Abstract
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.
Highlights
The rapid impact of technology on human life has encouraged businesses to use new means of communication more effectively in order to influence the target audience
Guerrilla marketing is an important marketing technique that small and mediumsized 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 (Yıldız, 2016: 826)
Guerrilla marketing is a marketing method that enables low-budget brands to place their products in consumer consciousness by creating sensations that emerge in unexpected places and times with creative, extraordinary, exciting and surprising tactics
Summary
The rapid impact of technology on human life has encouraged businesses to use new means of communication more effectively in order to influence the target audience. Businesses have resorted to increase their competitiveness by taking advantage of new marketing methods in order to be able to stand out in the developing technology and differentiating 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 mediumsized 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 (Yıldız, 2016: 826) The basis of this marketing technique is to make a lasting impression on consumers with factors such as creativity and imagination with messages that are not seen before and cannot be imitated. The goal of guerrilla marketing, which is regarded as an important technique for businesses to adapt to ever-changing and increasingly competitive conditions, is to create a marketing management that is close to the market, dynamic, responsive to consumer needs, and empowered
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