Impact of guerrilla marketing on consumer behaviour: A study in Indian context

Abstract

World is changing faster than ever, so do the people and technology around us. It is the need of hour of doing something different to garner the attention through advertisements. Unconventional advertisements stand out from the bunch of conventional advertisements. Creativity and budget are the two important requirements that advertisements demand. Even though corporate brands spend huge sum on advertisements, they cannot guarantee effectiveness. The ability of a marketing plan to persuade target clients is critical to its success, and this is where Guerilla Marketing can make more impact than the traditional marketing methods. This study would explore how Guerrilla marketing differs from traditional marketing practices in terms of brand equity and customers' purchase decisions. The Objective of the research is to study Guerilla marketing and understand its impact on redefining India's marketing aspects by analyzing with two hypotheses backed by Statistical data.