Influencing Consumers’ Perception Through Guerrilla Advertising Tactics in the Indian Market

Rahul Sharma (), Himanshu Vaishnaw and Namrata Ojha
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Rahul Sharma: O.P. Jindal University, School of Management
Himanshu Vaishnaw: O.P. Jindal University, School of Management
Namrata Ojha: O.P. Jindal University, School of Management

A chapter in Proceedings of the 5th International Conference on the Role of Innovation, Entrepreneurship and Management for Sustainable Development (ICRIEMSD 2024), 2024, pp 251-267 from Springer

Abstract: Abstract Guerrilla marketing is a fresh concept which is comparatively recent to the Asian market when compared to developed countries like the USA and Europe. This kind of promotion was unusual as it prioritised time, effort, and originality over significant advertising budgets. Because these advertisements are imaginative, those who view them likely to recollect them longer as opposed to those who don’t. These commercials, which were first meant to boost sales, were later used by marketers to build their brands and change how customers saw them. The research intends to explore the factors impacting consumer views in the Indian context given that this approach is comparatively new for customers in this emerging market. It also considers the influence of related unintended events and emotions. Using exploratory factor analysis, six important components were found. These comprise elements that provide perception, incongruous content, and understandability in addition to elements that produce excitement, knowledge, and beauty. A fundamental model of important variables pertaining to this marketing strategy in India is provided by the study. The relationship among perception and other factors is then examined through the use of multiple regression analysis. The majority of earlier research did not map the features, particularly for Indian clients, therefore the new study increases the area’s worth.

Keywords: Guerrilla Ads; Perception; Innovative; Ambient; Memory; Recall (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-612-3_17

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