Guerrilla Marketing
S.Lakshmi1, Gee Varghese2
1Dr.S.Lakshmi, School of Management, Hindustan Institute of Technology and Science, Chennai, Tamilnadu.
2Geevarghese, Professor & Research Supervisor, School of Management, Hindustan Institute of Technology and Science, Chennai, Tamilnadu.

Manuscript received on November 17., 2019. | Revised Manuscript received on November 24 2019. | Manuscript published on 30 November, 2019. | PP: 12425-12427 | Volume-8 Issue-4, November 2019. | Retrieval Number: D8609118419/2019©BEIESP | DOI: 10.35940/ijrte.D8609.118419

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Abstract: In Today’s World It’s Become Very Difficult For The Companies To Differentiate Their Marketing From The Existing Practice. One Method For Doing This Is To Promote The Guerrilla Marketing. It Is An Imaginative, Outrageous And Eye Catching One Than Conventional Type Of Advertising. The Purpose Of This Article Is To Focus On How The Use Of Guerilla Marketing Affects Consumer Behaviour In Terms Of Emotion, Excitement, Anticipation, Temptation And Aggressive And Purchase Decision. Guerilla Marketing Is More Innovative And Credible Than Traditional Marketing. It Has Great Impact On Brand Image, Brand Association And Purchase Decision. Company Use This Guerilla Marketing As A Surprise Strategy To Promote A Product Or Service. Traditional Media Like Print, Television, Posters And Notice Lose Popularity Among The Consumers, Company Try To Adopt New Technology By Following Various Channels Like Face Book, Instagram, Twitter And Youtube To Make A Good Impression About The Product Or Brand. To Be Successful, Companies Don’t Need To Spend Huge Money, They Just Think In A Different Way To Create A Memorable Experience.
Keywords: Marketing, Technology, Promotion, Consumer Behaviour and Perception.
Scope of the Article: Marketing and Social Sciences.