The Impacts of Guerrilla Marketing on Consumers' Buying Behavior: A Case of Beverage Industry of Karachi

Abstract

In today's competitive business environment customers always looks forward for the things that they have never observed before and anything which helps to obtain their attention by surprise and leaves a long period impact on their mind.   Most of the flourishing businesses recognized the importance of customers lifetime value because customer satisfaction is observed as a key differentiator. Beverage industries tried their best to please their customers' to stay alive in the Market place.   Guerrilla Marketing is one of the raising marketing technique which consist a chain of strategies that can be applied with a little budget in the company. Guerrilla marketing is measured as an essential strategy for the survival and victory of Beverage industries across the world. The core purpose of this research paper was to examine the impacts of guerrilla marketing on consumers' buying behavior in the beverage industries of Karachi Pakistan. Guerrilla marketing has been taken as an independent variable were consumer buying behavior as a dependent variable and its sub-variables are loyalty,   frequency of buying the same product and demand of buying the same product again and again. This research was quantitative in nature. The sample size was 204 and questionnaires were distributed randomly to get the data on primary level. The responses of the respondents were obtained both electronically and manually. With the help of SPSS frequency tables and pie charts were used to checked the result. On the basis of findings, it has been concluded that guerrilla marketing has a positive significant impacts on consumers' buying behavior in beverage industries. As large number of respondents knows that guerrilla marketing is very effective and creative strategy which has the power to influence the consumer behavior towards any product or services.