Title: Think inside the Guerrilla box? – A quantitative study of how consumers perceive guerrilla marketing in contrast to traditional marketing

Course: European Business, Undergraduate thesis at C-level, 15 Hp.

Authors: Jennifer Lundström and Madeleine Sjöbom

Question: Based on consumer’s perception, is guerrilla marketing more beneficial than traditional marketing?

Purpose: The purpose of this study is to analyse how consumers perceive guerrilla marketing in contrast to traditional marketing, looking at a gender perspective. This to be able to determine whether it is more beneficial for a company to invest in extra energy and time with less money spent and choose guerrilla marketing over traditional marketing.

Methodology: A quantitative study, with a deductive approach and extensive structure

Theoretical framework: The theoretical framework includes theories concerning the twomethods and gender marketing. A communication stream model has furthermore been developed and modified from existing theories within the concept of marketing and communication. The AIDA model has been used to determine the buying behaviour.

Empirical framework: The empirical framework presents the outcome of the primary research such as findings and statistics.

Conclusion: Guerrilla marketing shows a clear advantage in most cases except when it comes to credibility. If companies can over win the issue with trust, guerrilla marketing is to prefer over traditional marketing, based on consumer perception. Major gender differences were none to be found.