SHAPING CONSUMERS' PERCEPTION IN INNOVATIVE WAY: AN EXPLORATORY STUDY ON GUERRILLA MARKETING

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.