GUERILLA MARKETING ACTIVITIES AND ITS EFFECT ON CONSUMERS

Yıl 2024, , 61 - 68, 30.04.2024

V. Özlem Akgün , Bedirhan Demir , Mehmet Akif Çini

https://doi.org/10.18070/erciyesiibd.1301417

Öz

In today's marketing environment, traditional methods are no longer sufficient to reach and attract consumers. Technological developments have significantly changed consumption habits and required marketing managers to develop innovative, fascinating and unconventional marketing concepts. Guerrilla marketing has emerged as a contemporary approach to meet this need. Guerrilla marketing focuses on creating an eye catching marketing mix that attracts the attention of the target audience and increases brand awareness through low budgets and unconventional methods. It has become increasingly popular in modern marketing as a way to attract consumers and increase brand loyalty.
The aim of this study is to investigate the effect of guerrilla marketing activities, which aim to be more permanent and memorable in the minds of customers with intriguing methods, on consumers' purchase intention. A survey was conducted with 401 participants within the scope of the research. As a result of the statistical analysis, it was found that innovation, surprise, emotional arousal and clarity, which are the components of guerrilla marketing, have a significant and positive effect on consumers' purchase intention; It was found that relevance, aesthetics and humor did not have a significant and positive effect.

Anahtar Kelimeler

Guerrilla Marketing, Consumer Purchasing Decision, Marketing Communications.

GERİLLA PAZARLAMA FAALİYETLERİ VE TÜKETİCİLER ÜZERİNDEKİ ETKİSİ

Öz

Bugünün pazarlama ortamında, tüketicilere ulaşma ve onların dikkatini çekme konusunda kullanılan yöntemler, gelenekselin oldukça ötesindedir. Tüketim alışkanlıkları teknolojik gelişmelerin etkisiyle kökten değişmiştir ve değişmeye de devam etmektedir. Bu durum satışları artırma ya da marka sadakati geliştirme niyetinde olan pazarlama yöneticilerini dikkat çekici, inovatif, farklılık yaratan ve geleneksel olmayan tutundurma kampanyaları geliştirmeye zorlamaktadır. Gerilla pazarlama, pazarlama uzmanlarının bu ihtiyacını karşılayacak modern pazarlama yöntemleri arasındadır. Düşük bütçelerle ve alışılmadık yöntemlerle dikkat çekici pazarlama kampanyaları ortaya koymaya odaklanan gerilla pazarlama uygulamaları, hedef kitlelerin ilgisini çekmenin ve marka bilinirliğini artırmanın bir yolu olarak son dönemde sıklıkla tercih edilen modern pazarlama uygulamalarındandır.
Yapılan bu çalışmanın amacı; merak uyandıran yöntemlerle müşterilerin zihninde daha kalıcı ve hatırlanabilir olmayı hedef edinen gerilla pazarlama faaliyetlerinin, tüketicilerin satın alma niyeti üzerindeki etkisini araştırmaktır. Araştırma kapsamında 401 katılımcı ile anket çalışması gerçekleştirilmiştir. Yapılan istatistiki analizler neticesinde; gerilla pazarlama bileşenlerinden yenilik, sürpriz, duygusal uyarılma ve netliğin tüketicilerin satın alma niyeti üzerinde anlamlı ve pozitif bir etkiye sahip olduğu; alaka, estetik ve mizahın ise anlamlı ve pozitif bir etkiye sahip olmadığı bulgusu elde edilmiştir.

Anahtar Kelimeler

Gerilla Pazarlama, Tüketici Satın Alma Kararı, Pazarlama İletişimi.

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