THE STUDY ON IMPACTS OF GUERRILLA ADVERTISING ON CONSUMER BUYING BEHAVIOR

Abstract

The objective of this study is to explore the impact of guerrilla advertising on consumer purchase behaviour. Guerrilla advertising, an emerging marketing technique, relies on unconventional and creative methods to capture consumer attention and promote products effectively. Primary data were collected using structured questionnaires, with 230 distributed and 200 valid responses received, yielding a response rate of 86.95%. The research design adopted is causal, with consumer buying behaviour as the dependent variable and guerrilla advertising as the independent variable. The independent variable was further divided into sub-dimensions such as marketing and promotional conditioning, man vs. information, annoyance, low-budget advertisements, and unconventional advertising strategies. The dependent variable was analysed through indicators like conclusive capacities, billboard influence, and actual buying actions. A simple regression model was applied to test the significance of guerrilla advertising on consumer buying decisions. The findings reveal that guerrilla advertising has a strong and significant impact on shaping consumer purchase behaviour, confirming its effectiveness as a powerful marketing tool.