Influence of guerrilla marketing on cell phone buying decisions in Urban market of Chhattisgarh-A study

Mobile phone today becomes life line of the peoples and do not remain just a medium of voice communication rather than becomes an entertaining device. In the present era, people does not purchase mobile phones just to remain in touch 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 & families and even use it for e-commerce activities. Today consumers were trying to block the promotional messages as they are surrounded with tremendous amounts of advertisements which annoy them, thus, it has become very crucial for cell phone companies to differentiate their marketing. Heavy promotion expenses to compete in market are cutting the profit margin of companies. One way of lowering the promotion cost is guerrilla marketing, which is very innovation, unusual and eye catching and attracts consumers easily. Guerrilla marketing was based on guerrilla warfare techniques used in military. It is an unconventional marketing approach with the objective of maximum result from minimum resource. This research paper will throw light on the basic principles of Guerrilla marketing and to examine the various tools and tactics used in it. This paper will also provide an insight about effects of Guerrilla marketing on cell phone buying behavior of the consumers. This paper may be useful in increasing companies’ understanding of the concept of guerrilla marketing and how this can be used in a successful way.