’t (Tam, 2015).
In fast changing conventional world it is a need of hour of doing conventional things unconventionally.
Advertising does not demand anything but creativeness and budget which Guerrilla marketing does not.
Guerrilla marketing means to get maximum profit at minimum cost to the company Guerrilla marketing
term is used to define rare way to permute the business at very low cost.
The paper tells about the uses and needs of Guerrilla marketing method and how they differ and superior
from other traditional marketing technique. The related marketing techniques of advanced marketing in the
modern time of cost cutting but bearing high impact on the consumer will also be highlighted. This
research also be try to understand the terminology, literature, application to the small business and
profitability (Jose, 2013).
Advertising is a form of communication whose satisfy the audience like viewers, readers and listener’s it
convey message to consumer to purchase or take an action upon products, information and services etc.
The purchase procedure is a decision making process under risk. This research paper is tells about the
relationship between independent and dependent variables. Which is expressive answer with attitudinal and
behavioral aspect of consumer buying behavior by typing the results of One hundred and ten respondents?
The basic objective of this research is that to assess the buying behavior and attitude the influence of
advertising between male and female. (Raju, 2013).
It is a rising technique in marketing which used in firms. The most common technique used in guerrilla
advertising is stealth marketing. In stealth marketing many techniques are used. In other advertising method
use many tools such as radio, internet, magazines, newspaper, social media and television but in guerrilla
marketing cannot used that techniques. This paper tries to find the significant effect of Guerrilla marketing
on the consumer perceptions.
This research design on quantitative analysis to check in what way celebrity marketing which is used in ad
industry I cellular industry in Pakistan efficiently used in molding the perception of consumer in reaching
buying behavior. (Shakeel, 2011, pp. 1-9)
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Research Model
After the literature view we make a research model for study which is showed in figure in this model shows
that Guerrilla marketing is an independent variable and consumer buying behavior is a dependent variable.
Guerilla
Marketing
Consumer buying
behavior
Research Hypothesis
H1: There is a positive impact of Consumer buying behavior on Guerrilla marketing
Methodology
In the previous chapter the study has been discussed in detail. There are many different methods to
conduct the research but I chose to use a quantitative research through survey using questionnaire. A pretest
was done to classify questions that respondents found hard to understand or interrupt differently than I
intended. In this chapter I give a summary of the procedure the member and to end the different variables
of this study and the measurements of research will be described. I chose the area Okara, Pakistan. and
sector is university and colleges of Okara city.
Research Design
There are two types of research are Quantitative research and qualitative research. But There researcher use
the Quantitative research to analyze the data. To design an exploratory research in this research my sample
size is 200 and data is collected with the help of questionnaire and the software which I used that is SPSS to
examine the Impact of Guerrilla marketing on Consumer Buying Behavior.
Population
The population that we choose in this research is 400 peoples from general public and they have knowledge
about guerrilla marketing from Okara, Pakistan.
Data collection
The data is collected in this research with the help of survey and questionnaire techniques is used the
researcher for the collection of data. All the questions are close ended. The questionnaire was made less
than five points Likert scale started from Strongly Disagree to Strongly Agree (1to5) points are given to
each one and the main reason of this study is find The Impact of Guerrilla marketing on Consumer Buying
Behavior.
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Sample size
The researcher was collecting the data form 200 respondents of Okara, Pakistan. The natures of
respondent’s are users of tobacco and the respondents which are targeted these are from general public.
Questionnaire was used to collect data and the questionnaire is making on five point Likert scale there are
five options in questionnaire and any one option is chosen by respondent.
Statistical Technique
For this research the statistical technique which I used is SPSS (Statistical Package for Social Sciences)
Data Analysis
The data is analyzed with the help of SPSS and different techniques are used to interpret the data
Reliability
Chron bach Alpha is a reliability coefficient which tells about the validity and consistency of instrument.
The range of validity is 0 to 1.
Reliability Statistics
Cronbach's Alpha N of Items

.917 15
Interpretation
The values in above table are shown that chron bach alpha is above 0.5. Internal consistency is also good in
this table.
Correlations
Correlation is the inferential statistics which tells about the relationship of variables without the effects of
variables one another. In correlation the value is more near to 1 the result is more positive.
Correlations
Consumer Buying Behavior Guerrilla Marketing
Consumer Buying Behavior Pearson Correlation 1
Sig. (2-tailed)
N 200
Guerrilla Marketing Pearson Correlation .946** 1
Sig. (2-tailed) .000
N 200 200
**. Correlation is significant at the 0.01 level (2-tailed).
Correlation is the technique which is used to measure the strongest of relationship between the variables.
The results shown in this table there is a positive correlation in variables with correlation coefficient of
.946. The significant level is below 0.05.
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Regression
Regression is the statistical measures that tells us about how much difference in dependent variable due to
change in one or more independent variables.
Regression Coefficient
Actually Regression is the test of how much independent variable has effects on dependent variable.
Variables Entered/Removed
Model Variables Entered Variables Removed Method

1 Guerrilla Marketing . Enter
a. All requested variables entered.
b. Dependent Variable: Consumer Buying Behavior
Model Summary
Std. Error of the
Model R R Square Adjusted R Square Estimate
1 .946a .894 .894 .25927
a. Predictors: (Constant), Guerrilla Marketing
Anova
Model Sum of Squares df Mean Square F Sig.
1 Regression 112.518 1 112.518 1.674E3 .000a
Residual 13.309 198 .067
Total 125.828 199
a. Predictors: (Constant), Guerrilla Marketing
b. Dependent Variable: Consumer Buying Behavior
Coefficients
Standardized
Unstandardized Coefficients Coefficients
Model B Std. Error Beta T Sig.
1 (Constant) -.053 .070 -.768 .443
Guerrilla Marketing 1.030 .025 .946 40.913 .000
a. Dependent Variable: Consumer Buying Behavior
Interpretation
The value of R Square shows the coefficient of determination and shows that the part of dependent variable
explained by independent variable and extent to which line fit the points. It means consumer buying
behavior is caused by .894 due to the impact of independent variable. The value of Adjusted R square
shows that dependent variable is caused by independent variable by .894 and remaining portion is affected
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by other factors held constant. And the value of F shows that the overall fitness in table and T value shows
the test statistics. Value of Beta shows independent variables have impact on consumer buying behavior
which is dependent variable.
Conclusion
Now days the main aim of marketing is not to disrupt and encourage but to attach, satisfy and motivate the
consumers. Tobacco industry needs to satisfy their customers and how they meet their necessities. The
purpose of this research was to check the impact of guerrilla marketing on consumer buying behavior in
which guerrilla marketing is an independent variable and consumer buying behavior is dependent variable
and there is a positive relationship between both variables in this research questionnaire technique is used
and data I collected from general public in questionnaire five point Likert scale is used five options are
used (1-5) points are given to each scale 1 is given to Strongly Disagree and 5 is given to Strongly Agree
and with the help of SPSS results are analyzed and we finding the positive results with the help of literature
review we conclude that guerrilla marketing is a significant impact on consumer buying behavior mostly
respondents says that guerrilla marketing is a creative and effective strategy guerrilla marketing is fulfilled
the needs and wants of customers because customers demand always new and innovative thing in market
and this thing is fulfilled by guerrilla marketing. On the other side result also shows that today advertising
and word of mouth technique is very favorable for marketing.
Future Recommendation
Due to the positive results of my study I recommend the following for future.
Guerrilla marketing is a conventional marketing strategy and the common thing which is used in guerrilla
marketing is word to mouth technique. Tobacco industry should make local campaigns planned to meet the
culture. With the shortage of time and burden of other work this research is only conducted in Okara city
with sample size 200 from general public. I used the questionnaire technique and results are getting from
SPSS. For future I recommend to other future researcher they conducted their research in other cities of
Pakistan like Sahiwal, Faisalabad or Lahore in other sector like beverage, controversial products and
pesticides with more sample size because in future guerrilla marketing is obtain more considerable and
broad results in Pakistan.
References
Ahmad nawaz, A. R. (2014). Impacts of Guerrilla Advertising on Consumer Buying Behavior. Information
and Knowledge Management , 9.
Association, P. K.
Dinh Duc Tam, M. N. (2015). The Effects of Guerilla Marketing on Gen Y’s Purchase. International
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google. (n.d.). Retrieved from www.google.com:
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Marrs, M. (2014, september 22). google. Retrieved from www,google.com:

http://www.wordstream.com/blog/ws/2014/09/22/guerrilla-marketing-examples
Mohsin Shakeel, Muhammad Mazhar Khan. (2011). Impact of Guerrilla Marketing on Consumer
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Zujewska, B. (2014). Guerrilla Marketing A creative marketing method for start-ups. 1-76.

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R International Review of Management and Business Research Vol. 5 Issue.2