EXECUTION OF GUERILLA MARKETING AND ITS EFFICACY ON CONSUMER BEHAVIOUR: WITH REFERENCE TO MADURAI CITY
Keywords:
Guerilla marketing, Consumer behaviour, Advertisement, ConsumerAbstract
In view of the fact that consumers have turned out to be more and more expert at ignoring and straining out traditional marketing messages. An approach for businesses to differentiate themselves and spread their communication across to their target market is by opting more creative marketing called “Guerilla Marketing”. It holds the supremacy to get the customer focus faster than any further advertising medium. At the meanwhile sometimes people do not understand the information and pay no attention to the advertisement which they have been exposed. Hence the execution of guerilla marketing should be more concentrated for the efficacy of consumer behaviour. This paper puts forth the uniqueness and strategies of guerilla marketing and efficacy of consumer behaviour by a survey using a Interview Schedule.
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