Influence of Guerrilla Marketing on Cell Phone Buying Decisions in Urban Market of Chhattisgarh A Study

Abstract

Mobile phone today becomes lifeline for peoples. In the present era, people does not purchase mobile phones just as a communication medium rather youth today use it to express their thoughts via social networking, play games, read news, surf on the internet, listen to music, chat instantly with friends and families and even use it for e-commerce activities. This dynamic use of cell phone flooded the market with wide variety and cut throat competition between mobile phone companies. On the other hand it becomes much tougher for consumers to select an appropriate model to purchase. newlineThis research aims to know the influence of guerrilla marketing on cell phone buying decisions of consumers. Buying decisions of consumers were influenced by several characteristics i.e. personal, psychological, sociological, environmental and marketing. Guerrilla marketing is such characteristics which widely influences the purchase decisions of the consumers. Guerrilla marketing is a controversial form of marketing and has its roots from the concept warfare and describes a group that uses a violent approach to achieve the implementation of their beliefs and ideology. The combat operation was used by small groups that stood against large armies. (Fahrenholz et al. 2008).This is a strategy where one could take a win on his competitor with a much planned manner in a smaller scale. Marketing is differentiated among other generally accepted promotional tools by its unexpected effect and therefore can be titled outbox marketing. Unconventional, unusual, and inexpensive approaches of marketing strategy give an opportunity for smaller companies with limited resources to reach their target group and to stay on a competition. It is thought newlineII newlineprovoking, relies on time, energy, creativity and innovativeness rather than big advertising budgets. newlineThis particular research explores the concepts and principles of guerrilla marketing.