Guerrilla Marketing and its Effects on Consumer Behaviour and Brand Awareness

This research examines the influence of guerrilla marketing on consumer behaviour and brand awareness. It explores different strategies used by companies and their impact on the buying behaviour of consumers. The study aims to provide recommendations for enhancing brand awareness and positively affecting consumer buying behaviour.

Master’s Thesis
Name of the student
Name of the university
Author note

“Guerrilla marketing and its effects on consumer behaviour and
brand awareness”

Table of Content
Executive Summary............................................................................................................... 5
Chapter 1: Introduction.........................................................................................................10
1.0 Introduction..................................................................................................................... 10
1.1 Background of the research...........................................................................................10
1.2 Research Problem..........................................................................................................11
1.3 Research Purpose..........................................................................................................11
1.4 Research Objectives......................................................................................................12
1.5 Research Questions.......................................................................................................12
1.6 Research Hypothesis.....................................................................................................12
1.7 Scope............................................................................................................................. 12
1.8 Dissertation Structure.....................................................................................................13
1.9 Summary........................................................................................................................ 13
Chapter 2: Literature Review................................................................................................14
2.1Introduction..................................................................................................................... 14
2.2 Guerrilla marketing.........................................................................................................14
2.3 Consumer Behaviour......................................................................................................16
2.3.1 Consumer Purchase Intention.....................................................................................16
2.3.2 Consumer decision making process............................................................................17
2.3.3 Online consumer behaviour.........................................................................................18
2.4 Brand Awareness........................................................................................................... 19
2.4.1 Achieving brand awareness.........................................................................................22
2.5 Impact of guerrilla marketing on consumer buying behaviour and Brand Awareness.....22
2.7 Conceptual framework....................................................................................................24
2.8 literature gap.................................................................................................................. 25
2.9 Summary........................................................................................................................ 25
Chapter 3: Research Methodology.......................................................................................26
3.1 Introduction..................................................................................................................... 26
3.2 Research philosophy......................................................................................................26
3.3 Research Approach........................................................................................................26
3.4 Research Design............................................................................................................ 27
3.5 Data Collection and Analysis..........................................................................................27
3.6 Sampling........................................................................................................................ 28
3.7 Reliability and Validity.....................................................................................................28
3.8 Ethical Consideration......................................................................................................29
3.9 Summary........................................................................................................................ 29

Chapter 4: Findings and Analysis.........................................................................................30
4.1 Introduction..................................................................................................................... 30
4.2 Reliability and validity.....................................................................................................30
4.3 Quantitative Data............................................................................................................35
4.4 Descriptive analysis........................................................................................................56
4.5 Correlation...................................................................................................................... 58
4.6 Regression analysis.......................................................................................................66
4.7 Cross tabulation............................................................................................................. 72
Chapter 5: Conclusion..........................................................................................................93
5.1 Conclusion and Key Findings.........................................................................................93
5.2 Recommendation........................................................................................................... 95
5.3 Research limitation.........................................................................................................95
References........................................................................................................................... 96
Appendix............................................................................................................................ 101

EXECUTIVE SUMMARY
This research had examined the influence of guerrilla marketing on the buying behaviour of
the consumers and the brand awareness. The current market had become highly
overcrowded and competitive which had made it necessary for the companies in the global
market to seek new opportunities to grab the attention of the market consumers. In the
modern era, consumers are being exposed thousands of promotional messages on a daily
basis which makes it difficult for the organizations to retain their existing consumers. The
analysis of the past literature had clearly shown that there had been lack of analysis on the
impact of guerrilla marketing on brand awareness. The study conducting the studies on the
impact of guerrilla marketing on the consumer buying behaviour have taken only point of
contact sales for analysis. There is lack of analysis on the impact of guerrilla marketing on
the online buying behaviour of the consumers. The study had developed a single research
design where the data has been collected from employees working in ecommerce
companies. The sample size in the research was 100 respondents. The findings clearly
showed that there is positive impact of guerrilla marketing on the brand awareness and
consumer buying behaviour.

List of tables
Table 1: Reliability Statistics.................................................................................................31
Table 2: Item Statistics.........................................................................................................32
Table 3: Item-Total Statistics................................................................................................33
Table 4: KMO and Bartlett's Test..........................................................................................33
Table 5: Communalities........................................................................................................34
Table 6: Total Variance Explained........................................................................................35
Table 7: Component Matrixa.................................................................................................36
Table 8: Gender................................................................................................................... 36
Table 9: Age......................................................................................................................... 37
Table 10: Tenure.................................................................................................................. 38
Table 11: Marketing experience...........................................................................................40
Table 12: Promotional activities more memorable................................................................41
Table 13: Unique way...........................................................................................................42
Table 14: Minimum resources..............................................................................................43
Table 15: Move out of the pattern.........................................................................................44
Table 16: Synergy between multiple influences....................................................................45
Table 17: Eye catching marketing activities..........................................................................46
Table 18: key part of digital marketing..................................................................................47
Table 19: Brand recall..........................................................................................................48
Table 20: Brand recognition.................................................................................................49
Table 21: Brand awareness..................................................................................................50
Table 22: Integrated guerrilla marketing...............................................................................51
Table 23: larger audience.....................................................................................................52
Table 24: Brand awareness..................................................................................................53
Table 25: purchase intention................................................................................................54
Table 26: retention rate........................................................................................................55
Table 27: Adoption of new trends.........................................................................................56
Table 27: Descriptive Statistics............................................................................................58
Table 28: Descriptive Statistics............................................................................................59
Table 28: Correlations..........................................................................................................62
Table 29: Correlations..........................................................................................................65
Table 30: Correlations..........................................................................................................67
Table 31: Regression model summary.................................................................................68
Table 32: ANOVA................................................................................................................. 69
Table 33: Coefficientsa..........................................................................................................69

Table 34: Residuals Statisticsa.............................................................................................70
Table 35: Regression model summary.................................................................................71
Table 36: ANOVA................................................................................................................. 72
Table 37: Coefficientsa..........................................................................................................72
Table 38: Residuals Statisticsa.............................................................................................73

List of Figures
Graph 1: Gender.................................................................................................................. 38
Graph 2: Age........................................................................................................................ 39
Graph 3: Tenure................................................................................................................... 40
Graph 4: Marketing experience............................................................................................41
Graph 5: Promotional activities more memorable.................................................................42
Graph 6: Unique way............................................................................................................43
Graph 7: Minimum resources...............................................................................................44
Graph 8: Move out of the pattern..........................................................................................45
Graph 9: Synergy between multiple influences.....................................................................46
Graph 10: Eye catching marketing activities.........................................................................47
Graph 11: key part of digital marketing.................................................................................48
Graph 12: Brand recall.........................................................................................................49
Graph 13: Brand recognition................................................................................................50
Graph 14: Brand awareness.................................................................................................51
Graph 15: Integrated guerrilla marketing..............................................................................52
Graph 16: larger audience....................................................................................................53
Graph 17: Brand awareness.................................................................................................54
Graph 18: purchase intention...............................................................................................55
Graph 19: retention rate.......................................................................................................56
Graph 20: Adoption of new trends........................................................................................57

CHAPTER 1: INTRODUCTION
1.0 INTRODUCTION
This research has examined the influence of guerrilla marketing on the buying
behaviour of the consumers and the brand awareness. The current market has become
highly overcrowded and competitive which has made it necessary for the companies in the
global market to seek new opportunities to grab the attention of the market consumers. In
the modern era, consumers are being exposed thousands of promotional messages on a
daily basis which makes it difficult for the organizations to retain their existing consumers.
This depicts the exponential increase in advertisements in the past decade. The lifetime
value of a customer has been identified as a key factor by most of the companies where the
key differentiator is customer satisfaction.
1.1 BACKGROUND OF THE RESEARCH
Guerrilla marketing has been described as the unconventional method of achieving
conventional goals such as investing in energy instead of capital. This concept was first
adapted by smaller companies which helped them in getting noticed due to their budget
limitations. However, it became more popular among larger brands such as IKEA, Nike and
Audi. These brands have implemented this strategy in various stages of the marketing
campaigns (Gökerik et al., 2018). Guerrilla marketing consists of advertising activities which
are untraditional in nature such as product placements that are surprising, memorable
events and street graphics that are eye catching. These methods are considered to be one
of the most effective ways of grabbing the attention of the consumers. This has resulted in
the development of unconventional form of marketing and the research has selected the
example of guerrilla marketing to analyse its impact on the buying behaviour of the
consumers and brand awareness.
Even though, Guerrilla marketing has been considered as one of the most effective
ways of influencing the consumers but the major disadvantage its lack of addressing large
number of consumers at the same time (Dinh & Mai, 2016). Marketers use traditional
channels of marketing to penetrate into huge target market segments but guerrilla marketing
is used to address only nearby consumers. However, this has changed with the advent of
web 2.0 where companies have use the power of digital media to reach a wider range of
consumers. Social media has become one of the most effective ways of implementing
guerrilla marketing strategies which has changed the nature of marketing drastically in the
past few years.

The ecommerce industry have transformed the ways the business is conducted in
India. The ecommerce industry in India is expected to grow by more than USD 200 billion by
the end of 2026 (Ibef.org, 2019). This depicts the exponential growth of the organization in
the ecommerce sector which is mostly triggered by the penetration of internet and
smartphones. The internet user base in India is expected to increase to 821 million by 2021.
The annual growth rate of the industry is expected to be 51 percent annually which shows
the prospect and the competition in the market (Ibef.org, 2019). Moreover, the past record
shows that the retailed industry has grown by three times in the past few years and
contributes to almost 3% retail sales. Quarter of a population in India has become digital
shoppers and this number is expected to increase to more than 40% by the end of 2022
(S.H., 2018).
This clearly shows that the potential of the Indian online retail industry is huge and it
has enhanced the need for effective marketing strategies to grab the attention of the
consumers. Brand awareness is key for the consumers to relate to story the organization
wants to portray. Consumers associate themselves with brands which reflect upon their own
values so it has become critical to use offbeat marketing strategies to grab the attention of
the consumers as the switching cost has decreased significantly due to the existence of
large number of players in the ecommerce market. Therefore, it is essential to use
unconventional strategies to gain competitive advantage. In light of this context, the research
has aimed to examine the impact of guerrilla marketing strategies on the consumer buying
behaviour and brand awareness.
1.2 RESEARCH PROBLEM
Guerrilla marketing has been considered as one of the most non-traditional and
effective way of gaining the attention of the consumers. This research has used the context
of the ecommerce companies in India to examine the possible ways, guerrilla marketing can
be used to increase the brand awareness and influence the purchasing behaviour of the
consumers. The competition in the Indian ecommerce industry is fierce with the presence of
global and local companies. Moreover, due to the increase in rapid growth of the economy,
major foreign ecommerce companies have entered into the foreign market. The majority of
the companies have been using marketing based strategies to penetrate into the market and
this research has aimed to address the way guerrilla marketing has impacted the purchasing
decision of the Indian consumers. Brand awareness is also critical for the consumers in
making purchase decisions so the research has also aimed to evaluate the impact of
guerrilla marketing on brand awareness.

1.3 RESEARCH PURPOSE
The purpose of the research is to examine the advertisements strategies
implemented by the companies in the modern market to understand its influence on
enhancing the awareness of the brand and influencing the purchasing behaviour of the
consumers. The research has aimed to increase awareness of the companies in the global
market by highlighting the significance of guerrilla marketing in developing sustainable
competitive advantage in the market. This has also facilitated in understanding the ways the
target market respond to the marketing approaches. This has served as a way of developing
new approaches for endorsing and supporting their products in a more effective way for the
entities in the global market.
1.4 RESEARCH OBJECTIVES
The objectives of the research are as follows:
 To examine the impact of guerrilla marketing on the consumer buying behaviour and
brand awareness
 To highlight and evaluate the different types of guerrilla marketing strategies used by
companies while launching a product
 To recommend suitable strategies to enhance brand awareness and positively affect
consumer buying behaviour
1.5 RESEARCH QUESTIONS
Primary question
How does guerrilla marketing impact the consumer’s buying behaviour and brand
awareness?
Secondary questions
What are the different types of guerrilla marketing strategies used by companies while
launching a product?
What are the advantages of using Guerrilla marketing?
1.6 RESEARCH HYPOTHESIS
H01: There is no significant positive impact of guerrilla marketing on consumer buying
behaviour
H12: There is significant positive impact of guerrilla marketing on consumer buying behaviour
H02: There is no significant positive impact of guerrilla marketing on brand awareness

H12: There is significant positive impact of guerrilla marketing on brand awareness
1.7 SCOPE
The main scope of the research is to examine the impact of the guerrilla marketing
on the consumer buying behaviour and brand awareness in Indian ecommerce industry.
The research has focused on the use of guerrilla in context to the ecommerce industry in
India. This means that the data collected and analysed will developed results that holds true
for the Indian market. Moreover, the research is a cross sectional study where data has
been collected only once due to the shortage of time and cost of performing the research.
Moreover, the research has considered guerrilla marketing as the independent variable and
brand awareness and consumer buying behaviour as the dependent variable so the focus
has been on these variables only and other elements are out of scope.
1.8 DISSERTATION STRUCTURE
The dissertation has been divided into five chapters and they are introduction,
literature review, research methodology, findings and analysis and conclusion. The
introduction chapter provides an overview of the research context which comprises of the
background, research problem, objective, research question and hypothesis. This chapter
defines the scope of the study and the key focus area of the research.
The next chapter is the literature review which provides detailed critical analysis of
the past literature examines the arguments and opinions provided by various researchers.
This facilitates in evaluating the depth of analysis conducted in the past research and the
gap within those researches. This section develops the conceptual framework which is
tested later on in the fourth chapter.
The third chapter in the dissertation is the research methodology section which
determines the research methods, instruments and frameworks needed for successfully
accomplishing the objective of the research.
The fourth chapter is the data analysis and findings which provides a detailed
analysis of the data collected based on the prescribed methodology. The final chapter is the
conclusion and recommendation which links the findings to the objectives to draw relevant
conclusions.
1.9 SUMMARY
The introduction chapter highlighted that guerrilla marketing is one of the most
effective and unconventional ways of grabbing the attention of the consumers. Studies have
shown that consumers are influenced by the guerrilla marketing and has significant impact

on the image of the brands. However, this research has aimed to measure the impact on the
consumers and brand in respect to the Indian Ecommerce. This has facilitated in verifying
whether the relationship holds true under these circumstances.

CHAPTER 2: LITERATURE REVIEW
2.1INTRODUCTION
This chapter has provided a critical review on guerrilla marketing, consumer buying
behaviour and brand awareness. The analysis of the past literature on the research topic
has provided significant knowledge on guerrilla marketing and its impact on consumer
behaviour and brand awareness. Guerrilla marketing has greatly affected the purchase
intention and the brand awareness as it is more creative and credible than the traditional
form of marketing. Moreover, it has affected all different types of consumers due to the
incorporation of the surprise element in it. Gökerik et al., (2018) states marketing is the
ability of the organizations to distribute necessary information and generate attention to
products, services and ideas. Marketing concept has been used greatly to affect the
consumer buying behaviour and word of mouth is one of the effective and oldest ways of
improving the brand image and increasing awareness among the consumers. Dinh and Mai,
(2016) stated communication is the core aspect of marketing but it is not limited to one way
communication and two way communication has become one of the significant phenomenon
for sustainable competitive advantage.
2.2 GUERRILLA MARKETING
Yildiz, (2017) states that guerrilla marketing is unconventional tactics, secrets and
strategies for achieving conventional goals. It focuses on reaching the consumers in a
surprising and original way with no or less cost which maximizes the return on the
investment made. Dempsey, (2016) opined that guerrilla marketing has been a great
opportunity for the small scale companies as it requires more creativity and time than actual
resources. Kelly, (2015) stated that social media has been one of the facets of the modern
era which has assisted in using guerrilla marketing to reach a larger target segment.
(Dickson, Naylor & Phelps (2015) argued that guerrilla marketing is more aggressive than
the traditional form of marketing and the marketers aim to influence the emotions of the
consumers at a deeper level.
Guerrilla marketing has gained its popularity among the industry giants as it seems to
be eye catching for the consumers. It facilitates in pulling the consumers towards to
company instead pushing out the products towards the consumers. Yüksekbilgili, (2014)
evaluated the tactic rules in warfare and identified seven rules that have contributed in
illustrating the principles of guerrilla marketing. The first tactical rule suggest that guerrilla
marketing focuses on obtaining temporary supremacy by using company resources
effectively (Chionne & Scozzese, 2014). This means that instead of focusing on conducting

several smaller events to catch the interest of the consumers, it is necessary to conduct one
large scale promotional activity which grabs the attention of large number of consumers at
the same time. The second rule states that organizations have to sell the ideology along
with the services and the products (Fong & Yazdanifard, 2014). This means that the
organization should not focus on try to attract consumers for a specific product but for the
overall product line. This means that the focus should be on making the customers to
become a part of the whole brand.
The next rule is examine and highlight the patterns that are existing and developing
ways to overcome these patterns. This means that the marketing activity and campaigns
need to be unique and use different styles for promoting different products within the product
line (Fong & Yazdanifard, 2014). The fourth tactical rule is searching for synergies which
means developing collaboration between two or more influences to generate stronger affect.
The next tactical rule is to outsmart the preconceived notions among the target segment.
This means that developing a surprising marketing activity to challenges their existing
perception to show the role the company want to play in their life (Fong & Yazdanifard,
2014). The sixth tactical rule is that it is key to avoid direct ways and use unexpected paths
to make the messages different from the other day to day messages (Fong & Yazdanifard,
2014). The final tactical rule is that companies should use agile processes and be flexible
while using the guerrilla marketing strategies so that companies can use different
alternatives to gain the attention of the consumers.
Isaac, (2014) argued that constant exposure to different types of traditional marketing
and digital marketing strategies, attitude of the consumers have become questionable which
has led to development of creative and innovative alternatives of reaching out to the
potential consumers and engage with them effectively. Guerrilla marketing has become the
best option for the marketers for taking up a proactive approach in conveying the messages
and breaking clusters. Behal and Sareen (2014) stated that guerrilla marketing is an activity
which uses methods other than the traditional form of marketing to communicate the position
and name to the target consumers. Guerrilla marketing is also known as grassroots
marketing, feet-on-the-street marketing and extreme marketing which does not have any
pre-set boundaries or rules attached to it. Acknowledgement has been made to the
creativity of guerrilla marketing as it consists of using a range of marketing channels
including different elements of advertising, marketing and public relation to generate an
outrageous campaigns.
It can also be analysed in the light of ambush, buzz, stealth and viral marketing as it
requires using unconventional methods of marketing concepts, aimed at having maximum

impact at minimum cost possible. Yüksekbilgili, (2014) illustrated that guerrilla marketing has
been used by various companies in diverse sectors and countries such as Lipton, Ray-Ban,
Ponds and Nestle. These companies have been effective in using public objects to grab the
attention of the consumers and communicate their messages. Behal and Sareen (2014)
opined that internet of things and social media has made guerrilla marketing more visible as
successful campaigns reach larger audience within minimum amount of time. However,
these campaigns are risky as miscommunication of the organizational message can lead to
negative publicity and harm the image of the brand.
2.3 CONSUMER BEHAVIOUR
Ukpabi et al., (2019) defined consumer behaviour as the process where consumers
make evaluation of the different choices before making purchase decision of goods and
services. Cohen, Prayag & Moital (2014) stated a different definition which considered it as
the study of purchasing products and the overall exchange process involved in purchasing,
using and disposing of services, goods, ideas and experiences. This definition focuses on
including groups that purchases services and products. Rani, (2014) defined consumer
behaviour as the behaviour displayed by the customers during the process of searching,
purchasing, using, evaluating and disposing of products and services. Wikström et al.,
(2014) made elaboration of the previous definition by stating that it is the study of
understanding the way consumers make decisions to use the resources available on items
related to consumption. This incorporates all the behaviours consumers display during the
overall purchasing process.
Clancy & Happell (2014) has defined the consumers into two types, organisational
and personal consumers. Organisational consumers purchase products to run their
respective business entities. On the contrary, the personal consumers purchase for
household or personal use. do Paço, Shiel and Alves, (2019) also defined consumer
behaviour as the actions involved in the directly obtaining, consuming and disposing of
products and at the same time includes the process precedes and follows this action.
2.3.1 CONSUMER PURCHASE INTENTION
Shekhar and Jaidev (2017) stated that purchase intention can be defined as the
preference of the consumers in opting for products and services which means that
evaluation is a key aspect of consumer purchasing process. Multiple factors affecting the
intention of the consumers while choosing a product and the decision of the consumers are
dependent on the external factors. Decision making of choosing a brand depends upon the
groups and cohesiveness of the brand. Ghali-Zinoubi and Toukabri, (2019) conducted a
study which explained that the knowledge about the products play a critical role in choosing

the products during the purchase process. Huang and Ge, (2019) stated that quality of the
packaging and design of the product also play a part in making purchase decision.
Perceived value of the products is also considered as a criteria in decision making process
where higher perceived results in increase in the purchase intention of the consumers. This
perceived value has both tangible and intangible attributes to it.
2.3.2 CONSUMER DECISION MAKING PROCESS
The traditional model to decision making consists of five stages which depicts the
overall buying process. Consumers go through all these phases while making purchase of a
product. The first stage of the model is need generation which refers to the stage where the
consumers realize that they need to make purchase of a specific product (Karimi,
Papamichail & Holland, 2015). Marketers have been trying to develop an imbalance between
the present and preferred status of the consumers. Need generation can be considered as a
basic impulse which can be defined as internal stimulus. When a person is affected by the
outside influence, them it is considered as the external stimulus (Wang & Yu, 2017).
Marketers have tried to develop an imbalance by using promotion and advertising tools. A
want is generated from the recognition of the unfulfilled need and identification of the product
that will satisfy the need. Marketers also help the consumers in triggering the need by
making them recognize the problem or the need (Fang et al., 2016). The marketing
strategies aim to develop insecurities with in the consumers to develop the desired the state.
The next stage is searching for information which occurs after the need is recognized
and acknowledged by the consumers. Consumers search both externally and internally
which facilitates in developing the decision making (Karimi, Papamichail & Holland, 2015).
Internal information consist of using the information from memory, for example, past
experiences to make purchase decisions. External information search refers to collecting
information from family and friends about their experiences of previous purchases (Wang &
Yu, 2017). Marketing controlled sources such as television ads, brochures, banners to
gather information on products. Internet and social media has become has one of the major
contributors to external information search for the consumers (Choudhury, Mukherjee &
Datta, 2019). The time dedicated to these steps is dependent on the past experiences of
the consumers, interest level and the risk involved.
The third stage results in evaluation of different alternatives where the consumers
chooses from the various options available in the market. The attribute that is most
important to the consumers decides the choice and the final decision making (Rezaei, 2015).
In respect to the marketers it is essential to increase their awareness of the consumers
towards the brand. The next step is making the purchase of the product where the actual

purchase in made where the specific attribute determines the buying decision (Huang &
Benyoucef, 2017). The final stage is post purchase decision making phase which examines
the actual experience and expected experience of the products. The experience determines
whether the consumers will remain associated with the brand or not.
2.3.3 ONLINE CONSUMER BEHAVIOUR
The role of internet has changed significantly in the past decade which has
developed a new aspect of the consumer behaviour which measures the buying behaviour
of the consumer in electronic commerce (Pappas, 2016). Early studies on online consumer
buying behaviour has focused on the use and adoption on online purchase by the
consumers. The analysis of the consumer behaviour showed that consumers are always one
click away from making a purchase and initial adoption by the consumers is only the first
step towards achieving success (Nguyen, de Leeuw & Dullaert, 2018). However, the
companies achieving success in the ecommerce industry are the ones maintaining a stable
and long term relationship with their consumers.
Mou and Shin, (2018) conducted a study to evaluate and connect the three concepts
on intention, adoption and continuance which depicts the overall process of online consumer
behaviour as a whole. Fishbein’s attitudinal model has been used as a lens for evaluating
the consumer purchase intention and adoption (Ran & Yamamoto, 2015). This model clearly
stated that behaviour is predominantly dependent on the intention of the consumers.
Subjective norms, perceived behavioural control and attitudes are few of the salient
normative, control and behavioural beliefs about the consumer behaviour (Ran &
Yamamoto, 2015). However, this model has failed to explain the factors that predict the
consumer continuance behaviour.
On the contrary, the expectation-confirmation model is focused on the post purchase
behaviour of the consumers. This model has explained consumer satisfaction and repeat
purchase. The central notion of this model is satisfaction which is developed by the gap
between perceived performance and expectation (Oghuma et al., 2016). The expectation-
confirmation theory explained that when the perceived performance of the product meets the
expectation of the consumers, it results in satisfaction (Oghuma et al., 2016). The
consumers that reach a certain level of satisfaction are the ones following consumer
continuance behaviour.
Benson et al., (2015) has divided the determinants of online consumer behaviour into
five domains consisting of factors such as environmental influences, product/service
characteristics, individual consumer characteristics, online merchant characteristics and
medium characteristics. In this context, Hsu and Lin, (2015) suggested that personal

innovativeness is one of the personality traits that explains the buying intention of the
consumers on the online platform. Dessart, Veloutsou and Morgan-Thomas, (2015)
analysed the online purchase behaviour of the consumers and stated that satisfaction and
trust are critical antecedents of repeat purchase. According to Karimi, Papamichail and
Holland, (2015), the structural influence are the social, economic and physical
arrangements that shape the business model in ecommerce and influences the use of
internet by the individuals. Several researchers have provided evidence that perceived
behavioural control and subjective norms have significant impact on the online purchase
intention of the consumers. Agag and El-Masry, (2016) suggested that product type, quality
and price are the key elements for shaping the perception of the consumers. Dominici,
(2016) examined the impact of product knowledge and the product type on the purchase
intention of the consumers which showed that these factors are significant for the
organizations.
Intention, adoption and continuance are the key aspect of defining the online buying
behaviour of consumers (Oghuma et al., 2016). The reasoned action theory suggests that
attitude, perceived behaviour and subjective norms are the major determinants of the online
consumer purchase intention. Perceived usefulness and ease of use have received
enormous interest from the researchers which has stemmed from the technology
acceptance model. The perceived risk and trust has also been studied to analyse the online
purchase intention of the consumers (Nguyen, de Leeuw & Dullaert, 2018). Past researches
have extensively used the attitudinal theories and models to analyse the antecedents such
as attitude, subjective norm, intention, ease of use, perceived usefulness and perceived
behaviour control (Ran & Yamamoto, 2015). Research conducted on evaluating the repeat
purchasing behaviour of the online consumer behaviour has focused on the psychological
factors.
2.4 BRAND AWARENESS
Sasmita and Mohd Suki, (2015) states that brand awareness has been defined as
the cognitive reaction and perception of people towards an event and condition. Awareness
focuses on internal state (instinctive feelings) or external events such as sensory perception.
Barreda et al., (2015) stated that people experiencing certain situations are aware of it in the
future. The intensity of awareness vary even if people are more aware of all the situations
around them. Wang et al., (2016) defined brand awareness as the ability or capacity of the
consumers to remember of recognize a brand where there is linkage between the product
class and the brand. Brand awareness is the process where the consumers know the brand
to a certain level which makes them put a brand on the higher rank based on the brand
which is at the top of the mind (Wang et al., 2016).

It is difficult for new brands to gain recognition as there are very few products that
can be purchased without extensive knowledge about the product. It is difficult to learn
about a new merchandise as its characteristics and advantages are not known due to lack of
recognition (Barreda et al., 2015). Consumers develop new relationship to items having
product identification. The concept of familiarity suggest that people purchase products that
are familiar and well known. This means that association of a brand with the consumers
depend on familiarity where the brand knowledge is a key aspect of buying decision.
Commitment is also a key element of awareness which indicate that promise, matter and
existence are important to the buyers. Molinillo et al., (2017) stated that consumers does not
need to know about the company in detail but as long as they have positive awareness and
perception about the organization and its products, they will make the purchase. In various
instances, the buying situation determines the understanding and awareness of the brand.
Alhaddad, (2015) explained awareness as the concept where the awareness of a
brand results in knowledge of attributes and organizational related facts and the consumers
unaware of a brand is not able to recall the attributes of the offerings. Brand awareness is
dependent upon the situations and level of awareness achieved by the brand. Brand
recognition and brand recall are the two aspect of the brand awareness (Alhaddad, 2015).
The first level of brand awareness is brand recognition where the consumers ability to
recognise a particular brand among all other brands is known as aided recall. Aided recall
can be defined as the situation where the consumers are able to recognise brands from a list
of brand names from a specific product class (Langaro, Rita & de Fátima Salgueiro, 2018).
Brand recall can be determined as the trademark product in a specific product class. This is
considered as an unaided recall as unlike the first level, the consumers does not have
examples or list of specific brands. Brand recall has specific importance in case of regular
products where the decision to purchase is made before going to the outlet or store (Molinillo
et al., 2017). Moreover, there are certain product categories where there are large number of
recognized brands and it makes it difficult for the consumers to choose any from all the
recognized products. “Top of mind” consists of the brand that first comes to the mind of the
consumers while purchasing a product of a given class (Romaniuk, Wight & Faulkner, 2017).
The importance of brand awareness is high among the consumers as the consumer
perceive known brands to have good quality. However, the critical factor is the attribute for
which the brand is known and not the extent to which it’s known to the consumers. Past
literature have shown that brand awareness have significantly affected the choice of the
consumers which in turn affected the choice of the brand. Romaniuk, Wight & Faulkner,
(2017) examined and stated that brand awareness has the strongest impact on the purchase
decision of the consumers, majorly in case of the products with low involvement. Langaro,

Rita and de Fátima Salgueiro, (2018) measured the significance of awareness of brand in
consumer decision making model which showed that brand awareness is one of the most
dominant factor.
Brand awareness is one of the fundamental dimensions of brand equity and has
been considered as one of the prerequisites of consumers purchase decision. Creating and
maintaining effective brand awareness has been one of the major marketing goals of
organizations (Saleem, Rahman & Umar, 2015). Brands have been defined as consideration
set of consumers and consumers provide effective attention to these brands before making
their purchase decisions. Saleem, Rahman & Umar, (2015) has defined awareness of brand
as fostering the ability of the consumers to recognize and recall the brand in sufficient detail
before making the purchase of a product. Consumers are able to recognize a brand that
they have prior exposure to, whenever a cue is provided. On the contrary, Wang et al.,
(2016) defined brand recall is the ability of the consumers to seek the brand from the
memory based on the purchase situation and cue of the category of the product (Foroudi,
2019). Brand recall is more important for the online brands as the decision making of the
consumers are not made at the point of purchase but settings away from the purchase point.
It is quite difficult to achieve recall when compared to recognition as recognition stirs
from external trigger. On the contrary, recall requires an internal trigger which leads to
remembrance of product attributes and brand preferences. Brand awareness is not limited
to cognitive measures and is correlated with various image dimensions. A known brand
leads to spontaneous responses among the consumers. Barreda et al., (2015) states that
awareness of a brand is correlated with high quality, reliability, trust, quality price ratio,
traditional styling and closeness to people. High level brand awareness leads to benefits
such as learning advantages, choice advantages and consideration advantages. Brand
image is made up by formation of associations and strengths which is highly influenced by
the awareness of the brand (Langaro, Rita & de Fátima Salgueiro, 2018). In order to create
an image in the minds of the consumers, the organizations establish a brand node within the
memory of the consumers (Alhaddad, 2015). The first step of developing brand equity is
registering the brand within the minds of the consumers. Consumers while making a
purchase decision considers brands they have registered in the mind as a consideration set
(Foroudi, 2019). Consumers are expected to have a number of brands in the consideration
while making the consideration for making the purchase instead of having a loyalty towards
a particular brand (Foroudi, 2019). The major advantage of creating awareness among the
consumers is the fact that it affects the choices of the consumers while making the purchase
decision from consideration set. This consideration is affected by the purchase ability and
the purchase motivation of the consumers.

2.4.1 ACHIEVING BRAND AWARENESS
In order to attain recognition and recall to increase awareness of the brand,
marketers have to engage in two responsibilities, increasing the brand name identity and
linking the product characteristics. These factors are crucial especially in cases of new
products. As stated by Foroudi, (2019), in order to achieve brand awareness marketers have
to be different, use publicity, slogans, effective symbol exposure, brand extension, cues and
event sponsorship. The majority of the products in a sector are similar and communication
is related within the product clusters. Therefore, it is important to differentiate the product
from the other offerings (Molinillo et al., 2017). Slogans can be used as a visual
representation of the brand and can bring about positive change. Symbols and logos are
effective ways to depicting the organization story and the role they want to play in the lives of
the consumers (Sasmita & Mohd Suki, 2015). Various global brands use their symbols or
logos to promote their brand due to its immense recognisability among the consumers.
Publicity is one of the effective ways of increasing the awareness of the brand as it can be
customized and addressed to specific consumers. Therefore, the above mentioned factors
are used effectively to increase awareness of the brand.
It is critical to evaluate the marketing strategies implemented by the marketers to
evaluate the brand awareness among the consumers. When decisions are made at the point
of purchase, logo and packaging are essential brand features which affect the decision
making process (Wang, 2019). However, in case of the decisions away from the point of the
purchases considers brand recall as a contributing factor. In order to measure the brand
recognisability, it is essential to conduct a survey to highlight the brands that the consumers
have previously heard of. Similarly, measures can be used to evaluate the aided and
unaided recall of brands.
2.5 IMPACT OF GUERRILLA MARKETING ON CONSUMER BUYING BEHAVIOUR AND BRAND
AWARENESS
Wang, (2019) examined the impact of guerrilla marketing on the consumer buying
behaviour and found that the result is highly significant and is applicable for all organizations.
Moreover, it should be based on psychology instead of being on judgment, experience and
assumptions. The author also suggested that Stealth marketing is one of the most
significant ways of implementing Guerrilla marketing and consists of various techniques, out
of which celebrity marketing is an example. Yildiz, (2017) conducted a research in Kenya
which showed that there is significant relationship between business growth and guerrilla
marketing. The findings show that most of the shops used word of mouth as a tool for
successful growth in the business. As per the study, word of mouth has been used as a tool

to effective deliver messages to grape the attention of the consumers towards the services
and products offered by the companies.
The author also stated that experiential marketing is another way of developing a
strong connection with the consumers in which the customers respond to the support of both
emotional and rational feedback (Yildiz, 2017). The opinion leaders are most eager in using
experiential marketing for enhancing the growth of the business. According to Dempsey,
(2016), advertisements have more profound impact on the decision making of the
consumers than their perceptions. Consumer perception has a weak positive relationship
and impact on the buying behaviour of the consumers. Advertisement has been considered
as the most effective tool of marketing which plays a significant role as it is responsible for
outlining the attitude and the perception of the society and the individuals (Dempsey, 2016).
This is responsible for manipulating the buying behaviour of the consumers along the
advertisements. It also plays a key role in increasing the awareness of the consumers about
different services and products which affects the buying behaviour of the consumers. This
implies that strong marketing strategies can develop positive perception about the brand in
the minds of the consumers.
Kelly, (2015) examined the impact of celebrity endorsements on the consumer
perception which showed that there is strong positive influence which results in positive
compensation towards the organizations. As per the author, celebrity endorsements uses
well known characters to use their fame to grab the attention of the consumers and develop
trust, respect, awareness and recognition among the consumers. Rizomyliotis,
Konstantoulaki, and Kostopoulos, (2018) opined that consumers are aware of the
manipulation in marketing strategies so guerrilla marketing can also be judged as one form
of technique to manipulate the consumers. Ghanbari and Ghanbari, (2017) conveyed that
guerrilla marketing has great influence on entrepreneurship development. Organizational
entrepreneurship is one of the major factors responsible for growth and success of the
organization. Innovation and individual credibility establishment is one of the important tools
for economic growth in most of the developing countries. Guerrilla marketing is an approach
that facilitates in acquiring maximum output from limited resources. Technical knowledge,
job creation, innovation and technological level are significant elements of entrepreneurship
development.
Ukpabi et al., (2019) performed a study in Egypt which showed that guerrilla
marketing as an cost effective measure of marketing which has more positive impact
compared to the traditional methods of marketing. According to the research, guerrilla
marketing is one of the most unique marketing techniques which is often used by the

companies to stimulate the consumers towards the offerings of the organization. It has been
considered as the best marketing strategy to improve the function value of the brand and
generate competitive positioning in the current economic market. However, it is essential to
consider the ethical aspect of guerrilla marketing and consumer culture before implementing
this kind of strategies.
2.7 CONCEPTUAL FRAMEWORK
Brand Recall
Guerrilla Marketing
Brand recognition
Online Purchase
Behaviour
Brand Awareness
Adoption
Intention
Continuance

2.8 LITERATURE GAP
The analysis of the past literature has clearly shown that there is lack of analysis on
the impact of guerrilla marketing on brand awareness. The study conducting the studies on
the impact of guerrilla marketing on the consumer buying behaviour have taken only point of
contact sales for analysis. There is lack of analysis on the impact of guerrilla marketing on
the online buying behaviour of the consumers. However, this is one of the critical aspect of
modern day marketing as there has been significant growth in the online buying behaviour.
Therefore, it is important to examine and highlight the impact of guerrilla marketing on the
buying behaviour of the online consumers where sales is made away from the point of
contact. This has facilitated in evaluating the importance of brand recall both aided and
unaided in ecommerce sector in India. Moreover, the majority of the literature has evaluated
the impact in African countries and European and there is scarcity of data on the buying
behaviour of the consumers in the Asian countries like India growing at faster pace than any
other country in the world. On the other hand, majority of the researches have used a single
research design to analyse the impact of guerrilla marketing on the consumer buying
behaviour and brand awareness which has limited the findings and missed crucial
dimensions which can be addressed through mixed method studies.
2.9 SUMMARY
This chapter has provided a detail literature on the concept of guerrilla marketing,
consumer behaviour, consumer purchase intention, consumer decision making model,
online consumer behaviour and brand awareness. The analysis of the past literatures have
shown that guerrilla marketing has significant positive impact on the purchase intention of
the consumers. However, none of the studies have addressed the purchase intention of the
online consumers. Similarly, there is limited study on the impact of guerrilla marketing on
brand awareness and the majority of the researches focuses on brand image and equity.
This research has aimed to conduct in depth analysis by breaking down brand image and
evaluating brand awareness. Brand awareness is one of the fundamental elements of brand
equity and has significant impact on the consumer purchase intention. However, there are
few literatures that have been able to address this factor effectively.

CHAPTER 3: RESEARCH METHODOLOGY
3.1 INTRODUCTION
Research methodology is the periodical way of accumulating data and analysing it
based on the objective in the research. Research methodology consists of list of
frameworks, methods and instruments necessary for data collection and analysis. This
research has focused on the Saunders research onion to explain the methods and
instruments used in each stage of the research. There are six layers in the research onion
and each layers unfolds the method or approach to take to achieve the objective in the
research (Mackey & Gass, 2015). There are mainly objectives in a research, prediction of
one variable to another, explanation of cause and effect relationship and description of
behaviour. The main purpose of the research is explanation of the causal relationship among
the variables where the relationship between guerrilla marketing, consumer buying
behaviour and brand awareness has been evaluated. This research uses a mono method
where a quantitative research design has been developed.
3.2 RESEARCH PHILOSOPHY
Research comprises of the set of assumptions, beliefs and values critical gathering
knowledge in respect to the research question. A well-defined research philosophy consists
of sets of assumption that are responsible for shaping the objectives effectively. Every stage
in the research process consists of assumptions which is based on the stance of the
research. There are mainly three types of assumptions, epistemological, axiological and
ontological assumption (Hughes & Sharrock, 2016). Epistemology deals with assumptions
regarding development of knowledge. This facilitates in making the overall process objective
and quantifiable. Axiological assumption consists of assumptions regarding the role of
values in the research. Ontological assumptions deals with the nature of reality. Positivism,
pragmatism, interpretivism and realism are the four research philosophies. In this research,
positivist view has been taken in the research so that the study can be made high structured
and objective and knowledge developed can be quantifiable. Positivism considers empirical
evidence as the foundation of knowledge and knowledge can only be considered valid if all
the observers come up with the same or similar description. This means that data collected
should be fixed, measure bale and observable. The data can be tested against existing to
use the premise to reach the conclusion. Moreover, the study maintains the highest level of
objectivity.

3.3 RESEARCH APPROACH
Research approach is linked to the previous layer of research onion that is
philosophy. The philosophical stance determines the appropriate research approach to be
taken in this research. The main purpose of the research is develop a step by step
procedure for gathering data and analysing it (Jackson, 2015). It consists of two parts, data
collection and logical reasoning. Deductive and inductive are the two types of approaches in
research studies. The basic difference between the two can be understood by the
significance of hypothesis in the research. The hypothesis has been defined in the first of the
chapter of the research and deductive approach is the most suitable approach in respect to
the positivist stance taken in the earlier part of the research methodology. The deductive
approach has helped in testing the existing theories discussed in the literature review
section. Deductive approach has been used in this research to logically derive the
hypothesis and develop specific results from general concepts.
3.4 RESEARCH DESIGN
Research design is the overall plan of collecting data and executing other
instruments to analyse the data and obtain the final result. On the contrary, some consider it
as the method of choosing between quantitative and qualitative research design.
Exploratory, explanatory and descriptive are the research designs used in management
research. Exploratory research as the name suggest is based on exploration of data in
cases of studies consisting of minimal research (Brannen, 2017). Exploratory does not aim
to offer conclusion and can change the direction of the research at any point of time based
on the data collected. The main aim of the exploratory research to define and shape up the
research problem in a better way so that further conclusive research can be performed on it.
Descriptive research is used for describing a phenomenon and predicting one variable to
another variable. The descriptive research is structured and facilitates in performing
quantitative analysis. The explanatory research design, also known as causal research
design is used for addressing the cause and effect relationship between two variables,
independent and dependent variable. This research has chosen an explanatory research
design as the research aims to measure the relationship between guerrilla marketing
(independent variable), brand awareness (dependent variable) and (online buying
behaviour). Explanatory research is the most appropriate to measure the relationship
between the variables.
3.5 DATA COLLECTION AND ANALYSIS
Primary and secondary data collection are the two types of data collection
techniques. The secondary data in the literature review has been collected from peer

reviewed journals, articles and web articles. The primary data has been collected by
developing a survey questionnaire (Palinkas et al., 2015). The survey questionnaire consists
of demographic questions on nominal and ordinal scale and questions on 5 point Likert scale
where the scale ranges between strongly agree to strongly disagree. The questionnaire
consists of only close ended to make the data objective in nature. This facilitates in
developing data that can be quantifiable using statistical tools and techniques.
The data analysis has been performed using MS Excel and SPSS (statistical tool for
social sciences). The data collected has been represented in form of response frequencies
in data tables and charts. Descriptive statistics has been calculated to examine the mean,
median, mode, standard deviation and variance in the research. The research has used
Pearson correlation to measure the direction nature and degree of relationship among the
elements. Regression analysis has been used to develop two predictive model and develop
a linear equation between the independent and the dependent variable. The research used
the multiple linear regression to measure the relationship between the variables.
3.6 SAMPLING
Sampling is the method of choosing elements from the whole population. Sampling is
used in cases where the target population is huge which makes the analysis complex, time
consuming and expensive (Csikszentmihalyi & Larson, 2014). Sampling selects elements
that form the sample population and represent the overall population in the research. The
sampling process starts with identifying the target population in the research and in this
research the target population consists of the employees working in retail industry in India.
The next step is choosing the sampling frame in the research which consists of the
consumers in Mumbai. The next step is choosing the sampling size in the research which
consists of 100 employees living in Mumbai. There are two types of sampling methods, one
is probabilistic and another is non-probabilistic sampling method. The probabilistic sampling
method can be divided into cluster random sampling, systematic random sampling, stratified
random sampling and simple random sampling. The non-probabilistic sampling can be
divided into quota sampling, haphazard sampling, purposive sampling and volunteer
sampling. In this research, simple random sampling has been used to select respondents for
the research. Simple random sampling facilitates in providing equal opportunity to all the
respondents of being chosen and thus, eliminates the sampling bias. The margin of error is
about 7.5% as the sample size in the research is 100.
3.7 RELIABILITY AND VALIDITY
Reliability is the ability of the research to replicate the results using different data
sets. This measures the reproducibility of the instruments and methods used in the research.

In this research, as it is a cross sectional study, the internal reliability of the data set has
been measured using the cronbach’s alpha test which measures the internal consistency
and the scale reliability of the collected data set (Peters, 2014). The value of alpha is
acceptable at 0.7 which determines adequate internal consistency. On the other hand,
validity measures the appropriateness of the instruments and data used in the research.
Pilot study has been conducted by sending the questionnaire to 10 to measure the tone of
the questionnaire. Bartlett test of Sphericity and Kaiser Mayer Olkin Test of Sampling
adequacy is used to measure the degree of relatedness of the data, sampling adequacy and
the proportion of variance among the data set.
3.8 ETHICAL CONSIDERATION
The research has followed the ethical guidelines mentioned by the university. An
informed consent has been generated to make the participants aware of the purpose of
conducting the research and other necessary information. The privacy of the respondents
have been maintained by keeping their anonymity. The research has adhered to the
guidelines of data protection act of 1998 which has kept the data confidentiality and the data
collected has not been used for any other purpose (Neuman & Robson, 2014). The research
has avoided plagiarism, fabrication and falsification of data. This means that all the data has
been properly cited and none of the data has been manipulated to obtain desired result in
the research. The respondents have made voluntary participation in the research and none
of them have been forced to take part. The research has not used any discriminatory
language which may hurt the sentiment of others or offend them.
3.9 SUMMARY
This chapter has critically evaluated the different options to develop the suitable
methods, instruments and framework to successfully perform the research. The research
chosen a positivist view so that the research design is highly structured and objectivity of the
research can be maintained. The research has focused on collecting primary data from
surveys to understand the impact of guerrilla marketing on consumer behaviour and brand
awareness. The research has also made sure that all the method, instruments and data set
are appropriate to perform the study. The next chapter has followed these methods and
frameworks to collect data and analyse it.

CHAPTER 4: FINDINGS AND ANALYSIS
4.1 INTRODUCTION
This chapter has examined the data collected by using statistical tool and techniques.
The research is purely based on facts and observations to maintain the objectivity in the
research. The research has collected data from 100 respondents and analysis has been
performed using different tools.
4.2 RELIABILITY AND VALIDITY
The cronbach’s alpha test has been used to examine the internal constancy and the
scale reliability of the data gathered in the research. The value is acceptable at .7 and in this
the value is .836, which suggests that the internal consistency and scale reliability for all the
items are high and acceptable. The item total statistic evaluates the value of alpha when one
of the items are removed from the data set. The results show that value of alpha decreases
when any one of the item from the data set is deleted. This signifies that all the elements in
the data set are significantly necessary for carrying out the analysis.
KMO statistics examines whether the sampling of the data has been performed
adequately or not and a value within 0.8 to 1 is acceptable value. The value of KMO is .815
so the sampling is adequate for the given study. This signifies that proportion of variance
among the elements in the data set is low and can be used for dimension reduction. On the
other hand, the Bartlett test of sphericity has a value of .000 which means that data elements
are related to each other.
Reliability Statistics
Cronbach's Alpha N of Items
.836 17
Table 1: Reliability Statistics
Source: (As created by author)
Item Statistics
Mean Std. Deviation N
Marketing experience 2.59 1.401 100
Promotional activities more memorable 2.88 1.486 100

Unique way 2.87 1.482 100
minimum resources 2.52 1.425 100
move out of the pattern 2.70 1.439 100
synergy between multiple influences 2.53 1.501 100
Eye Catching marketing activities 2.75 1.507 100
key part of digital marketing 2.70 1.460 100
brand recall 2.84 1.346 100
brand recognition 2.87 1.495 100
brand awareness 2.71 1.520 100
Integrated guerilla marketing 2.65 1.403 100
larger audience 2.63 1.475 100
brand awarenes 2.63 1.433 100
purchase intention 2.82 1.459 100
retention rate 2.76 1.564 100
adoption of new trends 2.74 1.468 100
Table 2: Item Statistics
Source: (As created by author)
Item-Total Statistics
Scale Mean if
Item Deleted
Scale Variance if
Item Deleted
Corrected Item-
Total Correlation
Cronbach's Alpha
if Item Deleted
Marketing experience 43.60 156.646 .351 .832
Promotional activities more
memorable
43.31 154.135 .395 .830
Unique way 43.32 151.392 .475 .826
minimum resources 43.67 156.446 .349 .832
move out of the pattern 43.49 153.343 .435 .828

synergy between multiple
influences
43.66 156.974 .311 .835
Eye Catching marketing
activities
43.44 152.148 .443 .827
key part of digital marketing 43.49 153.020 .436 .828
brand recall 43.35 150.896 .550 .822
brand recognition 43.32 152.220 .446 .827
brand awareness 43.48 150.434 .487 .825
Integrated guerilla marketing 43.54 152.675 .469 .826
larger audience 43.56 151.703 .469 .826
brand awarenes 43.56 154.047 .416 .829
purchase intention 43.37 151.973 .467 .826
retention rate 43.43 152.207 .421 .829
adoption of new trends 43.45 149.684 .531 .823
Table 3: Item-Total Statistics
Source: (As created by author)
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .815
Bartlett's Test of Sphericity Approx. Chi-Square 374.670
df 136
Sig. .000
Table 4: KMO and Bartlett's Test
Source: (As created by author)
Communalities
Initial Extraction
Marketing experience 1.000 .551
Promotional activities more memorable 1.000 .368

Unique way 1.000 .650
minimum resources 1.000 .448
move out of the pattern 1.000 .646
synergy between multiple influences 1.000 .653
Eye Catching marketing activities 1.000 .573
key part of digital marketing 1.000 .474
brand recall 1.000 .573
brand recognition 1.000 .508
brand awareness 1.000 .577
Integrated guerilla marketing 1.000 .576
larger audience 1.000 .637
brand awarenes 1.000 .544
purchase intention 1.000 .586
retention rate 1.000 .650
adoption of new trends 1.000 .551
Extraction Method: Principal Component Analysis.
Table 5: Communalities
Source: (As created by author)
Total Variance Explained
Component
Initial Eigenvalues Extraction Sums of Squared Loadings
Total % of Variance Cumulative % Total % of Variance Cumulative %
1 4.764 28.024 28.024 4.764 28.024 28.024
2 1.335 7.851 35.876 1.335 7.851 35.876
3 1.235 7.267 43.143 1.235 7.267 43.143
4 1.168 6.871 50.014 1.168 6.871 50.014
5 1.063 6.250 56.264 1.063 6.250 56.264

6 .967 5.685 61.949
7 .857 5.044 66.994
8 .781 4.593 71.586
9 .753 4.429 76.015
10 .659 3.875 79.889
11 .647 3.804 83.693
12 .608 3.577 87.270
13 .511 3.007 90.277
14 .479 2.816 93.093
15 .457 2.690 95.783
16 .403 2.370 98.154
17 .314 1.846 100.000
Extraction Method: Principal Component Analysis.
Table 6: Total Variance Explained
Source: (As created by author)
Component Matrixa
Component
1 2 3 4 5
Marketing experience .432 .449 .181 -.319 .169
Promotional activities more
memorable
.485 -.109 -.039 .095 .332
Unique way .563 .035 .281 -.501 .037
minimum resources .427 .498 -.127 .036 .006
move out of the pattern .521 -.576 -.104 -.162 -.074

synergy between multiple
influences
.386 -.187 .540 .389 .161
Eye Catching marketing activities .540 -.301 -.265 -.199 .283
key part of digital marketing .521 -.156 .044 .371 .196
brand recall .640 .125 -.179 -.094 .327
brand recognition .529 -.030 .323 .111 -.332
brand awareness .575 .287 .320 -.197 -.153
Integrated guerilla marketing .559 -.351 .310 -.195 -.081
larger audience .554 .398 -.018 .391 .138
brand awarenes .511 .026 -.303 -.197 -.389
purchase intention .565 -.011 -.500 .004 .128
retention rate .509 .057 -.213 .180 -.557
adoption of new trends .619 -.076 -.089 .357 -.166
Table 7: Component Matrixa
Source: (As created by author)
Extraction Method: Principal Component Analysis.a
a. 5 components extracted.
4.3 QUANTITATIVE DATA
1. What is your gender?
Gender
Frequency Percent Valid Percent Cumulative Percent
Valid 1 47 47.0 47.0 47.0
2 53 53.0 53.0 100.0
Total 100 100.0 100.0
Table 8: Gender
(Source: As created by author)

Graph 1: Gender
(Source: As created by author)
This question highlights the gender of the respondents taking part in the study. The
results show that 53% of the respondents are female and remaining are male. This shows
that there is parity between respondents in terms of gender and the research is expected to
cover up the opinion of both the gender in the research.
2. What is your age?
Age
Frequency Percent Valid Percent Cumulative Percent
Valid 1 20 20.0 20.0 20.0
2 18 18.0 18.0 38.0
3 24 24.0 24.0 62.0
4 20 20.0 20.0 82.0
5 18 18.0 18.0 100.0
Total 100 100.0 100.0
Table 9: Age
(Source: As created by author)

Graph 2: Age
(Source: As created by author)
The question examines the age of the respondents in the research. In this study, the
results show that 24% belong to the age group of 34-41 years, 20% belong to the age group
of 18-25years, 20% belong to the age group of 42-49 years, 18% respondent belong to the
age group of 26-33 and remaining 18% belong to the age group of 49 and above. This
depicts the diversity in the sample population in the research.
3. For how long have you been working at your organisation?
Tenure
Frequency Percent Valid Percent Cumulative Percent
Valid 1 24 24.0 24.0 24.0
2 22 22.0 22.0 46.0
3 18 18.0 18.0 64.0
4 18 18.0 18.0 82.0
5 18 18.0 18.0 100.0
Total 100 100.0 100.0
Table 10: Tenure
(Source: As created by author)

Graph 3: Tenure
(Source: As created by author)
This question highlights the tenure of the respondents taking part in the research.
The results show that 24% have been working for less than a year, 22% have been working
between 1-5 years, 18 % have been working between 6-10 years, 18% have been working
between 11-15 years and remaining respondents have been working for more than years.
This highlight the diversity in the sample population.
Guerrilla marketing
4. How far do you agree that Guerrilla marketing enhances the marketing experience of the
consumers?
Marketing experience
Frequency Percent Valid Percent Cumulative Percent
Valid 1 28 28.0 28.0 28.0
2 29 29.0 29.0 57.0
3 12 12.0 12.0 69.0
4 18 18.0 18.0 87.0

5 13 13.0 13.0 100.0
Total 100 100.0 100.0
Table 11: Marketing experience
(Source: As created by author)
Graph 4: Marketing experience
(Source: As created by author)
The question highlights whether Guerrilla marketing enhances the marketing
experience of the consumers or not. The results show that 29% have agreed to the research
question, 28% have strongly agreed to the question and 12% are indifferent. On the
contrary, 18% have disagreed to the question and remaining 13% have strongly disagreed.
However, the majority of the respondents have agreed to the question.
5. How far do you agree that Guerrilla marketing makes the promotional activities more
memorable to the consumers?
Promotional activities more memorable
Frequency Percent Valid Percent Cumulative Percent
Valid 1 26 26.0 26.0 26.0
2 19 19.0 19.0 45.0

3 15 15.0 15.0 60.0
4 21 21.0 21.0 81.0
5 19 19.0 19.0 100.0
Total 100 100.0 100.0
Table 12: Promotional activities more memorable
(Source: As created by author)
Graph 5: Promotional activities more memorable
(Source: As created by author)
The question highlights whether Guerrilla marketing makes the promotional activities
more memorable to the consumers or not. The results show that 19% have agreed to the
research question, 26% have strongly agreed to the question and 15% are indifferent. On
the contrary, 21% have disagreed to the question and remaining 19% have strongly
disagreed. However, the majority of the respondents have agreed to the question.
6. How far do you agree that Guerrilla marketing uses a unique way of providing information
to the consumers?
Unique way
Frequency Percent Valid Percent Cumulative Percent
Valid 1 25 25.0 25.0 25.0

2 20 20.0 20.0 45.0
3 19 19.0 19.0 64.0
4 15 15.0 15.0 79.0
5 21 21.0 21.0 100.0
Total 100 100.0 100.0
Table 13: Unique way
(Source: As created by author)
Graph 6: Unique way
(Source: As created by author)
The question highlights whether Guerrilla marketing uses a unique way of providing
information to the consumers or not. The results show that 20% have agreed to the research
question, 25% have strongly agreed to the question and 19% are indifferent. On the
contrary, 15% have disagreed to the question and remaining 21% have strongly disagreed.
However, the majority of the respondents have agreed to the question.

7. How far do you agree that Guerrilla marketing uses minimum resources to provide
maximum output?
minimum resources
Frequency Percent Valid Percent Cumulative Percent
Valid 1 34 34.0 34.0 34.0
2 21 21.0 21.0 55.0
3 17 17.0 17.0 72.0
4 15 15.0 15.0 87.0
5 13 13.0 13.0 100.0
Total 100 100.0 100.0
Table 14: Minimum resources
(Source: As created by author)
Graph 7: Minimum resources
(Source: As created by author)
The question highlights whether Guerrilla marketing uses minimum resources to
provide maximum output or not. The results show that 21% have agreed to the research
question, 34% have strongly agreed to the question and 17% are indifferent. On the

contrary, 15% have disagreed to the question and remaining 13% have strongly disagreed.
However, the majority of the respondents have agreed to the question.
8. How far do you agree that Guerrilla marketing is best way to move out of the market
pattern?
move out of the pattern
Frequency Percent Valid Percent Cumulative Percent
Valid 1 27 27.0 27.0 27.0
2 24 24.0 24.0 51.0
3 18 18.0 18.0 69.0
4 14 14.0 14.0 83.0
5 17 17.0 17.0 100.0
Total 100 100.0 100.0
Table 15: Move out of the pattern
(Source: As created by author)
Graph 8: Move out of the pattern
(Source: As created by author)

The question highlights whether Guerrilla marketing is best way to move out of the
market pattern or not. The results show that 24% have agreed to the research question, 27%
have strongly agreed to the question and 18% are indifferent. On the contrary, 14% have
disagreed to the question and remaining 17% have strongly disagreed. However, the
majority of the respondents have agreed to the question.
9. How far do you agree that Guerrilla marketing facilitates is developing synergy between
multiple influences?
synergy between multiple influences
Frequency Percent Valid Percent Cumulative Percent
Valid 1 35 35.0 35.0 35.0
2 23 23.0 23.0 58.0
3 14 14.0 14.0 72.0
4 10 10.0 10.0 82.0
5 18 18.0 18.0 100.0
Total 100 100.0 100.0
Table 16: Synergy between multiple influences
(Source: As created by author)
Graph 9: Synergy between multiple influences
(Source: As created by author)

The question highlights whether Guerrilla marketing facilitates is developing synergy
between multiple influences or not. The results show that 23% have agreed to the research
question, 35% have strongly agreed to the question and 14% are indifferent. On the
contrary, 10% have disagreed to the question and remaining 18% have strongly disagreed.
However, the majority of the respondents have agreed to the question.
10. How far do you agree that Guerrilla marketing facilitates in developing an eye catching
marketing activity?
Eye Catching marketing activities
Frequency Percent Valid Percent Cumulative Percent
Valid 1 30 30.0 30.0 30.0
2 20 20.0 20.0 50.0
3 13 13.0 13.0 63.0
4 19 19.0 19.0 82.0
5 18 18.0 18.0 100.0
Total 100 100.0 100.0
Table 17: Eye catching marketing activities
(Source: As created by author)
Graph 10: Eye catching marketing activities
(Source: As created by author)

The question highlights whether Guerrilla marketing facilitates in developing an eye
catching marketing activity or not. The results show that 20% have agreed to the research
question, 30% have strongly agreed to the question and 13% are indifferent. On the
contrary, 19% have disagreed to the question and remaining 18% have strongly disagreed.
However, the majority of the respondents have agreed to the question.
11. How far do you agree that Guerrilla marketing has become a key part of digital marketing
activities?
key part of digital marketing
Frequency Percent Valid Percent Cumulative Percent
Valid 1 26 26.0 26.0 26.0
2 28 28.0 28.0 54.0
3 15 15.0 15.0 69.0
4 12 12.0 12.0 81.0
5 19 19.0 19.0 100.0
Total 100 100.0 100.0
Table 18: key part of digital marketing
(Source: As created by author)
Graph 11: key part of digital marketing
(Source: As created by author)

The question highlights whether that Guerrilla marketing has become a key part of
digital marketing activities or not. The results show that 28% have agreed to the research
question, 26% have strongly agreed to the question and 15% are indifferent. On the
contrary, 12% have disagreed to the question and remaining 19% have strongly disagreed.
However, the majority of the respondents have agreed to the question.
Brand Awareness
12. How far do you agree that Guerrilla marketing is essential for generating brand recall?
brand recall
Frequency Percent Valid Percent Cumulative Percent
Valid 1 23 23.0 23.0 23.0
2 17 17.0 17.0 40.0
3 26 26.0 26.0 66.0
4 21 21.0 21.0 87.0
5 13 13.0 13.0 100.0
Total 100 100.0 100.0
Table 19: Brand recall
(Source: As created by author)
Graph 12: Brand recall
(Source: As created by author)

The question highlights whether that Guerrilla marketing is essential for generating
brand recall or not. The results show that 17% have agreed to the research question, 23%
have strongly agreed to the question and 26% are indifferent. On the contrary, 21% have
disagreed to the question and remaining 13% have strongly disagreed. However, the
majority of the respondents have agreed to the question.
13. How far do you agree that Guerrilla marketing is essential for generating brand
recognition?
brand recognition
Frequency Percent Valid Percent Cumulative Percent
Valid 1 25 25.0 25.0 25.0
2 22 22.0 22.0 47.0
3 15 15.0 15.0 62.0
4 17 17.0 17.0 79.0
5 21 21.0 21.0 100.0
Total 100 100.0 100.0
Table 20: Brand recognition
(Source: As created by author)
Graph 13: Brand recognition
(Source: As created by author)

The question highlights whether that Guerrilla marketing is essential for generating
brand recognition or not. The results show that 22% have agreed to the research question,
25% have strongly agreed to the question and 15% are indifferent. On the contrary, 17%
have disagreed to the question and remaining 21% have strongly disagreed. However, the
majority of the respondents have agreed to the question.
14. How far do you agree that your company has developed a better brand awareness using
guerrilla marketing?
brand awareness
Frequency Percent Valid Percent Cumulative Percent
Valid 1 31 31.0 31.0 31.0
2 21 21.0 21.0 52.0
3 13 13.0 13.0 65.0
4 16 16.0 16.0 81.0
5 19 19.0 19.0 100.0
Total 100 100.0 100.0
Table 21: Brand awareness
(Source: As created by author)
Graph 14: Brand awareness

(Source: As created by author)
The question highlights whether the respondent’s company has developed a better
brand awareness using guerrilla marketing or not. The results show that 21% have agreed to
the research question, 31% have strongly agreed to the question and 13% are indifferent.
On the contrary, 16% have disagreed to the question and remaining 19% have strongly
disagreed. However, the majority of the respondents have agreed to the question.
15. How far do you agree that your company has integrated guerrilla marketing into your
organisation marketing strategies?
Integrated guerrilla marketing
Frequency Percent Valid Percent Cumulative Percent
Valid 1 27 27.0 27.0 27.0
2 25 25.0 25.0 52.0
3 19 19.0 19.0 71.0
4 14 14.0 14.0 85.0
5 15 15.0 15.0 100.0
Total 100 100.0 100.0
Table 22: Integrated guerrilla marketing
(Source: As created by author)

Graph 15: Integrated guerrilla marketing
(Source: As created by author)
The question highlights whether the respondent’s company has integrated guerrilla
marketing into your organisation marketing strategies or not. The results show that 25%
have agreed to the research question, 27% have strongly agreed to the question and 19%
are indifferent. On the contrary, 14% have disagreed to the question and remaining 15%
have strongly disagreed. However, the majority of the respondents have agreed to the
question.
16. How far do you agree that Guerrilla marketing reaches larger audience segment?
larger audience
Frequency Percent Valid Percent Cumulative Percent
Valid 1 32 32.0 32.0 32.0
2 20 20.0 20.0 52.0
3 18 18.0 18.0 70.0
4 13 13.0 13.0 83.0
5 17 17.0 17.0 100.0
Total 100 100.0 100.0
Table 23: larger audience
(Source: As created by author)

Graph 16: larger audience
(Source: As created by author)
The question highlights whether Guerrilla marketing reaches larger audience
segment or not. The results show that 20% have agreed to the research question, 32% have
strongly agreed to the question and 18% are indifferent. On the contrary, 13% have
disagreed to the question and remaining 17% have strongly disagreed. However, the
majority of the respondents have agreed to the question.
17. How far do you agree that guerrilla marketing is essential for brand awareness?
brand awareness
Frequency Percent Valid Percent Cumulative Percent
Valid 1 31 31.0 31.0 31.0
2 19 19.0 19.0 50.0
3 21 21.0 21.0 71.0
4 14 14.0 14.0 85.0
5 15 15.0 15.0 100.0
Total 100 100.0 100.0
Table 24: Brand awareness
(Source: As created by author)

Graph 17: Brand awareness
(Source: As created by author)
The question highlights whether guerrilla marketing is essential for brand awareness
or not. The results show that 19% have agreed to the research question, 31% have strongly
agreed to the question and 21% are indifferent. On the contrary, 14% have disagreed to the
question and remaining 15% have strongly disagreed. However, the majority of the
respondents have agreed to the question.
Consumer Buying Behaviour
18. How far do you agree that guerrilla marketing invokes purchase intention among the
consumers?
purchase intention
Frequency Percent Valid Percent Cumulative Percent
Valid 1 24 24.0 24.0 24.0
2 24 24.0 24.0 48.0
3 18 18.0 18.0 66.0
4 14 14.0 14.0 80.0
5 20 20.0 20.0 100.0
Total 100 100.0 100.0

Table 25: purchase intention
(Source: As created by author)
Graph 18: purchase intention
(Source: As created by author)
The question highlights whether guerrilla marketing invokes purchase intention
among the consumers or not. The results show that 24% have agreed to the research
question, 24% have strongly agreed to the question and 18% are indifferent. On the
contrary, 14% have disagreed to the question and remaining 20% have strongly disagreed.
However, the majority of the respondents have agreed to the question.
19. How far do you agree that guerrilla marketing increases the retention rate of the
consumers?
retention rate
Frequency Percent Valid Percent Cumulative Percent
Valid 1 34 34.0 34.0 34.0
2 14 14.0 14.0 48.0
3 14 14.0 14.0 62.0
4 18 18.0 18.0 80.0
5 20 20.0 20.0 100.0
Total 100 100.0 100.0

Table 26: retention rate
(Source: As created by author)
Graph 19: retention rate
(Source: As created by author)
The question highlights whether guerrilla marketing increases the retention rate of
the consumers or not. The results show that 14% have agreed to the research question,
34% have strongly agreed to the question and 14% are indifferent. On the contrary, 18%
have disagreed to the question and remaining 20% have strongly disagreed. However, the
majority of the respondents have agreed to the question.
20. How far do you agree that guerrilla marketing have influenced adoption of new trends
among the consumers?
adoption of new trends
Frequency Percent Valid Percent Cumulative Percent
Valid 1 30 30.0 30.0 30.0
2 18 18.0 18.0 48.0
3 15 15.0 15.0 63.0
4 22 22.0 22.0 85.0
5 15 15.0 15.0 100.0

Total 100 100.0 100.0
Table 27: Adoption of new trends
(Source: As created by author)
Graph 20: Adoption of new trends
(Source: As created by author)
The question highlights whether guerrilla marketing have influenced adoption of new
trends among the consumers or not. The results show that 18% have agreed to the research
question, 30% have strongly agreed to the question and 15% are indifferent. On the
contrary, 22% have disagreed to the question and remaining 15% have strongly disagreed.
However, the majority of the respondents have agreed to the question.
4.4 DESCRIPTIVE ANALYSIS
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation Variance
Statistic Statistic Statistic Statistic Statistic Statistic
Gender 100 1 2 1.53 .502 .252
Age 100 1 5 2.98 1.385 1.919
Tenure 100 1 5 2.84 1.441 2.075
Marketing experience 100 1 5 2.59 1.401 1.962

Promotional activities more
memorable
100 1 5 2.88 1.486 2.208
Unique way 100 1 5 2.87 1.482 2.195
minimum resources 100 1 5 2.52 1.425 2.030
move out of the pattern 100 1 5 2.70 1.439 2.071
synergy between multiple
influences
100 1 5 2.53 1.501 2.252
Eye Catching marketing
activities
100 1 5 2.75 1.507 2.270
key part of digital marketing 100 1 5 2.70 1.460 2.131
brand recall 100 1 5 2.84 1.346 1.813
brand recognition 100 1 5 2.87 1.495 2.235
brand awareness 100 1 5 2.71 1.520 2.309
Integrated guerilla marketing 100 1 5 2.65 1.403 1.967
larger audience 100 1 5 2.63 1.475 2.175
brand awarenes 100 1 5 2.63 1.433 2.054
purchase intention 100 1 5 2.82 1.459 2.129
retention rate 100 1 5 2.76 1.564 2.447
adoption of new trends 100 1 5 2.74 1.468 2.154
Valid N (listwise) 100
Table 27: Descriptive Statistics
(Source: As created by author)
Descriptive Statistics
Skewness Kurtosis
Statistic Std. Error Statistic Std. Error
Gender -.122 .241 -2.026 .478
Age -.010 .241 -1.212 .478

Tenure .162 .241 -1.322 .478
Marketing experience .431 .241 -1.161 .478
Promotional activities more memorable .078 .241 -1.435 .478
Unique way .152 .241 -1.369 .478
minimum resources .451 .241 -1.146 .478
move out of the pattern .336 .241 -1.223 .478
synergy between multiple influences .536 .241 -1.165 .478
Eye Catching marketing activities .220 .241 -1.437 .478
key part of digital marketing .399 .241 -1.227 .478
brand recall .045 .241 -1.156 .478
brand recognition .153 .241 -1.422 .478
brand awareness .295 .241 -1.408 .478
Integrated guerilla marketing .380 .241 -1.127 .478
larger audience .376 .241 -1.252 .478
brand awarenes .342 .241 -1.198 .478
purchase intention .240 .241 -1.310 .478
retention rate .183 .241 -1.521 .478
adoption of new trends .170 .241 -1.411 .478
Valid N (listwise)
Table 28: Descriptive Statistics
(Source: As created by author)
4.5 CORRELATION
Correlations

Marketin
g
experien
ce
Promotio
nal
activities
more
memora
ble
Unique
way
minimum
resource
s
move
out of
the
pattern
synergy
between
multiple
influence
s
Eye
Catching
marketin
g
activities
key part
of digital
marketin
g
Marketing
experience
Pearson
Correlation
1 .136 .383** .224* .094 .109 .152 .142
Sig. (2-
tailed)
.176 .000 .025 .354 .279 .131 .159
N 100 100 100 100 100 100 100 100
Promotional
activities more
memorable
Pearson
Correlation
.136 1 .231* .144 .248* .106 .253* .244*
Sig. (2-
tailed)
.176 .021 .152 .013 .295 .011 .014
N 100 100 100 100 100 100 100 100
Unique way Pearson
Correlation
.383** .231* 1 .190 .256* .177 .252* .192
Sig. (2-
tailed)
.000 .021 .058 .010 .079 .011 .056
N 100 100 100 100 100 100 100 100
minimum
resources
Pearson
Correlation
.224* .144 .190 1 .057 .101 .155 .144
Sig. (2-
tailed)
.025 .152 .058 .572 .316 .123 .154
N 100 100 100 100 100 100 100 100
move out of the
pattern
Pearson
Correlation
.094 .248* .256* .057 1 .280** .398** .149
Sig. (2-
tailed)
.354 .013 .010 .572 .005 .000 .139
N 100 100 100 100 100 100 100 100
synergy
between
Pearson
Correlation
.109 .106 .177 .101 .280** 1 .090 .295**

multiple
influences
Sig. (2-
tailed)
.279 .295 .079 .316 .005 .371 .003
N 100 100 100 100 100 100 100 100
Eye Catching
marketing
activities
Pearson
Correlation
.152 .253* .252* .155 .398** .090 1 .296**
Sig. (2-
tailed)
.131 .011 .011 .123 .000 .371 .003
N 100 100 100 100 100 100 100 100
key part of
digital marketing
Pearson
Correlation
.142 .244* .192 .144 .149 .295** .296** 1
Sig. (2-
tailed)
.159 .014 .056 .154 .139 .003 .003
N 100 100 100 100 100 100 100 100
brand recall Pearson
Correlation
.254* .288** .359** .328** .272** .192 .354** .253*
Sig. (2-
tailed)
.011 .004 .000 .001 .006 .055 .000 .011
N 100 100 100 100 100 100 100 100
brand
recognition
Pearson
Correlation
.138 .225* .298** .236* .226* .261** .156 .209*
Sig. (2-
tailed)
.170 .025 .003 .018 .024 .009 .122 .037
N 100 100 100 100 100 100 100 100
brand
awareness
Pearson
Correlation
.323** .150 .369** .229* .117 .214* .228* .165
Sig. (2-
tailed)
.001 .136 .000 .022 .247 .032 .022 .100
N 100 100 100 100 100 100 100 100
Integrated
guerilla
marketing
Pearson
Correlation
.111 .261** .357** .077 .378** .228* .274** .294**
Sig. (2-
tailed)
.270 .009 .000 .447 .000 .022 .006 .003

N 100 100 100 100 100 100 100 100
larger audience Pearson
Correlation
.268** .325** .103 .290** .052 .236* .167 .267**
Sig. (2-
tailed)
.007 .001 .310 .003 .608 .018 .097 .007
N 100 100 100 100 100 100 100 100
brand awarenes Pearson
Correlation
.185 .169 .229* .169 .259** -.049 .237* .202*
Sig. (2-
tailed)
.065 .093 .022 .092 .009 .630 .017 .044
N 100 100 100 100 100 100 100 100
purchase
intention
Pearson
Correlation
.161 .200* .218* .245* .320** .081 .333** .259**
Sig. (2-
tailed)
.109 .046 .029 .014 .001 .423 .001 .009
N 100 100 100 100 100 100 100 100
retention rate Pearson
Correlation
.111 .118 .200* .270** .304** .111 .141 .207*
Sig. (2-
tailed)
.270 .243 .046 .007 .002 .273 .160 .039
N 100 100 100 100 100 100 100 100
adoption of new
trends
Pearson
Correlation
.203* .268** .203* .118 .259** .233* .281** .369**
Sig. (2-
tailed)
.043 .007 .043 .241 .009 .020 .005 .000
N 100 100 100 100 100 100 100 100
Table 28: Correlations
(Source: As created by author)
Correlations

brand
recall
brand
recogniti
on
brand
awarene
ss
Integrate
d guerilla
marketin
g
larger
audience
brand
awarene
s
purchase
intention
retentio
n rate
Marketing
experience
Pearson
Correlation
.254* .138 .323** .111 .268** .185 .161 .111
Sig. (2-
tailed)
.011 .170 .001 .270 .007 .065 .109 .270
N 100 100 100 100 100 100 100 100
Promotional
activities more
memorable
Pearson
Correlation
.288** .225* .150 .261** .325** .169 .200* .118
Sig. (2-
tailed)
.004 .025 .136 .009 .001 .093 .046 .243
N 100 100 100 100 100 100 100 100
Unique way Pearson
Correlation
.359** .298** .369** .357** .103 .229* .218* .200*
Sig. (2-
tailed)
.000 .003 .000 .000 .310 .022 .029 .046
N 100 100 100 100 100 100 100 100
minimum
resources
Pearson
Correlation
.328** .236* .229* .077 .290** .169 .245* .270**
Sig. (2-
tailed)
.001 .018 .022 .447 .003 .092 .014 .007
N 100 100 100 100 100 100 100 100
move out of the
pattern
Pearson
Correlation
.272** .226* .117 .378** .052 .259** .320** .304**
Sig. (2-
tailed)
.006 .024 .247 .000 .608 .009 .001 .002
N 100 100 100 100 100 100 100 100
synergy
between
multiple
influences
Pearson
Correlation
.192 .261** .214* .228* .236* -.049 .081 .111
Sig. (2-
tailed)
.055 .009 .032 .022 .018 .630 .423 .273

N 100 100 100 100 100 100 100 100
Eye Catching
marketing
activities
Pearson
Correlation
.354** .156 .228* .274** .167 .237* .333** .141
Sig. (2-
tailed)
.000 .122 .022 .006 .097 .017 .001 .160
N 100 100 100 100 100 100 100 100
key part of
digital marketing
Pearson
Correlation
.253* .209* .165 .294** .267** .202* .259** .207*
Sig. (2-
tailed)
.011 .037 .100 .003 .007 .044 .009 .039
N 100 100 100 100 100 100 100 100
brand recall Pearson
Correlation
1 .235* .293** .243* .346** .231* .453** .217*
Sig. (2-
tailed)
.018 .003 .015 .000 .021 .000 .030
N 100 100 100 100 100 100 100 100
brand
recognition
Pearson
Correlation
.235* 1 .299** .306** .202* .204* .142 .285**
Sig. (2-
tailed)
.018 .003 .002 .043 .042 .159 .004
N 100 100 100 100 100 100 100 100
brand
awareness
Pearson
Correlation
.293** .299** 1 .378** .366** .284** .190 .255*
Sig. (2-
tailed)
.003 .003 .000 .000 .004 .058 .010
N 100 100 100 100 100 100 100 100
Integrated
guerilla
marketing
Pearson
Correlation
.243* .306** .378** 1 .186 .277** .171 .155
Sig. (2-
tailed)
.015 .002 .000 .064 .005 .088 .124
N 100 100 100 100 100 100 100 100

larger audience Pearson
Correlation
.346** .202* .366** .186 1 .245* .279** .246*
Sig. (2-
tailed)
.000 .043 .000 .064 .014 .005 .014
N 100 100 100 100 100 100 100 100
brand awarenes Pearson
Correlation
.231* .204* .284** .277** .245* 1 .282** .289**
Sig. (2-
tailed)
.021 .042 .004 .005 .014 .005 .004
N 100 100 100 100 100 100 100 100
purchase
intention
Pearson
Correlation
.453** .142 .190 .171 .279** .282** 1 .291**
Sig. (2-
tailed)
.000 .159 .058 .088 .005 .005 .003
N 100 100 100 100 100 100 100 100
retention rate Pearson
Correlation
.217* .285** .255* .155 .246* .289** .291** 1
Sig. (2-
tailed)
.030 .004 .010 .124 .014 .004 .003
N 100 100 100 100 100 100 100 100
adoption of new
trends
Pearson
Correlation
.280** .339** .242* .250* .375** .314** .327** .369**
Sig. (2-
tailed)
.005 .001 .015 .012 .000 .001 .001 .000
N 100 100 100 100 100 100 100 100
Table 29: Correlations
(Source: As created by author)
Correlations
adoption of new trends
Marketing experience Pearson Correlation .203*

Sig. (2-tailed) .043
N 100
Promotional activities more memorable Pearson Correlation .268**
Sig. (2-tailed) .007
N 100
Unique way Pearson Correlation .203*
Sig. (2-tailed) .043
N 100
minimum resources Pearson Correlation .118
Sig. (2-tailed) .241
N 100
move out of the pattern Pearson Correlation .259**
Sig. (2-tailed) .009
N 100
synergy between multiple influences Pearson Correlation .233*
Sig. (2-tailed) .020
N 100
Eye Catching marketing activities Pearson Correlation .281**
Sig. (2-tailed) .005
N 100
key part of digital marketing Pearson Correlation .369**
Sig. (2-tailed) .000
N 100
brand recall Pearson Correlation .280**
Sig. (2-tailed) .005
N 100
brand recognition Pearson Correlation .339**

Sig. (2-tailed) .001
N 100
brand awareness Pearson Correlation .242*
Sig. (2-tailed) .015
N 100
Integrated guerilla marketing Pearson Correlation .250*
Sig. (2-tailed) .012
N 100
larger audience Pearson Correlation .375**
Sig. (2-tailed) .000
N 100
brand awarenes Pearson Correlation .314**
Sig. (2-tailed) .001
N 100
purchase intention Pearson Correlation .327**
Sig. (2-tailed) .001
N 100
retention rate Pearson Correlation .369**
Sig. (2-tailed) .000
N 100
adoption of new trends Pearson Correlation 1
Sig. (2-tailed)
N 100
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).
Table 30: Correlations
(Source: As created by author)

4.6 REGRESSION ANALYSIS
Regression 1
Regression analysis is the technique of generating a linear relationship between two
variables to classify the trend in relationship so that additional predictions can be made
about the relationship between the two. It determines the nature, direction and type of
relationship between both the variables. In this current study, a multiple linear regression has
been used to measure the linear relationship between guerrilla marketing, consumer buying
behaviour and brand awareness. In order to do so, the different elements of guerrilla
marketing are named as predictors and the dependent variables are brand awareness and
purchase intention. This research has created a predictive model to assess the association
amid two variables and make future predictions based on it.
Multiple R defines the correlation between the predictors and the dependent variable.
In this research, the value of multiple R is .475 which means that the correlation between the
predictors and the dependent variable is moderate. This also signifies that predictive
capability of the model is moderate and this is common in practical studies of this nature. R
square is the coefficient of determination which examines the explaining capability of the
independent variables and goodness of fit of the model. The value is acceptable at 0.7 but
values less than that have also been accepted in practical studies. This is because of the
fact that small changes in one variable has higher significance in larger scale. The value of R
square in the research is .226 which is less than 0.7 and this implies that goodness of fit of
the model is relatively low and the dat points will fall outside the regression line. Moreover, it
also defines that the explaining capability of the independent variables is 22.6%. The Durbin
Watson test has been performed to check the first order autocorrelation among the
elements, the value of Durbin Watson is 2.405 which lies within 1.7 to 2.5 and this means
that there is no first order autocorrelation among the elements.
The analysis of the Anova table shows that F value in the research is .002. The value
of F is less than the p value which is 0.05. This implies that the null hypothesis can be
rejected and the alternative hypothesis can be accepted. This means that there is significant
impact of Guerrilla marketing on brand awareness. This can be further explained using the
regression model,
Brand awareness=0.238 Unique way +.191 marketing experience.

This shows that guerrilla marketing is significantly increasing the brand awareness in
the research. This can be understood by the fact that if we put 1 unit in each of the
independent variable, the value of brand awareness becomes .429. This shows that 1 unit
increase in guerrilla marketing activities, there is .429 increase in brand awareness.
Model Summaryb
Model R R Square Adjusted R Square
Std. Error of the
Estimate Durbin-Watson
1 .475a .226 .157 1.395 2.405
a. Predictors: (Constant), key part of digital marketing, Marketing experience, move out of
the pattern, minimum resources , Promotional activities more memorable, synergy between
multiple influences , Unique way , Eye Catching marketing activities
b. Dependent Variable: brand awareness
Table 31: Regression model summary
(Source: As created by author)
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1 Regression 51.556 8 6.444 3.313 .002b
Residual 177.034 91 1.945
Total 228.590 99
a. Dependent Variable: brand awareness
b. Predictors: (Constant), key part of digital marketing, Marketing experience, move out of the
pattern, minimum resources , Promotional activities more memorable, synergy between multiple
influences , Unique way , Eye Catching marketing activities
Table 32: ANOVA
(Source: As created by author)
Coefficientsa

Model
Unstandardized Coefficients
Standardized
Coefficients
t Sig.B Std. Error Beta
1 (Constant) .607 .497 1.220 .225
Marketing experience .191 .110 .176 1.735 .086
Promotional activities more
memorable
.024 .102 .023 .232 .817
Unique way .238 .108 .232 2.202 .030
minimum resources .117 .103 .110 1.140 .257
move out of the pattern -.069 .113 -.065 -.609 .544
synergy between multiple
influences
.148 .102 .146 1.449 .151
Eye Catching marketing
activities
.133 .108 .132 1.237 .219
key part of digital marketing .002 .107 .002 .017 .987
a. Dependent Variable: brand awareness
Table 33: Coefficientsa
(Source: As created by author)
Residuals Statisticsa
Minimum Maximum Mean Std. Deviation N
Predicted Value 1.39 4.09 2.71 .722 100
Residual -2.610 3.154 .000 1.337 100
Std. Predicted Value -1.827 1.912 .000 1.000 100
Std. Residual -1.872 2.261 .000 .959 100
a. Dependent Variable: brand awareness
Table 34: Residuals Statisticsa
(Source: As created by author)
Regression 2

Regression analysis is the technique of generating a linear relationship between two
variables to classify the trend in relationship so that additional predictions can be made
about the relationship between the two. It determines the nature, direction and type of
relationship between both the variables. In this current study, a multiple linear regression has
been used to measure the linear relationship between guerrilla marketing, consumer buying
behaviour and brand awareness. In order to do so, the different elements of guerrilla
marketing are named as predictors and the dependent variables are brand awareness and
purchase intention. This research has created a predictive model to assess the association
amid two variables and make future predictions based on it.
Multiple R defines the correlation between the predictors and the dependent variable.
In this research, the value of multiple R is .471 which means that the correlation between the
predictors and the dependent variable is moderate. This also signifies that predictive
capability of the model is moderate and this is common in practical studies of this nature. R
square is the coefficient of determination which examines the explaining capability of the
independent variables and goodness of fit of the model. The value is acceptable at 0.7 but
values less than that have also been accepted in practical studies. This is because of the
fact that small changes in one variable has higher significance in larger scale. The value of R
square in the research is .222 which is less than 0.7 and this implies that goodness of fit of
the model is relatively low and the dat points will fall outside the regression line. Moreover, it
also defines that the explaining capability of the independent variables is 22.2%. The Durbin
Watson test has been performed to check the first order autocorrelation among the
elements, the value of Durbin Watson is 1.900 which lies within 1.7 to 2.5 and this means
that there is no first order autocorrelation among the elements.
The analysis of the Anova table shows that F value in the research is .003. The value
of F is less than the p value which is 0.05. This implies that the null hypothesis can be
rejected and the alternative hypothesis can be accepted. This means that there is significant
impact of Guerrilla marketing on online consumer buying behaviour. This can be further
explained using the regression model,
Purchase intention =0.226 Move out of the pattern +.174 minimum resources
This shows that guerrilla marketing is significantly enhancing consumer buying
behaviour in the research. This can be understood by the fact that if we put 1 unit in each of
the independent variable, the value of brand awareness becomes .400. This shows that 1
unit increase in guerrilla marketing activities, there is .400 increase in purchase intention of
consumers.

Model Summaryb
Model R R Square Adjusted R Square
Std. Error of the
Estimate Durbin-Watson
1 .471a .222 .154 1.342 1.900
a. Predictors: (Constant), key part of digital marketing, Marketing experience, move out of
the pattern, minimum resources , Promotional activities more memorable, synergy between
multiple influences , Unique way , Eye Catching marketing activities
b. Dependent Variable: purchase intention
Table 35: Regression model summary
(Source: As created by author)
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1 Regression 46.776 8 5.847 3.245 .003b
Residual 163.984 91 1.802
Total 210.760 99
a. Dependent Variable: purchase intention
b. Predictors: (Constant), key part of digital marketing, Marketing experience, move out of the
pattern, minimum resources , Promotional activities more memorable, synergy between multiple
influences , Unique way , Eye Catching marketing activities
Table 36: ANOVA
(Source: As created by author)
Coefficientsa
Model
Unstandardized Coefficients
Standardized
Coefficients
t Sig.B Std. Error Beta
1 (Constant) .784 .478 1.638 .105
Marketing experience .043 .106 .042 .409 .684
Promotional activities more
memorable
.034 .098 .035 .347 .730

Unique way .049 .104 .050 .473 .638
minimum resources .174 .099 .170 1.757 .082
move out of the pattern .226 .109 .223 2.084 .040
synergy between multiple
influences
-.073 .098 -.075 -.743 .459
Eye Catching marketing
activities
.146 .104 .151 1.410 .162
key part of digital marketing .155 .103 .155 1.501 .137
a. Dependent Variable: purchase intention
Table 37: Coefficientsa
(Source: As created by author)
Residuals Statisticsa
Minimum Maximum Mean Std. Deviation N
Predicted Value 1.54 4.22 2.82 .687 100
Residual -2.659 2.770 .000 1.287 100
Std. Predicted Value -1.864 2.037 .000 1.000 100
Std. Residual -1.980 2.063 .000 .959 100
a. Dependent Variable: purchase intention
Table 38: Residuals Statisticsa
(Source: As created by author)
4.7 CROSS TABULATION
brand awareness * Gender
Crosstab
Count
Gender
Total1 2

brand awareness 1 18 13 31
2 12 9 21
3 5 8 13
4 6 10 16
5 6 13 19
Total 47 53 100
Chi-Square Tests
Value df
Asymptotic
Significance (2-
sided)
Pearson Chi-Square 5.165a 4 .271
Likelihood Ratio 5.230 4 .265
Linear-by-Linear Association 4.659 1 .031
N of Valid Cases 100
a. 0 cells (0.0%) have expected count less than 5. The minimum expected
count is 6.11.
brand awareness * Marketing experience
Crosstab
Count
Marketing experience
Total1 2 3 4 5
brand awareness 1 20 3 2 3 3 31
2 1 11 3 4 2 21
3 3 5 1 3 1 13
4 1 6 3 3 3 16

5 3 4 3 5 4 19
Total 28 29 12 18 13 100
Chi-Square Tests
Value df
Asymptotic
Significance (2-
sided)
Pearson Chi-Square 37.948a 16 .002
Likelihood Ratio 38.268 16 .001
Linear-by-Linear Association 10.346 1 .001
N of Valid Cases 100
a. 18 cells (72.0%) have expected count less than 5. The minimum
expected count is 1.56.
brand awareness * Unique way
Crosstab
Count
Unique way
Total1 2 3 4 5
brand awareness 1 18 5 5 2 1 31
2 0 8 7 2 4 21
3 1 1 2 3 6 13

4 3 2 1 6 4 16
5 3 4 4 2 6 19
Total 25 20 19 15 21 100
Chi-Square Tests
Value df
Asymptotic
Significance (2-
sided)
Pearson Chi-Square 48.182a 16 .000
Likelihood Ratio 50.442 16 .000
Linear-by-Linear Association 13.476 1 .000
N of Valid Cases 100
a. 20 cells (80.0%) have expected count less than 5. The minimum
expected count is 1.95.
brand awareness * minimum resources
Crosstab
Count
minimum resources
Total1 2 3 4 5
brand awareness 1 18 3 4 3 3 31
2 4 11 2 4 0 21

3 3 1 3 2 4 13
4 3 3 4 3 3 16
5 6 3 4 3 3 19
Total 34 21 17 15 13 100
Chi-Square Tests
Value df
Asymptotic
Significance (2-
sided)
Pearson Chi-Square 31.075a 16 .013
Likelihood Ratio 30.530 16 .015
Linear-by-Linear Association 5.191 1 .023
N of Valid Cases 100
a. 19 cells (76.0%) have expected count less than 5. The minimum
expected count is 1.69.
brand awareness * move out of the pattern
Crosstab
Count
move out of the pattern
Total1 2 3 4 5
brand awareness 1 15 2 6 3 5 31

2 3 7 3 3 5 21
3 4 5 1 0 3 13
4 3 5 3 3 2 16
5 2 5 5 5 2 19
Total 27 24 18 14 17 100
Chi-Square Tests
Value df
Asymptotic
Significance (2-
sided)
Pearson Chi-Square 22.930a 16 .116
Likelihood Ratio 25.719 16 .058
Linear-by-Linear Association 1.352 1 .245
N of Valid Cases 100
a. 18 cells (72.0%) have expected count less than 5. The minimum
expected count is 1.82.
brand awareness * synergy between multiple influences
Crosstab
Count
synergy between multiple influences Total

1 2 3 4 5
brand awareness 1 18 5 2 1 5 31
2 6 8 2 1 4 21
3 2 5 3 1 2 13
4 4 1 2 4 5 16
5 5 4 5 3 2 19
Total 35 23 14 10 18 100
Chi-Square Tests
Value df
Asymptotic
Significance (2-
sided)
Pearson Chi-Square 26.295a 16 .050
Likelihood Ratio 25.423 16 .063
Linear-by-Linear Association 4.546 1 .033
N of Valid Cases 100
a. 19 cells (76.0%) have expected count less than 5. The minimum
expected count is 1.30.
brand awareness * Eye Catching marketing activities
Crosstab
Count

Eye Catching marketing activities
Total1 2 3 4 5
brand awareness 1 16 2 5 5 3 31
2 5 8 1 4 3 21
3 2 3 2 4 2 13
4 2 3 3 4 4 16
5 5 4 2 2 6 19
Total 30 20 13 19 18 100
Chi-Square Tests
Value df
Asymptotic
Significance (2-
sided)
Pearson Chi-Square 21.879a 16 .147
Likelihood Ratio 22.116 16 .139
Linear-by-Linear Association 5.161 1 .023
N of Valid Cases 100
a. 19 cells (76.0%) have expected count less than 5. The minimum
expected count is 1.69.
brand awareness * Promotional activities more memorable
Crosstab
Count

Promotional activities more memorable
Total1 2 3 4 5
brand awareness 1 14 3 4 2 8 31
2 2 7 4 6 2 21
3 3 4 2 3 1 13
4 3 2 3 4 4 16
5 4 3 2 6 4 19
Total 26 19 15 21 19 100
Chi-Square Tests
Value df
Asymptotic
Significance (2-
sided)
Pearson Chi-Square 20.763a 16 .188
Likelihood Ratio 21.875 16 .147
Linear-by-Linear Association 2.226 1 .136
N of Valid Cases 100
a. 20 cells (80.0%) have expected count less than 5. The minimum
expected count is 1.95.
purchase intention * Gender
Crosstab
Count
Gender Total

1 2
purchase intention 1 17 7 24
2 9 15 24
3 10 8 18
4 5 9 14
5 6 14 20
Total 47 53 100
Chi-Square Tests
Value df
Asymptotic
Significance (2-
sided)
Pearson Chi-Square 9.907a 4 .042
Likelihood Ratio 10.125 4 .038
Linear-by-Linear Association 5.801 1 .016
N of Valid Cases 100
a. 0 cells (0.0%) have expected count less than 5. The minimum expected
count is 6.58.
purchase intention * Marketing experience

Crosstab
Count
Marketing experience
Total1 2 3 4 5
purchase intention 1 14 2 2 4 2 24
2 6 11 1 4 2 24
3 1 4 4 6 3 18
4 3 2 4 3 2 14
5 4 10 1 1 4 20
Total 28 29 12 18 13 100
Chi-Square Tests
Value df
Asymptotic
Significance (2-
sided)
Pearson Chi-Square 35.340a 16 .004
Likelihood Ratio 35.622 16 .003
Linear-by-Linear Association 2.574 1 .109
N of Valid Cases 100
a. 17 cells (68.0%) have expected count less than 5. The minimum
expected count is 1.68.
purchase intention * Unique way

Crosstab
Count
Unique way
Total1 2 3 4 5
purchase intention 1 13 2 4 3 2 24
2 4 9 3 2 6 24
3 3 3 3 4 5 18
4 1 3 3 1 6 14
5 4 3 6 5 2 20
Total 25 20 19 15 21 100
Chi-Square Tests
Value df
Asymptotic
Significance (2-
sided)
Pearson Chi-Square 29.057a 16 .024
Likelihood Ratio 27.507 16 .036
Linear-by-Linear Association 4.706 1 .030
N of Valid Cases 100
a. 20 cells (80.0%) have expected count less than 5. The minimum
expected count is 2.10.

purchase intention * minimum resources
Crosstab
Count
minimum resources
Total1 2 3 4 5
purchase intention 1 17 2 2 3 0 24
2 4 8 4 3 5 24
3 6 4 1 4 3 18
4 2 3 5 3 1 14
5 5 4 5 2 4 20
Total 34 21 17 15 13 100
Chi-Square Tests
Value df
Asymptotic
Significance (2-
sided)
Pearson Chi-Square 30.565a 16 .015
Likelihood Ratio 32.312 16 .009
Linear-by-Linear Association 5.928 1 .015
N of Valid Cases 100
a. 19 cells (76.0%) have expected count less than 5. The minimum
expected count is 1.82.

purchase intention * move out of the pattern
Crosstab
Count
move out of the pattern
Total1 2 3 4 5
purchase intention 1 16 3 2 2 1 24
2 4 7 6 2 5 24
3 3 4 3 4 4 18
4 3 4 3 1 3 14
5 1 6 4 5 4 20
Total 27 24 18 14 17 100
Chi-Square Tests
Value df
Asymptotic
Significance (2-
sided)
Pearson Chi-Square 30.739a 16 .015
Likelihood Ratio 30.023 16 .018
Linear-by-Linear Association 10.163 1 .001
N of Valid Cases 100

a. 20 cells (80.0%) have expected count less than 5. The minimum
expected count is 1.96.
purchase intention * synergy between multiple influences
Crosstab
Count
synergy between multiple influences
Total1 2 3 4 5
purchase intention 1 13 3 3 3 2 24
2 4 10 4 3 3 24
3 6 3 1 1 7 18
4 6 1 3 0 4 14
5 6 6 3 3 2 20
Total 35 23 14 10 18 100
Chi-Square Tests
Value df
Asymptotic
Significance (2-
sided)
Pearson Chi-Square 24.077a 16 .088
Likelihood Ratio 25.188 16 .067

Linear-by-Linear Association .648 1 .421
N of Valid Cases 100
a. 19 cells (76.0%) have expected count less than 5. The minimum
expected count is 1.40.
purchase intention * Eye Catching marketing activities
Crosstab
Count
Eye Catching marketing activities
Total1 2 3 4 5
purchase intention 1 17 1 2 2 2 24
2 4 9 1 6 4 24
3 6 3 2 4 3 18
4 0 4 3 2 5 14
5 3 3 5 5 4 20
Total 30 20 13 19 18 100
Chi-Square Tests

Value df
Asymptotic
Significance (2-
sided)
Pearson Chi-Square 39.253a 16 .001
Likelihood Ratio 41.070 16 .001
Linear-by-Linear Association 10.986 1 .001
N of Valid Cases 100
a. 21 cells (84.0%) have expected count less than 5. The minimum
expected count is 1.82.
purchase intention * Promotional activities more memorable
Crosstab
Count
Promotional activities more memorable
Total1 2 3 4 5
purchase intention 1 14 1 2 4 3 24
2 4 9 4 2 5 24
3 1 4 1 9 3 18
4 2 3 3 1 5 14
5 5 2 5 5 3 20
Total 26 19 15 21 19 100

Chi-Square Tests
Value df
Asymptotic
Significance (2-
sided)
Pearson Chi-Square 39.280a 16 .001
Likelihood Ratio 37.730 16 .002
Linear-by-Linear Association 3.944 1 .047
N of Valid Cases 100
a. 20 cells (80.0%) have expected count less than 5. The minimum
expected count is 2.10.
purchase intention * Age
Crosstab
Count
Age
Total1 2 3 4 5
purchase intention 1 5 5 5 2 7 24
2 6 4 9 3 2 24
3 3 3 3 4 5 18
4 2 1 2 7 2 14
5 4 5 5 4 2 20

Total 20 18 24 20 18 100
Chi-Square Tests
Value df
Asymptotic
Significance (2-
sided)
Pearson Chi-Square 18.467a 16 .297
Likelihood Ratio 17.319 16 .365
Linear-by-Linear Association .017 1 .896
N of Valid Cases 100
a. 23 cells (92.0%) have expected count less than 5. The minimum
expected count is 2.52.
purchase intention * Tenure
Crosstab
Count
Tenure
Total1 2 3 4 5
purchase intention 1 5 10 2 3 4 24
2 8 3 3 5 5 24

3 2 3 4 5 4 18
4 2 2 4 3 3 14
5 7 4 5 2 2 20
Total 24 22 18 18 18 100
Chi-Square Tests
Value df
Asymptotic
Significance (2-
sided)
Pearson Chi-Square 16.250a 16 .436
Likelihood Ratio 16.127 16 .444
Linear-by-Linear Association .008 1 .928
N of Valid Cases 100
a. 21 cells (84.0%) have expected count less than 5. The minimum
expected count is 2.52.
purchase intention * larger audience
Crosstab
Count
larger audience Total

1 2 3 4 5
purchase intention 1 14 4 2 3 1 24
2 6 9 4 4 1 24
3 4 1 5 3 5 18
4 2 2 4 1 5 14
5 6 4 3 2 5 20
Total 32 20 18 13 17 100
Chi-Square Tests
Value df
Asymptotic
Significance (2-
sided)
Pearson Chi-Square 27.078a 16 .041
Likelihood Ratio 27.688 16 .034
Linear-by-Linear Association 7.682 1 .006
N of Valid Cases 100
a. 21 cells (84.0%) have expected count less than 5. The minimum
expected count is 1.82.
purchase intention * retention rate

Crosstab
Count
retention rate
Total1 2 3 4 5
purchase intention 1 15 1 1 3 4 24
2 5 10 3 4 2 24
3 5 2 4 3 4 18
4 4 1 3 3 3 14
5 5 0 3 5 7 20
Total 34 14 14 18 20 100
Chi-Square Tests
Value df
Asymptotic
Significance (2-
sided)
Pearson Chi-Square 34.205a 16 .005
Likelihood Ratio 32.754 16 .008
Linear-by-Linear Association 8.365 1 .004
N of Valid Cases 100
a. 21 cells (84.0%) have expected count less than 5. The minimum
expected count is 1.96.

CHAPTER 5: CONCLUSION
5.1 CONCLUSION AND KEY FINDINGS
This chapter has developed valid conclusion linking the objective of the research to
the results. Guerrilla marketing consists of advertising activities which are untraditional in
nature such as product placements that are surprising, memorable events and street
graphics that are eye catching. These methods are considered to be one of the most
effective ways of grabbing the attention of the consumers. Guerrilla marketing has been
considered as one of the most effective ways of influencing the consumers but the major
disadvantage its lack of addressing large number of consumers at the same time. Social
media has become one of the most effective ways of implementing guerrilla marketing
strategies which has changed the nature of marketing drastically in the past few years. The
current research has analysed the collected data to developing significant findings in the
research. The key findings in the study are as follows:
 Guerrilla marketing has a unique way of providing information to the consumers. The
results show that 20% have agreed to the research question, 25% have strongly
agreed to the question and 19% are indifferent. On the contrary, 15% have disagreed
to the question and remaining 21% have strongly disagreed. However, the majority of
the respondents have agreed to the question.
 Brand awareness is positively impacted by using guerrilla marketing activities. The
results show that 21% have agreed to the research question, 31% have strongly
agreed to the question and 13% are indifferent. On the contrary, 16% have disagreed
to the question and remaining 19% have strongly disagreed. However, the majority of
the respondents have agreed to the question. The regression analysis conducted on
the data shows the same thing. Multiple R defines the correlation between the
predictors and the dependent variable. In this research, the value of multiple R
is .475 which means that the correlation between the predictors and the dependent
variable is moderate. This also signifies that predictive capability of the model is
moderate and this is common in practical studies of this nature. R square is the
coefficient of determination which examines the explaining capability of the
independent variables and goodness of fit of the model. The value is acceptable at
0.7 but values less than that have also been accepted in practical studies. This is
because of the fact that small changes in one variable has higher significance in
larger scale. The value of R square in the research is .226 which is less than 0.7 and
this implies that goodness of fit of the model is relatively low and the dat points will
fall outside the regression line. Moreover, it also defines that the explaining capability

of the independent variables is 22.6%. The Durbin Watson test has been performed
to check the first order autocorrelation among the elements, the value of Durbin
Watson is 2.405 which lies within 1.7 to 2.5 and this means that there is no first order
autocorrelation among the elements. The analysis of the Anova table shows that F
value in the research is .002. The value of F is less than the p value which is 0.05.
This implies that the null hypothesis can be rejected and the alternative hypothesis
can be accepted. This means that there is significant impact of Guerrilla marketing on
brand awareness. This can be further explained using the regression model, Brand
awareness=0.238 Unique way +.191 marketing experience. This shows that guerrilla
marketing is significantly increasing the brand awareness in the research. This can
be understood by the fact that if we put 1 unit in each of the independent variable, the
value of brand awareness becomes .429. This shows that 1 unit increase in guerrilla
marketing activities, there is .429 increase in brand awareness.
 In case of the second regression model, it can be seen that there is positive
relationship between the consumer buying behaviour and guerrilla marketing.
Multiple R defines the correlation between the predictors and the dependent variable.
In this research, the value of multiple R is .471 which means that the correlation
between the predictors and the dependent variable is moderate. This also signifies
that predictive capability of the model is moderate and this is common in practical
studies of this nature. R square is the coefficient of determination which examines
the explaining capability of the independent variables and goodness of fit of the
model. The value is acceptable at 0.7 but values less than that have also been
accepted in practical studies. This is because of the fact that small changes in one
variable has higher significance in larger scale. The value of R square in the research
is .222 which is less than 0.7 and this implies that goodness of fit of the model is
relatively low and the dat points will fall outside the regression line. Moreover, it also
defines that the explaining capability of the independent variables is 22.2%. The
Durbin Watson test has been performed to check the first order autocorrelation
among the elements, the value of Durbin Watson is 1.900 which lies within 1.7 to 2.5
and this means that there is no first order autocorrelation among the elements. The
analysis of the Anova table shows that F value in the research is .003. The value of F
is less than the p value which is 0.05. This implies that the null hypothesis can be
rejected and the alternative hypothesis can be accepted. This means that there is
significant impact of Guerrilla marketing on online consumer buying behaviour. This
can be further explained using the regression model, Purchase intention =0.226
Move out of the pattern +.174 minimum resources. This shows that guerrilla
marketing is significantly enhancing consumer buying behaviour in the research. This

can be understood by the fact that if we put 1 unit in each of the independent
variable, the value of brand awareness becomes .400. This shows that 1 unit
increase in guerrilla marketing activities, there is .400 increase in purchase intention
of consumers.
5.2 RECOMMENDATION
The study has provided the following recommendations based on the findings in the
research:
 It is essential to implement guerrilla marketing as a part of digital marketing strategy
to grab the attention of the consumers.
 Ecommerce companies need to integrate guerrilla marketing and develop new ideas
to make the advertisements more attractive and eye catching to the consumers.
 The organisation should reduce their marketing budget and rely solely on guerrilla
market as it increases the overall profit margin by significant amount.
5.3 RESEARCH LIMITATION
The major limitation of the research is the fact it uses a single research design
instead of a multiple research design which could have provided a better results in the study.
Moreover, as the study taken general data from different employees, the results are broad
and it could be have been narrowed down by choosing a particular company in the research.
Moreover, the margin of error in the research is 7.5% which is quite high and a larger sample
size could reduce the error to bare minimum.

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APPENDIX
Survey Questionnaire
1. What is your gender?
a) Male
b) Female
2. What is your age?
a) 18-25
b) 26-33
c) 34-41
d) 42- 49
e) 49 and above
3. For how long have you been working at your organisation?
a) Below 1 year
b) 1 – 5 years
c) 6 – 10 years
d) 11 – 5 years
e) Over 15 years
Guerrilla marketing
4. How far do you agree that Guerrilla marketing enhances the marketing experience of the
consumers?
a) Strongly agree b) Agree c) Neutral d) disagree e) Strongly disagree
5. How far do you agree that Guerrilla marketing makes the promotional activities more
memorable to the consumers?
a) Strongly agree b) Agree c) Neutral d) disagree e) Strongly disagree
6. How far do you agree that Guerrilla marketing uses a unique way of providing information
to the consumers?

a) Strongly agree b) Agree c) Neutral d) disagree e) Strongly disagree
7. How far do you agree that Guerrilla marketing uses minimum resources to provide
maximum output?
a) Strongly agree b) Agree c) Neutral d) disagree e) Strongly disagree
8. How far do you agree that Guerrilla marketing is best way to move out of the market
pattern?
a) Strongly agree b) Agree c) Neutral d) disagree e) Strongly disagree
9. How far do you agree that Guerrilla marketing facilitates is developing synergy between
multiple influences?
a) Strongly agree b) Agree c) Neutral d) disagree e) Strongly disagree
10. How far do you agree that Guerrilla marketing facilitates in developing an eye catching
marketing activity?
a) Strongly agree b) Agree c) Neutral d) disagree e) Strongly disagree
11. How far do you agree that Guerrilla marketing has become a key part of digital marketing
activities?
a) Strongly agree b) Agree c) Neutral d) disagree e) Strongly disagree
Brand Awareness
12. How far do you agree that Guerrilla marketing is essential for generating brand recall?
a) Strongly agree b) Agree c) Neutral d) disagree e) Strongly disagree
13. How far do you agree that Guerrilla marketing is essential for generating brand
recognition?
a) Strongly agree b) Agree c) Neutral d) disagree e) Strongly disagree
14. How far do you agree that your company has developed a better brand awareness using
guerrilla marketing?
a) Strongly agree b) Agree c) Neutral d) disagree e) Strongly disagree
15. How far do you agree that your company has integrated guerrilla marketing into your
organisation marketing strategies?
a) Strongly agree b) Agree c) Neutral d) disagree e) Strongly disagree

16. How far do you agree that Guerrilla marketing reaches larger audience segment?
a) Strongly agree b) Agree c) Neutral d) disagree e) Strongly disagree
17. How far do you agree that guerrilla marketing is essential for brand awareness?
a) Strongly agree b) Agree c) Neutral d) disagree e) Strongly disagree
Consumer Buying Behaviour
18. How far do you agree that guerrilla marketing invokes purchase intention among the
consumers?
a) Strongly agree b) Agree c) Neutral d) disagree e) Strongly disagree
19. How far do you agree that guerrilla marketing increases the retention rate of the
consumers?
a) Strongly agree b) Agree c) Neutral d) disagree e) Strongly disagree
20. How far do you agree that guerrilla marketing have influenced adoption of new trends
among the consumers?
a) Strongly agree b) Agree c) Neutral d) disagree e) Strongly disagree