Dissertation Impacts of Guerilla Marketing on Consumers

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Guerrilla Marketing

Transcript of Dissertation Impacts of Guerilla Marketing on Consumers

  • THE IMPACTS OF GUERRILLA MARKETING ON CONSUMERS BUYING BEHAVIOR

    by

    [NAME]

    A Dissertation Submitted to the Faculty of the

    ____________________________________

    In Partial Fulfillment of the Requirements

    For the Degree of

    __________________________

    [Name of University]

    [Date]

  • ii

    TABLE OF CONTENTS

    TABLE OF CONTENTS ...................................................................................................................................... ii Abstract ................................................................................................................................................................ iii Acknowledgments ............................................................................................................................................... iv CHAPTER 1 INTRODUCTION ....................................................................................................................... 1 1.1 Background of the Study .......................................................................................................................... 2 1.2 Research Background ............................................................................................................................... 2 1.3 Rationale for the chosen topic .................................................................................................................. 3 1.4 Purpose for undertaking the research ....................................................................................................... 4 1.5 Statement of the Problem and Research Questions .................................................................................. 5 1.6 Research Aims & Objectives .................................................................................................................... 5

    1.6.1 Research Aims ................................................................................................................................. 5 1.6.2 Research Objectives ......................................................................................................................... 6

    1.7 Significance of the Study ......................................................................................................................... 6 1.8 Structure of the Dissertation ...................................................................................................................... 6 CHAPTER 2 LITERATURE REVIEW ............................................................................................................. 7 CHAPTER 3 RESEARCH METHODOLOGY .............................................................................................. 14 3.1 Research Philosophy .............................................................................................................................. 14 3.2 Research Strategies ................................................................................................................................ 15 3.3 Justification for the Research Method .................................................................................................... 16 3.4 Research Design ..................................................................................................................................... 16 3.5 Population............................................................................................................................................... 19 3.6 Sampling and Sampling Technique ........................................................................................................ 19 3.7 Data Collection Methods ........................................................................................................................ 19 3.8 Data collection instrument ...................................................................................................................... 20 3.9 Survey Questions .................................................................................................................................... 21 3.10 Data Analysis.......................................................................................................................................... 22 3.11 Ethical Considerations ............................................................................................................................ 23 3.12 Reliability ............................................................................................................................................... 23 3.13 Validity ................................................................................................................................................... 24 3.14 Limitations ............................................................................................................................................. 25 3.15 Timescale ................................................................................................................................................ 26 3.16 The Role and Background of the Researcher ......................................................................................... 26 CHAPTER 4 FINDINGS AND ANALYSIS ................................................................................................... 27 4.1 Introduction ............................................................................................................................................ 27 4.2 Survey Results ........................................................................................................................................ 27 4.3 What is guerrilla marketing? .................................................................................................................. 28 4.4 How is guerrilla marketing implemented? ............................................................................................. 30 4.5 To what degree is consumer buying behaviour influenced by guerrilla marketing? .............................. 31 4.6 How effective is guerrilla marketing in influencing consumers buying behavior? ............................... 32 4.7 What is the guerrilla marketing technique used by Coca-cola? ............................................................. 35 CHAPTER 5 - CONCLUSION .......................................................................................................................... 36 5.1 Discussions ............................................................................................................................................. 36 5.2 The Future of Guerrilla Marketing ......................................................................................................... 39 REFERENCES: .................................................................................................................................................. 42

  • iii

    Abstract

    Guerrilla marketing is a modern technique in product marketing that makes use of

    unconventional or unusual means of promoting the product to the market. The company under

    consideration of this study is Coca-cola which is a popularly known producer of a product of the

    same name. However, the company grew over the years and managed to create a multinational

    operation handling a diversified range of products. Apparently, it made used of various

    marketing techniques to entice more customers and lure them to buy the myriad of products

    offered by the company. Guerrilla marketing originated from guerrilla warfare operations where

    the armed group utilized unconventional techniques in fighting the enemy, even to the point that

    violates the ordinary rules of engagement. In the case of marketing, the techniques are designed

    to create a buzz among consumers and consequently turn the advertising into something that is

    viral.

    Guerrilla marketing is one of the growing marketing techniques which are used in

    advertising industry. Stealth marketing is also a most popular technique use in the Guerrilla

    marketing. There are number of techniques are used in stealth marketing in which one technique,

    celebrity marketing is in practice mostly by the market leaders. This paper seeks to find the

    significant impact of the Guerrilla marketing on the consumers buying behaviour.

  • iv

    Acknowledgments

    This paper would not have been possible without the assistance and the guidance of

    several individuals who in one way or another extended their valuable assistance in the

    preparation and completion of this study.

    First, my utmost gratitude to __name of school president___, President of the __name of

    school__ whose sincerity and encouragement I will never forget. _My father or mother or

    someone else_ has been my inspiration as I hurdle all the obstacles in the completion this

    research work. _name of class adviser_, for his/her unselfish and unfailing support as

    my dissertation adviser, _any friend_ for his/her patience and steadfast encouragement

    to complete this study; ____any friend_____, for the insights he/she has shared;

    I am heartily thankful to ___any friend___, whose encouragement, guidance and support

    from the initial to the final level enabled me to develop an understanding of the subject. Lastly, I

    offer my regards and blessings to all of those who supported me in any respect during the

    completion of the project.

  • 1

    CHAPTER 1 INTRODUCTION The modern era has made each consumer experience a newer concept of marketing

    communication in his continuing quest for satisfying needs and wants. Such communication