EFFECTS OF GUERRILLA MARKETING ON BRAND AWARENESS AND CONSUMERS’ PURCHASE INTENTION

Yıl 2017, Cilt: 6 Sayı: 12, 177 - 185, 26.12.2017

Salih Yıldız

Öz

With the development of the technology, consumers needs and demands has changed. Demands of consumers have changed faster, consumption has accelerated further. These changes necessitated the use of new marketing methods instead of modern marketing.  Guerrilla marketing is one of these new methods. Guerrilla marketing that is expressed as a method of combatting competitors by using exceptional promotion methods, nowadays has become an important competitive tool for companies. Guerrilla marketers aims to create marketing methods that are dynamic, creative and can adapt to change. For this purpose, they use street graphics, strange events, product placement and memorable events.

The aim of this study is to examine the effects of guerrilla marketing on brand awareness and consumers’ purchase intention. In the concept of the study, a questionnaire was applied to Gümüşhane University students. Forms obtained as a result of data collection has been evaluated and a total of 440 questionnaires were included in the sample. Multivariate Statistical Analysis were used to analyze data. As a result of regression analysis related to the effects of guerrilla marketing on purchase intention while humour has not a significant effect on purchase intention, novelty, surprise, aesthetics, relevance, clarity and emotional arousal have significant and positive effect on purchase intention. According to regression analysis results for brand awareness, all factors except surprise have positive effect on brand awareness. Also brand awareness has positive effect on purchase intention.

Anahtar Kelimeler

Guerrilla marketing, Brand awareness, Consumer behaviour, Purchase intention

EFFECTS OF GUERRILLA MARKETING ON BRAND AWARENESS AND CONSUMERS’ PURCHASE INTENTION

Öz

Teknolojinin
gelişmesiyle birlikte tüketicilerin istek ve ihtiyaçları da değişmiştir.
Tüketicilerin talepleri hızlı değiştikçe tüketim daha da hızlanmıştır. Bu
değişimler modern pazarlamanın yerine yeni pazarlama metodlarının
kullanılmasını gerekli kılmıştır. Gerilla pazarlama bu yeni metodlardan bir
tanesidir. Sıra dışı tutundurma yöntemleri kullanarak rakiplerle mücadele etme
yöntemi olarak ifade edilen gerilla pazarlama günümüzde firmalar için önemli
bir rekabet aracı haline gelmiştir. Gerilla pazarlamacılar dinamik, yaratıcı ve
değişikliklere uyum sağlayabilen pazarlama yöntemi oluşturmayı amaçlarlar. Bu
amaç doğrultusunda da sokak grafikleri, garip olaylar, ürün yerleştirme,
unutulmaz olaylar gibi uygulamalar kullanırlar.

Bu
çalışmanın amacı gerilla pazarlamanın marka sadakati ve tüketicilerin satın
alma niyeti üzerindeki etkilerini incelemektir. Çalışma kapsamında Gümüşhane
Üniversitesi öğrencilerine yüz yüze anket uygulanmıştır. Veri toplama sürecinde
elde edilen anketler değerlendirilmiş ve 440 anket örneklem sürecine dahil
edilmiştir. Elde edilen verilerin analizinde Çok Değişkenli İstatistiksel
Analizler kullanılmıştır. Gerilla pazarlamanın satın alma niyeti üzerindeki
etkisine ilişkin regresyon analizinin sonucuna göre mizah satın alma niyeti
üzerinde anlamlı bir etkiye sahip değilken, yenilik, sürpriz, estetik,
ilgililik, netlik ve duygusal uyarılma satın alma niyeti üzerinde anlamlı ve
olumlu yönde etkiye sahiptir. Marka farkındalığı ile ilgili regresyon analizi
sonuçlarına bakıldığında ise sürpriz hariç diğer tüm değişkenlerin marka
farkındalığı üzerinden olumlu yönde bir etkiye sahip olduğu belirlenmiştir.
Ayrıca marka farkındalığı da satın alma niyetini olumlu yönde etkilemektedir.

Anahtar Kelimeler

Gerilla pazarlama, Marka farkındalığı, Tüketici davranışı, Satın alma niyeti

Kaynakça

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