The Effects of Guerrilla Marketing on Generation y Consumer’s Purchase Intention

The research purpose was to explore guerrilla Marketing effects on consumer behavior. With the increase in competition in the global markets, several companies face a high Competition for surviving and thus they take a significant advantage in the present market opportunities. Companies try to use many innovative marketing techniques to attain customers quickly. Although Guerrilla marketing is one unique way to achieve this need. Thus, this study primarily investigates the impact of guerrilla marketing on generation Y consumer's purchase intention. The study considers Guerrilla marketing effects as an independent variable with seven appropriate dimensions such as Novelty, Aesthetics, Relevance, Clarity, Humor, Emotional arousal and Surprise and Consumer's purchase intention as the dependent variable.

It was conducted in Undergraduates of Eastern University, Sri Lanka during the period between June 2017 and December 2017. 380 undergraduates of Eastern University, Sri Lanka, were taken for this study. Stratified random sampling method was applied. Respondents who are aware and exposed to guerrilla advertising were only considered to administer questionnaires regarding guerrilla marketing effects and consumer's purchase intention. All the data was collected through closed-ended questionnaires, and the analysis was conducted by SPSS Statistics, which are Univariate and Bivariate analysis.

Guerrilla marketing as an independent variable has High-Level contribution to the Consumer’s purchase intention. An individual analysis shows that Novelty, Aesthetics, Relevance, Clarity, Humor, Emotional arousal, and Surprise have high. Generation Y consumers have a High-Level contribution to the Consumer's purchase intention. Results indicate that there is statistically linear significant and positive relationship between Guerrilla marketing effects and Consumer's purchase intention. And based on the findings Co-efficient of Determination and Adjusted R- Square indicated that guerrilla marketing effects have significant and moderate positive impact on Generation Y consumer’s purchase intention.

The study found that these independent variable dimensions indicated a high level of Generation Y Consumer's purchase intention. The findings of the present study suggest that the Guerrilla marketing effects are having the moderate positive relationship with Consumer's purchase intention. Eventually, this report recommends some actions for improving the role of Guerrilla marketing effects in influencing the Generation Y Consumer's purchase intention.