The Impact of Guerrilla Marketing on

Consumer's Purchase Intentions.

.Mariam AbdelDayem
.Adam Yacoub
.Layan Obeid
.Ahmad Al Shaer
:Problem statement
Nowadays, companies attempt to reach the private worlds of consumers
and give them a memorable experience with their brands by using
guerilla marketing. Although Guerrilla marketing doesn’t cost a lot of
money, on the other hand, it leaves a huge impact on customers' minds
and their attention because of the creativity and the surprise elements.
Other marketing mediums like television commercials, radio
advertisements, and social media don’t have a huge impact on the
consumers because the subconscious mind ignores them or avoid them
although they have expensive cost

:Research Model
Guerrilla marketing is the independent variable and
.consumer buying behavior is the dependent variable

Guerrilla
:Marketing
Novelty
Consumer's Aesthetics
Purchase Clarity
.Intentions Humor
Creativity
Surprise

:Problem statement
Nowadays, companies attempt to reach the private worlds of consumers
and give them a memorable experience with their brands by using
guerilla marketing. Although Guerrilla marketing doesn’t cost a lot of
money, it leaves a huge impact on customers' minds and catches their
attention because of the creativity and the surprise elements, usually the
subconscious mind of the customers avoid or ignore other marketing
mediums such as Tv commercials, radio ads and social media ads
because they don’t have enough time to watch long-time ads and they
.have the ability to skip them easily

 This research seeks to answer the following questions:

Main question:
What is the impact of Guerrilla marketing on consumer
purchase intention?

Sub Questions:
1. What is the impact of novelty on consumer purchase
intention?
What is the impact of aesthetics on consume purchase .2
?intention

3. What is the impact of clarity on consumer purchase

intention?
4. What is the impact of humor on consumer purchase
intention?
5. What is the impact of creativity on consumer purchase
intention?  
6. What is the impact of surprise on consumer purchase
?Intention

RESEARCH HYPOTHESIS

.H1: Novelty has positive effect on purchase intention

.H2: Aesthetics has positive effect on purchase intention
.H3: Clarity has positive effect on purchase intention
.H4: Humor has positive effect on purchase intention
.H5: Creativity has positive effect on purchase intention
.H6: Surprise has positive effect on purchase intention

Independent Variables: (Guerrilla Marketing)

4ps product, price, promotion and place ******