A Qualitative Research Upon Guerilla Marketing Practice in Turkey

Abstract

In today's world of marketing, competition, brands are pushed to pursue different strategies to convince us. For this reason, guerrilla marketing activities have gained popularity recently. The aim of this study is to investigate the effects of guerrilla marketing activities on consumers. These applications through guerrilla marketing efforts applied in Turkey to influence the decisions of consumers buying what extent, are intended to identify these applications, how they find creative and across traditional means of communication what is as effective and memorable. In this study, there are significant relationships between the above-mentioned factors and guerrilla marketing practices. In this study, qualitative analysis methods were used and data were collected by semistructured interview technique. The research was conducted with students from Ankara Hacı Bayram Veli University and various private sector employees. The results of the study are discussed in the ‘conclusion’ section of this study.