Abstract:
Maiketing is the essential tool foi a company to make its brand or product image on consumers’
mind. Conventional marketing strategies like TV ads, Newspaper ads or Radio ads are very
expensive. Foi SMEs it is very difficult to make a heavy amount budget for marketing purpose.
Without marketing the company face losses because a huge amount of products remain unsold
due to lack of awaieness about product among consumers. So, SMEs rather using traditional
ways of marketing, should use Guerrilla Marketing Techniques.
The aim of this study to examine the effects of Guerilla Marketing on Consumer Buying
Behavior. Guerrilla marketing is a growing marketing strategy which is cost effective. People
attracted towards new ideas and unique things. So, with low amount of budget SMEs can do
marketing which may increase the demand of product among consumers.
The style of research is Casual. Primary data is collected through questionnaire. There are 235
respondents who have properly responded the questions. Regression Analysis tool is used to
analyze the relation in model. Independent variable is Guerrilla Marketing and Dependent
Variable is Consumer Buying Behavior. The result shows significant relationship between two
variables and there is a significant effect of guerilla marketing on consumer buying behavior.
