Guerrilla Marketing and its Effects on Consumer Behaviour and Brand Awareness

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