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An Analytical Study on Impact of Guerrilla Marketing Among Middle Aged Smart-Phone Users International Journal of Advanced Scientific Research and Management, Vol. 2 Issue 4, Apr 2017. www.ijasrm.com ISSN 2455-6378 An analytical study on impact of guerrilla marketing among middle aged smart-phone users Puneet Walia1 and Dr Lalit Singla2 1 Research Scholar, SCM, Sri Guru Granth Sahib World University, Fatehgarh Sahib (Punjab) India 2 Assistant Professor, School of Commerce and Management, Sri Guru Granth Sahib World University Fatehgarh Sahib (Punjab) India Abstract Companies seeking for gaining more profit with less Marketing exists in different form and every single investment of time, money and resource approach day a new marketing method gets evolved. guerilla marketing techniques. These companies aim Companies use suitable marketing technique to sell at creating a high and powerful impact among their their product. The usage of a specific technique customers. If we see companies marketing their depends upon various factors like nature of the products they use lot of techniques and new methods product, target customer, market, industry and to market their products, therefore there is a high competitors. This research will be analyzing about possibility of most of the companies getting the Guerilla marketing method and its impact on unnoticed in this huge ad war. So it is necessary for consumer buying behavior. To carry out the study every company to project themselves in a better and more specific Guerilla marketing methods stronger way among their customers. implemented in smartphone products were analyzed among middle-aged person in Delhi. This research There are various form of guerilla marketing like carries out various methods of Guerilla marketing as relationship marketing, expeditionary marketing, one well as consumer buying behavior. At the end of the to one marketing, real time marketing, viral research we will come to know about the impact of marketing and digital marketing. It cannot be argued Guerilla marketing in smartphone purchase. that all these marketing methods are helpful for Keywords: Guerilla marketing; Consumer buying smartphone products, but some of them like viral and behavior; Smart phone; Middle-aged; Delhi digital marketing. In case of Nokia they invested millions of amount to advertise their smartphone for 1. Introduction 10 seconds in The Dark night film. This is also Marketing helps business people and companies to known as viral marketing, one of the guerilla establish themselves in a better way and showcase as marketing methods. Same as in the present days a unique category among their consumers and Reliance economic smartphone too went viral among competitors. The main purpose of marketing is to smartphone users as well as the industry. grab the attention of targeted customers and make them buy their products. This may sound a simple Developing a guerrilla marketing campaign requires process, but practically it is much more complicated lot of efforts and innovativeness to be implemented one for any company as the customers have plenty of where the company has to bring in an entirely options. There are various marketing strategies different concept. Basically guerilla marketing aims which help a company to successfully advertise their at established target customers instead of focusing on products, and one among them is guerilla marketing. new customers. For example when Apple company decided that they need to do some kind of marketing 53 International Journal of Advanced Scientific Research and Management, Vol. 2 Issue 4, Apr 2017. www.ijasrm.com ISSN 2455-6378 to get more number of Indian customers they smartphone users and also in their buying adopted this guerrilla marketing strategy. They behavior. This study is carried out in Delhi. converted the escalators of shopping malls into digital displays and screened all their apps got 1.4. Limitations of the study included in a single phone mentioning as “Endless The boundaries of this study can be expanded in App”. terms of different electronic gadgets and also by comparing consumers of different demo-graphic Basic principles of Guerrilla Marketing profile. Measures the success through profit, instead Objective of the study of sales 1.5. To carry out a detailed study on Focus only on existing customer; do not try guerilla marketing concepts with new customers To study the implication of guerrilla Classifies target audience and focus marketing concepts in smartphones accordingly To analyze the impact of guerrilla Guerrilla marketing gets committed to a marketing towards purchase behavior campaign finish it completely and then of smartphone users. moves on to the next one To make effective guerrilla marketing 2. Literature Review Implementation of effective strategy Dynamic presentation Providing some freebees Guerrilla marketing based campaign conducted so Create an interactive and meaningful far in any industry or for any product has created a marketing deep impact on brand image, brand attitude and Use sub-title if necessary purchase behavior of the customer. Creativity plays a major role in guerrilla marketing approach when compared with traditional marketing methods. If a 1.1. Problem statement campaign has both the necessary credibility and Developing an ad and implementing it to get the creativity in it then it will be creating a high impact customer satisfaction is not an easy job in on brand image, attitude and purchase behavior of today’s competitive world. Therefore companies customers (Jonsson, 2012). (Ahmed Nawaz, 2014) need to try out a lot to bring out a unique through his study states that guerrilla marketing concept and impress their targeted customers, as always had a high impact on purchase behavior of a they have various options. This study especially customer and it is purely based on human focus on guerrilla marketing methods psychology instead of assumptions and judgments. implemented by smartphone companies and Mostly guerrilla advertising is carried out in products sensing the consumer buying approach based on by including the most unconventional method of it. The targeted group was the middle aged advertising in it to attract the targeted customers. people in Delhi. The study area is chosen as Delhi because there is no previous studies Stealth Marketing is one of the guerilla marketing carried out in Delhi under this subject and techniques where the market leaders use celebrities moreover middle aged people were focused in their ads which are also known as celebrity because they are not prone much towards gadget marketing. (Bwisa, 2013) carried out his research on based attractions. one of the guerrilla marketing method known as “Word of Mouth” were the research is done in a part 1.2. Research question of Kenya. As a result of the research word of mouth How guerrilla marketing methods influences always has a high impact among the customers in smartphone buyers? grabbing and retaining them. This marketing method How this method is effective than other helps to build a strong relationship among the marketing methods? customers. Internet marketing is also considered to be one of the most powerful methods of marketing 1.3. Significance of the study which helps a company to reach maximum number The study precisely focuses upon the impact of of customers. guerrilla marketing methods among middle aged 54 International Journal of Advanced Scientific Research and Management, Vol. 2 Issue 4, Apr 2017. www.ijasrm.com ISSN 2455-6378 According to the study conducted by (Mehrdad Mahmooditavana, 2014) it states that guerrilla marketing improves the possibility and capability of organizational entrepreneurship, where 3. Methods organizational entrepreneurship is considered to be In this methodological part we will be discussing one of the important factor influencing about the data collection methods, research design, organizational growth. Guerrilla marketing is sample size and statistical techniques considered to be one among those approach which helps to improve the organizational entrepreneurship 3.1 Research Model of a company. As per the studies conducted by (Faruk, 2012) guerrilla marketing is a cost Figure 1: Research Model optimizing marketing method and also efficient when compared with traditional marketing method. This marketing technique has a nature of stimulating the customers to buy the product. Guerrilla marketing will enhance the functionality of the product and it must be carried out according to the consumer culture. Fig1. Impact of Guerrilla Marketing on consumer buying behavior The research conducted by (Raju, 2013) shows that advertising plays very important role among the The above given model clearly explains us the customers in their purchase decisions. In case of impact of guerrilla marketing on consumer buying most of the customers advertising acts as a deciding behavior. Initially this method drags a customer to factor for them. Since most of the customers buy buy the product and converts them into consumer, product based upon the partial knowledge they attain then the consumer become loyal consumer so that regarding the product. Most of the buyers look for their frequency rate of buying that specific product products which satisfy most of their needs and they gets increased which in turn increases the demand of believe in advertisements which match their the product. expectations. (Hafiz Muhammad Arshad, 2014) carried out a study on purchase behavior and intention of customers towards mobile phones, were 3.1. Research Design the study states that customers were highly The
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