An Empirical Observe at the Effect of Guerilla Advertising on Clients Buy Choice
K. Ravindran1, R.Venkatesh Kumar2
1Dr. K. Ravindran, Department of Business Administration, Kalasalingam Academy of Research and Education College, Krishnankoil Virudhunagar (Tamil Nadu), India.
2Mr. R. Venkatesh Kumar, Department of Management Studies, Sri Vidya Mandir Arts & Science College Uthangari (Tamil Nadu), India.
Manuscript received on 25 November 2019 | Revised Manuscript received on 19 December 2019 | Manuscript Published on 30 December 2019 | PP: 1044-1046 | Volume-9 Issue-1S4 December 2019 | Retrieval Number: A12241291S419/19©BEIESP | DOI: 10.35940/ijeat.A1224.1291S419
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Abstract: The present-day organizations are mostly bothered about gaining customers and their attention also most importantly retaining them for a longer duration. Guerilla marketing is one such marketing technique that makes use of unconventional or unique means of attracting customers. More than investment these techniques are more dependent on the creativity and innovation of the person designing the campaign and executing it. It is a low-cost strategy that helps to attract customers quickly with an element of surprise and buzz. Guerilla marketing has been taken as an independent variable where consumer purchase decision happens to be the dependent variable and its sub dependent variables being loyalty, frequency of buying the same product again and again. Guerilla marketing varies from traditional marketing as it’s creative and unique at the same time it allows mass coverage on a large scale by spending the least amount of money on the same. It allows the firms to express their views about the product without putting much money or efforts. This research was more quantitative in nature. The sample size under consideration being 783at 95% confidence level. The study proves the point that Guerilla marketing does affect consumer purchase decision and their level of brand awareness.
Keywords: Consumers, Creative, Guerilla Marketing, Strategy, Unique.
Scope of the Article: Marketing and Social Sciences