Synopsis:

Guerrilla marketing is substantially less expensive than traditional advertising. Marketers

nowadays frequently utilise guerrilla marketing instead of other traditional approaches, and it
is mostly based on the Word-of-Mouth technique. The purpose of this study is to see how
efficient guerilla marketing strategies are at building a good brand image among generation Y
(millennial) consumers. The goal of this research is to see how guerrilla marketing affects
customer purchasing habits. One of the factors in this study is guerrilla marketing, while the
other is consumer buying behaviour. Consumer buying behaviour is the dependent variable,
while guerrilla marketing is the independent variable. There is a positive relationship between
these variables.

Introduction:

Over the last decade, the media has undergone a massive transformation (Schivinski &
Dabrowski, 2016). Advertisement clutter has resulted from the proliferation of commercial
advertisements on television, billboards, and radio stations (Milak & Dobrini, 2017).
Companies are attempting to advertise themselves in a number of ways since advertising
space is in high demand because it helps firms to benefit. Eventually, the amount of
advertising overwhelms and frustrates customers, resulting in clutter (Rotfeld, 2006;
Obermiller et al., 2005).

As a result, traditional communication methods are no longer effective. To capture the

attention of the audience, a few companies have used unconventional approaches such as
guerrilla marketing. Hutter and Hoffmann (2011) discovered that not just SME-adopted,
innovative, and low-budget marketing efforts, but also economic uncertainties and swings
caused by power shifts raise an alert, prompting larger enterprises and international
organisations to pursue low-budget marketing media. The guerilla marketing concept was
introduced by Levinson (1984), which employs off-the-wall, unorthodox means of
conducting and executing promotional and marketing operations with a very minimal
advertising budget. 

Various features of guerrilla marketing research have been investigated in recent studies. In
the hotel business, Isaac (2014) discovered that guerilla marketing, when combined with
established marketing tactics, increased organisational marketing productivity. Kelly (2015)
discovered that guerrilla marketing strategies influence Generation Y consumers'
consumption behaviour, however not everyone in the Generation Y age group knew or
understood what guerrilla marketing was or how it influences their choice or purchase
decision. Unlike Kelly (2015), Dempsey (2016) performed semi-structured interviews with
young, millennial Irish males and discovered that guerilla marketing efforts boost brand
engagement, with humour, design, and originality as influential variables. After being
exposed to the campaigns, all of the participants stated that they would participate in word-
of-mouth advertising. By their very nature, guerrilla marketing tactics are memorable and
unconventional, and they have the power to create a lasting impact on customers.

The importance of guerrilla marketing research is growing by the day. However, there are
few large research studies in Asia, particularly in Pakistan, where this study can fill a vacuum
in the literature. This study will establish the groundwork for future guerrilla marketing
studies. The presentation of the conceptual framework of guerrilla marketing and brand
image, as well as the establishment of the link between graffiti art and advertising, are two
key contributions of this research. Finally, this study presents an empirically tested guerilla
marketing model with variables and scales that can be utilised to revalidate in other
markets. Generation Y has grown up in an era when they have always had access to
technology. Computers, cellphones, and the Internet were all available to them during their
adolescence" (Kelly, 2015). Millennials are also known as Generation Y consumers (Kim &
Yang, 2020), and in some research, they are referred to as Generation C consumers (Kim &
Yang, 2020). (Truong, 2018). Consumers of Generation Y have high expectations since, in
the world they grew up in, technology has always provided more for less, often for free, and
they have access to it at any time and from anywhere (Vega, 2016).

Millennials are goal-oriented, determined, self-assured, technologically dependent,

interdependent, and upbeat. All of these are good attributes, but they make customers
incredibly demanding: they expect it soon; they prefer it short and simple since they are
constantly multitasking; they are easily bored; they are motivated by convenience; and they
always want feedback. (2017, Expósito). Consumers in Generation Y are well-connected and
well-informed. As a result, persuading Generation Y consumers to buy a product is
significantly more challenging for marketers. To persuade these consumers, marketers must
use social media and guerrilla marketing methods (Kelly, 2015).
It's a marketing strategy for establishing a company's performance products or services in a
unique way while spending minimal money. There are many different methods of
advertising, but we choose Guerrilla marketing since it is relevant to our theme. It is a
modern system for advertising a product in product marketing. It is a growing marketing
method that is used in businesses. Stealth marketing is the most popular guerilla marketing
approach. Many tactics are utilised in stealth marketing. Other advertising methods employ a
variety of instruments, including radio, the internet, magazines, newspapers, social media,
and television, but guerrilla marketing does not (Nawaz, 2014). When other strategies fail to
achieve the company's goals in the market, the guerillas, or more special forces, are
dispatched. Killer strategies are once again deployed to reverse the tide and defeat the
opponent. It's an excellent alternative to traditional marketing. Guerrilla marketing is less
expensive than other types of marketing (Marrs, 2014). Marketing and advertising are all
around us, and we are continuously bombarded with all types of messages. Guerrilla
marketing is a rapidly growing strategy in the advertising industry. Guerrilla marketing is
widely employed nowadays. Word of mouth is a Guerrilla marketing approach in which a
person informs another person about a product or service.

Literature Review:

Guerrilla marketing was presented as a valuable marketing method for medium and small
businesses in this thesis. The phrase "guerrilla marketing" is taken from the combat-related
foundation word "guerrilla," which refers to a member of a band of unconventional warriors
who use surprise raids to wage guerrilla warfare on their opponents (Ries & Trout, 1986).
Guerrilla marketing, according to a popular book, is analogous to marketing warfare (Ries &
Trout, 1986). Guerrilla marketing's main goal is to increase interaction among consumers
through grassroots, experiential, stunt, graffiti, and ambient marketing, which results in
positive feelings among customers, which will impact company sales (Ay & Unal, 2002).
Street marketing, unlike viral or word-of-mouth marketing, is poorly planned and has an
undefined scope.The argument is supported by research and case studies. Based on the
Guerrilla marketing method, the practical application of theory is established in the marketing
plan. Based on this, a marketing plan was written. The company's headquarters are in Oslo,
Norway. The thesis defines Guerrilla marketing in detail and distinguishes the fundamental
differences between Guerrilla marketing and standard marketing approaches (Zujewska,
2014).

The goal of the study was to look into the effects of guerrilla marketing on consumer
behaviour. It is based on prior Guerrilla marketing literature as well as a proposed advertising
model. The study assesses consumer perceptions based on their responses to twenty guerilla
advertisements. To investigate such effects, this study used multiple regression and factor
analysis methodologies. The findings demonstrate that while inventiveness, emotion arousal,
and message clarity all had a substantial impact on purchase intent, surprise and comedy did
not (Tam, 2015).

In today's fast-changing conventional world, performing conventional things

unconventionally is a necessity of the hour. Advertising necessitates nothing more than
creativity and budget, whereas Guerrilla marketing does not. Guerrilla marketing is defined
as obtaining maximum profit at the lowest possible expense to the firm. Guerrilla marketing
is a term used to describe a unique technique to transform a firm at a minimal cost. The paper
discusses the benefits and requirements of Guerrilla marketing, as well as how it differs from
and outperforms other standard marketing techniques. The related marketing techniques of
advanced marketing in today's time of cost cutting but high consumer impact will also be
highlighted. This study will also attempt to comprehend terminology, literature, application to
small businesses, and profitability (Jose, 2013).

Dinh and Mai (2015) used the dependent variable word of mouth to investigate three guerilla
marketing variables: inventiveness, clarity, and surprise (WOM). Dinh and Mai (2015) also
included a mediating variable: credibility. They used four forms of credibility from separate
articles, including source credibility (Housholder & LaMarre, 2014), medium credibility
(Zhang et al., 2014), and advertisement and content credibility. Guerrilla marketing
encompasses not only viral or blog marketing on social media, but also ambient, grassroots,
buzz, undercover/secret, and stealth marketing.

Advertising is a type of communication that satisfies the needs of the target audience, such as
viewers, readers, and listeners. It sends a message to consumers encouraging them to buy or
act on products, information, and services, among other things.

The purchasing procedure is a risky decision-making process. The link between independent
and dependent variables is the subject of this research article.
By typing the responses of a hundred and ten respondents, which is the most expressive
answer with attitudinal and behavioural aspects of consumer buying behaviour?

The primary goal of this study is to determine how advertising influences male and female
purchasing behaviour and attitudes. (Raju, 2013, p. 1). It is a growing marketing method that
is used in businesses. Stealth marketing is the most popular guerrilla marketing approach.