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Impact of Guerrilla Marketing On Consumer Perception
Impact of Guerrilla Marketing On Consumer Perception
2011 . Mohsin Shakeel, Muhammad Mazhar Khan.This is a research/review paper, distributed under the terms of the Creative
Commons Attribution-Noncommercial 3.0 Unported License http://creativecommons.org/licenses/by-nc/3.0/), permitting all noncommercial use, distribution, and reproduction in any medium, provided the original work is properly cited.
Introduction
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Research Objective
Literature Review
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IV.
Elements
Celebrity Marketing
Guerrilla Marketing
a) Hypothesis
On our literature review we can stand a
hypothesis as describe below.
Ho: Celebrity marketing has significant effect on
consumer perception
b)
Methodology
Consumer Perception
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c) Statistical Instrument
d) Statistical Analysis
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Model
.945a
Model Summary
R Square Adjusted
R
Square
.893
.865
Std. Error
Estimate
.29696
of
the
Table 1
Report
Celebrity endorsement in cellular ads has an influence on my perceptions
Mean
N
Std. Deviation
3.0000
4
.00000
Strongly Disagree
3.5000
8
.53452
Disagree
21
.66904
Neutral
2.9524
Agree
17
.50000
4.0000
Strongly agree
4.5000
10
.52705
Total
3.5833
60
.80867
Table 2.
It is also clear from the Table 2 that the
questions in answering strongly agree and agree have
the mean values greater than 3, this prove our
hypothesis that consumer perception has strongly
significant effect by the celebrity marketing.
V.
Discussion
VI.
Conclusion
a)
4.
5.
6.
7.
8.
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10.
11.
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17.
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3.
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2.
1.
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