SUPERVISOR: ALAN MORGAN “To explore if Guerrilla marketing campaigns effect consumption behaviour on consumers between the ages of 18-29, Generation Y.” Conor Kelly 1571569 Bachelor of Business 4/10/2015 Word Count: 5,080 “To explore if Guerrilla marketing campaigns effect consumption behaviour on consumers between the ages of 18-29, Generation Y.” Table of Contents Declaration . 4 Acknowledgements . .5 Abstract. 6 Chapter One Introduction 1.1 Introduction . 8 1.2 Research Problem Area . 8 1.3 Research Objectives . 9 1.4 Data Collection Method . 9 Chapter Two Literature Review 2.1 Consumer behaviour . 11 2.2 Generation Y . 11 2.3 Guerrilla Marketing. 12 2.4 Conclusion. 13 Chapter Three Methodology 3.1 Introduction . .15 3.2 Research Question . 15 3.2.1 Research Objectives. 15 3.3 Research Design . 16 3.3.1 Descriptive . 16 3.3.2 Exploratory . 16 Conor Kelly Page 1 “To explore if Guerrilla marketing campaigns effect consumption behaviour on consumers between the ages of 18-29, Generation Y.” 3.3.3 Causal. 17 3.4 Information collection and Quantitative Research. 17 3.4.1 Quantitative Research. 17 3.4.2 Surveys. 18 3.5 Methods Rejected. 19 3.6 Conclusion. 20 3.7 Limitations. 20 Chapter Four Findings and Analysis 4.1 Introduction . 22 4.2 Quantitative Analysis and Findings . 22 4.2.1 Questions from survey conducted . 22 4.3 Quantitative Results . 23 4.3.1 Analysis for age group 18-21 . 23 4.3.2 Analysis for age group 22-25 . 25 4.3.3 Analysis for age group 26-29 . 27 4.3.4 Question 9 Analysis . 39 4.3.5 Question 10 Analysis . 30 4.4 Conclusion . 30 Chapter Five Conclusion 5.1 Introduction. 32 5.1.1 Objective 1. 32 5.1.2 Objective 2. 32 5.1.3 Objective 3. 33 Conor Kelly Page 2 “To explore if Guerrilla marketing campaigns effect consumption behaviour on consumers between the ages of 18-29, Generation Y.” 5.2 Conclusion . 33 5.3 Recommendations . 34 Bibliography References . 36 Appendix 1. Survey Guerrilla Marketing. 39 2. Supervisor Report. 43 List of tables and figures Table 1: Methods Rejected. 19 Table 2: Question 3-8, Age group 18-21 . 25 Table 3: Question 3-8, Age group 22-25 . 27 Table 4: Question 3-8, Age group 26-29 . 29 Figure 1: Question 9 . 30 Figure 2: Question 10. 31 Reflective Diary . 49 1. What . 50 2. Why . 51 3. Reaction . .52 4. Learned . 53 5. Overall . 54 Conor Kelly Page 3 “To explore if Guerrilla marketing campaigns effect consumption behaviour on consumers between the ages of 18-29, Generation Y.” Authors Declaration I, Conor Kelly, declare that I am the sole author of this business project, that during this period of registered study I have not registered for any other academic award or qualification, nor has any of the material been submitted wholly or partly for any other award. I have personally carried out all work of which this is a record. The programme of study of which this is a part has been delivered by the School of Business, Dublin Business School. Signed: Conor Kelly Date: 10/04/2015 Conor Kelly Page 4 “To explore if Guerrilla marketing campaigns effect consumption behaviour on consumers between the ages of 18-29, Generation Y.” Acknowledgements The first thanks I owe is to my supervisor Alan Morgan, who offered me with constant advice and guidance throughout the project and offered his time up wherever I needed, for that I am truly grateful. Next is to my family, who have supported me through everything in my life, a special thanks to my sister and to my girlfriend who always offered me support throughout this challenging time and provided me with well needed distractions. To the participants of my surveys, I thank you for providing me with great feedback and through this I was able to obtain a deeper and better knowledge of my researched area. Without them this project would not have been possible. Conor Kelly Page 5 “To explore if Guerrilla marketing campaigns effect consumption behaviour on consumers between the ages of 18-29, Generation Y.” Abstract This is an investigating research study and the context of this research is to explore if Guerrilla marketing campaigns effect consumption behaviour on consumers between the ages of 18-29, Generation Y. The research is divided up into three main objectives in order to help define Generation Y marketer’s perspective. Primary research has been performed, by the researcher, on the individual parts of Guerrilla marketing, Generation Y’s (millennials) and also consumer behaviour in order to understand if there is a relationship that exists between Guerrilla marketing and consumer behaviour. The secondary research is gathered and summarised in the Literature Review. Generation Y is a contemporary subject and the conclusions of this research is planned to provide insight and guidance to marketers about Generation Y’s and how their consumption behaviour is affected when Guerrilla marketing strategies are used. The information deduced is identified and analysed within Findings and Analysis and following that, a further understanding together with the researcher’s thoughts are given in the Conclusion. Furthermore the researcher recommends additional research in this area and from the side of the Generation Y’s point of view. Conor Kelly Page 6 “To explore if Guerrilla marketing campaigns effect consumption behaviour on consumers between the ages of 18-29, Generation Y.” Introduction Conor Kelly Page 7 “To explore if Guerrilla marketing campaigns effect consumption behaviour on consumers between the ages of 18-29, Generation Y.” 1.1 Introduction This topic was chosen by the researcher in order to develop an understanding of Guerrilla marketing with an emphasis on how it effects consumer behaviour amongst the Generation Y age group. The author aims to understand if there is a relationship that exists between Guerrilla marketing and consumer behaviour. 1.2 Research Problem Area Nowadays people are becoming more wary of traditional marketing campaigns that companies are using, therefore it has become very important for companies to differentiate their marketing campaigns. Innovation is essential in today’s consumer landscape. According to Levison (2007) Guerrilla marketing is known to be more out there, innovative and aims to capture the attention more than traditional marketing. This concept was originally introduced by Jay Conrad Levinson in the 1980s. Guerrilla marketing is becoming more of a modern technique in product marketing that uses unconventional or unusual means of promoting a product in the market. Customers are constantly getting better at avoiding being influenced by traditional advertising messages, both by using new technology and simply by mentally blocking them out (Dahlén, Granlund & Grenros, 2009). As Guerrilla marketing is growing so much as an important weapon for marketers we see more and more companies use this technique to fight and gain more market domination, hence it being an important subject to research. Conor Kelly Page 8 “To explore if.