Partizaninio marketingo poveikis vartotojų elgsenai

Abstract

The aim of this paper is to theoretically and empirically analyse the impact of guerrilla marketing on consumer behaviour. The research methods used in the paper are: analysis of scientific literature reviewing the works and insights of other researchers in the field of guerrilla marketing, expert interviews and quantitative method - questionnaire survey. It can be observed that traditional marketing ‘weapons’ are no longer as effective in helping a company to create a competitive advantage and become the preferred choice of consumers. The paper analyses one type of marketing, guerrilla marketing, which is characterised by its emphasis on creativity, careful relationship building with the consumer and often by the lower financial costs needed. Guerrilla marketing combines communication tools with new solutions to capture the attention of consumers and engage them in a brand experience. New ways of disseminating information have enabled marketers to reach consumers through a wider range of channels and to interest them in unexpected solutions from the company, but achieving the desired goal requires constant updating of knowledge and a very good understanding of the communication tools used.