Title: Shaping consumers' perceptions in innovative ways: an exploratory study on Guerrilla marketing

Authors: Harshita Gupta; Saumya Singh

Addresses: Department of Management Studies, Indian Institute of Technology (ISM), Dhanbad, Jharkhand, India ' Department of Management Studies, Indian Institute of Technology (ISM), Dhanbad, Jharkhand, India

Abstract: Guerrilla marketing is an innovative concept which is relatively new to the Asian threshold when compared to developed countries of Europe and USA. The study aims to examine the factors of consumers' perception in Indian context and also considers the effect of related unintended factors and emotions as the practice is comparatively new to the consumers of this developing economy. With the help of exploratory factor analysis, six meaningful factors have been extracted. These are enthusiasm generating factor, information generating factor, attractiveness generating factor, understandability, conflicting content and perception factor. The study provides a base model of important factors associated with this marketing tool in India. Eventually, multiple regression analysis is carried on to test the hypothesis of relationship between perception and other factors. As most of the existing studies do not specifically map the factors for the Indian consumers, the current study is a value addition in this field.

Keywords: consumer perception; Indian market; Guerrilla marketing in India; exploratory factor analysis; EFA; multiple regression analysis.

DOI: 10.1504/IJBEM.2020.107724

International Journal of Business and Emerging Markets, 2020 Vol.12 No.2, pp.152 - 178

Received: 09 Jul 2019
Accepted: 21 Dec 2019
Published online: 10 Jun 2020 *

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