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Title: Influence of Guerrilla Marketing on Cell Phone Buying Decisions in Urban Market of Chhattisgarh A Study
Researcher: SHARMA, R
Keywords: Ambient Marketing
Ambush marketing
Buzz Marketing
Guerrilla Marketing
Stealth Marketing
Viral Marketing
Wild Posting
WOM Communication
University: Dr. C.V. Raman University
Completed Date: 2016
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.
Appears in Departments:Department of Management

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10. list of tables.pdfAttached File183.98 kBAdobe PDFView/Open
11. list of figures.pdf148.22 kBAdobe PDFView/Open
12. abstract.pdf129.53 kBAdobe PDFView/Open
13. chapter 1.pdf752.48 kBAdobe PDFView/Open
14. chapter 2.pdf1.2 MBAdobe PDFView/Open
15. chapter 3.pdf280.61 kBAdobe PDFView/Open
16. chapter 4.pdf1.8 MBAdobe PDFView/Open
17. chapter 5.pdf1.73 MBAdobe PDFView/Open
18. chapter 6.pdf2.98 MBAdobe PDFView/Open
19. chapter 7.pdf276.23 kBAdobe PDFView/Open
1. title page.pdf132.23 kBAdobe PDFView/Open
2. certificate.pdf48.37 kBAdobe PDFView/Open
3. acknowledgement.pdf6.62 kBAdobe PDFView/Open
4. decleration.pdf32.28 kBAdobe PDFView/Open
5. appendix 1.pdf252.6 kBAdobe PDFView/Open
6. appendix 2.pdf223.54 kBAdobe PDFView/Open
7. references.pdf1 MBAdobe PDFView/Open
8. table of content.pdf182.82 kBAdobe PDFView/Open

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