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A Research on the Determination of Consumer Perceptions Related to Guerrilla Marketing Methods: Sample of Izmir Province

Emerging Markets Journal

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Title A Research on the Determination of Consumer Perceptions Related to Guerrilla Marketing Methods: Sample of Izmir Province
 
Creator Onurlubaş, Ebru
 
Subject Consumer; Consumer Perception; Guerrilla; İzmir
 
Description In developing technology and differentiating markets, businesses have resorted the way of increasing their competitiveness by taking advantage of new marketing methods in order to stand out in the market. Within this context, companies have started to use different marketing strategies in order to be more effective in the market and to maintain their presence and awareness in different ways. Guerrilla marketing is an important marketing technique that small and medium-sized businesses are using with minimum marketing investments in extraordinary ways at unexpected times to attract attention of the target audience in today's increasingly competitive environment. This study focuses on guerrilla marketing which is an important marketing technique that small and medium-sized enterprises (SMEs) have applied, using unusual methods, in unexpected times, with minimum marketing investments to attract the attention of target audience in today's increasingly competitive environment. In order to determine the consumer perception about guerrilla marketing methods, a survey was applied to 384 people living in İzmir. Factor analysis was applied to the obtained survey data in SPSS 22 statistics program. Three results were obtained. 'Extraordinary' has been identified as the most important factor. The second important factor is 'Interesting and surprising', and the final factor is 'Communication'. Kolmogorov Smirnov test was conducted to determine which tests should be performed on the sub-dimensions of the scale of Consumer Perception on Guerrilla Marketing Methods (SCPGMM). It was determined that the distribution was not normal and Kruskal Wallis and Mann Whitney U tests were applied to the sub-dimensions of  SCPGMM. According to the test results, It has been determined that the "Extraordinary" (F1) sub-dimension of the SCPGMM sub-dimensions varies according to gender, age, education and marital status; the "interesting and surprising" (F2) sub-dimension varies according to the education and the "Communication" (F3) sub-dimension varies according to gender and marital status.
 
Publisher University Library System, University of Pittsburgh
 
Contributor —
 
Date 2017-09-22
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://emaj.pitt.edu/ojs/index.php/emaj/article/view/124
10.5195/emaj.2017.124
 
Source EMAJ: Emerging Markets Journal; Vol 7, No 1 (2017); 31-40
2158-8708
2159-242X
 
Language eng
 
Relation http://emaj.pitt.edu/ojs/index.php/emaj/article/view/124/289
 
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