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.
NAEEM AKHTAR, HAMMAD AHMAD, MUHAMMAD SHAHID, WASEEM ABBAS, HUMA RAZA, ADEEL AHMAD. (2016) Impacts of Guerrilla Marketing on Consumer Buying Behavior, International Review of Management and Business Research, Volume 5, Issue 2.
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